A Study On The Factors Of Publicity Effect Of Utilities Fee Of Leasing Policy In Dongguan

The non-domicile population of permanent residents in Dongguan is about 6.5 million, a part of them make the housing rental market prosperous. The phenomenon that the landlord charge excess utilities fee of leasing has appeared for a long time. The problem of utilities fee of leasing has cause the tenants dissatisfied, which has become the most common type of complaints the Dongguan Price Bureau received. In 2014,Dongguan municipal government make a policy to solve that problem. Because the manpower of the law enforcement department is serious insufficient and investigating and collecting the evidence of policy violation behavior are too difficult, policy implementation mainly depends on the landlord to consciously abide. So the policy publicity effect directly affects the effect of policy implementation.This paper generalizes the five factors that influence the publicity of utilities fee of leasing policy, which are propagandist?target audience?publicity content?propaganda environment and propaganda media through the literature research; Analyses the drawbacks of policy publicity strategy by means of documentary and questionnaire; Thoroughly analyzes the publicity effect after half year's and one year's policy implementation; Analyses the correlation between the publicity effect and the publicity effect.On the base of analyzing the reason, this paper puts forward several method to increase efficiency of the publicity of utilities fee of leasing policy: firstly, establishing a Rental Housing Trade Association to transfer part of the policy publicity function from the government to the association, so the association can help the government propagandize the policies to the landlord. The association also can cooperate with the government and take part in the policy-making. Secondly, government should make a scientific and effective propaganda strategy, use the big and small publicity synthetically, fully investigate the policy object, change the same propaganda method to research the way of personalized publicity, evaluate the effect of publicity in time in order to provide feedback information for adjusting the propaganda strategy. Thirdly, improve the artistry of policy publicity, including create a good atmosphere of public opinion, interesting publicity content, visual propaganda method, diversified propaganda media.