Research On Public Service Of China Government WeChat

With the extensive use and feature-rich of the mobile Internet and social media, the transmission channels, access paths, service contents and forms of information have been changed subversively, the situation of information transmission presents the trend of network medialization, media popularization, public network. The E-government which is constructed by the Internet and other means of information has become an important task of transformation of government functions and service innovation, and the Government WeChat becomes the most bright and effective pearl of e-government in "Internet+" era relying on its unique transmission features and service functions. The use of Government WeChat for public affairs management, social management innovation and public political participation greatly enhance the information communication effects and positivity of interact participation of the party and government organs, social organizations and other public characters. Therefore, the Government WeChat has a strategic importance to improve the construction of E-government and public service of our country.As a new social management innovation tool, Government WeChat is bound to face many challenges at the same time of the growth process, which leads to its development and operation fall into trouble. How to take advantage of Government WeChat to provide high-quality public service, service experience and service effects for the publics becomes an important topic to be studied nowadays. To research this problem, this paper adopts the combination of literature study and case analysis, and carries out based on the study ideas of "asking questions-analysis and argument-conclusion-scheme establishing", so as to find out the existed problems of Government WeChat, and try to solve it.This study first to introduce the purpose and meaning of the study of Government WeChat, and comprehensasively states the current situation of public services of E-government, new media and Government WeChat from two aspects at home and abroad, defining research method, ideas and innovation point of the paper, after that, according to the explanation of related concepts of WeChat, Government WeChat, and Government WeChat public services and others, the features and value of Government WeChat public service can be furtherly clarified. This study then analyzes overall operational status of current Government WeChat from several aspects of operations overview, regional distribution, administrative level situation, application fields, and states the practice and practical effectiveness of Government WeChat in the wisdom of police, information platform, discipline supervision, grassroots advocacy, etc. in combination with four classic cases, learning the development trend of Government WeChat in the country, which gradually stepps into a normal operation stage. Finally, when we see an unique advantage of Government WeChat in the public service, we should also recognize its existed problems in service quality, management operation, relationships with users, multi-platform linkage and others, analyzing that traditional mode of government, relevant personnel’s insufficient attention and lack of operational regulatory mechanisms are the root causes. Based on the effectiveness and experience of E-government management and some good Government WeChat management practices, some corresponding measures are taken for these problems from four dimensions of strengthening Government WeChatl quality control, improving Government WeChat security mechanism, strengthening customer relationship maintenance, resources integrating and service matrix establishing, so as to let the Government WeChat move towards a higher level in public service application.