【摘要】：隨著互聯(lián)網(wǎng)技術(shù)的發(fā)展,“微博3.0”時(shí)代的到來,有關(guān)微博的各種應(yīng)用也更為廣泛地深入到社會(huì)公眾的日常生活中來。政府機(jī)構(gòu)官方微博作為政務(wù)微博的一大重要分支,微博數(shù)量也日益龐大。政府機(jī)構(gòu)官方微博的出現(xiàn),不僅為政府部門和社會(huì)公眾之間進(jìn)行溝通與交流搭建了新的平臺(tái),更在引導(dǎo)社會(huì)輿論、塑造政府形象等方面發(fā)揮著重要作用。然而,政府機(jī)構(gòu)官方微博在政府公關(guān)活動(dòng)的運(yùn)用過程中,也不可避免的在信息傳遞的內(nèi)容、信息傳遞的效率、以及信息傳遞的影響力等方面存在不少問題。特別是在目前我國正由“管理型”政府向“服務(wù)型”政府轉(zhuǎn)變的背景下,政府機(jī)構(gòu)官方微博作為政府部門進(jìn)行公關(guān)活動(dòng)的重要工具之一,對(duì)它的未來發(fā)展提出了新的要求。對(duì)政府機(jī)構(gòu)官方微博在政府公共關(guān)系中的運(yùn)用研究,不僅要求其能在在政府常態(tài)公關(guān)活動(dòng)中做好相關(guān)信息的傳遞與交流,還要在政府危機(jī)公關(guān)活動(dòng)中,對(duì)公共危機(jī)事件做到及時(shí)高效的應(yīng)對(duì)和處理。只有政府機(jī)構(gòu)官方微博在不同的政府公關(guān)活動(dòng)情境中都能良好應(yīng)對(duì),才能實(shí)現(xiàn)其作為政府公關(guān)活動(dòng)的重要工具的作用。這既是衡量政府機(jī)構(gòu)官方微博在政府公共關(guān)系活動(dòng)中的運(yùn)用效果的重要指標(biāo),也是促使政府部門及其工作人員提升對(duì)政府機(jī)構(gòu)官方微博的重視程度和管理能力的重要因素。對(duì)政府機(jī)構(gòu)官方微博在政府公共關(guān)系中的運(yùn)用研究,不僅能對(duì)政府機(jī)構(gòu)官方微博在政府公共關(guān)系中的運(yùn)用情況有著基本全面的了解,而且通過對(duì)政府機(jī)構(gòu)官方微博在政府公關(guān)活動(dòng)中存在問題的分析,可以更好的把握其在政府公共關(guān)系中的運(yùn)用策略,從而更好地發(fā)揮政府機(jī)構(gòu)官方微博在政府公關(guān)活動(dòng)運(yùn)用過程中的媒介工具作用。本文的研究內(nèi)容主要由六大部分構(gòu)成：第一部分介紹了本文的研究背景和研究意義,對(duì)國內(nèi)目前的研究現(xiàn)狀以及本文的研究方法都做出了詳細(xì)介紹。第二部分圍繞政府公共關(guān)系做出了相關(guān)的知識(shí)概述；第三部分則是介紹了政府機(jī)構(gòu)官方微博在政府公共關(guān)系中的基本情況；第四部分選取“@上海發(fā)布”作為研究對(duì)象,通過對(duì)其在政府部門常態(tài)和危機(jī)公關(guān)兩種具體情況下的研究,分析“@上海發(fā)布”在政府公關(guān)活動(dòng)中存在的問題；第五部分針對(duì)上一部分存在的問題,從微觀和宏觀兩個(gè)方面提出相應(yīng)的策略。最后一部分作為本文的結(jié)語部分,對(duì)文章的主要內(nèi)容進(jìn)行了歸納,并指出文章存在的不足之處。
[Abstract]:With the development of Internet technology and the advent of Weibo 3.0 era, various applications of Weibo have been more widely used in the daily life of the public. As an important branch of government Weibo, the official Weibo of government agencies is also increasing in number. The emergence of the official Weibo of government agencies not only sets up a new platform for communication and communication between government departments and the public, but also plays an important role in guiding public opinion and shaping the image of the government. However, in the process of using the official Weibo of government agencies in government public relations activities, there are inevitably many problems in the content of information transmission, the efficiency of information transmission, and the influence of information transmission. Especially under the background that our country is changing from "management" government to "service" government, the official Weibo of government agencies, as one of the important tools for government departments to carry out public relations activities, puts forward new requirements for its future development. The research on the application of official Weibo in government public relations requires it not only to transmit and exchange relevant information in the normal public relations activities of the government, but also in the public relations activities of the government crisis. Respond to and deal with public crisis events in a timely and efficient manner. Only the official Weibo of government agencies can deal with it well in different situations of government public relations activities, in order to realize its role as an important tool of government public relations activities. This is not only an important index to measure the effect of the official Weibo of government agencies in government public relations activities, but also an important factor to promote the importance and management ability of government departments and their staff to the official Weibo of government agencies. The study on the application of government agency official Weibo in government public relations can not only have a basic and comprehensive understanding of the application of government agency official Weibo in government public relations. Moreover, through the analysis of the problems existing in the government public relations activities of the official Weibo of the government agencies, we can better grasp the strategy of its application in the government public relations. In order to give full play to the official Weibo of government agencies in the use of government public relations activities in the process of media tools. The research content of this paper is mainly composed of six parts: the first part introduces the research background and significance of this paper, and introduces the current research situation and methods in China in detail. The second part gives an overview of the relevant knowledge around the government public relations; the third part introduces the basic situation of the official Weibo of the government agencies in the government public relations. In the fourth part, "@ Shanghai release" is selected as the research object, and the problems existing in the government public relations activities of "@ Shanghai release" are analyzed through the research on its two specific conditions: the normal state of the government department and the crisis public relations. The fifth part puts forward the corresponding strategies from the micro and macro aspects in view of the problems existing in the previous part. The last part, as the conclusion of this paper, sums up the main content of the article and points out the shortcomings of the article.
【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：D630

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