Study On Alumni Satisfaction Of The We Chat Official Accounts Of The Alumni Association Of Universities

Alumni is a supportive force and an important support for school,an important channel to promote cooperation between schools and society.To varying degrees,WeChat official accounts can provide new ideas for innovating the working strategies of alumni and enriching the connotation of alumni work.Many alumni associations have already owned WeChat official accounts,to improving the service of alumni and building a good alumni culture.In order to explore the strategies to improve the alumni satisfaction of WeChat official accounts of the alumni association,the essay starts from the perspective of alumni,using J University as a case,and surveys the alumni satisfaction of the WeChat official accounts of the alumni association of universities with questionnaire and interview.It was found that the alumni who have different levels of education have different satisfaction levels;brand image,alumni expectations,alumni perception and alumni perceived value have a significant positive impact on the alumni satisfaction,among them,the alumni perception with the most significant effect;four factors,such as the alumni expectation of alumni services,the perceived value of alumni services,the convenience of informatization construction,and the perceived value of informatization system,have a significant positive impact on the alumni satisfaction of WeChat official accounts of the alumni association.The authors put forward strategic suggestions to improve the integrated managing capability of WeChat official accounts of the alumni association,including changing management concepts;improving the operating mechanism,and linking with the information network;fostering a talent team and promoting the professionalization of alumni workers;improving the quality of content and grasping the key elements of operations;focusing on alumni feedback and conducting regular satisfaction measurement.