【作者】 徐金菊；

【导师】 张觉文；

【作者基本信息】 四川大学 ， 行政管理， 2007， 硕士

【摘要】 随着改革开放的深化和经济社会的发展，政府形象建设日益受到政界和学术界的关注和重视。各级政府都希望在公众心目中塑造一个良好的形象，得到公众充分的信任和支持，从而使政府增加权威性和凝聚力。良好政府形象对政府公关主体、公关客体而言都是重要的资源和无形财富。政府公关担负着对外交流沟通的使命，其核心内容是塑造良好的政府形象。政府形象的判断标准因判断主体的不同而不同。在我国社会转型时期，由于利益的冲突，政府与公众作为政府形象的公关主客体对政府良好形象的定位存在分歧，论文透过这种定位取向分歧的现象，分析了原因，并从政府公关的角度提出了解决策略，使政府公关更好地发挥塑造良好政府形象的作用。全文共分为五个部分。第一部分：前言第二部分：简单介绍了政府公关与政府形象的相关概念，并阐述两者的关系以及政府公关对政府形象的优化作用。论述了现阶段我国政府公关的重要性和必要性，表明政府形象建设的紧迫性和政府形象研究的意义。第三部分：指出我国在塑造良好政府形象过程中出现的问题，主要集中于三个方面：政府自我认识问题、政府形象差距问题、政府形象与城市形象相混淆。其中，政府形象差距问题又分为三种差距：一是政府自我设计形象与实际形象的差距，二是政府自我设计形象与公众期望形象的差距，三是政府实际形象与公众期望形象的差距。这部分列举了政府形象建设的案例以及近几年出现的众多社会问题，阐述了政府与公众对政府形象建设的各自的定位取向，以及定位取向分歧的主要集中点。第四部分：分析了良好政府形象塑造的问题的症结所在。对应第二部分所提的问题，从三个层次分析原因：直接原因，深层次原因，根本性原因。直接原因主要是分析作为政府形象建设手段的政府公关中存在的问题，主要包括公关原则问题、公众定位问题、公关类型问题、公关目标认识问题；深层次原因主要包括政府角色定位问题、政府利益与公众利益问题、政府责任缺失问题；根本性原因包括理念认识问题和具体制度问题。通过三个层次的原因分析，探寻政府定位问题的根源所在。第五部分：针对影响良好政府形象塑造的原因，提出塑造良好政府形象的对策。由于政府利益与公众利益存在较强的依存性和牵制性，所以需要采取恰当的策略消除两种利益冲突的消极影响，使政府公关主体和客体对良好政府形象的定位达到统一。这部分基于社会转型时期的特点，从理念认识层面和具体制度层面提出塑造良好政府形象的策略，以使政府公关充分发挥塑造良好政府形象的作用。更多还原

【Abstract】 With the deepening of reform and opening-up and development of economy and society, the construction of a government image draws more and more attention and emphasis from both the political circles and academia day by day. The governments at all levels all hope to build a good image in the public so as to receive abundant trust and support from the public and thus increase the government’s authoritativeness and cohesiveness. Good government images are all important resource and invisible wealth for the subject and object of governmental public relations. Governmental public relations takes charge of exchanging and communicating with the public and the foreign, its key content is to build good government images. The judging standards of government image are different because of the discrepancy between the subjects of the judgment. In the transition period of our country’s society, the government and the public, being the subject and the object of governmental public relations, have divarication on the position and orientation of a good government image due to the conflict of the interests. This thesis conducts an analysis of the phenomena of divarication and proposes possible tactics in terms of governmental public relations so as to help governmental public relations foster a better government image. The full text is divided into five parts.The first part :prelude.The second part briefly introduces the relevant concepts of governmental public relations and government image, elaborates the relations between them and the public relations’ optimizing function on government image. It points out the importance and necessity of building a good government image at the present stage, and makes clear the urgency of building governmental image and the value of governmental image studies.The third part points out the questions that appeared in the course of building a good government image, which concentrate on three respects mainly: problem of government’s self-perception, the disparity between government images, and obscurity of government image with the city image. Among them, the question of disparity between government images lies in three kinds: first, the disparity between government’s self-designed image and the real image; second, the disparity between government’s self-designed image and the expected type of the public; third, the disparity between government’s real image and the expected one of the public. This part has enumerated the cases of government’s image-building and numerous social concerns appeared in recent years and explained the respective positions and orientations of the government and the public on government’s image-building and the focus of disparity.The fourth part analyzes the very crux of the questions in good government’s image-building. Corresponding to the question that the second part proposes, this part analyzes the reasons from three levels: Immediate causes, in-depth reasons and fundamental reasons. The analysis of immediate cause is mainly to analyze the question existing in the public relations which serves as the means of government’s image building, mainly including principle matter of public relations , public orientation question, the type question , and the realization of the goal of public relations; in-depth reason includes the issues of orientation question, government interests and public interests issue , the loss of government’s responsibility, role of government, mainly; The fundamental reason includes the question of the idea-understanding and specific system questions. The intention is to seek the reason of government’s orientation problem through the analysis of the reasons of three levels.The fifth part, in light of the reasons that influence the building of a good government image, proposes the relevant countermeasures. Due to the strong interdependence and diversionary nature existing between government’s interests and the public interests, appropriate measures need to be taken to eliminate the negative influences from the conflicts of two kinds of interests so as to make ideas of the subject and object of governmental public relations coherent concerning the position and orientation of a good government image. This part, based on the characteristic of transition period of the society, and starting from the idea-understanding and specific system questions puts forward the tactics of building a good government image so as to give play to governmental public relations in the role of building a good government’s image.更多还原