Research On Credibility Of The Chinese Local Government Based On Customer Relationship Management Perspective

The credibility of local government means the final state of the relationship between citizens and local government which reached in the process of the management and services through long-term cooperation and trust games. At present, the credibility of the local government level is extremely low, and considering it setting off under the credibility of the central government, its questions become more serious. For example, it seriously undermined the legitimacy of the local government and made the local government lose its authority continuously; it triggered local social unrests by frequent mass incidents; it worsened the investment environment and hindered the market economy developing healthily.As the local government, enhancing the credibility of the government has an extremely importance, it can provide legitimacy for the local government, can guarantee to provide protection for the local government carrying their functions smoothly, can cut the social management cost of the local government. According to the study of the years of practical experience, researchers found that using the traditional administrative methods to improve the credibility of local government cannot get the desired result. This paper tries to introduce CRM in the field of business management theory to enhance the credibility of local government.This article is divided into four parts. Part One:it will state the significance of this paper and the research results of the credibility of local government; Part Two:it will explain the related theories about CRM and the credibility of local government; Part Three:it will carry the analysis of theory fit between the credibility of local government and CRM theory, then it will contrast the local implementation to the reality-based of the CRM theory, finally using of CRM theory to build the credibility of local government will be proved to be feasible. Part Four:on the basis of the third part, this part gives four strategies:first, introduce the overall strategic concept of the CRM theory to the local government in the overall thinking; second, control the loss of citizens’credibility using the theory of CRM customer loss management; third, keep the government promises punishment mechanism on the CRM theory; lastly, cultivate the loyalty of the local citizens on CRM theory. I believe we can improve the local government credibility’s status of the low level. There are three innovations on this paper. First, the point of view is new. This paper considered the credibility of local government as a dynamic equilibrium point and studies it with dynamic perspective. Second, it has a new theoretical tool. This paper will introduce CRM theory which is used in business management field to study how to improve the credibility of local government in public domain, such as the customer relationship life cycle theory, the customer churn management theory, the cultivating customer loyalty management theory. Third, there are some enhancing measures. This paper considers E-government as a CRM software and expands its functions of managing customers, and uses the customer churn management theory to control and manage the outflow of the credibility of local government, and uses the enhances the cultivating customer loyalty management theory to improve the brand of the local government, the value of civic awareness, the citizen satisfaction and civil switching costs.