Construction Of Service-oriented Government In China Under The Marketing Theory Perspective Study

With deepening of reform in the field of China's economy and the socialist market economic system gradually having been established, the national economy has developed by leaps and bounds, people's living has undergone enormous changes during 30 years' reform and opening up. However, the field of political reform has lagged behind, there is an emergent contradictions between the people's growing of the public demands for products and services and the lack that be provided by the Government. Service-oriented government building is an inevitable choice to improve China's socialist market economic system and build a harmonious society; it is the objective needs of the Government's own reform too.In recent years, the Communist Party and China Central Government have always attached great importance to building a service-oriented government. It has been stated on the question of a service-oriented government clearly in a programmatic document of CP and the government work report of china and the central leadership of his speeches. At the same time, a large number of Chinese scholars and officials from different aspects, different perspectives, different ways of building a service-oriented government carried out a great deal of study and research. I draw a conclusion on the basis of others' study: service-oriented government that is citizen-centric government, a democratic government, limited government, transparent government and the responsibility of government is the significant features, that make interest for public people is the essence of service-oriented government. In order to study in-depth, I take mature marketing theory to guide perspective, use comparative analysis and in-depth survey of practice methods and so on, through learning the results of the entrepreneurs-government theory and the new government theory of public services, I combine marketing theory and modern management theory with the Government of China to transform government functions of the issues to think and study, trying to find a new perspective and idea for the construction of a service-oriented government in china.In the course of the study, I clarify the basic content of service-oriented government and relating 4Ps, 4Cs, 4Rs marketing theory and the internal marketing theory at first, and review study status from the theoretical and practical aspects of domestic and international marketing theory Under the service-oriented government research and construction, and then I compare enterprises with government for analyzing the necessity and obstacles on building of a service-oriented government under the feasibility of marketing theory. Finally, I use the marketing strategy to guide a service-oriented government building from the proposed construction of the civil service, organization, system, culture and technology.