多学科视域下高校共青团微信平台发展现状及对策研究

The Present Situation and Countermeasure Research on the We-chat Platform of the Communist Youth League in Colleges by Multidisciplinary Perspective

高校团组织微信公众平台发展迅速,在形式上构建立体架构,成为宣传新载体;内涵不断提升,凸显思想引领与服务;受众集中转向多元,关注群体日趋差异化。但也存在下列制约问题:官方属性导致对自媒体原旨的偏离,单向度的服务难以确保用户满意,缺乏原创性导致"打开率"偏低,组织制度滞后导致专业人才匮乏。要推进高校团组织微信公众平台继续发展,组织学视角而言,要重新明确属性定位,增强青年归属感;营销学视角要考虑受众的细分性,提供差异化服务;心理学视角要把握青年心理特点,完善表达模式;管理学视角要建立完善规章制度,激活团队活力。

The We-chat platform of the Communist Youth league in colleges developed rapidly,which builds three-dimensional architecture in form becomes a new carrier of propaganda and highlights thoughts leading and services; The focus groups turns to multivariate and different. But there are constraints of the following problems： The official attributes do not agree with the original idea,the service can not ensure customer＇s satisfaction,The lack of original,so less people browsing,the institution lag lead to lack of professional talents. In order to ensure the development,from the view of histological observation,we should strengthen the appeal to youth. From the view of marketing observation,we should consider the diversity of the audience. From the view of psychology observation,we should grasp the youth and improve the expression pattern. From the view of management observation,we should perfect the system and inspire vitality.