地方高校官方微信公众平台建设瓶颈与对策——基于“使用与满足”理论的大学生调查  

Bottlenecks and Countermeasures of the Construction of Official WeChat Public Platform in Local Colleges and Universities——A Survey of College Students Based on the Theory of Use and Satisfaction

作　　者：张任 ZHANG Ren

机构地区：[1]淮南师范学院文学与传播学院,安徽淮南232038

出　　处：《淮南师范学院学报》2020年第5期43-47,共5页Journal of Huainan Normal University

基　　金：淮南师范学院2017年度科研项目“基于使用与满足理论下的地方高校官方微信公众平台运营研究——以淮南师范学院智慧校园为例”(2017xj60)。

摘　　要：高校官方微信公众平台是当下各大高校开展校内服务和校外宣传的主要媒介之一,在高校信息传播方面发挥的作用越来越大,但是地方性普通高校相较于部署高校和省属重点高校,在微信公众平台建设方面存在较大的差距。文章以淮南师范学院官微智慧校园为案例进行研究,发现目前地方高校在微信公众平台建设方面普遍存在强制关注、使用功利性、忽视个性化需求和缺乏互动等问题,并有针对性地提出相应的优化策略,以充分发挥地方高校官方微信公众平台在服务学生和信息传播方面等的功能,提高地方高校的影响力。The official Wechat public platform of colleges and universities is one of the main media for colleges and universities to carry out in school services and out of school publicity.It plays an increasingly important role in the information dissemination of colleges and universities.However,compared with universities directly under the Ministry of Education and the key provincial universities,there is a big gap in the construction of Wechat public platform.This paper takes the official Wechat smart campus of Huainan Normal University as a case study,and finds out the common problems in the construction of Wechat public platform in local colleges and universities,such as forced attention,utilitarian use,neglect of personalized needs and lack of interaction,and puts forward corresponding optimization strategies to give full play to the official Wechat public platform of local colleges and universities in serving students and information The function of communication is to improve the influence of local universities.

关 键 词：微信公众平台 地方高校 使用与满足 瓶颈 运营对策 

分 类 号：G206[文化科学—传播学]