Internet Marketing In The Context Of Junior Civil Servants To Use Social Media Inquiry

In recent years, with the information technology rapid development, web technology mature gradually. As of October 2015, China’s mobile Internet users reached 950 million. Mobile government has become a new channel for citizen’s political participation. In order to adapt to this trend, the government authorities have set up all kinds of social media, such as the official weibo, WeChat public number and government APP. But civil servants at the grass-roots level are generally unfamiliar to the use of social media, and even do not want to use. Not to mention using social platform for the marketing and promotion of government policy. In the face of the rapid development trend of social media, government staff should also have a response to marketing thinking. From the point of behavioral theory, behavior intention and action has proved a high degree of correlation. Lack of awareness of civil servants at the grass-roots level for the new media, use will not high is an important factor affecting the development of social media quickly. How to arouse the public servants’ willingness to use social media, enhance their awareness of social media and using ability, cultivate their use of social media for the network marketing of the new thinking, has become a trend of current government should strive to.Therefore, this paper on civil service for social media use behavior as the research object, technology acceptance model as the theoretical basis, perceived usefulness and perceived ease of use, plus the three factors in perceived credibility, questionnaire design, view China’s grass-roots civil servants for social media, the level of awareness, acceptance and use of the status quo, explore the impact of civil servants social media usage intention factors and understand other servants of the state by using Web2.0 social media network marketing thinking and strategy. Finally, on the basis of our local government organs and public servants direction.This article is divided into four parts altogether. The introduction part is about the research purpose and meaning, the article involved in web, social media, Internet marketing, and theory of technology acceptance model for simple concepts related to define, at the same time introduced the main research contents and research methods of the article. The second part using the combination of quantitative and qualitative research methods to analyze the current situation of our country’s civil servants at the grass-roots level to use social media. The third part introduces the other advanced countries government policy of using social media marketing success stories, and discusses its innovative thinking and business strategy. The fourth part is conclusion and policy recommendations on how to use social media will arouse public servants at the grass-roots level, cultivate their use of social media for the network effect made the discussion to new thinking. Will social media marketing into the performance appraisal of import policy, education, training and improve the ability of civil servants on the use of social media and provide appropriate incentives, arouse the enthusiasm for civil servants the participation of social media, and so on are all should strive to direction.The main contribution of this paper lies in:firstly, this paper uses the technology acceptance model as the theoretical basis, the perceived usefulness and perceived easy on the basis of the two factors. In addition, we have introduced perceived credibility, this important measure. Compared with the previous model, the data now will be more comprehensive, more comprehensive. Secondly, through the study of the literature found that the current domestic use of social media for grassroots civil servants to conduct marketing research is very few, especially the empirical studies have not been conducted. Therefore, this is also one of the innovations of this paper. Thirdly, this paper adopts quantitative and qualitative way measuring the CL County grass-roots civil servants to use social media status, not only the use of questionnaire, the paper got the results of a quantitative, and select some subjects were interviewed, understand their inner thoughts, to on the basis of it, put forward the feasible suggestions.