论政府营销及其中国化

POLITICAL MARKETING AND ITS SINICIZATION

政府营销是政府及其职能部门运用市场营销的原理和方法,依据公共行政价值理念,向公众提供公共产品和服务并解决国家事务和公共事务,通过对经济社会活动进行有效的宏观调节和控制,从而实现政府目标的一系列政府行为。它具有整体性、公益性、正外部性、复杂多变性等特点。基于我国政府营销现状和存在的问题,提出如下对策:深入开展政府营销理论研究,强化政府营销理念;注重政府营销规划和策略的选择,有序深入地推进政府营销行为;建立有效的政府营销管理和评价体系,从而对政府营销行为及时有效监督和考核。

Under the new environment of public administration at home and abroad , the government public service capacity is facing new challenges .In order to make our government has a better communication with the public , to meet the public demand , then estab-lish a good image of the government , this paper starts with the basic theory and the background of political marketing , followed by ana-lyzing the current situation and problems of political marketing in China , finally we propose some strategies for our government , such as the study of political marketing should be strengthened , establish an effective political marketing management and evaluation system .