论文总字数：39780字

摘 要

随着互联网技术的发展，特别是在传统纸质媒体的基础上，微信公众号逐渐成为政府向外界公开信息、树立形象、走进群众的重要新媒体平台。运用政务新媒体平台，政府部门发展各种互动式、服务式的新闻信息服务，实现新闻传播的全方位覆盖，并向多领域进行拓展，推动党和国家的声音进入到生活终端，为人民群众更好地进行信息化服务。我国正在积极推进媒体融合的建设，虽然当前政府微信公众号还存在着很多问题，但是从长远来看，政务微信的快速发展已成必然趋势。

本文首先定义了政务微信的相关概念，并论述了当前学者对于政府微信公众号的研究现状。接着，选取了云南省政务微信作为研究对象，进行调查分析后，确定了账号基本情况、发布情况、传播效度三个显性测量指标，以及功能服务、主题类型、信息公开、推文内容四个隐性测量指标。通过获取的数据，进行了基于显性指标和隐性指标的分析，并综合相关指标进行了相关性分析和回归统计分析，总结出云南省政务微信当前的发展现状及问题。最后，结合研究结果及存在问题，提出改进政府微信公众号、提升政府信息传播效果的相应措施。

关键词：政务微信 微信公众号 政务新媒体

Investigation and Analysis of Government WeChat Public Number

——A Case Study of Yunnan Province Government WeChat

ABSTRACT

With the development of Internet technology, especially on the basis of traditional paper media, the WeChat public account has gradually become an important new media platform for the government to disclose information, establish an image, and enter the masses. Using the new media platform for government affairs, the government departments develop various interactive and service-oriented news information services, realize the comprehensive coverage of news dissemination, and expand into many fields, and promote the voice of the party and the state to enter the life terminal for the people. Better information services. China is actively promoting the construction of media integration. Although there are still many problems in the current government WeChat public account, in the long run, the rapid development of government WeChat has become an inevitable trend.

This article first defines the relevant concepts of the government WeChat, and discusses the current research status of the government's WeChat public number. Then, the government affairs WeChat of Yunnan Province was selected as the research object. After the investigation and analysis, three explicit measurement indicators of the basic situation, release status and propagation validity of the account were determined, as well as functional services, topic types, information disclosure and tweet content. Implicit measurement indicators. Based on the acquired data, the analysis based on explicit and implicit indicators was carried out, and the correlation analysis and regression statistical analysis were carried out to summarize the current development status and problems of the government affairs WeChat in Yunnan Province.Finally, combined with the research results and existing problems, the corresponding countermeasures to improve the government WeChat public number and improve the government information dissemination effect are proposed.

Key Words: Government WeChat ; WeChat public account ; Government affairs new media ;

目录

摘要 I

ABSTRACT II

图目录 IV

表目录 V

第一章 绪论 1

1.1 研究背景 1

1.2 研究意义 2

1.3 研究方法与内容 3

1.3.1 研究方法 3

1.3.2 研究内容 4

第二章 文献综述 6

2.1 概念的界定 6

2.2 政府微信公众号的研究现状 6

2.3 研究述评 10

第三章 政府微信公众号的现状调查 11

3.1 调查对象选取 11

3.2 测量指标设计 12

3.2.1 显性指标 12

3.2.2 隐性指标 13

3.3 数据的获取与整理 14

第四章 政府微信公众号现状分析 16

4.1 显性指标分析 16

4.2 隐性指标分析 24

4.3 综合分析 28

第五章 政府微信公众号的问题与对策 37

5.1 政府微信公众号存在的问题 37

5.2 改进政府微信公众号的措施 38

结论与展望 40

参考文献 42

致谢 45

图目录

图1-1 微信城市服务累计用户数 1

图1-2 研究思路 5

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