The Research On The Evaluation And Promoting Measures Of Grass-roots Government’s Image

With China’s political system reform deepening, the government image has become animportant factor in reflecting national strength and civilization, also the main basis to obtainunderstanding and acknowledgment of public and social organization．Under the influence ofdemocratic political atmosphere, the public’s enthusiasm to participate in political becomemore and more fierce, at the same time they began to use their own independent anddemocratic consciousness on the government management activities of rationality, the publicCouncil Government, government image design and communication, performance evaluationmanagement, crisis management, and other forms of government image have been developedvigorously. Therefore, in accelerating social transition and aggressive interest conflict periodhow to build a good image has become the inevitable trend of social development.In recent years, the government image evaluation mainly concentrated in or above theprovincial level, mainly focused on the government image theory category study, influencefactors and ways of creating the image of qualitative research, and the GIS model analysisbased on the corporate image recognition system, while not pay enough attention to localgovernment image evaluation, which has placed an important role and closely related to therural life of government organization, and lack of empirical and comparative analysis.Therefore, this article attempts carried out the empirical study about the local governmentimage evaluation.Firstly, analyzing both China’s and overseas government image and the problem orinadequacy existence in research. Secondly, from the aspect of government entity and publiccognition to interpret the local government image evaluation concept, and explaining thatlocal government image evaluation is not only for the behavior of government process andessence, but also the game between the government image and the public opinions. Based onthe above the theory discussed the subject and content, influencing factors and thesignificance of the government image assessment, which laid a solid foundation for imageevaluation index system. Thirdly, in the point of service-oriented government image, the studyset up an index system combined government ideas and function, government behavior andperformance, government personnel quality with view to government performance evaluationsystem, then in the form of questionnaire and sample interview, work out an investigation inthe North district of Liuyang government to research the feasibility of inspection indicators.Finally, according to the empirical research results and real condition of grass roots, optimizethe and look into the future direction of government image evaluation from the government image target, public relations, team construction, performance management.