Research On The Performance Evaluation Of Administrative New Media

In Mobile Internet era,administrative website,microblog,WeChat pulic account and other new mobile media has become important entrance to e-government,to build a digital government information disclosure and service platform to enhance the transparency of the government,promote the government reform and transformation.The central government has repeatedly asked to strengthen the network information disclosure,build online administrative service platform.To promote the development of administrative new media,to achieve the guidance and management of administrative new media,how to evaluation the performance of administrative new media,become an urgent problem to be solved.In the first part,The concept of administrative new media,performance and performance evaluation was defined,service effectiveness and communication effect was taken as the core goal of performance evaluation,and administrative website,microblog,and WeChat public account were put into the performance evaluation.The purpose and principle of the performance evaluation of the administrative new media was analyzed,and the research on the current situation of the administrative new media and the literature of the new media evaluation method at home and abroad were summarized,and the achievements and existing problems of the existing research were summarized,And put forward the definition and evaluation of the performance of administrative new media.The second chapter starts from the related disciplines theory of administrative science,communication effect,political marketing,information management and so on,and introduces the evaluation model of information system quality and the quality evaluation model of service industry,analyzes the influencing factors of the performance of administrative new media.So as to evaluate the performance of the new media from the perspective of popular participation,customer satisfaction,market share,service quality,communication effect,audience satisfaction and information resource production.The third chapter analyzes the operation status and the communication mechanism of government website,government microblog,government WeChat public account and other administrative new media.This paper puts forward the evaluation factors such as the quantity and quality of the content production,the quality of service,the interaction of communication,and the linkage of the matrix for microblog and WeChat public account,and puts forward the evaluation factors such as user experience and intelligent service level.On the basis of the analysis of the characteristics of website,microblog and WeChat public account,this paper combines the theory of Raskell "5W" and feedback concept,and further analyzes the operation flow and dissemination of adminstrative new media such as adminstrative website,microblog and WeChat public account,After interaction mechanism analysis.Summed up the communication mode of adminstrative new media,to prepare for the assessment below.In the fourth chapter,based on the performance prism model and the relevant theory of Chapter 2,the influencing factors of the performance of administrative new media are further extracted and analyzed,and the relationship between these influencing factors is summarized and summarized as resources Investment,information layer,service layer,communication interaction layer,audience satisfaction and other factors,and the QSCI model of government performance evaluation based on information production,service quality and communication interaction as the core,According to the characteristics and mode analysis of the new media of the government in the third chapter,the framework of the QSCI model is adjusted to construct the performance evaluation system which adapts to the new media.In the fifth chapter,the qualitative and quantitative methods of evaluation are sorted out and evaluated.Combined with the characteristics of the performance evaluation of administrative new media,the method of Delphi method and analytic hierarchy process is selected to evaluate the performance of administrative new media.Based on the analysis of the new media performance evaluation model and the new media communication mechanism of the government,combined with the general principles of the construction of the evaluation index,the indicators are further screened,combined and classified,and finally the performance evaluation index of each category of administrative new media system.Chapter 6 is the empirical study of this paper.This paper chooses websites,microblogs and WeChat public accounts of 26 central ministries,as a case,and uses the method of data mining and qualitative evaluation to obtain the data of new media performance.Through the Delphi method and analytic hierarchy process to construct the weight of the index system,and standardize the data and weight,resulting in all kinds of performance scores,found that the Ministry of Commerce,SASAC,Ministry of Education performed well.According to the analysis,the evaluation results better reflect the balance of the influencing factors,and have certain validity.After the analysis of the influencing factors,we found that the communication of the website was influenced by the degree of search engine optimization.The online service and interactive communication of the website had synergistic effect.The online service was related to the audience coverage of microblog,level of service and the level of information production has synergistic effect,too.Then,firstly rank in Commerce website of the Ministry,the microblogs and WeChat public accounts of Ministry of Education and the SASAC were put into case analysis,and put forward the new media performance optimization framework for the site,to improve the search engine optimization,improve information disclosure,build integration,Intelligent online services,enhance the user experience and other recommendations;for the administrative microblog and WeChat pubic account,the strategy of content was important,optimize the number and quality of information resources production,build government information publishing platform and government service platform,timely,intelligent response to users,Through the alliance,the matrix construction to enhance the dissemination of influence and other recommendations.Finally,the causal index of resource and policy input and the effect index of audience satisfaction are also integrated into the performance evaluation model of the administrative government media,and the external influencing factors are added,taking into account the basic conditions and resource constraints of the new government operation,to amend the framework for the performance evaluation of administrative new media.Chapter 7 is the conclusion of this article.At first,the above research was summarized,and then the innovation and shortcomings of the research was pointed out.Finally,it puts forward some suggestions and suggestions on the follow-up research,puts forward the large data cloud platform for the construction of new media performance evaluation,and the collaborative evaluation system The In short,the administrative new media is the development direction of e-government,is an important means of government reform and service transformation,to build an effective administrative new media performance evaluation system,to guide the healthy development of administrative new media.The construction of service-oriented government will play a huge role in promoting social public governance.