融媒体环境下职业本科微信公众号传播实践研究

A Study on the Dissemination Practice of WeChat Public Accounts in Vocational Undergraduate Education under the Integrated Media Environment

对职业本科微信公众号传播现状进行研究。研究选取现有32所职业本科中传播量较高的7所院校,以2020年7月至2021年6月间共2911篇公众号推文为研究样本,以阅读量和点赞数进行基本数据分析,以推文主题进行内容分析,探究职业本科微信公众号传播现状存在的问题。研究得出现有职业本科公众号推文平均阅读量较低,读者认同度不高,推文主题缺乏创新性等问题。职业本科公众号应从需求出发打造内容吸引力,从兴趣出发挖掘受众关注点,以互动形式提高公众号参与度,同时以公众号作为主阵地,发挥纽带作用,以“一带多”打好媒体矩阵组合拳。

This paper studies the current status of WeChat public-account dissemination in vocational undergraduate education.The study selected seven schools with high dissemination volume from 32 vocational colleges,and used a total of 2,911 WeChat public-account promotional articles between July 2020 and June 2021 as research samples.Basic data analysis was conducted based on the number of readings and likes,and content analysis was carried out based on the theme of the promotional articles to explore the existing problems in dissemination by WeChat public accounts in vocational undergraduate education.The study found that the average reading volume of WeChat public-account promotional articles in vocational undergraduate education is low,the reader approval rate is not high,and the promotional article themes lack creativity.WeChat public accounts in vocational undergraduate education should create content attractiveness based on demand,explore audience interests,and improve the participation rate of the public accounts through interactive forms.At the same time,WeChat public accounts should serve as the main platforms,play linking roles,and use a“one-to-many”approach to create a media matrix combination.