【作者】 陈明；

【导师】 郑保章；

【作者基本信息】 大连理工大学 ， 新闻与传播（专业学位）， 2020， 硕士

【摘要】 伴随着互联网技术的迅猛发展,新媒体逐渐走入公众视野并深刻影响着人们的生活;移动终端的广泛普及让每一个人都能随时随地接触到各种信息,微信成为人们获取信息最主要的渠道之一。自2012年华中科技大学开通第一个官方微信公众号以来,各大高校纷纷效仿,开设了自己的官方微信公众号,短短8年时间里,就已经出现了各种基于不同功能、不同受众群体的高校微信公众号,数量不计其数,微信平台已然成为了高校进行形象宣传和舆论引导的主要阵地。本文以“大连理工大学”官方微信平台为研究对象,研究大连理工大学官方微信平台发展现状。通过深度访谈法、内容分析法了解了运营团队在微信平台日常运营中的相关情况,通过问卷调查法了解了大学生的阅读习惯、互动行为、关注焦点等,通过比较分析发现了传受主体间的差异与共性,得出了相对应的结论;同时通过个案研究--大连理工大学70周年校庆宣传报道对研究进行了补充;通过研究发现,大连理工大学官方微信平台目前存在功能设置不合理、缺乏高频互动、粉丝增长速度缓慢、传播渠道过窄等问题,笔者在具体分析原因后给出了改进建议;本文希望通过研究大连理工大学官方微信平台发展现状来帮助平台进行优化,同时给同类型高校的官方微信平台的发展提供参考,具有一定实际研究意义。更多还原

【Abstract】 With the rapid development of the internet technology,the new media is gradually entering into the public scene and it has also laid a profound impact on our daily lives.At the same time,the popularization of mobile terminals provides ordinary people with unlimited access to various information regardless of time and location.Among all the information sources across China,WeChat is undoubtedly one of the major ones.In 2012,Huazhong University of Science and Technology opened its official WeChat public account,which was followed by a string of other universities then.Eight years witnessed the thriving of public accounts of universities,and there have been countless public accounts that serve different groups of audiences with different functions.As a result,the WeChat public platform has become a key position for universities to conduct image publicity and direct public opinion.This thesis studied the current situation of the WeChat public account of Dalian University of Technology.Through in-depth interviews and content analysis,the thesis author got a clear view of the operation of the public account.By questionnaire surveys,the thesis author acquired multi-dimensional data of the college students,such as their reading habits,interactions and focuses of attention.After a comparison of the differences and commonalities between the disseminators and the receptors,the thesis author drew corresponding conclusions.In addition,a case study of the publicity report of the 70 th anniversary of DLUT was chosen to amplify the study.Several problems of the public account of DLUT were found,such as inappropriate function-setting,sluggish follower growth,low interaction frequency and underdeveloped communication channels.Based on the case analysis,the author put forward several recommendations for improvement,hoped to help with the optimization of the operating of the public account of DLUT and provide a reference for other universities,which is of certain practical research significance.更多还原