A Study On The Communication Effect Of Middle School Education Wechat Official Account

In the rapid development of mobile Internet today,WeChat as an Internet based mobile instant messaging applications,has occupied more than 90% of smart phones.In a variety of constantly updated iteration function,the official account for WeChat occupied the market plays a landmark function.This study selected middle school education WeChat official account as the research object,mainly uses the literature research method,case study method and questionnaire survey method from the perspective of communication to research the communication effect.Combined with the research in the process of deficiency,this study puts forward the point of view that add interactive promotion,rich content,detailed data analysis,improve image transmission.Structurally,this thesis is divided into five chapters.Among them,the introduction part of the paper selected topic background,research significance,concept,research review,research purpose and method.The first chapter summarizes the middle school education WeChat official account development present situation based on the cause of the rise,the classification and characteristics.The rise of reason mainly has three aspects: the technology platform support,the increase of information access and education career and two-way demand of the market.Compared with the different stages of education WeChat official account and different carrier middle school education class media,we can know that middle school education WeChat official account was content for the transmission of knowledge information;the spread of form focus on the text information.The second chapter for the middle school education WeChat official account communication effect research,selected the research methods of questionnaire.This questionnaire investigated from four aspects: the basic characteristics of the audience,media exposure,cognitive focus on communication,attitude and behavior.summarizes the design and implementation of the questionnaire and makes an analysis of the survey results.Results show that the audience choose to focus on a particular WeChat official account purpose is to meet the demand of self.Most of the audience while still receiving information in a passive state,but there was an obvious more degrees of freedom to choose whether to accept the point of view.The third chapter is based on the questionnaire investigation of the audience communication effect and deficiency analysis.The audience in the cognitive level of autonomy,could break the traditional cognitive model.In attitude level,the individual difference of audience is the key factor of their attitude change.Only better meet the demand of audience,can better enhance the transmission effect of behavior.In general,middle school education WeChat official account communication effect reflects the main problems are: Firstly,the audience perceptions are limited and Lack of promotion efforts;Secondly,there is a low frequency in audience reading and information is not attractive enough;Thirdly,the overall communication effect tends to weaken,it can not meet the needs of the audience;Fourth,the service functional is really weak,the information lack of authority.The forth chapter combines the fourth chapter of reflected problems pointed out that middle school education WeChat official account should promote the interaction form,use the data analysis and brand construction,strengthen management,to better cope with the continuous development of new mobile Internet era,improve their own development.