政府网络营销:内容解构与行动策略——基于4C营销理论之视阈

The Governmental Network Marketing: The Content of Deconstruction and Strategy Choice——Based on The Theory of 4C

4C营销理论是一种重要的理论工具,能够给政府网络营销活动带来诸多启迪,这是因为它与政府网络营销在价值取向、利益导向、运行方式上有着高度的契合。基于4C营销理论,开展政府网络营销,其营销内容主要包括意识形态、公共政策、政府规划和政府形象4个方面。而利用4C营销理论,推进政府网络营销的顺利开展,应当树立"顾客为本"的政府网络营销理念,建立健全政府网络营销成本细分与管控机制,建立全方位立体式政府网络便利营销通道和互通回应型政府网络营销沟通机制。

4C marketing theory is an important theoretical tool, which can bring a lot of network marketing revelatory activity for the government. As it has a highly corresponding nature fit with the governmental network marketing on the value orienta- tion, interest orientation, and operation mode. Based on 4C marketing theory, the marketing content mainly includes the ideolo- gy, public policies, governmental planning and governmental image four aspects to carry out the governmental network marketing. But using 4C marketing theory, government network marketing concept of customercentric should be set. Establishing and improving costs partition and control mechanism of government network marketing. Further more, establishing all aspects channels of government network marketing and responsive communication mechanism of government network marketing.