Research On Operation Strategy Of Provincial Government Wechat Under Open Government Maturity Model

With the continuous development of Internet technology,the media contact and usage habits of the public have undergone major changes,and user production content(UGC)has become a basic feature of social media platforms.Under this new development trend,in addition to the challenges brought by the Internet,government agencies have begun to make full use of the conveniences they bring.Government have built self-media platforms(including two micro-ends),namely,government new media to communicationwiht with people.In December 2018,the State Council issued a document "Opinions of the General Office of the State Council on Promoting the Healthy and Orderly Development of New Media in Government Affairs",reemphasizing government affairs.The government WeChat,which has the characteristics of information,interaction and service,is an important representative of the new government media.How to use the government WeChat to publish information,interact with the public and build a more convenient and efficient service platform for the public,which is currently faced by government agencies.important topic.Based on a comprehensive review of domestic and foreign scholars' research literature on government new media,based on the open government maturity model and using literature research,content analysis,in-depth interviews,and case analysis,the paper analyzes the "Hebei release" from two aspects:foreground communication and background management.On this basis,the paper summarized the active exploration and existing problems in the operation of China's provincial government WeChat and then explored the reasons and further proposing to optimize the operational strategy of provincial government WeChat.The main research contents and innovations of this paper are reflected in the following aspects: First,this paper chooses to use provincial government WeChat as the research object.At present,the research on government new media is very rich,but there are not many provincial-level administrative levels.The higher administrative level has more information resources,which has a natural demonstration role for other local government's WeChat operations.In addition,the provincial administrative level includes municipalities.Its information content and communication strategy are similar to those of the city,and have reference value for the operation of the municipal government WeChat.Second,this paper analyzes the operation status of provincial government WeChat from the aspects of foreground communication and background management.Judging from the review of the literature,the current research on government WeChat tends to be more inclined to the content level of the foreground communication.Fewer scholars pay attention to the background management system.The literature on the combination of the two is relatively rare.Third,this paper adopts the open government maturity model.At present,most of the research on government new media lacks certain theoretical support.This paper uses this model to analyze the maturity of provincial government WeChat,and proposes the corresponding operational strategy based on the five stages of the model.