浙江省科技厅“创新浙江”政务微信传播影响力提升方案

发布时间：2018-03-27 21:40

本文选题：政务微信　切入点：传播影响力　出处：《浙江大学》2015年硕士论文

【摘要】：近年来,我国政务微信呈现井喷式增长,各级政府纷纷构建“指尖上的政府”。2013年8月,浙江省科技厅开通“创新浙江”科技类政务微信,但是由于政府本位的传统宣传模式与受众需求产生较大矛盾,传播影响力一直较差。为此,浙江省科技厅邀请我导师主持项目,旨在提升科技厅政务新媒体的传播影响力。作为项目核心成员,我也有幸一直参与其中。本策划主要针对浙江省科技厅科技宣传实际,寻找受众与科技宣传需求的契合点,以互联网思维为指导,提供“创新浙江”科技政务微信的传播影响力策划,探讨一种即符合新媒体运营理念,又符合科技信息传播规律的传播模式。本策划主要包括三个部分：第一部分为策划阐释,阐释了设计的理念、方法、目标、策划过程和执行情况等；第二部分为策划前期论证,通过对科技厅“创新浙江”政务微信运营现状调查,核心受众的需求调查,以及其他优秀政务微信的案例研究,为“创新浙江”影响力提升提供数据和理论支持；第三部分为“创新浙江”传播影响力提升的具体可操作方案。策划从问题出发,以目标为导向,整合浙江省科技厅现有资源,把握科技信息本土化、服务化、民生化趋势,贯穿服务理念,从内容、政务服务、互动推广三个路径出发,提出了“四力”核心策略,即惠民为民内容提升亲和力,突发事件有力发声提升公信力,定制化政务服务提升服务力,品牌推广提升聚合力。
[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.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D63;G206

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