Research On The Operation Management Of University Public Numbers

According to the "Statistical Report on the Development of China's Internet Network",the number of Chinese Internet users at the end of December 2018 was 829 million,of which the number of mobile phone users reached 871 million,an increase of 64.33 million.From the download volume of WeChat in smartphones and the frequency of people using WeChat in daily life,WeChat is becoming more and more widely used in life.The WeChat public number dissemination platform derived from WeChat has more than 15 million registrations and has become the hottest new media platform.China's major high-correction companies use the WeChat public number communication platform to conduct communication activities more easily,build communication brands,and realize third-party functions.China's first college WeChat public platform has been in existence for more than seven years.Compared with the traditional media in the campus,it has to admit that the WeChat public platform as a rising star has very limited operational management experience.This article is based on the case of the Jiangxi Normal University School Committee to establish the "Youth Normal University" college WeChat public number as a research case.From the operator's point of view,using literature research methods,content analysis methods and questionnaire survey methods,the team management,content management and user management of the Youth Teacher WeChat public account are analyzed in depth.This paper concludes that the youth division has a certain advantage in terms of team size,and at the same time accurately grasps the role positioning,audience positioning,and functional positioning,which lays a solid foundation for the long-term development of the public.In terms of content,the headline is based on original content,and the content basically meets the needs of students at school.In terms of user management,the Youth Normal University is basically able to maintain user interest,but the depth of the user's psychological and behavioral aspects is not good.Through the use of communication 5W theory and SWOT analysis to analyze the Youth Normal University,the current operational strategy of Youth Normal University has been successful,and has attracted many loyal users.The National Taiwan Normal University still needs to improve its propaganda and enhance its own popularity.At the same time,the rise of the short video industry has also caused certain impact on it.The research results of this paper help the operation managers to clearly grasp the advantages and disadvantages of the Youth Normal University,and put forward effective improvement suggestions in light of the existing problems of the WeChat public number in colleges and universities to enhance communication.Therefore,it provides a reference for the public numbers of other universities in China.