An Empirical Study on The Content Characteristics and Operation Strategies of Educational WeChat Public Website

Abstract

This study mainly focuses on the content characteristics and operation strategies of Educational WeChat Public Website. The conclusions obtained are as follows:  there is no significant difference in the operation strategies of different genders in the education category of WeChat; there is no significant difference in the operation strategies of different ages in the education category of WeChat; there is no significant difference in the operation strategies of different education levels in the education category of WeChat; and there is no significant difference in the operation strategies of different monthly family incomes in the education category of WeChat. Research hypothesis show that content features have a significant positive effect on operational strategy; Title features have a significant positive effect on operational strategy;Topic features have a significant positive effect on operational strategies.Genre characteristics have a significant positive influence on operation strategy,. Moreover, there was a significant positive effect between content features and user engagement, and user engagement played a mediating effect between content features and operational strategies. Gender, on the other hand, did not play a moderating effect between content features and operational strategies.Combined with the empirical analysis results of the questionnaire survey,the current status of the content characteristics of educational Wechat public numbers is mainly manifested in title characteristics,theme characteristics,genre characteristics. The current situation of the operation strategy of educational Wechat public number is mainly manifested in  positioning strategy , content operation strategy and Service operation strategy. Based on this, the countermeasures to improve the operation strategy of education class WeChat public number include fully utilizing and improving the title characteristics to improve the countermeasures; fully utilize and improve the theme characteristics to enhance countermeasures; adequate use and improvement of genre features to enhance countermeasures; countermeasures to improve positioning strategy; countermeasures to improve content operation strategy and countermeasures to improve service operation strategies.