Research On Development Countermeasures Of The Postgraduate Official We Chat Public Account Of Excellence 9

With the rapid development of mobile Internet technology and the continuous popularization of mobile terminals,WeChat public account has become an important platform for enterprises,units,organizations and individuals to promote and build consensus,and its scale is constantly expanding.As the new media propaganda position of the school,WeChat public account plays an extremely important role in guiding public opinion and serving teachers and students as well as cohesion and identity enhancement.This paper takes the construction of the official WeChat official account for postgraduates of Excellence 9 as an example,uses the theoretical knowledge of communication to firstly sort out the relevant concepts of the WeChat official account and domestic and foreign literature research,and analyzes the necessity and significance of the construction of the official WeChat official account for postgraduates of Excellence 9.Then,by combining qualitative and quantitative methods,this paper analyzes the construction status of the official WeChat public account for postgraduates of Excellence 9 from the aspects of function setting and tweet content.Through content analysis and interview investigation,the author found that there are some problems in the process of building the official WeChat public account for postgraduates of Excellence 9,including serious homogenization of content,lack of visual appeal in layout design,few high-quality contents and weak interaction.The analysis of its problems is mainly due to the insufficient ability of the editing team,the weak awareness of the campus brand,the lack of a good communication mechanism with the audience,the lack of systematic communication planning and other reasons.Therefore,the author puts forward the following Suggestions: first,to improve the quality of communication,strengthen the construction of editorial team;The second is to define the positioning and make the system communication plan.The third is to develop the campus service function and enhance the interactivity.The fourth is to effectively integrate the internal and external resources.