公共部门创造市场化公共价值的实证研究——基于公民为先的善治理念视角

随着公共事务复杂度与数量的急剧增加，公民意识的觉醒与NGO组织的涌现，公共价值的内涵已发生时间序列的变化，公共部门对社会声誉及公信力的获得已由自然继承转变为争夺，一系列市场化因素迫使公共部门面临需求差异化与供给多元化的双重压力。公共部门管理中，公民为先的善治理念的整体缺失，导致公共部门对公民需求、环境变化不敏感，这是与公共部门“创造公共价值”的本意想违背的。因而市场化公共价值创造，公共关系管理和公信力建设成为公共部门营销的崭新课题。文章构建公共部门的市场化公共价值构念，即公民消费公共产品从而获得的消费者价值，应用结构方程模式（SEM）实证分析，说明公共部门在竞争性公共产品市场中，为实现公共价值创造的核心职能，应当顺应公民社会需要，秉持公民为先理念，通过“政府再造”，提升公共服务品质，积极拓展社会享誉度及公信力。

Empirical Study On Public Sectors Creating Marketized Public Value——Based on the Perspective of Citizem-Oriented Governance

Along with the sharp increasing in the complexity and quantity of public affairs, the public awareness and NGOs' emergence,a series of marketized factors force public sectors to face with the dual pressures of demand variation and supplies multiplication. At the same time,the connotation of public value has changed as time changes,and public sectors have to compete with each other to gain reputation and public trust compared with automatic inheritance before. Due to the lack of citizen -oriented governance,...