Public Sector Marketing Approach:a Dynamic Initiative For China’s Progressive Economy In 21^st Century

The potential of public sector marketing in boosting organization’s efficiency and service quality has rarely been emphasized. Although, services provision for general public is considered important in Chinese organization; the characteristic of marketing outcome in bringing customer satisfaction by public sector is not yet fully understood. The importance of public sector marketing in bridging the gap between society and government cannot be undermined. There exists an intricate link between public sector marketing and social effectiveness; however, within public sector this relationship has rarely been emphasized. The direct benefits of public policy intervention at provincial level is a clear manifestation of government’s determination to improve the public welfare in China and Hefei city provides an outstanding evidence of this phenomenon. Being the largest city of Anhui province, it exhibits outcome the dynamic role of marketing exchange process in the form of policy intervention. Marketing approach rarely move ahead without self interest. This inculcates a strong link between customer orientation and strategies followed for public sector marketing. In case of China, huge population poses a great challenge to maintain quality services and public satisfaction. A range of research methodologies were used in this dissertation to investigate current practices and to capture data about the scope and outcome from the marketing activities in public sector. The findings of this dissertation are as following:a) Findings shows that benefits of good marketing i.e. output has significant positive relationship with planning of marketing activities (β=0.218, p=0.012) and culture (β=0.202; p=0.005). Besides these, organization and management also had significant effect on marketing output.b) In this part of dissertation, the performance level of organizations from Hefei and Wuhu cities of Anhui province of China is documented in order to identify significant factors governing marketing outcomes. Results of General Linear Model revealed that knowledge and skill is considered an important ingredient for raising the performance level of organizations in both cities. In addition, managers of public sectors have adopted marketing information and resources as key parameters while defining their strategies during marketing.c) Findings shows that good organization within public sector has most significant contribution in improving social effectiveness (β=0.30, p<0.05) followed by culture (0=0.27, p<0.05). The other key influencing factors emerged in this study with positive impact on social effectiveness includes management (β=0.22, p<0.05) and information β=0.19, p<0.05). It appears that provincial government of Anhui has developed a great deal of sense in realizing the role of public sector marketing as an effective tool to cater the needs of general publicd) Here findings revealed a two pronged approach comprising of strong feedback mechanism referred to as internal process and government’s receptive role to process the information which is regarded as external process. The second aspect i.e. marketing process dynamics whose key role is to evaluate and assess the outcomes of first approach and enable policy makers and decision makers to time address the public welfare issue through policy interventions. Based on findings, it is assumed that continuity of this model will further enhance the effectiveness of public policies in bringing public welfare as top priority. Based on findings, it is assumed that continuity of this model will further enhance the effectiveness of public policies in bringing public welfare as top priority.e) The evaluation was based on questionnaire specifically prepared to analyze public sector marketing effects on shaping views of train customers who travel within China through railway network. Findings shows that well planned customer orientation before public service marketing will create a customers need which can be set as political objective to enhance customer satisfaction by taking control of that need as in the case of China high speed train.The author concludes that progressive marketing activities in public sector of China will provide the best solution to overcome the challenges faced by the largest economy of the world. Furthermore, public sector marketing in China has been effective tool because of its foundation being laid on key ingredients such as information, resource utilization, knowledge and skills. Therefore, this study provides valuable insight that how government performs its role towards society integration and social effectiveness within the domain of public sector marketing.