| As the rapid development of the "Internet + ",the emerging media in the field of museums has become the trend of the times.Based on the rich functions of WeChat public platform,large user volume,and breakthrough in space and time constraints,various museums have opened several WeChat public accounts to promote the development of museums and enhance the influence and popularity of museums in new media.The Palace Museum,Nanjing Museum,Hunan Museum,Shanghai Museum,Liaoning Provincial Museum,Henan Museum,Zhejiang Provincial Museum,Shaanxi History Museum,Hubei Provincial Museum,as the National Key Museum,is the strongest comprehensive strength and highest concern one in China.Taking advantage of the WeChat public platform to enhance awareness and enhance influence is a necessary step in the process of publicity and development for National Key Museum.The most promising museums,they generally have WeChat communication thinking and corresponding measures.In the opening situation,the nine museums get the high opening degree of the WeChat public number,the micro-signal type is mainly service number,and the sub-account positioning has diversified features.On the external identification,the WeChat name uses the museum's real name,the WeChat micro-signal style is different,and the WeChat avatar uses the hallmark element.In terms of service functions,the audio navigation function facilitates the collection display,the online reservation function enhances the audience's visit experience,and the museum WeChat applet is widely used.On the push management of the National key Museum WeChat public numbers,the push frequency is not regular,and the push period is scattered.In the audience,through the questionnaire,we learned that the users of the National key Museum WeChat public account mainly focus on the middle school students and high-educationers,and they pay attention to the WeChat public numbers because of their own visit needs.In terms of content dissemination,the article types of the National Key Museum WeChat public numbers are divided into four categories: practical activities,venue dynamics,cultural culture and exhibition information.The characteristics of the article include rigorous and objective language style,multi-use keywords and long-sentence title,as well as the presentation of the combination of graphics and text.In terms of communication effects,according to the reading data,it is found that the reading volume of WeChat articles is polarized,and the attention of the headlines is high.Statistics on the amount of comments and the amount of praise,we found that the message interaction rate is not high,the dynamic articles are more popular.Through the issuance of the questionnaire,it can be seen that the service function usage rate of the account is high,and the user has a positive attitude towards the overall perception of the National Key Museum WeChat public numbers.The WeChat public numbers communication of National Key Museum also remains some problems.At the first,the public sub-account number construction lacks planning;At the second,the push content is not attractive enough.Thirdly,the user feedback is slightly weak.In order to improve the shortcomings of the WeChat public numbers of National Key Museum,we can improve from the rational planning of operation mode,the use of our own resources to create high-quality content and the implementation of various forms of interaction.In this way,the benign development of the WeChat public numbers of the National Key Museum provides reference for other museums to operate the WeChat public account. |
