高校新媒体建设与运营策略研究

Strategy Research Into Construction and Operation of New Media of Colleges

从新媒体特征入手,分析了新媒体环境下,高校宣传工作面临的机遇与挑战,结合定性分析和案例分析,研究并提出从构建融合型校园媒介矩阵、提升新媒体队伍运营水平、创新新媒体管理机制、加强内容策划打造校园新媒体品牌等方面应对新时期的高校媒体建设与运营策略。

Starting from the characteristics on new media, this paper analyses the opportunities and challenges of the propaganda work of colleges in the new medium environment, and combining qualitative analysis method with case analysis method, puts forward construction and operation strategies of media in the new period in colleges in the aspects of building an integrated campus medium matrix, promoting the operation level of new media teams, innovating a new medium management mechanism, and strengthening the content planning to build a new camous media brand.