Study On Brand-building Of Qingdao Municipal Government Organ

The paper explores the theoretical basis of brand-building of Qingdao Municipal Government through the practice and experience sum-up in order to construct the more scientific, systematic system of brand-building.It has become the world trend and fashion to use new public management theories to the government reform and innovation. Since China's entering WTO, it is necessary for the government to adapt to economic globalization and scientific and technological progress. Learning from administrative system reform promoted by the recycling success of western countries has become major challenges our government must face up. In recent years, the city of Qingdao borrowed ideas from the new public management theories and successful experience of large enterprises. By the end of the year of 2007, 83 out of 93 units which directly under Qingdao government has their own name brand, among which 23 are famous brand. Some brand has been popular and attracted the attention of some media and academic circles even some other cities, provinces and countries, and many cities are following experiences. By means of using modern advanced management concept, practices proves that brand-building could help the government organ raise working efficiency and officials'quality by consciously shift from the traditional management to modern - service-oriented.This paper combines the experience of author's involving in the construction of Qin dao organ brands. Based on the practice and theory of company brands and the means of comparative analysis, it systematically covers the concept and characteristics, key elements and construction principles of organ brands which form initially the theoretical basis of government brands. Meanwhile, By means of empirical analysis, it summarizes the steps to create organs brands, putting forward a more scientific and standard brand management system with a strong operational of the effectiveness at the basis of Statistics, Archives, the IRS authority to create brand case.1. Organ brands lack a systematic and mature theoretical basis. It is a positive exploration to create organ brands and learn from the new public management theories and the successful experiences of the large enterprises, but the approach that the new public management theory advocates the market mechanism, and business management experience melt into a number of government management has been questioned and criticized.2, It is difficult to balance Brand input ands output. Authorities create service brands in the forms of providing public services in the form of the creation of service brands. Characteristics of public services are difficult to quantify. Government agencies are without pressure of costs and profits in brand-building, which may result in the waste of public wealth.3, government agencies are exclusive and non-competitive, lacking motivation of construction of organ brands which causes that government brands pay much attention to the forms to some extent.4, it is lack of control and protection of laws, regulations and standards correspondinglyI get inspirations by the above:1. In order to fully integrate the status quo of the political system, selective and creative use new public management theories to implement the reform and innovation of government. New public management model in theory, contains inherent contradictions, and encountered a lot of problems in reality. Only with full integration with the country's reality positive results can be achieved.2. Creation of organ brands is an effective way to raise the organ performance and build a service-oriented government in an effective way. To guide and encourage the authorities as an goal of performance excellence, should consciously use modern advanced management concepts and methods ,enhance the quality of public servants, and improve performance, creating a pragmatic, honest and efficient government for people.3. To obtain long life and vitality of organs, we must enhance discussion of practice of authority brands and theoretical research, find out organ brand practice and company brand theory, entry points and integration points of the new public management theories, and explore and master the rules, gradually forming a scientific and systematic theoretical system of organ brands and providing scientific theoretical support for the development of organ brands.4. To build performance-oriented organ culture is the basis and premise to promote connotation and quality of name brand.5. To establishment of organs brand building mechanism, and standardize and improve the organs brand recognition standards and the evaluation of management system and establish a brand, build work incentive mechanism, the supervision and management of organ brand mechanism.