| With the rapid development of information technology,the traditional methods and techniques of information dissemination has changed dramatically,and the traditional media,which are mainly relied on by the Chinese government,are also facing a profound reform.To the government,this change is both a challenge and an opportunity.Since the 18th CPC National Congress,General Secretary Xi Jinping attaches great importance to the Internet public opinion work,proposed the strategic objectives of Internet Power construction.At the Forum on CPC’s news and public opinion work in February 19th,2016,General Secretary Xi Jinpingpointed out,CPC’s news and public opinion work must be to promote the development of media convergence and to use the dissemination advantages of new media initiatively.The speech of the General Secretary reflects the direction and requirements of the CPC Central Committee on news and public opinion work.October 2013,General Office of the State Council issued "The Opinions on Further Strengthening The Disclosure of Government Information and The Response to Social Concerns to Enhance The Credibility of The Government".The file clearly requires all localities and departments should actively explore the use of government micro-blog,WeChat and other new media,releasing the authoritative information and making full use of the new media interactive function in time.Government communication is an important and special communication activity,which is of great significance to the country and society.Therefore,it is of great practical significance to study the government communication strategy in the new media era.This thesis firstly explains the core concept of government WeChat,government marketing and communication effect,then analyzes the opportunities and challenges under the new media environment standing on the point of government marketing,and expounds the necessity of research on the communication strategy of the government.Taking "Heyuan Release" as an example,this thesis discusses the operation status of the government WeChat from the aspects of the communication subject,the communication object,the communication content and the communication media through the content analysis method.The "theory model of evaluation on government WeChat communication effect" is used to analyze the government WeChat communication effect,founding that the government WeChat is short of interaction,linkage and professional support currently.Afterwards,this thesis,according to the problems that are found,pertinently puts forward the countermeasures and suggestions on user-oriented such as clear positioning,establishing mechanism,establishing sense,optimizing service content,enriching forms of communication.I hope this thesis contributes to the government WeChat communication effect theory and practice research. |
