基于数据挖掘的高校微信公众平台运营策略研究

Operational Strategies of Colleges' and Universities' Wechat Public Platform Based on Data Mining

探究高校微信公众平台的信息推送方式和信息受众的阅读习惯对平台运营效果的影响。从是否认证、机构类型、信息推送和阅读时间、单次推送信息数目、信息阅读量分级分布这5个维度,对不同类型高校微信公众平台运行现状展开数据深度挖掘研究。发现高校微信公众平台运营者和信息受众的行为具有以周为周期波动的特点,合理的推送策略可以取得事半功倍的运营效果,为广大高校微信公众平台运营者更好地运营平台提供参考。

The impact of information push,audience＇s reading habits of Wechat public platform on the platform operational effectiveness is explored.Data depth mining is implemented on operational situation of different types of colleges in multiple dimensions such as authentication,institution type,information push and reading time,single push number,and information reading classification.It is found that operators and audience＇s behaviors show the characteristics of periodical fluctuation in week,and a good push strategy can achieve twice the result with half effort.Results can provide reference to better operation for Wechat operators of colleges and universities.