Research On The Content Operation Of The Government WeChat Public Account “Communist Youth League Of H Province”

With the advent of the mobile Internet era,as a result of its peerto-peer push mechanism,more secretive interactive communication mechanism and powerful service module mechanism,the We Chat public account platform has become the key task of the construction of new government media and the primary choice of We Chat users to obtain the information of government affairs and consulting service,playing an increasingly important role in government governance and daily life.In the development process,the content of the government official account has gradually developed various service functions from simple information release.The content of the We Chat official account is no longer flat articles,but a system with powerful functionality,whose function is mainly reflected in the article content and content services provided by the official account.This thesis takes the provincial Communist Youth League official account as the research object,which has long been ranked No.1 in the government affairs We Chat of H Province.Through participatory observation method,content research method,quantitative and qualitative combination,it tries to summarize the content operation of the official account from the following three dimensions,including content production,content presentation and content service.The study finds that the content operation of the Communist Youth League of H Province is accurate in its own positioning,and always adheres to the purpose and positioning of“political,youthful,and local” to create competitiveness.Meanwhile,its service entities focus on the college student group and pay insufficient attention to other groups.Its production mechanism is perfect,and the platform of the Communist Youth League of H Province is used to improve the employment system,transform cultural products,separate some functions,and achieve the best effect of content production and distribution at the least cost.However,it lacks long-term mechanism in public services and meets challenge in the circulation of service resources.It actively builds a cultural brand by building professional teams,inviting celebrity endorsements,and developing matrix synergy,so the influence of the official account of the Communist Youth League of H Province and its accounts on other platforms can support and magnify each other,and injects strong impetus for its brand development.In the meantime,there are also unfavorable factors affecting brand building,such as insufficient original articles and unclear virtual image.Studying the content operation of the official account of the Communist Youth League in H province is conducive to understanding and strengthening its functionality as an ideological tool and an e-government means,and providing a reference for the development of other government We Chat official accounts.