| With the continuous refinement of requirements for the development of the government affairs micro-platform,government affairs WeChat has completed the transition from releasing information to providing services.Due to the limitations of manpower,financial resources,technology etc.among various regions,most of the operation and maintenance of the government's WeChat are contracted by third-party organizations,service outsourcing has become a common phenomenon in the growth of government affairs WeChat.This paper takes the primary and secondary school education WeChat of Anhui Province,which is mainly outsourced to Wanxin Jinzhi Education Technology Co.,Ltd.(hereinafter referred to as Anhui Xinjin Zhi)as the research object.The research problem mainly focuses on the main body of education WeChat should be the school,but in the context of service outsourcing,the outsourcing company has become the main body of content control.Policy support service outsourcing,which is to promote the development and prosperity of education,but the final result is not satisfactory,which leads to the education WeChat in the development of the following.Interview and content analysis are used to analyze the growth of the platform.The author firstly introduces the function of Anhui elementary and middle school education WeChat platform which is outsourced by Wanxin Xinjin Zhi,set-up menu bar,and the total number of fans.Then we use the content analysis method to classify and summarize the content that these platforms sent from September to December 2018,and organize the total number of views,likes,comments and replied messages.Under the background of service outsourcing,this paper summarizes the current development stage of elementary and middle school education WeChat in Anhui Province.Finally,according to the current development stage and interviews with relevant people,the author summarizes the problems existing in the growth of the platform,and proposes the corresponding suggestions for improvement.After the research,we find some problems in education WeChat under the mode of service outsourcing:First,the lack of clear development goals,the number of effective WeChat accounts shrinking;second,the content form is single,affecting the communication efficiency;third,the update is not timely,the original consciousness is not strong;Fourth,the one-way transmission of school information has failed to achieve the educational goal of"home-school communication";fifth,the education-related service function is temporarily missing;sixth,the outsourcing company has mastered the interactive channels,so that there is a delay in the interactive communication;Seventh,there is a lack of awareness of collaborative development between platforms.The author try to find the reasons behind this phenomenon,hence summarize the possible reasons from three responsible party——the government,authorized directors from the school and the outsourcing company.The reasons are:first,the lack of unified management and assessment standards;second,the lack of unified standards and plans to outsourcing organizations;third,limited financial investment;fourth,managers aren't doing well as information gatekeepers;fifth,managers' lack of new media-related knowledge;sixth,operators of outsourcing companies have limited energy and their lack of management;Seventh,outsourcing companies'products are not enough and their lack of editorial supervision and assessment incentive mechanism.After the research,the following conclusions are as following:the development goal and function orientation of elementary and middle school education WeChat in Anhui Province are not very clear,and the problems mentioned above have appeared during the online operation.There is still a long way to go to promote home-school communication and the construction of fine campuses.In the future,we should face the shortcomings,draw lessons from the development experience of excellent education WeChat,and boost the prosperity of education WeChat. |
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