Network power warfare in the big Data age

The competitive means and solutions of international conflicts, traditionally dominated by military warfare, are now becoming more and more prominent in political game warfare, becoming the frontier of international political competition. In today's information age of the large data environment, the network becomes an important platform for carrying the thought, spreading faith and exchanging culture, using this platform, not only can realize the political infiltration of thought, belief and culture, but also contribute to the effective implementation of the land, sea and air war, which is "network warfare" or "Cyber Power War", The key to the success or failure of network warfare is the right to make network. At present, China is in the course of the great rejuvenation of Chinese nation and the realization of Chinese dream, it is of great practical significance to actively safeguard China's power of making network in the struggle of international ideology and mastering the initiative in the network right war.

The goal of making network right and political network marketing

The right to network or network, that is, the control of the Internet, including the right to use the network and control the network of public opinion guidance. The right to make network is another control right after the sea power and the supremacy of the air.

In the West, political network marketing refers to political organizations and political candidates, such as parties, government and governmental groups, who use the network platform to comprehensively apply new media technology to realize the guiding, mobilizing, organizing and striving for the people to promote their political objectives. In the process of political network marketing implementation, political organization and political candidates based on the network platform, the application of new media, the formation of operations team, through the system, three-dimensional, comprehensive analysis and planning, through efficient, professional, meticulous implementation and operation, to attract the active participation of the people to achieve two-way interactive communication, drive the traditional media attention, To form a hot spot of political opinion in order to gain more people's understanding, recognition and support.

Three characteristics of political network marketing

Political network Marketing is a new type of political communication which is formed with the continuous development of network communication and information technology, which is the technical characteristic of it. In the Web2.0 era, the political network marketing plays the characteristic of information sharing, bidirectional interaction and active participation, breaks through the restriction of the one-way communication of information, and makes the information transmission mode change radically, so that the people from the passive recipient of political information can be transformed into active creators of political information and active participants in political activities.

Political network Marketing is the product of the combination and mutual promotion of the progress of science and technology and the development of democratic politics, which is its characteristic of the times. On the one hand, the political network marketing based on the new media technology platform of Internet enhances the participation of the people, enhances the information interactivity, breaks through the one-way of the traditional media and changes the passivity of the feedback. On the other hand, the network media environment which is not completely controlled by the government or political party becomes the main battlefield of political propaganda and political competition. The success or failure of political propaganda and political competition depends to a certain extent on how to get more people's trust and support through the network media platform.

Political network marketing is the inevitable result of the spread of Internet users and the development of application diversity, which is its universal characteristic. The ease of use and openness of the Internet has minimized the threshold of public access to media and participation in politics, broken the hierarchical structure of traditional media users, and flattened the user structure. The anonymity and practicality of the Internet have satisfied the basic needs of the people to intervene in the media, changed the passive participation mode of the traditional media users, and made the people of different stratum can exert certain influence on the real world through the virtual network of form.

Foreign political network Marketing started early, research work is relatively in-depth and extensive. Foreign political network marketing to give full play to a variety of technical means and marketing strategies, including the theme of a clear portal site construction, the content of the theme of the site timely transformation, online forum of the benign interaction, mobile phone application of social media expansion, the mass mailing of e-mail, social networking site viral marketing, network advertising market segmentation and game planting into, network fund-raising to win many grassroots support, fans of online communication and reality interaction, network video and micro-film sensational propaganda, the use of negative information of political discredit, accurate information collection and large data analysis and mining. Through the above means and tactics, foreign political organizations and political candidates reach the goal of promoting political ideas, shaping political image, gaining popular support, attacking political opponents, guiding political opinion and grasping the public and the politics. The success of foreign political network marketing mainly comes from grasping the opportunity of the times, exerting collective wisdom, applying innovative means, encouraging people to participate, insisting on democratic legal system.

Orientation of China's political network marketing

With the popularization of Internet application and the deepening of new media technology, the enthusiasm of Chinese people to participate in the process of democratic politics has been promoted, and the status and influence of political network marketing are becoming more and more obvious. The uniqueness of socialist democracy with Chinese characteristics determines the essential difference between Chinese political network marketing and foreign political network marketing. China's political network marketing mainly includes two aspects, namely political network propaganda and network public opinion response. The research and practice in political network propaganda has been relatively mature, and the relevant scholars have been quite thorough in the research of e-government, e-government and the construction of service-oriented government in the era of network, but still need to consider the problem of accurate positioning of political network propaganda under large data environment. In the network public opinion coping, in recent years has also become a research hotspot. With the rise of new internet media and the advent of the Web2.0 era, the situation of social network public opinion is more complicated, and the supervision and guidance is more difficult, so how to use the network platform in the new era to get public opinion, analyze public opinion, master public opinion, affect the opinion, become very important.

The precise orientation of political network propaganda mainly pay attention to the following points. First, the public management is still the core goal, even if the government network propaganda platform needs the information technology as the technical support, but the government network propaganda platform's core localization still is the public management. Second, human resources are the core elements. The concrete implementation of the Government network propaganda platform can not be separated from the talent training and team building of technology and management comprehensive. Third, government-led and popular participation is the best way to combine. The core of the government network propaganda platform is the public management, especially the party's ruling idea and the government's strategic measures to promote the economic and social development, and the public participation in the community management activities organically combined. Through the government network propaganda platform and E-government to achieve the party and the Government and the people's benign interaction, provide a channel of communication and understanding, can enable both sides to achieve full dialogue, understanding until understanding. Finally, strengthening democratic construction is the political guarantee. The Big Data application is the technical support. At present, the government needs to set up a large data application platform, which consists of experts from various disciplines to form a public management think tank and an intelligent platform to provide the intelligence support of theory, thought, strategy and method for government network to publicize all aspects of difficult problems.

In the era of large data, the government needs to accept the difference and diversity of individuality thought, to enhance the openness and controllability of the network public opinion, to accept the pluralism and the fluidity of the network opinion, to satisfy the reality and need of the development of the network sentiment, to accept the normality and universality of the popular opinion work , accepting the popularity and popularization of public opinion management, forming the National network public opinion management culture. The Government should consider the following aspects to improve its ability to respond to public opinion. First, we should renew the idea, excavate the essential root and pay attention to the top design. Second, the method of reform, the introduction of flexible measures, emphasizing rigid-flexible and economic. Third, improve the institution construction, build the system structure, establish the coordination mechanism. Four, the implementation of the rules and regulations, clear position tasks, the demarcation of the boundary responsibilities. Five, optimize the technical means, use the advanced technology, take the intelligent analysis. Six, improve the quality of citizens, strengthen moral education, and guide public opinion self-discipline. Seven, highlight the focus on coping, prioritize and ensure quality efficiency. Eight, put forward contingency plan, prevent sudden incident, reduce crisis risk.

With the advent of the big data age, the right to make network becomes the key for any country or region to maintain its competitive edge in the future. To carry out political network marketing, countries or regions need "hard", emphasizing influence, control and domination, the country or region needs "soft", pay attention to soft power construction, pay attention to guidance, cooperation and cooperation.