Analysis And Promotion Strategy Of WeChat Public Account Of Confucius Institute Based On WCI Index

The rapid development of science and technology and new media provide new methods for the continuous progress of education.At present,WeChat official account,as a communication method with wide coverage and fast communication speed,provides a convenient platform for international Chinese communication.It is worth studying how the Confucius Institute can improve its own communication mode and improve its communication level in the process of its development.This paper uses the research method of analyzing the content of the relevant literature and statistical data to collect and sort out the first and second level indicators of the WeChat official account of the cooperative Confucius Institutes in Liaoning Province.So as to obtain the communication power of the WeChat public account of the Liaoning University Cooperation Confucius Institute.There are six parts in this thesis,they are:The first chapter is the description of the research background,research significance,research status,theoretical basis and research methods.The second chapter mainly describes the current situation,classification and basic situation of the WeChat public accounts of the cooperative Confucius Institutes in Liaoning Province,and analyzes it based on the "5W" model.The third chapter is the analysis of the communication power of the cooperative Confucius Institutes in Liaoning Province based on the WCI index.The data is captured by the python web crawler technology,and then the WCI formula of the Qingbo Index is used to calculate the first-level indicators of the cooperative Confucius Institutes in Liaoning Province.And the results of the secondary indicators,and then compare with the WeChat public account of the model Confucius Institute to find out where the WeChat public account of the Confucius Institute in Liaoning Province needs to be improved.The fourth chapter mainly discusses the problems in the communication process of the WeChat public account of the Confucius Institute in Liaoning Province,which are lack of awareness of brand communication,lack of originality in content,single form,lack of awareness of interaction and feedback,and neglect of timeliness of tweets.cause of these problems.The fifth chapter expounds the communication strategies for the sustainable development of the WeChat public account of the Confucius Institute in Liaoning Province,which is to focus on the audience and play the role of multiple subjects;make full use of smart communication media to enrich the forms of communication;formulate unified evaluation standards and enrich tweets content;strengthen interaction and establish a feedback mechanism.The sixth chapter is the conclusion part of this paper.In addition to the relevant conclusions about the communication power of the WeChat public account of the Liaoning University Cooperation Confucius Institute,it also includes the innovations and shortcomings of this paper.