Research On The Design Communication And Operational Strategy Of Government Wechat Public Account

With the advent of the mobile Internet era,the use of mobile Internet has become the main Internet access method in the Internet era and has slowly infiltrated people's lives,work,and learning,"Internet +" represents a new production and lifestyle in the future,and it is an irresistible trend of the times.In the government work report of 2018,Premier Li Keqiang once again proposed to further promote “Internet + government services” so that more matters can be handled on the Internet,and government WeChat is the latest achievement in the“Internet + government services” model.Following government microblogs and government websites,it is also a new government media tool.Today,government WeChat has quietly become a government agency to deliver party and government policies,provide consulting services,listen to social conditions and public opinions,respond to social concerns and guide new tools for network public opinion.It is an active exploration of the government's changing government public service philosophy and service model.It is the government's wholehearted effort.Serve the people and implement the "Internet + government services" condensation results.However,as an emerging phenomenon on the Internet,government WeChat still have many problems in the aspects of information dissemination,service management,design management,and civil affairs exchanges,affecting the practical application of government WeChat.In the era of mobile Internet,how to effectively operate government WeChat to promote the construction of service-oriented government? How to evaluate the influence of government WeChat? In response to these problems,this article first analyzes the advantages of government affairs and WeChat providing government services,and further compares government affairs and WeChat with other new government media based on the 5W communication model to discuss the characteristics of government affairs and WeChat,which will facilitate the comprehensive utilization of government departments.New government affairs media;Secondly,it describes the development status of China's government WeChat.It analyzes the representative government WeChat at different levels at the central and local levels and summarizes the current problems in the development of government WeChat:positioning ambiguity,service capacity needs to be improved,and user perception is easy to use.Poor sexuality,lack of humanistic design,lack of original content,lack of public opinion guidance,neglect of audience feedback,lack of awareness of cluster linkages,etc.;Then through 30 outstanding case samples in the content dissemination,design management,government-civil interaction and service construction in-depth follow-up investigation and study,summed up experience for other government affairs and WeChat operation development reference,especially from the perspective of design and interaction on government affairs Wechat has conducted in-depth analysis of design management and put forward rationalization proposals.Based on this,it has also built an evaluation system for government-affiliated WeChat communication force on the basis of AHP.Finally,it puts forward targeted countermeasures to promote the healthy development of government Wechat:standardizing platform design,emphasizing user experience;establishing a good operationand management mechanism,focusing on mechanism and system construction;strengthening the interaction between the government and the people,creating an open interactive platform for government affairs and media;The diversification of the media."Palm administration" has become the norm in many areas of government affairs and people's livelihood.E-government is an irreversible trend.Facing the powerful "Internet +",how does government departments seize this development opportunity and how to better enable government WeChat? To become a "connector" between government affairs and people's livelihood,to provide the public with more practical and convenient services is a new proposition and new challenge for the government in social governance and public services.