Research On Communication Effect Of College League's WeChat Official Accounts

University sports league is a multi-round competition among colleges and universities.The main participants of the university sports league are college students.Its propaganda and promotion are rising in the new media and becoming the mainstream of the contemporary era,which inevitably enters the era of "the WeChat public platform".As a new media platform for university sports events and sports culture,university sports league WeChat public platform is becoming an important communication platform,which is very necessary for its research on the effect of communication as a mass media.However,there are few researches on this topic at present.This research can fill this gap.Based on the method of documentation,expert interviews and content analysis,this study carries out the research on the quality and quantity of the communication effect of the WeChat public platform in university sports league from many angles according to the industry rules and evaluation dimensions in the actual work of the marketing communication industry-the quality and quantity of communication content,the analysis and feedback of the audience.It has both text analysis and data reference.At the same time,we explore the purpose,function,scope and influence factors of WeChat public platform operation,and finally achieve the qualitative and quantitative research of WeChat public platform.The study found that from the perspective of content and operators,the communication effect of WeChat public platform in today's college sports league has a larger room for improvement.From the perspective of users,the overall satisfaction is moderate.Platform operators adhere to the principle of "interest linking","goal oriented","content based" and "user centered",but the results are not satisfactory.The promotion content of most university sports league WeChat public platform is not good enough,the title attraction is not enough,and the promotion degree of the WeChat public platform is not high.I hope this research can provide some help for the operation of WeChat sports public platform,improve the popularity of University events,spread campus sports culture,andpromote the vigorous development of college sports in China.