基于4Cs营销理论的政府网站英文版建设策略

从全国政府门户网站建设趋势来看,设立政府门户网站英文版已成为政府网站中的一个重要组成部分。政府网站英文版建设是地区形象宣传的平台,有利于提高城市和政府的对外开放程度,优化涉外服务环境,有利于招商引资,推动城市文化、旅游、经济等方面的发展。从4C s营销理论视角来看,研究网站总体定位、个性定位、网页设计以及栏目设置等是提升政府网站英文版对外宣传效果的关键。

Construction Strategy of the Government Website in English Version Based on the 4Cs Marketing Theory

Based on the trend of national government website construction, setting up the government website in English version has become an important part of the government websites. The government website in English version is the platform for region image promotion and is helpful to improve the opening up of the city and the government, optimize the foreign service environment, which is beneficial to attract foreign investment, promoting the development of urban culture, tourism and economy. From the perspective of 4Cs marketing theory, the research on the overall orientation, individual character positioning, web design and columns setting are the key aspects to enhance the the effect of publicity of the government website in English version.