Research On Performance Evaluation And Optimization Path Of Public Service Advertising Projects Of National Civilized Cities In BZ City

National civilized city is the most valuable city brand in China.The creation of national civilized city public service advertisement is an important way to let citizens know,care and integrate into the creation of national civilized city,participate in the transformation of environment,change customs,and form healthy,scientific and civilized behavior and lifestyle.Its quality and communication effect directly affect the cultivation of socialist core values and the awareness,support and participation rate of citizens in the creation.Taking BZ city as an example,this paper makes an empirical study on the performance of public service advertising projects in the process of building the Fifth National Civilized City,aiming to provide a broader idea for the work of creating the sixth civilized city of BZ City,and provide reference for the operation of domestic public service advertising projects.On the basis of combing the implementation of the fifth national civilized city public service advertising project in BZ City,through the public service advertising project performance survey,this paper understands that there are some problems in this city,such as insufficient coverage,low acceptance,satisfaction and participation of the public,and then investigates the causes of the problems in BZ City,and finds that there are mainly project management There are some problems in project decision-making and implementation,such as lack of management ability,lack of accuracy and strictness in performance appraisal,lack of effectiveness in incentive and restraint,lack of fund guarantee,lack of platform for citizens' participation,etc.Therefore,it is proposed to improve the institutionalized and standardized level of project decision-making and implementation,build a scientific and effective performance evaluation system,improve the incentive and restraint mechanism of the project,expand communication channels and The optimization measures include the source of funds and the active participation of the public.This study also draws the following conclusions: first,to create a national civilized city of public service advertising involves many departments,we should take efficiency dimension,mass satisfaction dimension,mass participation dimension and social impact dimension as key performance indicators.Second,although the current administrative management in China often uses the ideas and methods of project management for reference,most of them fail to establish and improve the project management system,lack of project thinking and project management methods,but use administrative thinking and administrative means to promote the project work,which affects the quality and effect of the project.Third,the life of performance appraisal lies in its application.For enterprises,the flexible coefficient bonus should be realized in time.For government departments,the appraisal results should be fair and just.For project department staff,the results of performance appraisal should be combined with their annual appraisal,post adjustment and post promotion.