The Research About The Problem And Strategy Of Local Government Marketing

With the economic and social development, public administration environment been faced by local government has happened to tremendous changes. Under information and globalization which is the characteristic of post-modern society, made new challenges to the ability of public administration on local government. Traditional methods of public administration are difficult to adapt to new situations of economic and social development. This requires building service-oriented government by "customer-oriented-the public as the center", and need to introduce new management methods. Therefore, the concept of marketing was introduced under the concept of public administration. In Eighties the twentieth century, government carried out a "customer-oriented" new public management reform movement, the marketing concept had expansion, which leaded the government to begin to induct marketing principles, techniques, forms and methods into government management, in order to improve the level of government management and performance. The twenty-first century, the government marking gradually was attached by china's public administration researchers, meanwhile, it have made considerable progress in theory and practice. Recent years, the government of china for research and practice of government marketing is gradually rising, they based on absorb and learn from international experience in marketing ideas and applications, and they would begin to apply it to our government on the reform and management innovation.This paper discusses the government marketing theory, points out the significance of local government marketing research, attempts to improve marketing and measures of local government through analysis local situation, problems and the causes. Writer mainly combined to the empirical and normative research methods to study the questions and suggestions of our local government marketing. Thesis is divided into four parts:In the first part, we will write introduction and the theory studies of government marketing, in order to set up a theoretical basis for local governments. In the second part, we will explain the status of local government marketing, discuss marketing of our local government practice, and study the achievements and the classic case. In the third part, we would point out the problems in local:for one thing lacking marketing ideas, unscientific strategies, inadequate management, unreasonable system, for another, analysis the reasons for local government making problems from four factors as follow:the confusion in traditional public administration, the existing constraints on the public administration system, the constraints in local governments marketing methods, the lack of local government marketing resources. In the fourth part we will introduce some measures to improve our local government marketing. By establishing local marketing ideas, planning local marketing strategy, strengthening local government marketing management, and establishing marketing combination system. Through studying these four levels of local government, we to try to provide active advices for local marketing's reform.