Research On The Government Affirs Micro-message Operation, Problems And Countermeasures

January21,2011, Tencent released the first version of micro-channel, two years’ time,micro-channel users reached300million. August23,2012, Tencent new " micro-channelpublic platform" functional modules on the basis of micro-channel. Through this platform,government, the media, businesses and even individuals can create a micro-channel publicnumber, you can mass text, images, voice, three categories of content, which many Chineseparty and government organs of the public opening of the micro-channel number is called "government micro-channel public account " that " government micro-channel."2013micro-channel public accounts in large numbers. April1this year, China CentralTelevision news channel launched certified public account, only the first day of the subscribergrowth of22million and received more than120,000users of the reply message. BeforeCCTV " News Network" ended, news anchor will remind you to focus on its official micro-Bo, the official micro-channel. In Lushan earthquake, many government micro-letters areposted several initiatives and call, such as private cars to make way for emergency vehicles,etc., have a strong appeal. There are a lot of government micro-channel full advantage of themicro-channel of privacy, customer service, informative features, the micro-channel contentto create personalized services for specific audiences. Before and after the rise of governmentmicro-channel with the Chief microblogging have gradually become the key governmentcontrol of the mobile Internet field of information dissemination, expanding thecommunication between the public the old channels, but also become one of the elements ofthe government to create a new era of government image. Expected in2014, governmentmicro-channel will become more open government departments, public communication,service a new window masses.The article focuses on the status quo to run the current Chinese governmentmicro-channel, problems and improvement measures, and several other issues to startdiscussion: first, from the birth and development of government micro-channel departure, abrief definition of government micro-channel, classification, and thus a detailed analysis of its propagation characteristics dissemination mechanisms and China’s current governmentmicro-channel development situation and compare the similarities and differences betweengovernment microblogging and micro-channel between; then, the condition stated Chinesegovernment micro-channel is currently running, select the different functions, differentlevels of government micro-channel two outstanding representative government micro-letters" Chinese Government Network " and " peace Jiangmen " for the case study, through contentanalysis and text analysis method analyzes and compares their characteristics in terms ofdissemination of content, forms of communication, the line interaction, but also focuses onthe daily and the practical effect of the case of emergencies government micro-channel andcan develop sexual function; Finally, the survey summarizes the current governmentmicro-channel in the exploration phase of development problems, and proposed to improvegovernment micro-channel propagation proposal countermeasures, I hope the relevantdepartments as improvements in this field reference.