地方政府網(wǎng)絡(luò)公關(guān)模式比較研究
發(fā)布時間：2019-06-27 15:59
【摘要】：改革開放30多年來,我國政府的執(zhí)政環(huán)境發(fā)生了翻天覆地的變化。社會主義各項事業(yè)取得了突飛猛進(jìn)的發(fā)展,市場經(jīng)濟(jì)成為我國社會主義經(jīng)濟(jì)體系的重要組成部分,社會主義民主法制體系日益健全和完善,和諧社會建設(shè)成為未來一段時期內(nèi)中國社會發(fā)展的重要目標(biāo)。新的環(huán)境給我國政府的改革帶來了巨大機(jī)遇,同時也帶來了前所未有的挑戰(zhàn)。面對新的環(huán)境,我國政府如何真正的把握時代脈搏,做好轉(zhuǎn)型社會的引導(dǎo),協(xié)調(diào)各種利益關(guān)系和社會矛盾,重新塑造服務(wù)型政府,構(gòu)建和諧的公共關(guān)系,成為時代發(fā)展提出的重大歷史課題。 隨著信息化社會的發(fā)展,我國作為世界上網(wǎng)民最多的國家之一,如何加強(qiáng)網(wǎng)絡(luò)監(jiān)管,把握網(wǎng)絡(luò)輿論,利用網(wǎng)絡(luò)這個虛擬化平臺宣傳黨和政府的執(zhí)政方針和政治理念,整合網(wǎng)絡(luò)資源,消除不法言論和個別負(fù)面社會問題對政府形象和公信力帶來的損毀,也是我國當(dāng)代政府急需解決的現(xiàn)實問題。 本文在前人研究的基礎(chǔ)上,將政府網(wǎng)絡(luò)公關(guān)作為研究課題,立足網(wǎng)絡(luò)公關(guān)模式的視角,對現(xiàn)有的政府網(wǎng)絡(luò)公關(guān)模式劃分進(jìn)行總結(jié)歸納,在此基礎(chǔ)上提出新的劃分標(biāo)準(zhǔn),并對其進(jìn)行理論和實證比較,最后對網(wǎng)絡(luò)公關(guān)模式進(jìn)行整合,提出良好政府網(wǎng)絡(luò)公關(guān)模式應(yīng)具備的基本特征,及構(gòu)建的思路、原則和對策。以便為我國政府網(wǎng)絡(luò)公關(guān)實踐的發(fā)展指明方向。 導(dǎo)論部分,簡要介紹了本文研究的背景及意義,然后對國內(nèi)外的研究現(xiàn)狀進(jìn)行分析,在此基礎(chǔ)上提出本文的研究思路和框架,最后提出本文可能的創(chuàng)新之處。 第二部分,是本文的理論基礎(chǔ)。分四個小節(jié)重點闡述了政府網(wǎng)絡(luò)公關(guān)的概念、形式、功能及影響因素。從政策、資源、文化、社會和技術(shù)5個方面闡述對政府網(wǎng)絡(luò)公關(guān)的影響,為下文模式的劃分和構(gòu)建提供理論依據(jù)。 第三部分,政府網(wǎng)絡(luò)公關(guān)模式的提出、構(gòu)成與類型分析。首先提出政府網(wǎng)絡(luò)公關(guān)模式的概念,然后分析其形成的內(nèi)在機(jī)理和背景環(huán)境,最后對現(xiàn)有的模式分類進(jìn)行總結(jié)補(bǔ)充,以政府公關(guān)態(tài)度為標(biāo)準(zhǔn)提出新的模式分類——主動型、從容型、應(yīng)付型和冷漠型。 第四部分,對政府公關(guān)態(tài)度視角下的政府網(wǎng)絡(luò)公關(guān)模式進(jìn)行實證研究。在典型案例分析的基礎(chǔ)上,對四種模式進(jìn)行優(yōu)劣勢分析,概括出基本特征,并在此基礎(chǔ)上整合其他的劃分標(biāo)準(zhǔn)及其模式,提出理想政府網(wǎng)絡(luò)公關(guān)模式類型——雙向-主動-引導(dǎo)型網(wǎng)絡(luò)公關(guān)模式。 第五部分,對雙向-主動-引導(dǎo)型網(wǎng)絡(luò)公關(guān)模式進(jìn)行構(gòu)建。這是本文研究的核心。首先對雙向-主動-引導(dǎo)型網(wǎng)絡(luò)公關(guān)模式的內(nèi)涵和特征進(jìn)行界定,以便大家有個清晰的理解。然后在此基礎(chǔ)上提出其構(gòu)建的思路和原則。 第六部分,構(gòu)建的對策。該部分從網(wǎng)絡(luò)公關(guān)載體建設(shè)、網(wǎng)絡(luò)技術(shù)的多媒體整合、網(wǎng)絡(luò)環(huán)境的清理及法制建設(shè)、電子政務(wù)與信息公開、網(wǎng)絡(luò)門戶及網(wǎng)絡(luò)機(jī)構(gòu)的監(jiān)管等5個方面提出雙向-主動-引導(dǎo)型網(wǎng)絡(luò)公關(guān)模式構(gòu)建的建議,以供地方政府作為參考。
[Abstract]:China's government's ruling environment has changed over the past 30 years. With the rapid development of the socialist cause, the market economy has become an important part of our socialist economic system, and the socialist democratic legal system is becoming more and more perfect, and the construction of a harmonious society is an important goal of the development of the Chinese society in the future. The new environment has brought great opportunities to the reform of our government, and also brought unprecedented challenges. In the face of the new environment, how to truly grasp the pulse of the times, to guide the transformation society, to coordinate the various interests and social contradictions, to re-shape the service-oriented government, and to build a harmonious public relation is a major historical task for the development of the times. With the development of the information society, China is one of the most Internet users in the world, how to strengthen the network supervision, grasp the network public opinion, and use the virtualization platform of the network to publicize the ruling policy and the political concept of the Party and the government, and the whole network capital The damage to the image and the credibility of the government by the source, the elimination of the illegal expression and the individual negative social problems is also the reality of the urgent need of the contemporary government in our country. In this paper, on the basis of the previous studies, the government network public relations as the research subject, based on the view of the network public relations mode, the paper summarizes the existing government network public relations mode, and then puts forward the new division standard and the theory and practice. In the end, the paper puts forward the basic characteristics of the good government network public relations model, and the thought and principle of the construction. And the development of public relations practice of the government of our country. In this paper, the background and significance of this paper are briefly introduced, and then the present situation of the research and abroad is analyzed. Based on this, this paper puts forward the thought and framework of this paper, and finally puts forward the possibility of this paper. The second part, yes. This paper is based on four sub-sections on the concept and form of government network public relations. Function and influence factors. The influence of government network public relations from five aspects of policy, resources, culture, society and technology is described, which is the division and structure of the following modes The theory foundation of construction is provided. The third part, the paper of the government's network public relations mode The paper first puts forward the concept of government network public relations mode, then analyzes its internal mechanism and background environment, and then summarizes the existing model classification, and puts forward the new mode classification _ active type with the government public relations attitude as the standard. The fourth part of the government's public relations attitude. Based on the typical case analysis, the paper summarizes the basic characteristics of the four modes and puts forward the ideal government network PR mode type _ two-way-master based on the analysis of the typical case. dynamic-guided network PR mode. Part V, bi-directional-active- The introduction of the public relation model of the guide type Line construction. This is the core of this paper. First, the connotation and characteristics of the two-way-active-type network public relations model are defined. Yeah, so that you can get a clear understanding. And then here. The idea of the construction is put forward in the paper. Principles. Part 6, the countermeasures to be constructed. This part has proposed two-way-initiative from five aspects of the construction of the network public relations carrier, the multimedia integration of the network technology, the cleaning of the network environment, the construction of the legal system, the e-government and the information disclosure, the network portal and the supervision of the network institutions. -Guided network PR mode structure
【學(xué)位授予單位】：廣東海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：D035.5
本文編號：2506939
[Abstract]:China's government's ruling environment has changed over the past 30 years. With the rapid development of the socialist cause, the market economy has become an important part of our socialist economic system, and the socialist democratic legal system is becoming more and more perfect, and the construction of a harmonious society is an important goal of the development of the Chinese society in the future. The new environment has brought great opportunities to the reform of our government, and also brought unprecedented challenges. In the face of the new environment, how to truly grasp the pulse of the times, to guide the transformation society, to coordinate the various interests and social contradictions, to re-shape the service-oriented government, and to build a harmonious public relation is a major historical task for the development of the times. With the development of the information society, China is one of the most Internet users in the world, how to strengthen the network supervision, grasp the network public opinion, and use the virtualization platform of the network to publicize the ruling policy and the political concept of the Party and the government, and the whole network capital The damage to the image and the credibility of the government by the source, the elimination of the illegal expression and the individual negative social problems is also the reality of the urgent need of the contemporary government in our country. In this paper, on the basis of the previous studies, the government network public relations as the research subject, based on the view of the network public relations mode, the paper summarizes the existing government network public relations mode, and then puts forward the new division standard and the theory and practice. In the end, the paper puts forward the basic characteristics of the good government network public relations model, and the thought and principle of the construction. And the development of public relations practice of the government of our country. In this paper, the background and significance of this paper are briefly introduced, and then the present situation of the research and abroad is analyzed. Based on this, this paper puts forward the thought and framework of this paper, and finally puts forward the possibility of this paper. The second part, yes. This paper is based on four sub-sections on the concept and form of government network public relations. Function and influence factors. The influence of government network public relations from five aspects of policy, resources, culture, society and technology is described, which is the division and structure of the following modes The theory foundation of construction is provided. The third part, the paper of the government's network public relations mode The paper first puts forward the concept of government network public relations mode, then analyzes its internal mechanism and background environment, and then summarizes the existing model classification, and puts forward the new mode classification _ active type with the government public relations attitude as the standard. The fourth part of the government's public relations attitude. Based on the typical case analysis, the paper summarizes the basic characteristics of the four modes and puts forward the ideal government network PR mode type _ two-way-master based on the analysis of the typical case. dynamic-guided network PR mode. Part V, bi-directional-active- The introduction of the public relation model of the guide type Line construction. This is the core of this paper. First, the connotation and characteristics of the two-way-active-type network public relations model are defined. Yeah, so that you can get a clear understanding. And then here. The idea of the construction is put forward in the paper. Principles. Part 6, the countermeasures to be constructed. This part has proposed two-way-initiative from five aspects of the construction of the network public relations carrier, the multimedia integration of the network technology, the cleaning of the network environment, the construction of the legal system, the e-government and the information disclosure, the network portal and the supervision of the network institutions. -Guided network PR mode structure
【學(xué)位授予單位】：廣東海洋大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號】：D035.5
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