在新媒体冲击、媒介融合的背景下,我国大多数高校出版社以积极的态度拥抱新媒体,出版社建立微信公众号平台成为一种趋势。本次研究的96家高校出版社中87家已拥有微信公众平台,公众号开通率达90.6%,本文以此为研究对象,通过分析其经营现状、营销方式及存在问题,提出了有建设性的意见和建议。 In the context of new media impact and media convergence, most university publishing houses in our country embrace new media with a positive attitude and it becomes a trend for publishers to set up the platform of WeChat public account. 87 of the 96 university publishing houses in this study already have the WeChat public platform, and the openness rate of the public number reaches 90.6%. This article takes this as the research object, and through the analysis of its business status, marketing methods and existing problems, proposes a constructive Comments and suggestions