Study On The Construction Of Service Brand Of Qingdao Governmental Agency

In recent years, along with the development of China's socialist spiritual civilization, citizens constantly raise awareness of democracy in all fields, and citizens on the quality of service requirements are also increasing. In this context, Qingdao governmental agencies launched the construction of service brand of Qingdao government agencies in 2001. They want to study the successful experience and method of Haier brand construction, in order to enhance the government's efficiency and service quality to meet people's needs of high quality, which can raise the image of Qingdao government agencies finally. And then, the creating brand scope extends to all the Qingdao government agencies. In this way, brand is no longer the patent of business, it breakthrough the field of economics and entered the field of public management and sociology gradually. The service brand of governmental agency is the external manifestation of collective services which are provided by governmental agencies. It's the idea marking which takes the values of high-quality service as the core and shows the characteristics and images of the services. It's also the synthesis symbol that reflects government agencies' organizational management, cultural idea, service connotation, service mechanism, service innovation and good overall image.But for the practice of Qingdao government agencies, at present, it has not been studied in the field of academic, especially in public administration. It has not been evaluated for the practice of Qingdao government agencies objectively and theoretically. Whether the government agencies that assume the duties of administration and the administrative law-enforcement can create service brand, whether they can study the successful experience of company brand, how to create service brand of government agencies, what are the experience and lessons to create service brand, all the questions have not been reached the same conclusion, at present.Based on detailed introductions to the construction of service brand of Qingdao governmental agency, this article carries on an objective evaluation to the construction of service brand of Qingdao governmental agency, procedures from the perspective of public management science by using New Public Management Theory. It also proposes several solutions to the existing problems. The construction of service brand of Qingdao governmental agency is a bold attempt to learn from the enterprise. It's also a concrete application of New Public Management Theory in our country. It gets some achievements in the process of construction., so this action is worth affirming. But because of the differences between the governmental agency and enterprise, along with the initial limitations of New Public Management Theory, the construction of the service brand of governmental agency has some inevitable problems. So in the process of construction, We should not copy the practice of company blindly, and do it in commercialization way like the construction of company brand. We should regard creating service-oriented government as the ultimate objection, refine and improve the specific practices, clear the service requirements and quality standards, cultivate the service brand awareness of civil servants, and provide high-quality service.