A Study On Brand Construction In Public Service Area

The field of public services is not a virgin land in economic research. Swedish economist Wicksell applied the marginal utility theory in the public sector as early as 1896, and applied the marginal cost pricing method in pure and not completely pure public goods, the public utility services, thus he founded a "pure public goods theory".The field of public services is also a new research area advancing with the times. How to provide the public services more effectively has always been accompanied or even haunt the government and the academic world. The public services have a direct influence on public life and social development. At the same time, the public services not only relate to public expenditure, but also have an indirect relation with the change of enterprises' disbursement and private expenditure. Furthermore, China's rapid economic development benefits to a great extent from China's urbanization process. When the city has become the engine of China's economic development, it also means a higher requirement on the related public services.The brand economics believed that the role of the brand is that it increases the efficiency of selection by reducing the consumers' choice cost. In the private product area, brand is the consumers' rational standard to complete the choice under the condition of surplus information. At the field of public service, we also hope to build a bridge between the brand and the public services, so that the brand could play the similar role.Along such mentality, the thesis launched brand construction research in the field of public services. The thesis includes four chapters. In the first chapter, we present the phenomenon that public service brand appeared in Qingdao. The questions thus raised, why brands could appear in the field of public services, what role could brands play in this new field, what is the motive of the public sector to do the brand construction, what should we pay attention to when brand is applied to this area? The first chapter also introduced some concepts which appeared in the area of public services frequently, such as public service, public good and public sector. The second chapter introduced the related theories of public services and brand economics. Choice cost and the six elements of brand credit function were mentioned emphatically in this chapter.In Chapter 3, we compared the public service area to the private product area. The article found that the public sectors were also facing competition, mainly with the potential adversaries, the relevant departments in the same field and the other departments in this region. There was an interactive relation between public sectors and the public, like the relationship between consumers and producers. The public sectors provided services and received feedback from the public simultaneously. The feedback included the public opinion influence, the audit, the hearing, the interpellation and the voting. These feedbacks were constraints on the public sectors. With the continuous advance of the democratization process, the awakening of modern citizen consciousness, the enlargement of the public power in the information age, the constraints were gradually strengthening. Because of the competition, as well as the need to please the public, improving public services became a rational behavior to the public sector.The fourth chapter took Qingdao File Bureau as an example, we carries on the analysis using the six elements of brand credit function. Finally, the article put forward the corresponding proposal of brand construction in view of different public sectors.