国际中文开源期刊平台

北京市交通类政策的新媒体营销过程研究

Research on the new media marketing process of Beijing traffic policy

管理前沿 / 2019,1(1)：15-29 / 2019-07-01 6194 9142

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• 作者： 王军霞*      王雪晴     
• 单位：

  北京航空航天大学公共管理学院，北京，100191

• 关键词： 政策营销，政务新媒体，交通类政策
• Policy marketing, new media in government affairs, transportation policy
• 摘要： 本文以北京市《网络预约出租车经营服务管理细则》和《北京市机动车停车条例》为研究对象，从政府角度对相关政策在政务新媒体上的营销内容进行分析，总结了北京市交通类政策在新媒体平台的营销过程。研究发现，新媒体渠道的政策营销有效拓宽了信息公开的渠道，提升了社会治理能力。虽然其政策营销内容整体以政策制定后的政策解读和政策宣传为主，但随着时间的推移对于“意见征集”内容的发布量逐渐增多，且实现了营销时间与政策制定的匹配，两者在时间点上呈现一致性；新媒体的政策营销载体以某一个账号为主，渠道比较单一。同时各种新媒体之间未实现相互联动，各政务新媒体议程设定功能和政民互动功能亟待开发，不同政务新媒体功能定位不清晰。因此，本文提出以下建议：1.树立公众导向，深化以公众为核心的营销理念；2.增强感知有用性，以优质内容提升用户粘性；3.完善功能定位，加强政民互动和多媒体联动；4.提高民众参与意识，多渠道关注并参与政民互动。
• This paper studies the process of the marketing of Beijing's traffic policies on new media platforms from the perspective of government, taking Beijing's regulations on the management of online taxi booking services and Beijing regulations on motor vehicle parking as the research objects. Then this paper summarizes the process of policy marketing. It is found that the current policy marketing of new media for government affairs has effectively expanded the channels of information disclosure and improved the social governance capacity. The overall marketing content is mainly based on policy interpretation and policy publicity, and the number of "opinion solicitation" content has increased significantly. Meanwhile the marketing time is consistent with the policy making process and the marketing carrier is based on a major account. And the following problems exist: 1. New media have not set up mutual linkage;2. The functions of new media for government affairs are limited, and the functions of agenda setting and interaction between the government and the people need to be developed; 3. The function positioning of new media for different government affairs is not clear. Therefore, this paper puts forward the following suggestions: 1.Establish public orientation and regard public as the core during policy marketing c; 2.Enhance perceived usefulness and enhance user stickiness with high quality content; 3. Improve functional positioning, strengthen interaction between government and puclic and multi-media interaction; 4. Improve the awareness of participation, actively participate the interaction between the government and the public through more channels.
• DOI： https://doi.org/10.35534/fm.0101002
• 引用：

  王雪晴，王军霞．北京市交通类政策的新媒体营销过程研究［J］. 管理前沿，2019，1（1）：15-29.

  https://doi.org/10.35534/fm.0101002