| In the we media era,official WeChat public accounts of the universities have become important channels of transmitting information and shaping emotions,Researches related to official WeChat public accounts of the universities increase day by day as official WeChat public accounts of the universities appear widely*However,by combing relevant literature,I find out that these studies just studied the official WeChat public accounts of the universities in generalities.Their objects either were too broad or just focused on some specific case so that they lack research on a particular sample under a certain sample and strategies in this target.Because of being historical revolutionary,missionary and political,universities with military background are different from those common colleges in terms of diffusing ideology.However,their degree of openness is higher than the army and other military academies.Therefore,it’s really important to find a balance between political requirements and promotional effects.Under this background,this paper takes Weaponry’s Seven Universities as study objects,applies the method of content analysis,questionnaires and interviews,investigates and analyzes the communication environment,methods of communication and communication effects of WeChat and then sums up the Iack of communication strategies.Meanwhile,this paper makes recommendations accordingly on the positioning strategy,content.strategy and management strategy,using theories of organizational communication,agenda setting,use and satisfaction,etc.According to the analysis of the content,this kinds of university have problems such as inaccurate positioning,non-innovative push approaches,non-denominational original content,limited push contents,inefficient interactivity and unprofessional operation team,which leads to poor publicity effect and some other problems.Besides,the operators of the official WeChat public accounts of the seven universities lack awareness of intellectual property and security awareness.According to the survey of their users,I find out the users have the highest demand for information.They need not only the information related to the colleges but also the important information about themselves.Their overall satisfaction of the school official WeChat is higher,but they are less satisfied with the official WeChat interaction.I think official WeChat public accounts of the universities have big amounts of potential audiences and functions,their operation strategy need deeper study.are authoritative.As weaponry’s universities,in the running of the official WeChat public accounts,they not only need to satisfy the demands of common colleges,but also combine their own particularities to overcome difficulties and take advantage of their strengths,using the most advanced,scientific and effective strategy to make the official WeChat public accounts play a bigger and more ideal role in school publicity work. |
