Model Construction and Mechanism Reengineering of Policy Marketing:A Study from the Perspective of Failures
Policy marketing essentially involves the process by which the government transmits policy content and values to the public through marketing methods to gain societal support.To balance economic development with ecological protection,local governments have introduced various governance policies aiming to build advanced civilized cities.However,the practice of policy marketing by local governments often falls short,with frequent occurrences of cognitive failures,technical failures,interactive failures,and effectiveness failures.A significant reason for these issues is the lack of necessary theoretical guidance on policy marketing in some local governments.While western countries have developed relatively mature classic policy marketing models,these models are not entirely suitable for the Chinese context.Therefore,localization improvements are needed to construct marketing models applicable to China's policy practices.This includes four fundamental processes:linking with public willingness,classifying policy target groups,implementing marketing tool combinations,and focusing on marketing supervision mechanisms.The success of policy marketing relies on a systematic execution process.In practice,the effectiveness of policy marketing is positively correlated with the quality of government-society interactions.
万方数据
维普
