【作者】 王芳；

【导师】 方明东；

【作者基本信息】 北京邮电大学 ， 行政管理， 2009， 硕士

【摘要】 在信息构筑、交互传递与接收反馈蓬勃兴盛的今天,电子政务飞速发展,中国各级政府都建立了自己的门户网站。作为政府面向社会提供电子化管理和服务的窗口,政府网站是电子政务建设中的重要组成部分,它的构建、运行等情况,直接关系到政府形象,也影响着政府管理、服务的质量和水平,更关乎到公众与政府的互动交流与实事办理。政府网站在建设、运营中还存在着一些问题,如何更好地发展省级政府网站,本文把商业领域中的品牌管理理念引入到政府网站建设过程。通过树立政府网站品牌,塑造政府良好形象,真正提升公众满意度、发展地方综合竞争能力。本文以起步较早、建设较为完备的省级政府网站为研究对象,着眼于中国31个省级政府网站的现状研究,运用调查统计、比较分析等方法,对搜集到的相关数据资料进行整理分析,发现政府网站建设存在的问题。以国内外企业型政府理论、服务型政府理论、传播学理论等研究成果作为理论基础,依据品牌建设理论,从政府网站实际情况出发,对中国省级政府网站品牌建设问题进行深入透彻的研究和分析;采用案例分析法,综合国内外政府门户网站建设的先进经验,从政府网站品牌内涵、品牌系统构建、品牌系统运行三个方面阐释中国省级政府网站品牌系统,并提出相关品牌建设建议,以期为我国电子政务发展、政府网站建设提供新的视角以及积极建议。更多还原

【Abstract】 With the prosperity of information architecture, interaction, transfer, reception and feedback, electronic government is developing at great speed. Chinese governments at various levels have established their portal websites to provide electrolyzed management and services. As an important part of electronic government, the construction and performance of such websites have a great influence on the image of the government, the quality of government management and services, and the interaction between the public and the government. However, many portal websites are not well constructed and present some problems. In the paper, the concept of brand used in commerce is introduced to discuss how to establish efficient provincial government websites. By building website brand, governments can set up a good image and increase public satisfaction and local comprehensive competitiveness, thus realizing sustainable economic and social development and efficient local management.Thirty-one well-constructed websites of provincial governments were studied by surveys, comparison and other statistical methods to detect the underlying problems. The problems were thoroughly analyzed based on the theories on entrepreneurial government, service government, communication and brand building. By case studies of efficient governmental websites home and abroad, the paper proposes how to build brand systems of provincial government websites in China in terms of the connotations of brand, and the building and running of brand systems, thus contributing to the development of electronic government and the construction of portal websites in China.更多还原