Operation Of "ChaYang Ancient Town" Government Wechat Platform: Problems,Causes And Countermeasures

The development of government We Chat greatly improves the fluency of information communication between the government and the public,and plays a very good complementary role in the establishment of an efficient service-oriented government.Therefore,it is of practical significance to study the government affairs We Chat.Based on the government response theory and network governance theory,this paper probes into the characteristics and operating rules of government We Chat,and finds out that government We Chat has the functions of information release,people’s livelihood service,public opinion guidance,government-citizen communication,image shaping and so on.This paper takes "Chayang Ancient Town " as a sample case,Through questionnaires combined with some interviews,literature research,qualitative and quantitative analysis of Wechat background data and other methods,we have a comprehensive understanding of the operation of the "Chayang Ancient Town " government Wechat public number.The conclusion of this paper is as follows: Government Wechat is conducive to the establishment of an efficient modern service-oriented government,which has a significant role in improving the ability of government governance.Therefore,it has obvious practical significance to study how to better operate government Wechat.The operation and maintenance of government Wechat requires more resources from the government,and it should be included in the scope of daily work,and a set of management methods and assessment mechanism should be established to improve its operational efficiency."Chayang Ancient Town" government Wechat public number has made some achievements,but there are still many problems,such as vague positioning,poor service ability,poor user perception,less new additions and loss,poor content quality,weak promotion and guidance,ignorance of audience feedback and lack of cluster linkage awareness,etc.The main reasons are as follows: lack of overall design and regulations.Planning;Grass-roots governments pay insufficient attention to government Wechat,lack of human,financial,material,technical and other resources support measures;lack of government Wechat management supervision and evaluation incentive mechanism,such as unclear positioning,inadequate original content,can not play a good role in guiding public opinion,operation team is not professional,imperfect performance appraisal mechanism makes officials and operators work enthusiastically.For this reason,this paper puts forward a variety of measures to improve the operation effect: first,we should standardize the platform design and pay attention to user experience,including establishing a distinctive brand image,strengthening publicity and promotion,combining local reality,improving the quality of content,while operating some push skills to attract users;second,we should establish operation management mechanism,focusing on the establishment of evaluation indicators to improve.The third is to strengthen the interaction between the government and the people and to smooth the channels of communication.