随着新媒体的发展，微信公众号文章的推送和阅读成为日常交际的一部分。本文站在言语行为理论的视角下，通过归纳和诠释的方法，对微信推送标题的言语主体和语用效果进行研究。从言语主体角度看，微信推送标题可以看作是一个说话人、听话人、核查人三方互动的交际行为。从施事行为角度看，微信推送标题可划分为陈述类、指令类、承诺类、表态类和发问类五大类。从取效行角度看，社会热点标记、听话人身份标记、指示语标记几类语境因素对听话人阅读推送内容的意愿有所影响。在国内缺乏对微信标题语用研究的情况下，本文有效补充了前人的研究，同时揭示了部分微信推送标题的制作技巧。

With the development of new-media, the release and reading of WeChat’s articles become part of daily communication. From the perspective of speech act theory, this paper researched speech subjects and pragmatic effects of WeChat’s headlines, through the method of induction and interpretation. In terms of speech subjects, the release of WeChat’s headlines is regarded as a three-side communication among the speaker, the hearer and the supervisor. In terms of illocutionary act, WeChat’s headlines are divided into five types: assertives, directives, commissives, expressives and rogatives. In terms of perlocutionay act, markings of social hot issues, speakers’ attitude, hearers’ status and deixis can be contextual factors which have effect on hearer to read the content of WeChat’s articles. In the absence of pragmatic studies on WeChat’s headlines in China, this paper effectively complements the previous research, and reveals some editing skills of WeChat’s headlines.