地方政府品牌塑造研究

发布时间：2018-04-26 16:52

本文选题：政府 + 政府品牌　；参考：《湖南大学》2015年硕士论文

【摘要】：21世纪,随着全球化对各行业影响的不断深入,商业领域的竞争矛头开始转向品牌的建设,这种品牌思想表现于管理领域,主要是政府品牌这一焦点被世界各国所关注,并已成为品牌建设的核心。全球化使得政府成为万千“企业”中的一个,同样面临着全球市场的竞争考验,只有能提供更好治理环境的政府,才能够更好的生存和发展。地方政府作为地方政府品牌建设的主体,在现代化的市场竞争以及全球化的市场治理理念之中,只有充分理解政府品牌的内涵才能够拥有重要的竞争力量。地方政府品牌的建设是将地方潜在的资源转化为发展的动力,在拉动地方经济发展的同时完善政府的职能,全球化的市场环境以及我国具有特色的地方资源为我国地方政府品牌的塑造提供了良好的条件,因此地方政府品牌必将快速发展。地方政府品牌反映的是政府的综合性形象,权利及责任的主体是地方政府,因此政府必须为广大消费者提供个性化的公共产品以及个性化服务,这样可以加深政府在人们心中的形象,树立威信。现阶段我国有许多地方政府正在努力地执行品牌战略,个别地方政府已经成功打造出具有特色的品牌,但是也存在着许多的问题,如地方政府欠缺“品牌化”意识、战略方式稀少、公民缺乏对地方政府品牌的认同感等。针对我国地方政府品牌塑造过程中出现的主要问题,我国地方政府要在品牌识别、品牌结构体系、品牌沟通机制、品牌管理组织与制度、品牌文化氛围等方面加大投入,深入挖掘地方政府的职能,这样才能促进地方政府品牌的健康发展。
[Abstract]:In the 21st century, with the deepening of the influence of globalization on the various industries, the competition in the commercial field begins to turn to the building of the brand. This brand thought is manifested in the field of management, mainly the focus of the government brand, which has been paid attention to by the countries all over the world. And has become the core of brand building. Globalization makes the government become one of the thousands of "enterprises", and also faces the challenge of competition in the global market. Only the government that can provide a better governance environment can survive and develop better. As the main body of the local government brand construction, the local government can have an important competitive power only by fully understanding the connotation of the government brand in the modern market competition and the globalized market governance concept. The construction of local government brand is to transform the potential resources of the local government into the motive force of development and to improve the function of the government while stimulating the development of the local economy. The market environment of globalization and the local resources with characteristics in our country have provided good conditions for the shaping of local government brand in our country, so the local government brand will develop rapidly. The local government brand reflects the comprehensive image of the government, and the main body of rights and responsibilities is the local government. Therefore, the government must provide personalized public goods and personalized services for the vast number of consumers. This can deepen the image of the government in people's hearts and establish prestige. At present, there are many local governments in our country trying hard to carry out the brand strategy. Some local governments have successfully created the brand with characteristics, but there are also many problems, such as the lack of "brand awareness" on the part of local governments. The strategic way is rare, the citizen lacks the identity to the local government brand and so on. In view of the main problems in the process of local government brand shaping, the local government should invest more in brand identification, brand structure system, brand communication mechanism, brand management organization and system, brand culture atmosphere, etc. In order to promote the healthy development of local government brand, the function of local government can be deeply excavated.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D630

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