我国西部地区公共文化机构微信服务调查与分析

Investigation and Analysis to the Current Situation of Public Cultural Institutions' WeChat Service in Western China

在移动互联网时代,公共文化机构借助微信等新媒体为公众提供个性化、碎片化、移动化的微服务。本文以我国西部地区150个地市级及以上行政单位所管辖的公共文化机构为调查样本,对其微信公众号的服务情况展开调研,调研内容包括:微信号开通情况、服务模式、发文频次、提供的服务内容等。通过调查发现,总体上公共文化机构微信公众账号开通率偏低、发文频次较低、公共文化机构对微信平台深层次开发力度不够、与用户的互动有待进一步加强。针对存在的问题,提出了三大举措。

In the era of mobile Internet, public cultural institutions provide personalized, fragmented, mi- cro mobile services for the public with the help of WeChat and other new media. This paper is based on the sample ofthe public cultural institutions, which are administered by the 150 administrative units at municipal or above level in western China. The investigation includes the status of WeChat account, service modes, operating frequencies and details about all kinds of services. This paper finds some problems of WeChat service of the public cultural institutions. The main problems are as follows： in general, the opening rate of public cultural institutions WeChat account is low; the frequency of publishing content is low; the deep level development on the WeChat service is not enough; interactions with the user need to be further strength- ened. At the end of this paper, three suggestions are proposed to solve these problems.