公众需求导向下的地方政府政务微博服务研究

发布时间：2018-03-12 13:30

本文选题：政务微博　切入点：电子政务　出处：《华中师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：随着网络的发展普及,互联网在普通公众的政治、经济和社会生活中扮演着日益重要的角色。在众多的传播媒介中,微博以其简单易用,方便快捷的使用特点而受到普通公众的广泛应用。政务微博以其互动性、即时性、便捷性、低门槛等优势得以迅速发展,政务信息发布与获取的便捷性与广泛性,以及“一对多”、“多对多”的信息互动方式充分调动了公众的参与性。如何关注公众需求,使得政务微博能更好地提供服务是本文研究的主题。本研究包括了六个部分。第一部分介绍了论文的研究背景和意义,对国内外相关研究现状进行综述,提出了研究的思路与方法,概述了研究的主要内容和可能的创新点。第二部分阐述电子政务相关概念内涵,进而提出政务微博的概念及其服务功能。介绍客户关系管理理论,分析该理论在相关研究中的应用,说明公众需求导向是研究政务微博服务的必然趋势。第三部分对新浪微博平台上的政务微博现状进行总结,通过调查,提出政务微博服务存在的问题。第四部分首先介绍内容分析法的概念和一般研究过程,然后采用内容分析法分析政务微博服务的特征及公众需求倾向。选取新浪微博平台上地方政府政务微博作为本文的研究对象,抽取在某段时间内地方政府机构发布的内容作为研究样本,通过内容分析法,对样本进行分析,统计公众对微博内容的转发及评论,得到公众对政务微博的需求倾向。对新浪微博上抽取的政务微博运营模式进行解析,从微观层面,探讨了公众需求导向下的政务微博服务方式。第五部分对前两部分的分析结论进行整理归纳,针对政务微博服务存在的问题提出如下对策和建议：以公众需求为出发点,以为民服务为目的,转变政务微博管理理念,制定政务微博规范制度,保持与民互动的活力,提高政务微博操作能力,通过建立联动机制,形成公共服务新平台。第六部分对本文研究结论进行归纳总结。政务微博是一种新型的网络载体,能最大限度确保“沉没的声音”被听见,促进利益诉求的解决,释放焦虑而不是扩大焦虑,促进对话而不是对抗。这也是政务微博服务的最大前提。如何加强有效的官民互动,提高基层政府政务微博服务水平将是进一步研究的方向。本文可能的创新点在于：①研究视角：以公众需求为出发点,分析政务微博服务方式及问题。②研究方法：采取了内容分析法,针对特定政务微博进行特征分析,定量和定性研究方法相结合,以提出适用性建议。③研究内容：以具体案例分析了政务微博服务的方式,并将公众对微博的评论及转发进行了统计,以分析公众的需求倾向,再结合了政务微博出现的问题,为政务微博更好运营提供了更有针对性和操作性的对策及建议。
[Abstract]:With the development and popularization of the Internet, the Internet is playing an increasingly important role in the political, economic and social life of the general public. Among the numerous media, Weibo is easy to use. The characteristics of convenient and quick use are widely used by the general public. With its advantages of interaction, immediacy, convenience, low threshold and so on, the government affairs Weibo develops rapidly, and the release and acquisition of government information is convenient and extensive. And the "one-to-many" and "many-to-many" information interactions that fully mobilize public participation. How to focus on public needs, This research includes six parts. The first part introduces the research background and significance of the thesis, and summarizes the current situation of relevant research at home and abroad. This paper puts forward the thought and method of the research, summarizes the main contents and the possible innovation points of the research. The second part expounds the connotation of the related concepts of e-government, and then puts forward the concept and service function of the government affairs Weibo, and introduces the theory of customer relationship management. By analyzing the application of this theory in relevant research, it is shown that public demand orientation is the inevitable trend of studying the service of government affairs Weibo. The third part summarizes the current situation of the government affairs Weibo on the platform of Sina Weibo, and through the investigation, Part 4th introduces the concept and general research process of content analysis. Then the content analysis method is used to analyze the characteristics of Weibo's service and the tendency of public demand. Then the local government on the platform of Weibo is chosen as the research object of this paper. Take the content released by local government agencies in a certain period of time as a research sample, analyze the samples through content analysis, and count the public's retweets and comments on Weibo's content. To get the demand tendency of the public to the government affairs Weibo. To analyze the business model of the government administration Weibo extracted from the Sina Weibo, from the micro level, This paper probes into the service mode of Weibo under the guidance of public demand. Part 5th summarizes the conclusions of the first two parts, and puts forward the following countermeasures and suggestions in view of the problems existing in the service: take the public demand as the starting point, In order to serve the people, we should change the management concept of government affairs Weibo, formulate the normative system of government affairs Weibo, maintain the vitality of interaction with the people, improve the operational ability of the government affairs Weibo, and establish a linkage mechanism. Forming a new platform for public service. Part 6th summarizes the conclusions of this paper. Government affairs Weibo is a new type of network carrier, which can ensure that the "sunk voice" is heard to the maximum extent, and promote the solution of interest demands. To release anxiety rather than to expand it, to promote dialogue rather than confrontation. This is also the biggest prerequisite for political affairs Weibo to serve. How to strengthen effective interaction between the officials and the people? It will be the direction of further research to improve the service level of grass-roots government affairs Weibo. The possible innovation of this paper lies in the perspective of the study of "1: 1": taking the public demand as the starting point, This paper analyzes the service mode of government affairs Weibo and the research method of question .2: the content analysis method is adopted, and the characteristic analysis is carried out according to the specific government affairs Weibo, and the quantitative and qualitative research methods are combined. To put forward applicability suggestion .3 Research content: this paper analyzes the service mode of political affairs Weibo with specific cases, and makes statistics of public comments and retweets on Weibo, in order to analyze the tendency of public demand, and then combines the problems that appear in the government affairs Weibo. For the government Weibo better operation to provide more targeted and operational countermeasures and suggestions.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：D63

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