Our Government Marketing Tool In The Treatment Of The Selection And Application

After World War II, governments around the world, especially westerngovernments to rebuild homes, restore the economy and improve people’slivelihood, have generally implemented the government’s all-around mode,government can do everything and government power penetrates into thevarious aspects of social life. In the meantime, the government hasadopted the means of coercion, such as economic regulation, social controland political forces to solve the various problems in social development.Government is the social center of power, is to deal with public affairsand to solve social problems, is providing the only subject of publicgoods.The economic crisis in the early1970s, western countries have falleninto "stagflation" phase."Stagflation" refers to the production ofstagnation and inflation. Stagnant production includes the slow declinein production during the crisis and economic growth slowly andfluctuations in non-crisis periods and the massive unemployment; theother hand, persistent inflation, and the resulting price increases. Thevarious crises of the political crisis, social crisis, financial crisis,a crisis of confidence, make the government could do nothing. Coupled withthe contradictions of the new technological revolution and the tide ofglobalization, and driven by the trouble from government management anddemocratic institutions. Government departments can no longer be businessas usual rule, the government as the core of traditional governmentinstruments of domination is failure. In response to these crises andconflicts, western countries have to undertake administrative reforms,setting off a spectacular new public management movement. Against thisbackground, the tool of the government is gradually on the rise, there’salso an important part of market-oriented tools as a government tool isgradually on the rise too. In recent years, as public management and public administration tolearn a new area of research, government tools are an emerging issue thatmust be faced in the practice of public administration. In contemporarypublic management practice, the government tools are more and moreattention, especially market-based instruments. With the launching of thenew public management movement, the western governments comprehensivereform have repeatedly emphasized that the low-cost, high efficiency, thepursuit of the "three E", emphasized the use of market-oriented measures.Tide, coupled with the deepening of reform and opening up,the marketeconomy system constantly improve, our government has more and moreattention to use of market-oriented tools to solve some of the social andpublic issues, which highlights the increasingly importance ofmarket-oriented tools. Market-oriented tools not only decide complicatedpublic affairs can do successfully, but also determines its ability todo a good job. And the government’s reform and innovations, include notonly the staff’s innovative thinking, the innovative concept ofgovernment management, methods and functions, but also governance meansthat the government tool is the innovation. Market-oriented tools as animportant part of the government in contemporary society, more and moreare attention of the government at home and abroad.This paper, a detaileddiscussion of the selection and application of market tools.This article is divided into six parts to investigate the issue of theselection and application of market-oriented tools. The first partanalyzes the background to the study, the research status at home andabroad, the significance of the study and the new trends and researchmethods of the market-oriented tools. The second part is part of basicresearch tools, mainly including the connotation of the market-orientedtool, the main content and main theoretical of the market-oriented.Thethird part discusses the necessity of the governance tools and five criteria:fairness,efficiency,feasibility,legality,adaptability.Thefourth part mainly analyzes factors from the macro and micro aspects ofthe selection and application of market-oriented tools in governmentalgovernance in China.The fifth part mainly analyzes the difficulties andthe reasons of the emergence for these difficulties.The last part proposessolutions of the selection and application of market-oriented tools ingovernmental governance in China.