公共部门营销方式：21世纪中国经济腾飞的动态促进

摘要

The potential of public sector marketing in boosting organization's efficiency andservice quality has rarely been emphasized.Although, services provision for generalpublic is considered important in Chinese organization; the characteristic of marketingoutcome in bringing customersatisfaction by public sector is not yet fully understood.
　　The importance of public sectormarketing in bridging the gap between society andgovernment cannot be undermined.There exists an intricate link between publicsector marketing and social effectiveness; however, within public sector thisrelationship has rarely been emphasized.The direct benefits of public policy
　　intervention at provincial level isa clear manifestation of government's determinationto improve the public welfare in China and Hefei city provides an outstandingevidence of this phenomenon.Being the largest city of Anhui province, it exhibits
　　outcome the dynamic role of marketing exchange process in the form of policyintervention.Marketing approach rarely move ahead without self interest.Thisinculcates a strong link between customer orientation and strategies followed forpublic sector marketing.In case of China, huge population poses a great challenge tomaintain quality services and public satisfaction.A range of research methodologieswere used in this dissertation to investigate current practices and to capture data about
　　the scope and outcome from the marketing activities in public sector.The findings ofthis dissertation areas following:
　　a) Findings shows that benefits of good marketing i.e.output has significantpositive relationship with planning of marketing activities (β=0.218, p=0.012)and culture (β=0.202; p=0.005).Besides these, organization and managementalso had significant effect on marketing output.
　　b) In this part of dissertation, the performance level of organizations from Hefeiand Wuhu cities of Anhui province of China is documented in order toidentify significant factors governing marketing outcomes.Results of GeneralLinear Model revealed that knowledge and skill is considered an importantingredient for raising the performance level oforganizations in both cities.In
　　addition, managers of public sectors have adopted marketing information andresources as key parameters while defining their strategies during marketing.
　　c) Findings shows that good organization within public sector has mostsignificant contribution in improving social effectiveness (β=0.30, p＜0.05)followed by culture (β=0.27, p＜0.05).The other key influencing factorsemerged in this study with positive impact on social effectiveness includesmanagement (β=0.22, p＜0.05) and information (β=0.19, p＜0.05).It appearsthat provincial government of Anhui has developed a great deal of sense inrealizing the role of public sector marketing as an effective tool to cater theneeds of general public
　　d) Here findings revealed a twopronged approach comprising of strong feedbackmechanism referred to asinternal process and government'sreceptive role toprocess the information which is regarded as external process.The secondaspect i.e.marketing process dynamics whose key role is to evaluate andassess the outcomes of first approach and enable policy makers and decisionmakers to time address the public welfare issuethrough policy interventions.
　　Based on findings, it is assumed that continuity of this model will furtherenhance the effectiveness of public policies in bringing public welfare as toppriority.Based on findings, it is assumed that continuity of this model willfurther enhance the effectiveness of public policies in bringing public welfare
　　as top priority.
　　e) The evaluation was based on questionnaire specifically prepared to analyzepublic sector marketing effects on shaping views of train customers who travelwithin China through railway network.Findings shows that well plannedcustomer orientation before public service marketingwill create a customersneed which can be set as political objective to enhance customer satisfactionby taking control of that need as in thecase of China high speed train.
　　The author concludes that progressive marketing activities in public sector ofChina will provide the best solution to overcome the challenges faced by the largesteconomy of the world.Furthermor, public sector marketing in China has beeneffective tool because of its foundationbeing laid on key ingredients such asinformation, resource utilization, knowledge and skills.Therefore, this study providesvaluable insight that how government performs its role towards society integrationand social effectiveness within the domain of public sector marketing.
　　Keywords: Public sector marketing; social effectiveness; society integration;customer satisfaction; customer orientation; customer feedback; publicpolicy ; marketing exchange; clientele conduct: social marketing;leadership.

目录

声明

ABSTRACT

List of Tables

List of Figures

Table of Contents

Chapter 1 Introduction

1．1 Background of the study

1．2 Objective of the study

1．3 Significance of the study

1．4 Scope of the study

1．5 Limitation of the study

1．6 Structure of the dissertation

Chapter 2 Literature Review

2．1 Overview of the literature

2．2 Customer orientation in pubic sector

2．3 Public sector service quality

2．4 Strategies to improve client service

2．5 Public services in China

2．6 Marketing Exchange

2．7 How the Government ready to sell policy?

2．8 Perspectives on marketing in the public sector

2．9 Citizenship versus consumerism

2．10 Marketing and the Public Domain

2．11 Public sector marketing in China

2．12 Public social policies in China

2．13 Social Effectiveness through public sector marketing

2．14 Marketing Challenges

CHAPTER 3 Identifying marketing factor in public sector

3．1 Summary

3．2 Research methodology

3．3 Research variables

3．3．1-Culture

3．3．2-Organization

3．3．3-Planning

3．3．4-Management

3．3．5-Output

3．4 Survey Methodology

3．5 Empirical results

3．6 Overall findings

Chapter 4 Public sector marketing performance level of organizations in China

4．1 Summary

4．2 Research methodology

4．3 Research variables

4．3．1 Knowledge

4．3．2 Information

4．3．3 Resources

4．4 Survey Methodology

4．5 Results and Discussions

Chapter 5 Social effectiveness through Public sector Marketing

5．1 Summary

5．2 Research Methodology

5．3 Research variables

5．3．1 Social effectiveness

5．3．2 Culture

5．3．3 Organization

5．3．4 Management

5．3．5 Information

5．4 Research Question and hypotheses

5．4．1 Hypotheses model

5．5 Survey Methodology

5．6 Research Results and discussion

5．7 Major findings and discussions

Chapter 6 Marketing exchange

6．1 Summary

6．2 City marketing concepts in China

6．3 The role of social media

6．4 Social networking for city marketing cases

6．5 Research Methodology

6．6 Data collection

6．7 Data analysis

6．8 Validity and Reliabilitv

6．9 Results and Discussion

Chapter 7 Customer orientation in the public sector marketing

7．1 Summary

7．2 Customer oriented approach in the public sector

7．3 Research Methodology

7．4 Data collection

7．5：Results and discussion

Chapter 8 Conclusion

Future research

References

Appendix

Acknowledgment

Academic articles and research outcomes study period