A Research On The Factors Influencing The Propagation Effect Of Government Micro-blog Based On Government Marketing Theory

In recent years, with the development and popularization of new online media, micro-blog is being known and used by more and more people, in just 140 characters, a lot of information was released, forwarded and paid attention to. This new mode of communication and interaction has an not to be neglected influence to people's work and life in modern society, Among of which, government micro-blog platform represented by the official micro-blog of government agencies has developed rapidly since its launch in 2009, and has a more and more obvious function in setting up the government image and improve the relationship between the government and citizens, So far, relevant academic research mostly focuses on the current situation of the development and the function, etc., however, on how to improve the communication effect and how to position the future development, there is lack of empirical research combined quantitative and qualitative analysis. The author use Sina government micro-blog-"Tianjin Release" as the research object, based on the premise of government marketing theory, at the same time, combining the theory of mass communication model, come up with "Tianjin release" broadcast effect model, and adopt the combination of qualitative and quantitative, mainly on quantitative research methods, carries on the regression analysis through the questionnaire survey, to verify this propagation model, finally find out the key factors which influence the propagation effect of government micro-blog.In this paper, the results show that the pragmatism, reliability, professional and richness released in Tianjin significant impact on the audience cognition, in turn, affect the communication effect, and its reliability, legibility, interactivity, Pragmatism and richness and receptor behavior was significantly associated with variable, comprehensively considering the interference effect of gender, age and the use time of micro-blog, finally it come up with the countermeasures of enhancing Tianjin communication effect and improve their own influence: establishing the government marketing and service concept, enhance the reliability and practicality of transmission; Strengthen the interaction with people, further enrich the information release form; Clear self-positioning, building diversified network platform.