Analysing the Marketing Strategies of Chinese Universities on Social Media Platforms ---- Taking Weibo as an Example
DOI:
https://doi.org/10.54097/ehss.v13i.7853Keywords:
Weibo; Chinese universities; SuperTopic; Beijing area.Abstract
With the growing popularity and increasing richness of the internet, social media platforms such as Weibo have become the main platform for universities to promote themselves to the public. Chinese universities have also developed a set of promotional and marketing strategies to suit their audiences and the functional characteristics of social media platforms. This paper investigates the relationship between such marketing strategies and the influence of universities in China by collecting data on the content published by some Chinese universities on Weibo SuperTopics, topics, inter-college cooperation and interaction models, and conducting case studies and quantitative analysis of the data. The study found that SuperTopics, topics, inter-college cooperation and interaction models had a significant impact on the influence of universities. However, the neglect of communication between Chinese universities and their users and the homogenization of their unique culture had a negative impact on the influence of universities. This paper aims to provide effective suggestions for the future development of Chinese universities on social media platforms.
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