Research On Tax-related Online Public Opinion Management Under The Background Of Big Data

At present,China is facing the three major economic transformation challenges,such as the slowdown of economic growth,the oscillation of early stimulus policies and the difficulty of structural transformation.With the coming of the information society nowadays,the network technology is increasingly developed,and the use of big data technology is increasingly widespread.As a result,the public opinion ecology and media pattern are continuously and obviously affected,in which the number of public opinion on the network platform began to grow and spread rapidly.Since the merger of the national municipal state and local tax authorities in July 2018,a series of reforms have been implemented,such as the reform of personal income tax,tax reduction and fee reduction,and the transfer of non-tax social security,which has new changes almost every year.Coupled with the current contradictory and complex tax distribution,and the adjustment of various interest relations,it also involves the vital interests of all sectors of society and the people.In terms of the tax field,it has become a collection area of many contradictions,and the tax department has become the focus of the people and the media.In particular,2019 is the first year after the merger of state and local taxes,while the new tax authorities need to form a new image and appearance.In the current era of big data,tax authorities should explore and solve the emerging issues,such as maintaining the good image of tax revenue,enhancing the public opinion awareness of tax personnel,improving the ability of public opinion monitoring and analysis,and improving the ability to deal with online public opinions related to tax.In this paper,it is based on the author's working experience in the public opinion management department of the tax system,which combines with the relevant public opinion management theory related to tax and adopts literature search,case analysis,empirical interviews and other research methods to review the concept definition and classification content of tax-related network public opinion.Through the combination of the challenges and advantages of tax-related network public opinion management under the background of big data era with the research of new ideas of network public opinion management,it selects the typical tax-related network public opinion in X City in 2019 as a case study.After summarizing the characteristics of tax-related network public opinion in X City,it analyzes and studies the tax-related public opinion management practice in the tax system of X City,which also tries to usepublic opinion detection software for data analysis.Based on this,it discusses the shortcomings existing in the current tax-related network public opinion management in the tax system of X city,which mainly includes two aspects,such as the delayed response of some responsible units to the crisis and the failure to promote the formation of a "spiral of anti-silence",and the weak network guidance in the " two public opinion fields " and the lack of smooth cooperation among departments.Then,it is found that the reasons for the generation of problems include four aspects through analysis.Firstly,some tax officials have not understood public opinion concept well and their crisis awareness is not strong.Secondly,the public opinion working mechanism is not perfect and the department linkage is not smooth.Thirdly,it lacks the professional talents and their public opinion guidance ability is not strong.Fourthly,the technology of big data can not meet the needs of current public opinion management.Through the above research,it puts forward some useful suggestions for the tax system of X City to improve network public opinion management and make scientific response to tax-related network events.Firstly,it is necessary to change the concept of work and improve public opinion awareness.Secondly,it needs to strengthen professional training and team building.Thirdly,it needs to strengthen the training of tax-related public opinion professionals.Fourthly,it needs to improve the public opinion coordination mechanism,such as perfecting the public opinion emergency command system,improving the public opinion processing joint meeting system,establishing the tax-related public opinion evidence collection mechanism,and perfecting the information disclosure mechanism to promote the "open spiral".Finally,it needs to integrate the "two public opinion fields" and take advantages of external resources,such as strengthening cooperation with the "official public opinion field" to create tax publicity brand,attaching importance to the voice of the "private public opinion field" and strengthening the supervision of tax-related public opinion,integrating the "two public opinion fields" representing for public opinion,and taking advantage of professional forces for cooperation.