The Research Of Present Situation And Communication Strategy On Government Affairs Douyin Accounts

The year of 2017 is the first year of short video,one of the branches has attracted people's attention in the process of the development of short video in full swing,that is,government affairs short video.DOUYIN(tiktok),as the gathering place of short video,has become the platform of many government organizations to enter,and it has become an important issue faced by governments at all levels that how to make the government DOUYIN accounts play a better role and play a better communication effect.Through the research methods,such as questionnaire survey,content analysis and case analysis,this paper analyzes the present situation of the distribution of government affairs DOUYIN accounts and users by using communication theory,sociology and other theories,on the basis of statistical questionnaire,it is concluded that there are three problems in DOUYIN government affairs accounts: "main body","user" and "content".Then the excellent government affairs accounts on DOUYIN is selected for case analysis,and its operation and dissemination characteristics are summarized,and the strategies summary for other government affairs DOUYIN accounts are carried out,and the three strategies of “determine positioning,and linkage development”,“the enhancement of user interaction and sticky”,“optimization of content arrangement and improvement of quality” are put forward,so as to achieve good communication results,and put forward reference significance for other government affairs DOUYIN accounts development.