Research On The Operation Of Zhengzhou Urban Government Wechat Platform

With the rapid development of mobile Internet access,WeChat has occupied most of the traffic of mobile APP with its huge user group.WeChat is quietly changing the traditional media mode of communication,and the government as the main publisher of authoritative information,how to use this platform in the new era,is becoming the general trend of government affairs development and the hot spot in the field of government affairs research.The key points of the 2018 government affairs disclosure promulgated by the General Office of the State Council in 2018(No.23 of the National Office of the United Nations[2018])emphasize the importance of "using a new platform with two different ends".The document calls for a comprehensive display of the advantages of government microblogs,government WeChat,and mobile clients,and for good information disclosure,policy interpretation,and services,so as to continuously enhance public effectiveness and improve service levels.Firstly,this paper compares the concept of WeChat and the government WeChat platform from the theoretical level and the similarities and differences with other new government media,and analyzes the background of the rise of the government WeChat platform and its role.Secondly,through the large data analysis of the information released by Zhengzhou municipal and district government affairs WeChat platform,the basic situation of its operation is described in a more comprehensive and objective way.Through the analysis of the number of government WeChat platform releases,the total number of readings,the total number of points of praise,and the WCI WeChat transmission index,we found that the main problems existing in the operation of the Zhengzhou municipal and district-level government WeChat platform are: In terms of information release,the platform release mechanism is not perfect,and the quality of release is not high.Single release form;In terms of public function positioning,the function definition is not clear enough,the audience is narrow,and the service function is lacking;In terms of public interaction,the response mechanism is not sound,and "selective" shows messages;In terms of public efficiency,the service channels for convenience are not deep enough and the service content is thin.Thirdly,the factors affecting the construction of weChat platform of Zhengzhou municipal and district governments are analyzed.The weak consciousness of the subject,the lack of benign interaction between the subject and objective,the lack of standard operation and guidance are the main reasons that lead to the low attention and narrow audience of the platform.Finally,the analysis results are compared with the top government WeChat platform in the country.In this paper,we find out some suggestions on how to optimize the construction of Zhengzhou municipal and district-level government WeChat platform in such aspects as regulating management,enhancing interaction,optimizing publishing content,scientifically utilizing ranking data,and enhancing brand effect.