The Study On Wechat Official Account Admin Platform Of Zhengzhou University Based On "Uses And Gratifications"

With the WeChat users increasing dramatically,the WeChat Official Account Admin Platform as a derivative has penetrated into every aspect of people's lives.According to official statistics,as of June 30,2017,the total number of WeChat public accounts had exceeded 20 million.In recent years,universities have attached great importance to the influence of the WeChat Official Account Admin Platform and have launched their own WeChat Official Account Admin Platform.Supported by tweet content and functional services,WeChat Official Account Admin Platform has gradually become the mainstream of campus media.Based on the theory of "Uses and Gratifications",this paper investigates and analyzes the basic needs of the users by using the WeChat Official Account Admin Platform of Zhengzhou University and the problems in satisfying users' needs.This study analyzed the needs of the users of the WeChat Official Account Admin Platform of Zhengzhou University through literature review,sample analysis,questionnaire survey and unstructured interviews.It was divided into five chapters.The first chapter mainly introduced the background and significance of the topic selection,and analyzed the research status of the WeChat Official Account Admin Platform,and found that although there is currently research on the WeChat public platform in universities,there is less research on the WeChat Official Account Admin Platform in colleges and universities.The second chapter is about the related concepts and summaries involved in this study.It mainly includes the theory of Uses and Gratifications.At the same time,it analyzes the development status,functions and characteristics of the WeChat Official Account Admin Platform and the WeChat Official Account Admin Platform of colleges and universities.The third chapter is the specific research design and research methods used.The fourth chapter is a descriptive analysis of the data,combined with background data to investigate the user's motivation,use behavior and attitude,etc.,and found that the number of users of the WeChat Official Account Admin Platform of Zhengzhou University is huge,but the liveness is not enough;the content of it is rich,but the mode of it is single;menu function is complete,but the usage rate is not high enough to pay less attention to background data.The fifth chapter mainly focuses on the optimization suggestions for the WeChat Official Account Admin Platform operators of Zhengzhou University,mainly including strengthening team building and improving professional capabilities;insisting on content as the king and innovating presentation methods;strengthening interactive propaganda and creating community management;closely following the development of the platform,improve technical standards.Although there are some scholars studying the application of the WeChat Official Account Admin Platform,there are relatively researches on the WeChat Official Account Admin Platform in colleges and universities,and most of the previous studies were conducted by using a single questionnaire survey.In this study,the author analyzed the questionnaire results combined with the background data of the WeChat Official Account Admin Platform in Zhengzhou University,making it's more scientific.At the same time,due to constraints of various subjective and objective factors,this study also has some defects.The author will carry out more in-depth investigation and make analysis of existing problems in the subsequent research to improve the deficiencies of this study.