Research On Ways Of Introduction Public Service Marketing Mechanism In China Mass Sport

The current research takes mass sports public products and services as the subject against the backdrop of the global tide of government reforms since the 1970s and the marketing reform of the public departments in China's governments.The methods of literature review,expert interviewing,typical investigation and logic analysis were employed. The conclusions are as follows:1.Theoretical research proves that China's mass sports reform needs the guidance of administering theories and should take"good management"as the ideal of mass sports reform and seek a path for the reform on China's mass sports public products and services through various factors inside and outside the government and the interactions between governments,citizens and society.The theory of public choice,public economics and new public management theory stipulate from different perspectives that the monopolized production by the government of mass sports public products and services possesses invalid likelihood and irrationality.The mass sports public products and services in China should be provided by the government,the third department,community, private enterprises by making use of the marketing theory and technology to form a new means of supply,which is the option to achieve faire and efficient supply.2.The division between supply and production offers a new insight into how the government provides mass sports public products and services. Supply and production carry different meanings and fulfill different responsibilities.The supply and production of China's mass sports public products and services should be clarified with management and production separated.The government should withdraw from unnecessary production and fulfill their due obligations so as to carry out mass sports production and services directly or indirectly through markets and society.3.In public services,the government and the market share different functions in getting involved in public services and they have various advantages and disadvantages,which means that government should decide what to leave out and what to leave in considering the means of supplying public services.It's partial to have the government take all the responsibility for the market.In mass sports public products and services,only the government leaves out their disadvantages and optimize their advantages,can they reach the win-win situation.4.The system optional for mass sports public products and services should include the government's direct production and indirect production.The concrete system of the government's direct production consists of free supply,payment made by the users,sales by the government.The concrete system of the government's indirect production inter-governmental protocol,contracting,franchising,grant,voucher,free market, voluntary services,among which the 7 systematic arrangements of government's indirect production and the system of payment by the users in government's direct production are the main ways mass sports are introduced in the marketing system.5.Different types of mass sports public products and services have connections to different degrees with different system arrangements.The adoption of the system arrangements depends on the nature and characters of different types of mass sports public products and services as well as the nature of different system arrangements.In the ways of supplying mass sports public products and public resources,the remarks on voluntary arrangements is ranked the highest.6.Contracting,payment made by the users and voluntary services can be used widely in the introducing method of mass sports public products and services.Currently,they are applied in China to different degree and have made certain progress.These system arrangements play a key role in promoting the marketing reform of mass sports public products and services in China.However,due to the continuity of the old system,the gap between old and new ideas,the restrictions of the benefit winners, the imperfect matching system,the lack of the operating skills of introducing the marketing mechanism,the tasks for the reform are very tough.