高校官方微信公众平台研究

The Operation and Development of the Official We Chat Public Platform of University

作为移动互联网时代的新型校园媒体平台,高校官方微信公众平台发展迅速,具有传播内容权威、核心受众年轻、传播方式裂变、校园内外全方位互动等传播特性,其功能超越了现有的信息通告+简单校园服务模式,可提升高校品牌形象,增强凝聚力、加强移动互联时代的校园文化建设,提供深度的校园服务,成为了"互联网+"校园建设的"轻骑兵"。其贴近策略、视觉优先策略、连通交互策略等值得思考和借鉴。

As a new type of campus media platform in mobile internet era,the official wechat of colleges and universities has made rapid progress. It features authoritative content,young audience,multiple ways of information communication and comprehensive interaction on-and-off campus. Its function has exceeded the current modes of information circular and simple service on campus,which helps to enhance brand and image building,boost cohesion,cultural development and profound service on campus. Therefore,it has become the light brigade with internet plus for campus construction. Its user-oriented strategy,vision-priority strategy,interaction strategy and so on worth our thinking and learning.