Based On The Government Network, A Spokesman For The Research Of Ci Strategy

The government is actively promoting the change of ruling style from management-oriented government to service-oriented one. The emergence of the web spokesperson of the government is an embodiment of this change and an inevitable choice to improve the ability to govern in the Internet Age. It reflects the importance to the public opinion of the network attached by the government and is welcomed by the majority of Internet users. As a newly-emerged thing, the system of web spokesperson of the government couldn’t be perfect from the beginning. The government needs to solve issues such as how to build a system of net spokesperson better and how to fully play its role to satisfy the people. This paper firstly analyzes the development of web spokesperson of the goverment,the meanings and origins of the web spokesperson of the government, the differences between the web spokesman and the traditional ones,web spokespersons construction is also discoursed. Then the CI strategy research is introduced creatively. This paper analyzes China’s net spokesperson separately from three elements of the CI strategy:mind identity, behavior identity and visual identity and proposes some targeted recommendations.Mind Identity of goverment web spokesperson of all the activities involves in the three basic questions:why do this?what to do? How to do?Behavior Identity tries to discuss from four respects:speech channel, behavior on Internet, self-promotion and public relations, web spokesperson system. Visual Identity from a realistic image and the virtual image two aspects to study how to build a good web spokesperson image.