Research On Evaluation System For Communication Effect Of Government WeChat And Analysis Of The Development Path

WeChat-a free application for the intelligent terminal to provide instant messaging service, launched by Tencent Inc in January 21,2011, As of the fourth quarter of 2013, the number of active users reached Three hundred and fifty-five million (Active user definition:active definition:send messages, login game center, update the circle of friends). WeChat public platform released in 2012 08,23, aimed at celebrities, government, media, business and other institutions to promote cooperation in business, you can promote the role of the image through the online platform. Since the public platform was born, government Wechat also quietly appeared. On August 30,2012, the guangzhou baiyun district government emergency management office opened WeChat precedent. With WeChat development platform appeared, and increasing user number, government micro-channel public registration number also gradually increased. Since 2015, keqiang Li who is the China's prime minister putted forward the "Internet+" strategy, "Internet+e-government" service has gradually formed, government WeChat and government affairs service also have rapid development, WeChat has become one of the fastest and most effective platform for government service. In 2016, Li Keqiang in the "government work report" also explicitly referred to "promote e-government service "vigorously, different departments realize the sharing of data, let the residents and business feel convenience and time saving. Abolish complicated and forbid illegal, so that people have more equal opportunities and greater creative space. This means that the government Wechat will develop towards the service, diversification and convenience. At the end of 8,2015, the number of government WeChat had more than 83000. Ministry public number has more than 40%, 31 provincial-level administrative region and 334 prefecture level administrative region have opened different wechat number, county and township level public, accounted for more than 50%.There have formed application system consist of Ministries and commissions, local authorities. " move tip of the finger", the service can be through WeChat "reached", it has become a normal behavior in many government affairs fields.Current country's e-government in WeChat development is very uneven, so when analyze WeChat government micro-channel, we cannot treat as the same, should be combined with the actual, aiming at the WeChat individuals. This paper Stand on the communication perspective, analyzing current situation, problems and other aspects. WeChat's assessment construction based on the 5W model of Las Vegas, Uses and Gratifications, Maslow's Hierarchy of Needs, Select "Shanghai release" and "Beijing micro-blog WeChat release" to carry out mass research using this evaluation system. Through analyzing the statistical data, comparing the communication effect and searching the development affairs of government WeChat. We can get the future development path of government WeChat.