公共服务领域品牌建设研究

发布时间：2018-05-11 10:29

本文选题：品牌 + 公共服务　；参考：《山东大学》2009年硕士论文

【摘要】： 公共服务领域并非经济学研究的处女地。瑞典经济学家威克赛尔早在1896年就将边际效用理论应用于公共部门,并将边际成本定价的方法应用于纯粹和不完全纯粹的公共物品、公用事业服务,由此开创了“纯公共物品理论”。公共服务领域又是一个时新的研究领域,如何高效的提供公共服务始终伴随乃至困扰着政府与学界。公共服务直接影响着公众生活和社会发展。同时,公共服务不仅涉及公共支出,而且有可能导致私人部门和公众个人支出的变化。此外,中国经济的高速发展很大程度上得益于中国的城市化进程,但当城市化成为中国经济发展的引擎的同时,也对相关的公共服务提出了更高要求。品牌经济学认为,品牌的作用即通过降低消费者的选择成本来提高选择效率。在私人产品领域,品牌是消费者在信息过剩的条件下完成选择的理性标准。在公共服务领域,我们希望在品牌与公共服务之间构建一座桥梁,让品牌发挥其在私人产品领域类似的作用。沿着这样的思路,本文展开对公共服务领域品牌建设的研究。文章包括四部分。在第一章,我们从公共服务品牌在青岛出现这一现象出发,进而提出问题,品牌为什么可以出现在公共服务领域,在这个新的领域它能发挥哪些作用?对公共部门来说,他们建设品牌的动机在哪里?当品牌运用于公共服务领域时,应当注意哪些问题?第一章也会对公共服务领域经常涉及的概念像公共服务、公共物品、公共部门等进行介绍、梳理。在第二章,文章介绍了涉及公共服务和品牌经济学的相关理论,着重介绍了选择成本的提出和品牌信用函数的六要素。第三章对私人物品领域和公共服务领域进行了比较,文章发现,像私人物品领域的厂商一样,公共部门也面临着竞争,这种竞争主要来自于潜在对手、本领域相关部门以及同地域不同部门。公众和公共部门之间存在着类似消费者和生产者间的互动关系,公共部门提供公共服务,公众也可以对公共部门施以反馈。公众的反馈形式包括民意影响、旁听、听证、质询、投票等,这些反馈形式形成了对公共部门的制约。随着民主化进程的不断推进、现代公民意识的逐步确立、信息时代民众力量的放大,这种制约也在逐渐强化。由于面临的竞争,以及取悦公众的需要,公共部门改善公共服务成为一种理性行为。第四章以青岛市档案局“文档服务连心桥”为例,运用品牌信用函数的六要素进行分析,研究公共服务品牌如何降低公众的选择成本,从而使公共部门更为公众所认可。最后,文章针对不同的公共服务提供主体,提出了相应的品牌建设建议。
[Abstract]:The field of public service is not the virgin of economic research. The Swedish economist Wickell applied marginal utility theory to the public sector as early as 1896, and applied marginal cost pricing methods to pure and incomplete public goods, utility services. Therefore, the theory of pure public goods was founded. The field of public service is a new research field. How to provide public service efficiently is always accompanied and even puzzles the government and academic circles. Public service directly affects public life and social development. At the same time, public services not only involve public expenditure, but also lead to changes in private sector and public private spending. In addition, the rapid development of China's economy is largely due to China's urbanization process, but when urbanization becomes the engine of China's economic development, it also puts forward higher requirements for related public services. Brand economics holds that the role of brand is to improve the selection efficiency by reducing the consumer's choice cost. In the field of private goods, brand is the rational standard for consumers to complete their choices under the condition of information surplus. In the area of public services, we want to build a bridge between brands and public services that allow brands to play a similar role in private goods. Along this line of thought, this paper starts the research of brand building in the field of public service. The article consists of four parts. In the first chapter, we start from the phenomenon of public service brand in Qingdao, and then put forward the question, why can the brand appear in the field of public service, and what role can it play in this new field? What are the motivations for the public sector to build brands? When the brand is used in the field of public service, what should we pay attention to? The first chapter also introduces the concepts of public service such as public service, public goods, public sector and so on. In the second chapter, the paper introduces the related theories of public service and brand economics, especially introduces the proposal of the choice cost and the six elements of the brand credit function. Chapter three compares the field of private goods with the field of public service. It is found that the public sector, like the manufacturers in the field of private goods, also faces competition, which comes mainly from potential competitors. Relevant departments in this field and different departments in the same area. The interaction between the public and the public sector is similar to that between consumers and producers. The public sector provides public services and the public can also provide feedback to the public sector. The forms of public feedback, including public opinion influence, auditing, hearing, questioning, voting and so on, form the constraints on the public sector. With the progress of democratization, the gradual establishment of modern civic consciousness and the amplification of mass power in the information age, this restriction is gradually strengthened. Due to competition and the need to please the public, improving public services in the public sector has become a rational behavior. The fourth chapter takes Qingdao Archives Bureau as an example, analyzes the six elements of brand credit function, and studies how to reduce the public choice cost of public service brand, so as to make the public department more recognized by the public. Finally, according to different public service providers, the article puts forward the corresponding brand building suggestions.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：D630.1

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