Government Image Creation Research Based On Marketing Point Of View

A good image is valuable and intangible assets of the government, and also a reflection of strength of a nation or a region. If the image of the government is bad or there is some deviation, it is possible to lose the trust of the people or lead to more serious consequences. Under the environment of informationization and globalization, the environment of public administration faced by the government has been undergone tremendous changes and then put forward new challenges to government’s ability of public implementation and management. The new public administration reform since the1980s made the governments’objective of reform become the pursuit of excellent ability of public administration. As the development of China’s market economy, the traditional methods of public administration have been difficult to adapt to the development of social economy, and also difficult to meet the public demand for the government. So it requires the establishment of service-oriented government--public-centered government. Our government takes the Outlook of Scientific Development as the core for the reform and innovation of government administration, and determines to build a service-oriented government, create a good image and so increase the degree of public satisfaction. In the background of this, the thesis researches on the build of government’s image and expects to provide some reference for the building of government’s image.Many scholars think that the image of the government is the public’s evaluation on the services of the government provides. I also believe that the improvement of the government’s image needs the improvement of government’s services ability and also increase of interaction between the government and the public which aimed at the improving the degree of public satisfaction to the government. Therefore,I hit upon the idea of using the perspective of marketing to find a practical way to build the image of the government. The theory of marketing produced in the Unites States in the early20th century, and was first used in the private departments. With the continuous development of marketing theory, marketing theory was widely used in the public departments after1960s. Public administration scholars endorsed the core of marketing theory---"customer-centered" and proposed to build the concept of "public-centered" in public department, establish the sense of service to serve the public much better. The development of marketing theory in the foreign public departments and public management has a great significance for reference in shaping the image of the government in the background of building a service-oriented government in our country.The thesis uses the marketing theory in the building of the image of the government. It is divided into six parts. The first chapter is the introduction, mainly explaining the background and significance, current situation of research at home and abroad, research thought and methods and the innovations and deficiencies of this paper. The second chapter is mainly the conceptual elaboration of the image of government and the marketing theory. The third chapter is the related analysis about the combination of the marketing theory and the building of government’s image. At first, I analyze the necessity and feasibility of the combination of them, and then I analyze the same points and difference in using marketing theory in enterprise and government department. In the fourth chapter, I select several typical representatives about the use of marketing theory at home and abroad, and use these cases to explain the way how government department use marketing theory to deal with public affairs. In the fifth chapter, I use the service quality gap model in service marketing theory to analyze the public services provided by the government, and obtain five gaps between the image of the government and the public perception. Based on these gaps, I finally put forward the problems existing in our government’s image. The sixth chapter is the focus of this article. The author raises a set of strategies form image positioning, image building and image communication by using the government’s own position, CI strategy, e-government, communication tools, event marketing, and other aspects. In the conclusion part, I not only make a summary of this article, but also put forward some issue the government should pay attention to in actual marketing activities. In this thesis, every part is interlocking and advancing gradually and in depth, and strive to offer some advices and suggestions for the building of our government’s image.