政府营销的价值分析与系统构建研究

20世纪80年代新公共管理理论的兴起掀起了一场政府再造运动,用企业化体制取代官僚体制,建立市场式政府的观点成为政府创新的主流观点。政府营销即是由这一观点衍生而来。作者从价值分析的角度提出政府营销的价值取向在于公共价值的实现,公共价值蕴含于政府与公众的关系之中,基于公共价值和私人价值的正向激励与博弈,实现公共价值的最大化乃是政府营销的终极目标。

A Study on Value Analysis and System Building of Government Marketing

The rising of new public management theory launched a campaign of the government reconstruction in the 20th 80s. The view of using an enterprise system to replace the bureaucratic system,and establishing an entrepreneurial government is to become the dominant view on reinventing government. Government Marketing is derived from this point of view. The author brings about an idea that the government value lies in the realization of public value,which is between the government and the public relationships. Bas...