Research On The Construction Of Regional Image In Government WeChat In Sichuan Ethnic Areas

With the continuous advancement of economic globalization and informatization,the carriers relying on government information disclosure are becoming more and more abundant.Since 2014,the government WeChat has sprung up in the public eye,has become an important channel for government information disclosure,and has begun to become a new window to show the regional image.However,in the downward development of the government WeChat,due to the imbalance of regional social and economic development,especially in the remote areas and ethnic areas in the west,although the government WeChat has received widespread attention,there are still many problems in the operation,how to use the government WeChat The shaping of regional image is even more stretched and lacks theoretical guidance.This Treatise selects three government WeChat “Wei Aba”,“Wei Ganzi” and“Xichang Release”,which are highly concerned,influential and representative in Sichuan ethnic areas,as the research object.First,the regional CIS theory is derived based on the urban CIS theory,and research hypotheses are proposed.Then,through the content analysis method,the regional image in the government WeChat of Sichuan ethnic minority areas is studied in depth,and the research hypothesis is compared and analyzed.Finally,combined with the text data to explain the existing urban image of the government WeChat in Sichuan ethnic areas,pointing out the shortcomings,and put forward suggestions for improvement.Through research,it is found that the image of the city in the government affairs WeChat in Sichuan has some characteristics.At the level of urban concept recognition,the government affairs WeChat in Sichuan ethnic areas presents a city suitable for tourism.At the level of urban behavior recognition,the image of the city in the ethnic minority government affairs in Sichuan has the following characteristics: the government image is open and transparent,serving the people;the citizen image is obviously affected by the regional environment;the corporate image constructionconsciousness is lacking;the city activities are diverse and prosperous.In the aspect of urban visual identity,the image of the city in the government affairs WeChat of Sichuan ethnic minority area has the following characteristics: the tourism brand image changes from “attractive” sightseeing to global tourism;the urban environment image has poor traffic conditions and good public security;the folk culture image presents The national characteristics are rich and diverse,and the leisure tourism image presents pleasant scenery and rich national colors.However,at this stage,the construction of the government WeChat regional image in Sichuan ethnic minority areas still has problems such as the vague positioning of the regional image,the lack of local characteristics of the content,and the lack of awareness of the management of the regional image elements.In this regard,this paper suggests that the government affairs WeChat in Sichuan ethnic areas should strengthen the differentiated positioning,grasp the concept of urban development;strengthen the agenda setting,create local characteristics;and strengthen the content construction to highlight tourism and national elements.