伴随信息技术的发展，尤其是进入移动互联时代，中小学微信公众号在学校的信息传播、舆论引领、品牌形象塑造、服务师生等方面发挥日益重要的作用。作为新媒体传播方式之一，微信公众号已逐渐发展成为中小学对外宣传的主要渠道。

     调查显示，当前中小学微信公众号存在明显质量良莠不齐的现象，中小学微信公众号的信息服务质量缺乏一个明确的、合理的评价标准。梳理现有微信公众号服务质量评价体系研究成果发现，对于中小学校园公众号服务质量评价非常少，可以说接近一片空白。

    通过查阅文献资料和梳理分析，本文依据服务质量评价、用户感知价值理论、期望确认模型等理论，通过德尔菲法、分层研究法、模糊综合评价法等方法，构建中小学微信公众号信息服务质量评价指标体系模型，共包括6个一级指标22个二级指标。同时，依据新构建的中小学公号服务质量评价体系的指标及权重，选择部分部分中小学校公众号进行综合评价和应用研究。

    针对如何提升中小学微信公众号的整体服务质量，本研究提出做好用户画像，知己知彼，提升原创度和信息质量，策划先行，注重信息传播的时效性；结合公众号的基本定位，在形式设计上创设更具美感、符合学校文化基本特点的样式，优化公众号界面；保持相对稳定的运营节奏和内容输出，建立公号运营的有效保障机制；线上线下融合，积极互动，构建有活力、有特色的品牌公众号等运营策略。

With the development of information technology, especially in the era of mobile Internet, the WeChat official account of primary and secondary schools is playing an increasingly important role in information dissemination, public opinion guidance, brand image building, and serving teachers and students. As one of the new media communication modes, WeChat official account has gradually developed into the main channel for campus news publicity.

The survey shows that the current WeChat official account of primary and secondary schools has obvious quality differences, and the information service quality of WeChat official account of primary and secondary schools lacks a clear and reasonable evaluation standard. By combing the research results of the existing service quality evaluation system of WeChat official account, we found that there was very little evaluation on the service quality of official account in primary and secondary schools, or even close to a blank.

Through literature review and analysis, based on the theory of service quality evaluation, user perceived value theory, expectation confirmation model and other theories, this paper uses Delphi method method, hierarchical research method, fuzzy comprehensive evaluation method and other methods to build the evaluation index system model of information service quality of WeChat official account in primary and secondary schools, including 6 primary indicators and 22 secondary indicators. At the same time, according to the indicators and weights of the newly constructed service quality evaluation system of primary and secondary public accounts, some primary and secondary official account are selected for comprehensive evaluation and empirical research.

In view of how to improve the overall service quality of WeChat official account in primary and secondary schools, this study proposes to do a good job in user portraits, know oneself and the enemy, improve the originality and information quality, plan first, and pay attention to the timeliness of information dissemination; Combining the basic positioning of the official account, create a more aesthetic style in the form design that conforms to the basic characteristics of the school culture, and optimize the interface of the official account; Maintain a relatively stable operational rhythm and content output, and establish an effective guarantee mechanism for the operation of public accounts; Online and offline integration, active interaction, building a dynamic and distinctive brand official account and other strategies.