Research On The Construction Of Service Brand In The Government Reception

At present, with the construction of service-oriented government of our country, the official reception plays a more and more important role in the economical development of the region. Thus the department of official reception has become an important bridge and link of the external exchange and cooperation of the region. With the full implementation of the Central Government's Eight Regulations and the launch of the campaign of the public education and practice, the government agencies are supposed to change their work patterns. So it is a key issue for them now to adapt to the new situation, organize an thrifty and efficient reception and then strengthen the construction of the brand building of the Authorities Service.This thesis discusses the experience and achievement of the government of Qingdao, which launched the campaign of learning from Haier Company; studies and assumes concerning documents and materials at home and abroad and realizes that although the brand building of the Authorities Service lead by the government agencies all over the country has some achievements, it still lacks of the related theoretical guide, due to the complexity of the project. The result is different from one place to another and there are a lot of experiences and lessons to learn and discuss. Actually it lacks mature theoretical methods and referential cases. Therefor, this paper adopts the observing method. By collecting the related documents and circumstances of the brand building of the Authorities Service of the Bureau of Government Offices Administration of city T, it determines the main points and target of the observation, analyses the situation by an aimed, well planned and systematical observation and summarizes its regular pattern, good achievements and the problems as well. Meanwhile, by analyzing the problems of the official reception in many local governments and in combination of the central policies and local regulations concerning the official reception issued successively after the 18 th National Congress, this paper proves the feasibility of the brand building of the official reception. Secondly, this paper is based on the theories and experiences in the documents and materials, academical researches and other theories and experiences related to the reforms of the official reception. Thirdly, being an employer in the government agency, the author of this thesis makes a thorough survey of the staff and the leaders of the Bureau of Government Offices Administration of city T, understands their knowledge, critics and expectations of the reforms of the official reception in this city.Through the analysis and research of the official reception in our country and in the city T, this thesis proposes the concepts and the measures of the brand building of the official reception. They are as follows: first, to determine the objective and the content of the service brand building, surrounding the general environment of the government's work; second, to mobilize the masses and pooling the resources; third, to standardize the management and strengthen the regulations; forth, to improve the service quality and build a high level service brand; fifth, to start the important work with the talented team. This thesis introduces the research result in the field of the business management and the brand building to the domain of the official reception and studies it systematically. It will do some contribution to fill the lack of theories and cases in this field in our country at present. At the same time, it presents the detailed advice to the reform and the reorientation of our government and to the establishment of an honest and efficient service-oriented government.