A Study On The Marketing Strategy Of Local Government In China

At present, the social and economic rapid development, information, globalization and other characteristics, the government is facing a huge public environment has changed, the government’s public administration capacity is increasingly high. If the local government insists on the traditional public administration mode and service concept, it will be difficult to adapt to the development of social politics and economy. Under such background, the concept of government marketing is gradually introduced into the public administration idea. Since the reform and opening up, China’s economic and social development is rapid, has made remarkable achievements, the economic and social management system has changed greatly, the local government economic management function has been strengthened, but the public service and social management ability is relatively insufficient, the government functions after the transformation, unable to adapt to the new situation. In order to deal with the great changes of economy and society, the Party Central Committee put forward the idea of constructing service oriented government in 2002. Since then, the theory and practice of service oriented government construction has been increasing gradually, but the research on the marketing of local service oriented government is not much, especially the research of combining the service marketing idea and service oriented government construction needs to be strengthened.This thesis uses the literature analysis, comparative analysis and normative research methods, based on the introduction of marketing, service oriented government related theoretical knowledge, according to the current situation and problems of local service-oriented government construction and development, analyzed the problem of local service government marketing in China:service oriented government marketing idea is not enough; service oriented government marketing management is not perfect; service oriented government marketing strategy is not scientific; service type government marketing mix system is unreasonable; Using the service marketing theory, proposed our country place service government’s marketing strategy:(1) The product strategy:Establish a customer-orientation of the government service philosophy, scientific arrangements by which public services are provided, and step-by-step achievement of public services provided by regional balance, and expansion of public services, and improved public services; and (2) pricing policy:withdrawing from competition areas, and improving services for the public, in order to service-oriented government-building provide financial support, the reform of the taxation system, and to improve the intergovernmental fiscal transfer payment system; and (3) Channel Strategy:complete system, into a service-oriented government to build and implement the Government’s business process reengineering; and (4) promotion strategy:Build a service-oriented government campaign, and increase the provision of products or services; (5) personnel policy:to improve service quality, and foster public public awareness; (6) Physical show policy:positive use of information technology, to achieve the public, through the media show the delivery of government services; and (7) Process Management Policy:decentralization Right, improve administrative efficiency, and improve local service-oriented government marketing performance management.