Administrative Government Wechat For Government Image Building

Since the end of the 20 th century, Chinese government attached more importance to build the image of the government. With the continuous development of media technology, the network era was coming, compared with the traditional media era, the environment of social public opinion had great changes, citizens had more channels to know national affairs and express personal opinions. Environmental changes brought opportunities and challenges to the government image communication. The government have to think how to satisfy the public who have the growing thirst for government affairs information, how to connect with the public and win their trusts,thus, enhance the government credibility, establish the good image of the government.The number of the government Wechat is rapidly increasing.the government Wechat provide a new channel to shape and broadcast the image of the government.This paper explores the relationship between the government Wechat and the image of the government, focuses on analyzing the function of the government Wechat,and its impact on the image of the government.Firstly,from four aspects which are the development trend, geographical distribution, management institutions, subject distribution, this paper analyzes the motivation of the government Wechat development,and summarizes the development status of the government Wechat;secondly,this paper analyzes the characteristics and functions of the government Wechat,and find that the authority of its operating subject, the secrecy of the interactive communication and so on, the realization of the function laid a foundation of the possibility that government Wechat may influence the image of the government;thirdly, from the image of the government's system, behavior and visual, the paper analyzes the impact of government Wechat on the image of the government, finds that it achieves the aim of improving government image,based on helping the people to realize the citizens' right to know and supervision;finally, by interviewing the staff of "Micro Da Qing" and some other government Wechat, combined with data analysis and the experience of useing a large number of government Wechat, finding that the shortage of the government Wechat shaping government image on the professional ability of management and so on.And giving some advices which based the questions,such as expanding the influence of the government Wechat, improving the operation quality and so on.