The Shaping Of The Government's Image Based On The View Of Services Marketing

Governments all over the world value their public images, which are of increasing importance to them. Chinese government is not an exception. In the past few years, Chinese government has made quite a lot of efforts on its way to becoming a service oriented government, in which include building a new public image and keeping on refining it.The purpose of this article is trying to find a feasible and effective way to shape a good government's image. In the paper, the author of this article tries to define government's image from the perspective of services marketing, and also establish a thinking system on government's image building.In former studies, most researchers defined the government's image as the subjective judgments of the public on their government's administration. That is to say the image of a government lies both on government and the public, so building a good image of government needs efforts from the both sides. On one hand the government needs to improve its administration and services, on the other hand it should establish good and effective communication with the public.Actually, services marketing is just the subject, which is not only a possible way to help the government improving the quality of services, but also a thought to make the communication more fluent and effective. Based on the view of services marketing, the government's image could be described as the public satisfaction to the government, which depends on the comparison between public's expectation and perception of the government's administration and services. The gap between expectation and perception decides the image of the government. Therefore the key to shape the government's image is to find problems that cause the gap and ways to close them. Referred to the Service Quality Model of services marketing, a model demonstrating the gap between government's image and public perception is built in the paper. With the "government's image and public perception model", possible causes for the gap are presented, and some advice to improve the government's image is given.This article is divided into 4 parts. Chapter 1 is about the background of this article, the significance of the paper, the research ideas and methods, and the literature review of related fields.Chapter 2 introduces some basic theories about the government's image and services marketing, and the necessity and possibility of using services marketing ideas to shape the government's image are presented as well.In chapter 3, the definition of government's image based on the services marketing, the "government's image and public perception model", and the essence to improve and shape the government's image are put forward.Chapter 4 presents some suggestions to shape and improve the government's image by referring to some other marketing theories, such as network marketing, experience marketing, and event marketing, etc.