【摘要】 随着中国由计划经济体制向市场经济体制转变,政府职能的转变问题也日益引起人们的重视。政府职能的转变涉及方方面面,而采取政府营销将无疑有利于政府职能的转变。回顾了政府营销的产生和发展历程,对政府营销在中国的发展进行了总结,并对在中国采取政府营销存在重重困难的原因进行了分析。最后,对在中国现有条件下如何进行政府营销进行了初步探讨,从政府内部营销和外部营销两个方面进行了具体论述,希望能对政府的营销实践提供借鉴。更多还原

【Abstract】 With China’s transition from planned economy to market economy, more and more attention has also been paid to the transformation of government functions, a multifaceted endeavor that will be undoubtedly facilitated by government marketing. This paper reviews the course of the emergence and development of government marketing and makes a summary and analysis of government marketing in China in terms of its development and problems. Finally, with a preliminary probe into the internal and external government marketing, the author hopes to provide useful information for China’s government marketing practice.更多还原