一流大学建设高校“官微”生命周期分析

Analysis on the Life Cycle of “Official WeChat Public Platform” in First-class Universities

以36所A类一流大学建设高校的"官微"为研究对象,运用销售增长率分析法对其阅读量概况进行数据分析与处理,判断所处的产品生命周期阶段。结果显示,7所大学仍处于导入期,24所大学进入成长期,4所大学已迈入成熟期,1所大学濒临衰退期。依据不同生命周期阶段的产品特点,对一流大学建设高校"官微"的发展提出了优化策略:在导入期做好深度宣传,引爆用户增长;在成长期注重内容营销,优化团队建设;在成熟期培育核心竞争力,构建新媒体组合体系;在衰退期找准用户痛点,适时开启第二曲线。

Taking the "official wechat" of 36 A-class first-class universities as the research object, and taking product life cycle theory as a research perspective, the sales growth rate analysis method is used to analyze and process the reading profile of data to determine the product life cycle stage.The results show that 7 universities are still in the introduction period, 24 universities have entered the growth period, 4 universities have entered the maturity period, and 1 university is on the verge of recession. According to the product characteristics of different life cycle stages, an optimization strategy was proposed for the development of the "Government Micro" in the construction of first-class universities: in-depth publicity during the introduction period to detonate user growth;focus on content marketing in the growth period and optimize team building;Cultivate core competitiveness in the mature period and build a new media portfolio system;identify the pain points of the recession during the recession period and open the second curve in time.