基于4Cs理论的乡镇政府职能转变策略研究

Research on the Function Transformation Strategy of the Township Government Based on the Theory of 4Cs

乡镇政府职能转变的关键是要变"要我转变职能"为"我要转变职能"。4Cs理论是以消费者、成本、便利和沟通为要素的营销理论。在4Cs理论框架下,乡镇政府职能转变中存在着工作目标的需求导向不明,工作中对"消费者"便利的轻视和对"消费者"成本的忽视,绩效考核的双向沟通机制不健全等问题。实现乡镇政府"我要转变职能"的核心是强化其满足"顾客"需求的动力、精力、财力和依靠力。

The key of changing functions of township government is to change ＂should I change the functions＂ to ＂I want to change the functions＂. 4Cs theory is the marketing theory which takes consumer,cost,convenience and communication as main elements. In the 4Cs theoretical framework, township government function transformation exists problems, such as unclear demand orientation of job objective, neglect of the convenience and cost of the ＂consumer＂, imperfect two-way communication mechanism of performance evaluation, and so on. The key to achieve town- ship government of ＂I want to change the function＂ is to strengthen the motivation,energy,economic capability and support of the township government to meet customers＇ needs.