政策营销沟通的有效性分析——以凤凰古城“一票制”政策事件为例

发布时间：2017-12-31 17:27

本文关键词：政策营销沟通的有效性分析——以凤凰古城“一票制”政策事件为例　出处：《湖南社会科学》2015年01期 　论文类型：期刊论文

【摘要】：本文针对政策执行准备阶段政策沟通失效的问题,引入全新的政策营销理念,依据政策营销沟通有效性一级和二级评估指标的分析框架对凤凰古城"一票制"案例进行剖析。发现该政策沟通的"效率高,效果差",属于典型的传统"单向度信息沟通"方式,主要原因还是在于官僚制结构的诸多障碍下传统单向度灌输宣传方式。所以将"整合营销沟通[1]1"的4C’s策略运用到政策执行准备阶段的沟通过程中,进而通过政府与政策受众进行有效的双向互动沟通来获取政策受众对政策的理解与接受,保证政策有效实施。
[Abstract]:Aiming at the failure of policy communication in the policy implementation preparation stage, this paper introduces a new policy marketing concept. The case of "one vote system" in the ancient city of Phoenix is analyzed according to the analysis frame of the first and second level evaluation index of the effectiveness of policy marketing communication. It is found that the policy communication is "high efficiency and poor effect". The main reason for the typical "unidirectional information communication" mode is that the traditional unidirectional information communication mode is instilled in traditional unidirectional communication under many obstacles of bureaucratic structure. Therefore, "integrated marketing communication" will be adopted. [1] 1 "4CXs strategy is applied to the communication process of policy implementation preparation stage, and then through the effective two-way interactive communication between the government and the policy audience, we can obtain the policy audience's understanding and acceptance of the policy. Ensure the effective implementation of the policy.
【作者单位】：中南大学公共管理学院;中南大学知识产权研究院;
【分类号】：D63
【正文快照】： 一、问题提出与文献回顾随着我国经济体制改革的不断深化,“市民社会”和“消费者社会”[2]2也随之抬头。但目前我国政治体制和行政体制的改革仍然落后于经济体制的改革,这种不平衡使得政府与市场以及政府与社会的矛盾愈发凸显。公共政策作为政府对社会利益进行权威性分配的主

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