本文選題：政府 + 政府品牌��； 參考：《湖南大學(xué)》2015年碩士論文

【摘要】：21世紀(jì),隨著全球化對各行業(yè)影響的不斷深入,商業(yè)領(lǐng)域的競爭矛頭開始轉(zhuǎn)向品牌的建設(shè),這種品牌思想表現(xiàn)于管理領(lǐng)域,主要是政府品牌這一焦點(diǎn)被世界各國所關(guān)注,并已成為品牌建設(shè)的核心。全球化使得政府成為萬千“企業(yè)”中的一個,同樣面臨著全球市場的競爭考驗(yàn),只有能提供更好治理環(huán)境的政府,才能夠更好的生存和發(fā)展。地方政府作為地方政府品牌建設(shè)的主體,在現(xiàn)代化的市場競爭以及全球化的市場治理理念之中,只有充分理解政府品牌的內(nèi)涵才能夠擁有重要的競爭力量。地方政府品牌的建設(shè)是將地方潛在的資源轉(zhuǎn)化為發(fā)展的動力,在拉動地方經(jīng)濟(jì)發(fā)展的同時完善政府的職能,全球化的市場環(huán)境以及我國具有特色的地方資源為我國地方政府品牌的塑造提供了良好的條件,因此地方政府品牌必將快速發(fā)展。地方政府品牌反映的是政府的綜合性形象,權(quán)利及責(zé)任的主體是地方政府,因此政府必須為廣大消費(fèi)者提供個性化的公共產(chǎn)品以及個性化服務(wù),這樣可以加深政府在人們心中的形象,樹立威信�，F(xiàn)階段我國有許多地方政府正在努力地執(zhí)行品牌戰(zhàn)略,個別地方政府已經(jīng)成功打造出具有特色的品牌,但是也存在著許多的問題,如地方政府欠缺“品牌化”意識、戰(zhàn)略方式稀少、公民缺乏對地方政府品牌的認(rèn)同感等。針對我國地方政府品牌塑造過程中出現(xiàn)的主要問題,我國地方政府要在品牌識別、品牌結(jié)構(gòu)體系、品牌溝通機(jī)制、品牌管理組織與制度、品牌文化氛圍等方面加大投入,深入挖掘地方政府的職能,這樣才能促進(jìn)地方政府品牌的健康發(fā)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.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：D630

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本文編號：1806849