New Media Age Brand Building Research Published In Nanchang

The government micro-blog let government and people’s communication into interactive era of genuine, more and more government micro-blog opening also become an important force China dream. The government micro-blog covering more and more widely in the region, the department level has achieved breakthrough progress. There are different ways from the form of innovation to the public service. China’s Government micro-blog innovative development model, the local party and government departments actively use new media platform between enhancement and people’s communication and explore new ways of interaction to build a new model of social management, the promotion of public information and improve people’s satisfaction, improve the government’s public service work.The research object "the Nanchang issued" in Jiangxi province all levels of government in the construction micro-blog is relatively perfect, but compared with the domestic outstanding government micro-blog also exist some problems. Full Text consists of six parts, the first part is about the background and meaning of the research, literature review and the ideas and research method of this paper. In the second part associated with the government presented the concept of brand building, analysis of the necessity of its construction, analyze its feasibility by combined with the theory of information dissymmetry, the theory of service-oriented government and the theory of mass communication. Finally, theoretical explanations into the brand building construction and operation of government micro-blog brand system.In the third part of this paper describes in detail the "Nanchang release" and "Shanghai release" visual image, homepage, content distribution characteristics, interactive, Links, update speed, information release and the number of fans, through the data, using the chart analysis for data comparison, displayed differences two in the visual image, the overall situation, micro-blog content, micro-blog language and micro-blog, forwarding the original proportion.In the fourth part, second portion of the information asymmetry theory, service-oriented government theory, mass communication theory and the government micro-blog brand construction theory are fashioned, digging out the "Nanchang released" five points in the process of brand building results:domain set clear, convenient brand communication; the image is clear, easy to brand recognition and release; the appropriate frequency, expanding the brand audience; the column set comprehensive, brand optimization service; the micro-blog original rate is high, the rich brand value. Find the "Nanchang issued" the existence problem of brand development:the urgent need to improve the quality of the brand, brand personality is not distinct, the need to improve the brand value, brand culture has not yet formed. After analyzing the problem that its reason:the government investment is limited, the lack of brand building, the operating mechanism is not science.For the problems found in the fifth part of the thesis, it gives the corresponding improvement strategy:first, increase capital investment, improve the construction conditions; cultivate the professional team, upgrading the level of construction; optimize the working mechanism, strengthen the brand maintenance; build brand characteristics, maintain the brand style; provide quality services and achieve their own brand value; positioning and finding, mining brand culture.The innovation of this paper is to bring "brand" concept into the government micro-blog construction, aiming to stand at a new perspective to promote "Nanchang released" growth, using the brand management mode to establish brand construction system which belongs to the government micro-blog, In order to make "Nanchang released" brand building promote the Nanchang City Hall information construction, enhance the level of public service and do service for the people; by improving "Nanchang released" brand building and improving the quality of Nanchang City Hall even Jiangxi province government credibility, the government’s reputation can be enhanced and a good image of the government can be established.