Research On We-Media Communication Strategy Of Double First-Rate Universities

On October 18,2017,General Secretary Xi Jinping pointed out in the report of the 19 th National Congress that we should speed up the construction of "world-class universities and first-class disciplines"." Double First-rate" has become another national strategy to enhance the comprehensive strength and international competitiveness of China's higher education after the "211 Project" and "985 Project".The strength of a university is not only reflected in the "hard power" of school level,talent training,teaching and research,but also in the "soft power" of its brand value.Therefore,in addition to improving the level of schooling and scientific research,colleges and universities must also attach great importance to their brand image and enhance their popularity and reputation.Since the rapid development of media technology and the rapid spread of the Internet,it has provided good conditions for the brand communication of colleges and universities.More and more colleges and universities have established brand operations such as micro-blog and WeChat public number to enhance brand value.On the one hand,through the media,colleges and universities can realize the functions of displaying cultural ideas,publishing campus information,and advocating publicity.On the other hand,once there is negative news in colleges and universities,if there is no timely and correct crisis public relations,a large number of audiences may have one-sided negative comments,which will have a very bad impact on the reputation of colleges and universities.Therefore,colleges and universities must use a good brand communication strategy from media operations in order to avoid disadvantages and improve brand value.This paper firstly fine-tunes the ICA brand information analysis model,and designs the research model from the aspects of research object,sampling,category construction,and research execution.Then,from the official Sina micro-blog and WeChat public account of the university,the content analysis is carried out,and the statistical data is used to refine their respective communication strategies.On the official micro-blog,we will analyze the general information from the basic information,visual effects,micro-blog positioning and operation.Then,from the blog post update frequency,the first-level indicators and the second-level indicators of the blog content,the blog post type,the blog post form,the original and forward,the feedback interaction and the topic situation,the sample is comprehensively analyzed and analyzed.Finally,the communication strategy of the official WeChat public number of "double-class" colleges and universities is summarized.Based on the research results of the official micro-blog and WeChat public account,the communication strategy of the university from the media is obtained:First,a variety of media integration,multi-end linkage and integrated communication;Second,moist and quiet,and slowly polish the brand image;Third,attach importance to the relationship construction,create value-oriented teachers and friends;Fourth,user-centered,content selection topics fit the campus life;Fifth,focus on practical applications,enhance user stickiness with quality services;Sixth,focus on international dynamics,and take into account the spread of globalization.