Government Affairs Microblog Communication Effect Evaluation Research In Government Marketing Theory Perspective

Along with the vigorous development of microblog, a large number of information release, forward and to be concerned, the current hot microblog system was formed within the space of the communication and interaction in a short span of140characters.Microblog system is a information collection towards social various aspects, its operation has had a huge impact on real society.Among them, the network platform developed since2009with government affairs microblog as the theme has made rapid development,and has played a powerful role in promoting the government image and the relationship improvement between government and people today.But government affairs microblog is still a new word, most academic research is still on the surface layer analysis,like the present development situation,characteristics, function,etc.Besides, the further research with quantitative or qualitative and quantitative combination method is the urgent need for its its long-term development.Based on existing research background and a period of observation,the author proposed the "Shanghai" sina government affairs microblog as the research object.Firstly,To investigate the factors of influencing the communication effect and evaluation analysis framework from the theoretical basis and the model.Secondly,To evaluate and analysis communication effect of this platform with qualitative and quantitative combination method of case analysis, questionnaire investigation,etc.In order to provide suggestions and development countermeasures for the current government microblog platform to promote communication effect and influence,and reach the purpose of long-term development and value goal in the government marketing perspective.The results of this study show that, in normal operation management state, the four level communication effect included reliability, convenience, empathy and pragmatic of "shanghai city" platform perceived degree is high, however, professionalism, responsiveness perceived effect is inferior, need to further strengthen, especially platform responsive.In emergency response state,responsiveness, pragmatic, empathic and reliability effect is good, but information release form can be more intuitive, range of information application can be extended.Therefore,it concluded that the current government affairs microblog need to attach importance to strengthening the aspect below,like intensify concept of government marketing,enhance management and proactive responses from citizens.