体育舞蹈类微信公众号的运营发展策略研究

Study on the Operational Development Strategy of WeChat Public of Sports Dance

为了使体育舞蹈更好的利用微信公众号传播和发展,通过文献资料法、逻辑分析等研究方法,对体育舞蹈类微信公众号运营现状进行调查研究。研究结果表明:(1) 信息质量良莠不齐、虚假混乱;(2) 缺乏创新;(3) 内容同质化、浅表化严重;(4) 缺乏奖励和激励机制;(5) 缺乏时效;(6) 受到新兴媒体冲击。提出决策与建议:(1) 注重内容创新、增加与用户互动频率;(2) 培养专业的体育舞蹈类微信公众号运营人才;(3) 精准定位,进行数据化分析;(4) 公益模式与商业化并存;(5) 注重管理运营,开设特色栏目。

In order to make sports dance better use of WeChat official account’s propagation and development, through the methods of literature and logical analysis, the present situation of WeChat official account of sports dance is investigated. The results show that: (1) the quality of information is uneven, false and chaotic;(2) lack of innovation;(3) content homogenization and superficialization are serious;(4) lack of incentive and incentive mechanism;(5) lack of timeliness;(6) under the impact of emerging media. Put forward the decision and suggestion: (1) pay attention to content innovation, increase interaction frequency with users;(2) cultivate professional sports dance WeChat official account number;(3) precise positioning, data analysis;(4) public welfare mode and commercialization coexist;(5) pay attention to management and operation, and set up characteristic columns.