本文選題：政務(wù)微信　切入點(diǎn)：傳播影響力　出處：《浙江大學(xué)》2015年碩士論文

【摘要】：近年來,我國政務(wù)微信呈現(xiàn)井噴式增長,各級政府紛紛構(gòu)建“指尖上的政府”。2013年8月,浙江省科技廳開通“創(chuàng)新浙江”科技類政務(wù)微信,但是由于政府本位的傳統(tǒng)宣傳模式與受眾需求產(chǎn)生較大矛盾,傳播影響力一直較差。為此,浙江省科技廳邀請我導(dǎo)師主持項(xiàng)目,旨在提升科技廳政務(wù)新媒體的傳播影響力。作為項(xiàng)目核心成員,我也有幸一直參與其中。本策劃主要針對浙江省科技廳科技宣傳實(shí)際,尋找受眾與科技宣傳需求的契合點(diǎn),以互聯(lián)網(wǎng)思維為指導(dǎo),提供“創(chuàng)新浙江”科技政務(wù)微信的傳播影響力策劃,探討一種即符合新媒體運(yùn)營理念,又符合科技信息傳播規(guī)律的傳播模式。本策劃主要包括三個部分：第一部分為策劃闡釋,闡釋了設(shè)計的理念、方法、目標(biāo)、策劃過程和執(zhí)行情況等；第二部分為策劃前期論證,通過對科技廳“創(chuàng)新浙江”政務(wù)微信運(yùn)營現(xiàn)狀調(diào)查,核心受眾的需求調(diào)查,以及其他優(yōu)秀政務(wù)微信的案例研究,為“創(chuàng)新浙江”影響力提升提供數(shù)據(jù)和理論支持；第三部分為“創(chuàng)新浙江”傳播影響力提升的具體可操作方案。策劃從問題出發(fā),以目標(biāo)為導(dǎo)向,整合浙江省科技廳現(xiàn)有資源,把握科技信息本土化、服務(wù)化、民生化趨勢,貫穿服務(wù)理念,從內(nèi)容、政務(wù)服務(wù)、互動推廣三個路徑出發(fā),提出了“四力”核心策略,即惠民為民內(nèi)容提升親和力,突發(fā)事件有力發(fā)聲提升公信力,定制化政務(wù)服務(wù)提升服務(wù)力,品牌推廣提升聚合力。
[Abstract]:In recent years, China's government WeChat has been experiencing a blowout growth, with governments at all levels building "government at the fingertips". In August 2013, the Science and Technology Department of Zhejiang Province launched the "Innovation Zhejiang" government WeChat. However, due to the contradiction between the traditional propaganda mode based on the government and the needs of the audience, the communication influence has been poor. For this reason, the Zhejiang Provincial Science and Technology Department invited my tutor to run the project. As the core member of the project, I have also been fortunate to participate in the program. This plan is mainly aimed at the reality of science and technology propaganda in Zhejiang science and technology department, looking for the meeting point between the audience and the needs of science and technology propaganda. Under the guidance of Internet thinking, to provide "innovation Zhejiang" science and technology government WeChat communication influence planning, to explore a kind of new media operation concept, This plan mainly consists of three parts: the first part is the explanation of the plan, which explains the concept, method, goal, planning process and implementation of the design; the second part is the pre-planning demonstration. Through the investigation of the current situation of government affairs WeChat operation, the needs of the core audience, and the case study of other outstanding government WeChat, this paper provides data and theoretical support for the promotion of the influence of "innovating Zhejiang". The third part is the concrete operational scheme of "innovating Zhejiang" to improve the communication influence. From the point of view of the problem, the author plans to integrate the existing resources of the Science and Technology Department of Zhejiang Province, and to grasp the localization, service and livelihood trend of science and technology information. Through the service concept, from the content, the government affairs service, the interactive promotion three paths, proposed "four forces" the core strategy, namely benefits the people for the people content enhancement affinity, the unexpected event has the voice to raise the credibility, Customized government services to enhance service capacity, brand promotion to enhance convergence.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：D63;G206

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本文編號：1673320