2014年中国政务微信平台研究

　　摘要

　　本报告于2014年7～12月，抽样选取我国34个省级行政区，每个省级行政区均有1个及以上的公众账号，共计128个，并针对重点选择的账号进行区域细分抽样。同时，为了配合微信用户、平台管理者的定性访谈，积极关注全国政务微信公众账号发展态势，发现政务微信公众账号正不断整合多种政务功能，整合平台应时而出，并不断强化用户黏性，用户体验成为政务微信公众账号服务最重要的准则。政务微信公众账号日趋成为新兴媒体舆论场，开启了移动政务新时代。

　　关键词：用户 微信 新兴媒体 政务服务

　　Abstract

　　This report samples the accounts of 34 provincial-level administrations （including Hong Kong and Macao） from July to December，2014. Each province or autonomous region has no less than one account. We have 128 accounts in total and further conduct the regional subdivision sampling on the selected account. With qualitative interview with Wechat users and platform managers，we concludethe developmental characteristics of Chinese governmental Wechat. It is found that the governmental Wechat integrate a variety of governmental functions，launch information timely and pay close attention to user viscosity. User experience proves to be the most important criteria for the government Wechat service. Nowadays，governmental Wechat has become an emerging public opnion field of new media，opening a new era of mobile government service.

　　Keywords：WeChat  User  Government Service  Emerging Media