论商科高校传播商业文化的路径——基于9所高校官方微信公众号的分析

On the Path of Spreading Business Culture in Business Colleges and Universities——Based on the Analysis of Nine University Official WeChat Public Numbers

高校官方微信公众号(以下简称高校官微)作为服务类公众号的一种,其提供校园服务方面的作用日渐明显,但由于综合实力、运营方式等方面的不同,商科高校官微的功能和服务同质化严重,且在传播商业文化方面存在较大空白。基于9所商科高校的近两年运营数据,采用数理统计法、比较研究法以及李克特式量表问卷调查法,分析其运营特征,尝试探索如何从平台运营、组织架构和内容创作三方面搭建利于商业文化传播的商科高校微信公众号。

As a kind of service public number,university official WeChat public number(hereinafter referred to as university official WeChat)has become more and more obvious in providing campus services,but due to different comprehensive strength and operation methods,the functions and services of business university official WeChat are seriously homogeneous,and there is a big gap in spreading business culture.Based on the operational data of nine business universities over the past two years,the article analyzes their operational characteristics using mathematical statistics,comparative research and Likert-type scale questionnaire survey,and attempts to explore how to build a business university WeChat public number conducive to the spread of business culture from three aspects:platform operation,organizational structure and content creation.