A Study of the Application Strategies of Mobile Social Media the LINE Official Account in University and College Marketing and Public Relations  

作　　者：Chi-Hu Tien Chia-Sung Yen 

机构地区：[1]Hungkuang University, Taichung, Taiwan

出　　处：《US-China Education Review(B)》2016年第4期233-240,共8页美中教育评论（B）

摘　　要：A 2014 survey indicated that 77.8% of Taiwan Residents individuals over 12 years of age were mobile Internet users, and that the most commonly used app was distributed by LINE Corporation （LINE）. Given the increasing popularity of mobile Internet devices, as evidenced by the widespread use of smart phones, the dissemination of information mainly through traditional media is no longer adequate. Nevertheless, the marketing and public relations strategies of Taiwan Residents universities and colleges still largely rely on traditional media, venturing online only to establish official websites, and investing very little in mobile social media. This study has adopted a case study approach by focusing on Hungkuang University, which has set up a LINE Official Account that has attracted more ＂LINE friends＂ than any other university or college account in Taiwan. By analyzing and discussing this case study, we hope to present information on both the benefits that universities and colleges can derive--and the operational strategies they can employ--by using LINE Official Accounts as part of their marketing and public relations strategies. These findings will provide reliable strategic guidance on marketing and public relations practices in universities and colleges. This study introduces the LINE Official Account as a new option that works differently from traditional media. It is a new and effective mobile marketing tool for school and university marketing and public relations strategies. The seven key strengths of a LINE Official Account for educational marketing and public relations are as follows： （1） It uses the latest mobile Intemet apps to establish an organizational image of high-quality service; （2） It employs a large number of media editors to provide efficient and comprehensive information services; （3） It reinforces marketing communications through both one-to-many and one-to-one approaches; （4） It uses mobile Internet social events to increase a sense of participation among friends; �

关 键 词：LINE Official Account university marketing public relations strategies 

分 类 号：TP317[自动化与计算机技术—计算机软件与理论] TN929.5[自动化与计算机技术—计算机科学与技术]