Research On Operation Strategy Of Government Affairs Wechat In Guizhou Province From The Perspective Of New Media

With the advent of the new media era,the channels for government affairs t o be open and interaction between government and people are becoming increasingly diversified,and with the popularity of mobile Internet,people are more and more incli ned to use mobile phones to communicate,obtain information and services,and instan t messaging software led by Tencent Wechat has become a necessity in people’s daily life.Government Wechat is relying on Tencent Wechat platform,with its social,conve nient,interactive and other characteristics,has become the leader of government medi a in the new media era,and has gradually become an important platform for governm ent departments to open government affairs,guide public opinion,optimize services a nd collect public opinion.In recent years,China’s government WeChat has developed rapidly,the state has continuously promoted the development of government WeChat from the policy level,and the number of government WeChat has also exploded.However,this year,there have been a large number of closures of government WeChat in some areas,because g overnment WeChat has begun to change from quantity to quality,and it is an inevitabl e trend that redundant government WeChat with poor operation and no value to the pu blic will be closed down.Guizhou provincial government attaches great importance to the new situation of open government,emphasizing the role of new media in building a service-oriented government.However,Guizhou government WeChat started late,la gging behind the developed areas of government WeChat,there are many problems in the operation of government WeChat.Based on the above situation,from the perspective of new media,this paper expo unds the concept of new media and operation in detail,and takes "Guizhou Reform","Guizhou Public Security Bureau Traffic Administration" and "Guizhou Education Release" as three representative cases of Guizhou Province’s head government Wechat,to explore the problems existing in the operation of Guizhou Province’s government We chat.From the four aspects of product operation,content operation,activity operation and user operation,it is found that there are some problems in the operation process of Guizhou government Wechat,such as weak user awareness,poor user experience,lo w originality of content,low platform integration,narrow interaction channels,low cit izen participation,poor access channels and lack of user retention.Finally,the article on the above issues,in the perspective of new media,put forw ard the corresponding countermeasures: in product operation,strengthen service awar eness,improve platform construction;in content operation,build content team,impro ve content quality;in activity operation,enhance activity quality,attach importance to citizen participation;in user operation,open contact channels,activate retained users.By operating the government Wechat of Guizhou Province,creating a good imag e of Guizhou Provincial Government,opening up a way for the government to better c arry out social governance in the new media era,so that the government can better ser ve the people,and the people can better participate in public affairs.