To Shape The Brand Image Of A County Or District Government In The Background Of Internet Era

A good government image is a kind of intangible asset,and it is also the key factor for the government to play the role of public administration.Government Brand is extracted from government image.To build a good government image and to establish a good government brand has become an important issue that the modern government needs to pay close attention to.In the Internet era,with the property of rapid and wide spread,Internet and various other new mass media have become a critical platform for the government to build its brand image.From the perspective of public management,the thesis deeply discusses the shaping of the government's brand image of Qiaoxi District of Shijiazhuang City,Hebei Province,to provide a new way for the development of government brand image.Documentation and case analysis are adopted in the research process.First,the thesis makes a clear explanation of the meaning of the topic by reviewing literature at home and abroad.Then on the basis of literature review,the thesis depicts the relationship between government image and government brand,analyzes the content and essence of government image,and puts forward the view that government brand is extracted from government image,and illustrates the meaning of building government brand image.Third,the thesis clarifies the course of positioning the brand of the government of Qiaoxi District by case study,explores the orientation of the brand image of the government of Qiaoxi District in the era of the Internet,including the positioning,the mode and the achievement of the brand of the government of Qiaoxi District.And it also makes a deep analysis of the problem and its causes in the process of shaping Qiaoxi District government brand image,to identify the critical point to guarantee the realization of the goal of the research.Finally,the thesis puts forward suggestions for the shaping of government brand from effective integration of resources,cooperative mechanism development of the new media collaboration platform for the people service,the increase of the network services,strengthening the operation and management of new media,and dealing with public relation in abnormal cases of negative information.The thesis points out that in the era of Internet the way and emphasis of shaping and spreading the brand image of the government has been changing.Thus the government should fully grasp the characteristics of the times,grasp the ways to help the government in shaping and improving the brand image,in the end to strengthen the ability and effect of government public management.