Research On The Operation Strategy Of We Chat Public Platform Of University Press

In recent years,social media has flourished on the fertile ground of the Internet,especially WeChat,which has become the most popular communication application in China.The WeChat public platform has become a new marketing position for enterprises because of its low operating cost,strong interaction and faster transmission speed.And university presses have also established WeChat public platform in order to seek better development.However,at present,the construction of the WeChat public platform of many university presses is still in its infancy,and the marketing effect is not satisfactory.How to make better use of the WeChat public platform to promote its own development is an urgent problem to be solved.Taking the WeChat public platform of Huazhong University of Science and Technology Press as an example,this paper chooses the push content of this development period in 2018 as the research sample,and compares it with Tsinghua University Press from four aspects: push times,push time period,topic distribution and layout.And Summarize its topic selection strategy,communication strategy and interactive strategy as well as the problems existing in its operation.Its topic selection strategies include catching the eye by borrowing potential hotspots,diverting the flow of celebrity effects,and full demand for bibliographic recommendation;communication strategies include guiding users to share,making attractive titles,and various presentation methods;its interactive strategies include not only carrying out rich online and offline activities and setting up user communities,but also jointly carrying out book donation activities with other platforms.However,it can be seen from the comparison with Tsinghua University Press that there are still problems such as vague positioning,inadequate matching of push content with publishing's brand,lack of substantial push content,and unreasonable push time.In this regard,this paper starts from the aspects of positioning,content,communication,publicity and other aspects,summed up a few suggestions for itsreference,in the hope that the influence of WeChat communication of Huazhong University Press can be further enhanced.