The Use Of Marketing Ideas In The Shape Of The Government's Image

The government's image as a valuable intangible assets, a soft resources, is a prerequisite to the Government play its role effectively.Good government image is an important source of legitimacy and the authority of political consensus and political stability.Good government image has tremendous cohesion and appeal ,it is of great significance to raise the government's manage ability,maintain social stability,promote national unity and mobilizing people of all ethnic groups all of the country , enthusiasm and passion for China's economic fast,stable and healthy development ,and provide a good domestic environment.The main purpose of this paper is to look for the effective ways and means to shape the best image of the government. At present, all countries in the world pay a lot of attention to the image of the government by varieties means and methods. However, the practice at home and abroad show that the Government formulated a set of image-building measures is very easy, it is not so easy to doing. Use marketing idea to mold the government image is a new topic, from the present situation ,it has made some of the results, but the author personally think that these studies are not yet accquier a substantive breakthrough, still remain in the level of theory, It can be said that the use of marketing ideas to shape the government image is still in the initial stage,superficial understanding, the application is even limited. But concerned about it is a very important trend. It has a great space on research.This paper is divided into four chapters, the first chapter described in this paper background,the significance of the research,the developments at home and abroad,the research ideas and methods used by this paper.Chapter 2 in two parts, one part introduce the using marketing theory ,another part introduce the meaning of government image, characteristics, elements. Chapter 3 is talk about the feasibility of using marketing idea in the shape of the government's image.Chapter 4 is talk on specific teps of using marketing idea of the image problem.