Research on the Current new Characteristics, Operation Problems and Innovation Strategies of the Official WeChat official account of Chinese Universities Driven by "Generation Z"
DOI:
https://doi.org/10.54691/bcpep.v7i.2637Keywords:
Generation Z; Official Wechat Official Account of Chinese Universities; New Operation Problems; Innovative Strategies.Abstract
Today, the official WeChat official account of Chinese universities has entered a new era with "Generation Z" (1995-2009) college students as the main audience and content producers. While opening up a broader communication space and more diversified communication possibilities for Chinese universities, it also provides a campus media platform for "Generation Z" college students with distinctive personality, rationality, independence and tolerance to create, share, express and talk. However, the current official WeChat official account of Chinese universities shows many new features and problems in accuracy, innovation, cohesion, empathy and integration. Based on this situation, this study proposes innovative and optimized strategies for the operation, construction and development of the official WeChat official account of Chinese colleges and universities from the aspects of deep cultivation of content, distribution interaction, team building, brand communication, management mode, etc., in combination with the cultural circle characteristics and subcultural needs of Chinese "Generation Z" young college students, in order to diversify, multi circle Find the balance and fit point between "official publicity" and "Gen Z demand" in a multi field space, and build an influential official WeChat official account brand of Chinese universities.
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