Research On Shaping And Spreading Of Government Brand Image Under New Era

How to create a good brand image of the government has become an important subject of modern government pay close attention to the government,good brand image is a kind of intangible assets,the prerequisite is to play the role of government.Under the background of the new era,the mass media has become a key platform to build the brand image of the government with its rapid and wide spread characteristics.For this reason,the image of the government wants to shape and spread with the new media in the context of the new era.Based on the characteristics of the local government,based on the theory the theory of government communication and of management,this paper discusses the shaping and spreading of Nanshan District government's brand image.The basic purpose is to provide a new way for the development of the brand image of Nanshan District.The main methods used in the research process including literature method,case analysis method of two kinds of original data,using literature accumulation,shaping with the method of case study on government brand image in-depth analysis.The main contents of the study are as follows:the introducetion part,is to draw the current research status of the subject at home and abroad,and do a good job of innovation and exploration;The first part,defines of the image of the government and government brand,analyses the essence and content of the image of the government,raises that the government is to refine the brand image of the government,and focuses on shaping the brand image and the significance of communication;The second part,introduces the status of the development of Nanshan District brand,analyses the history and the present development situation of Nanshan District The third part,the creation and spread of the brand image of the government of Nanshan District under the new era,including the Nanshan District government image communication positioning,mode of transmission of the image of the government and the Nanshan District Nanshan District government image spread the effect;The fourth part analysis the problems and reasons of Nanshan District government image communication,in-depth analysis of the existing problems,and the critical point to identify specific research,as the research target to provide security;The fifth part,puts some suggestionsforward for the dissemination of the image of the government of Nanshan District,including the operation and management of the new media,the government website updates,service model innovation and so on.The results show that the shape and spread the brand image of the government under the background of new era has shown a new change,the government should fully grasp the characteristics of the times,grasp the ways to help the government in shaping the brand image,and strive to the branding and image communication has been further improved.