摘要
在全国各省级科技主管部门政务微信中,以"广东科技"为例进行实证调研,通过引入自媒体WCI传播影响力指数,并结合层次分析法的逻辑分析框架,从7个维度指出省级科技主管部门微信公众平台在传播影响力方面的主要问题,进而从五个维度对省级科技主管部门政务微信运营管理提出建议如下,在内容运营方面,改变内容运营思维,提升政务微信亲和力;在品牌活动上,以政务微信为入口,打造线上线下品牌活动;在信息供给渠道方面,充分利用省厅平台资源,构建矩阵信息供给渠道;在传播形式上,丰富内容传播形式,提升用户体验乐趣;在后台保障方面,构建后台管理保障体系,建立全方位的战略合作关系。
In the national provincial science and technology department in charge of government WeChat, selecting ＂ Guangdong Science and Technology＂ as an example, the article introduces WCI influence index and AHP method to con- struct a logical framework. The article points out the main problems in the spread influence of the provincial department in charge of science and technology from the dimension of seven WeChat public platforms. Then from the five dimensions of provincial science and technology department in charge of government WeChat operation management, suggestions are pro- posed as follows ： in the aspect of operational content management, it should change the way of thinking to enhance the af- finity of official WeChat; in the brand activities, online and offline brand activities should be created by taking government WeChat as the sole entrance; in the information supply channels, ministries platform resources should be fully utilized to build a matrix of information supply channels ; in the spread of the form, the forms of communication should be enriched to enhance the user experience; in the background security, a security system should be built to strengthen the establishment of comprehensive strategic partnership.
作者
蔡桂兰
周宏虹
陈丽丽
CAI Guilan ZHOU Honghong CHEN Lili(Guangdong Science and Technology Innovation Monitoring and Research Center, Guangzhou 510006, China)
出处
《科技管理研究》
CSSCI
北大核心
2017年第6期185-190,共6页
Science and Technology Management Research
关键词
政务微信
传播影响力
省级科技主管部门
广东科技
government WeChat
the influence of spread
provincial science and technology department
Guangdong science and technology
