Abstract:

In the era of mobile Internet, public cultural institutions provide personalized, fragmented, micro mobile services for the public with the help of WeChat and other new media. This paper is based on the sample of the public cultural institutions, which are administered by the 150 administrative units at municipal or above level in western China. The investigation includes the status of WeChat account, service modes, operating frequencies and details about all kinds of services. This paper finds some problems of WeChat service of the public cultural institutions. The main problems are as follows: in general, the opening rate of public cultural institutions WeChat account is low; the frequency of publishing content is low; the deep level development on the WeChat service is not enough; interactions with the user need to be further strengthened. At the end of this paper, three suggestions are proposed to solve these problems.

Key words: Public cultural institution, WeChat service, Micro-service, Western China