Research On The Applicability Of Policy Marketing In China

With the complication of the domestic and foreign environment,it is impossible to achieve the policy goal only by relying on the traditional policy enforcement force.The public's indifference to public policy or resistance to the policy by inaction will lead to the deviation of policy implementation.In addition,the image of the government also affects the smooth implementation of policies,and the credibility of the government even determines the right of the state to speak in international affairs.In this context,policy marketing has become an important way to gather people's hearts and improve the image of the government,and the role of policy marketing in the process of government governance has become increasingly prominent.The factors such as government leading,the effectiveness of social mobilization model weakening gradually,the transformation of government governance concept and the awakening of public consciousness of power,as well as the change of the relationship between government and the public,all provide the motive for our country to carry on the policy marketing.The economic base of our country provides the possibility for policy marketing,the political system reform provides the system guarantee for the public to participate in the policy process,and the development of the Internet creates a faster and more effective communication channel between the government and the public.For the feasibility of policy marketing to provide security conditions.In addition,our government has unconsciously applied policy marketing concepts in the process of governance,such as convening policy news.The meeting,the creation of official social account platform and the investment in policy promotion is gradually increasing.Therefore,policy marketing has certain applicability in our country,and has entered the "trial water" stage of policy marketing.By increasing the investment in special funds for policy marketing,a policy marketing group has been set up.And the policy marketing idea runs through the whole policy process,consummates the policy information communication channel,causes the public and the government information exchange platform diversification is the policy marketing in our country development localization embodiment.Therefore,this article mainly answers the question whether the policy marketing is applicable in our country.This paper discusses the necessity,feasibility and applicability of policy marketing in China from the perspective of what policy marketing is,why policy marketing should be carried out and how to use policy marketing as an analytical framework.After the theoretical research on policy marketing,taking the "comprehensive two-child" family planning policy as a typical case,it emphasizes that the public plays a decisive role in the policy process,and highlights the government in the process of governance.There is a need for a marketing approach to the public's interpretation of policy and a greater sense of participation by the public in order to win the public.The good will of the public,and guide the public to change the original behavior,and then support the policy,improve the image of the government.