The Localization Of Government Marketing

With the rapid development of science and technology in the past half century, particularly the development of information technology brings about tremendous influence on humankinds society, That global economic has been advancing rapidly makes the increasingly close contact among countries in the worldwide area. Mankind society must make a reaction to the impact brought by the development of economic, science and technology. How to reply to the impact which brought a rigorous challenge to mankind, particularly to the special organization of government, is a key important issue, therefore, almost every country has been carrying on the reform of government management, making use of new techniques and methods that can be applied for the creation of government management. In this course, our China government has been strongly carrying on economic mechanism reform and political mechanism reform, it has put forward a series of new policies of sustainable development to construct harmonious society and service government, which expressed government's resolution and forward to reform.Marketing was born in the privately owned section in the initial stage of 20 centuries and was applied widely because of its outstanding management ability. Some NGOs began to use marketing in the 70s of last century because of the marketing's positive effect. Then, NGO marketing theory, including government marketing theory, has become mature in the 80s of last century. At that age, some famous marketing experts and works produced great influence in marketing field. However, domestic research concerning government public business marketing theory just was placed in the start stage, the writer thinks that our government can ,also should draw lessons from the research and applied experiences of foreign government marketing thought, apply it in our government reform and government management innovation. Under this idea, I discuss the government marketing in this thesis.The thesis on the localization of government marketing was divided six parts. Firstly, the thesis introduces the meaning of government marketing and successful practice in western countries. Then it expresses the main body, object and content of government marketing, next to demonstrate government marketing's administration value in the public administration realm. Then, this paper deeply analyzes the character of the government marketing thought, pointing out that the usage of government marketing thought in China must be operated in the localization mode, and analyzing the possibility to carry on the government marketing thought in China. Finally, the thesis introduces seven paths of the implement of government marketing in China: To set up the principle of customer-center, to carry on the government marketing strategy, government process reengineering, electronic governmental affairs, integrated marketing communication of government, government public relations and business connection marketing. At the end of this thesis, the writer put forward the problems that should be noticed to be avoided in the government marketing, absorbing the precepts within foreign government marketing.