青岛市机关服务品牌建设研究
发布时间：2018-10-31 20:46
【摘要】： 近年来,随着我国社会主义精神文明的发展,公民的民主意识不断提高,在各个领域,公民对服务的质量要求也越来越高。在这一背景下,2001年,青岛市在市直机关开展“学海尔,创品牌”活动,推出机关服务品牌建设,主张借鉴企业管理中品牌建设的成功经验和方法,提高政府效率和服务质量,满足公民对公共服务的高质量要求,提升政府形象。之后,青岛市机关服务品牌的创建范围扩展到全青岛市机关。这样,品牌不再是企业界的专利,它逐渐渗透到公共管理学、社会学等领域。机关服务品牌是机关提供的公共服务的外在表现形式,是以优质服务的价值观为核心,体现服务特色,展示服务形象的理念标识,是反映机关的组织管理、文化理念、服务内涵、服务机制、服务创新和整体形象俱佳的综合标志。 但是,对于青岛市创建机关服务品牌这一做法,目前在学术领域尤其是在公共管理学领域还没有深入探讨,还没有从理论上对青岛市的这一做法进行客观评价。对于担负社会行政管理、行政执法职责的国家政府机关是否可以创建自己的服务品牌?是否可以借鉴企业品牌建设的成功经验?怎样创建品牌?创建品牌的经验是什么等问题还没有形成一致的看法。 本文在详细介绍青岛市机关服务品牌建设概况的基础上,从公共管理学的角度,运用新公共管理理论,对青岛市的这一做法进行客观评价,并针对存在的问题提出了解决对策。 青岛市机关服务品牌建设是“政府机关学习企业”的大胆尝试,是新公共管理理论在我国的具体应用,在建设的过程中取得了一定的成就,这一做法值得肯定。但是由于机关与企业、机关服务品牌与企业品牌存在不同,同时由于新公共管理理论本身的局限性,机关服务品牌建设难免存在一些问题,因此在建设的过程中,不能盲目照搬照抄企业品牌建设的做法,不能像企业品牌建设那样走商业化的道路。要把构建服务型政府作为机关服务品牌建设的最终落脚点,在具体做法上不断完善和改进,明确服务要求和质量标准,培养公务员的服务品牌意识,提供高质量的服务。
[Abstract]:In recent years, with the development of socialist spiritual civilization in our country, citizens' democratic consciousness has been improved constantly. Against this background, in 2001, Qingdao launched the "learn Haier, create brand" activities in the municipal authorities, promoted the building of the service brand of the government, advocated to learn from the successful experience and methods of brand building in the enterprise management, and to improve the efficiency and service quality of the government. To meet the high-quality requirements of citizens for public services, improve the image of the government. After that, the establishment of Qingdao municipal service brand extended to all Qingdao authorities. In this way, the brand is no longer the patent of the business community, it gradually permeates the field of public management, sociology and so on. Agency service brand is the external manifestation of the public service provided by the government, the core of which is the value of high quality service, the idea of reflecting the characteristics of service and showing the image of service, and the idea of reflecting the organization, management and culture of the organ. Service connotation, service mechanism, service innovation and the overall image of a comprehensive symbol. However, the practice of establishing service brand in Qingdao has not been deeply discussed in academic field, especially in the field of public management, and it has not been evaluated objectively in theory. For the social administration, administrative law enforcement responsibilities of the national government agencies can create their own service brand? Can we learn from the successful experience of brand building? How to create a brand? There is no consensus as to what the experience of building a brand is. On the basis of introducing the general situation of Qingdao government service brand construction in detail, this paper, from the perspective of public management, applies the new public management theory to the objective evaluation of this practice in Qingdao, and puts forward some countermeasures to solve the existing problems. The construction of Qingdao government service brand is a bold attempt of "government organs to learn from enterprises", is the concrete application of new public management theory in China, and has made certain achievements in the process of construction, which is worthy of recognition. However, due to the differences between the government and the enterprise, the service brand of the government and the brand of the enterprise, and because of the limitations of the new public management theory itself, there are inevitably some problems in the construction of the service brand of the organ, so in the process of construction, We should not blindly copy the enterprise brand construction, and not follow the commercial road like the enterprise brand construction. It is necessary to take the construction of service-oriented government as the final foothold of the building of service brand, improve and improve the concrete methods, clarify the service requirements and quality standards, cultivate the consciousness of service brand of civil servants, and provide high-quality service.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：D630
本文编号：2303497
[Abstract]:In recent years, with the development of socialist spiritual civilization in our country, citizens' democratic consciousness has been improved constantly. Against this background, in 2001, Qingdao launched the "learn Haier, create brand" activities in the municipal authorities, promoted the building of the service brand of the government, advocated to learn from the successful experience and methods of brand building in the enterprise management, and to improve the efficiency and service quality of the government. To meet the high-quality requirements of citizens for public services, improve the image of the government. After that, the establishment of Qingdao municipal service brand extended to all Qingdao authorities. In this way, the brand is no longer the patent of the business community, it gradually permeates the field of public management, sociology and so on. Agency service brand is the external manifestation of the public service provided by the government, the core of which is the value of high quality service, the idea of reflecting the characteristics of service and showing the image of service, and the idea of reflecting the organization, management and culture of the organ. Service connotation, service mechanism, service innovation and the overall image of a comprehensive symbol. However, the practice of establishing service brand in Qingdao has not been deeply discussed in academic field, especially in the field of public management, and it has not been evaluated objectively in theory. For the social administration, administrative law enforcement responsibilities of the national government agencies can create their own service brand? Can we learn from the successful experience of brand building? How to create a brand? There is no consensus as to what the experience of building a brand is. On the basis of introducing the general situation of Qingdao government service brand construction in detail, this paper, from the perspective of public management, applies the new public management theory to the objective evaluation of this practice in Qingdao, and puts forward some countermeasures to solve the existing problems. The construction of Qingdao government service brand is a bold attempt of "government organs to learn from enterprises", is the concrete application of new public management theory in China, and has made certain achievements in the process of construction, which is worthy of recognition. However, due to the differences between the government and the enterprise, the service brand of the government and the brand of the enterprise, and because of the limitations of the new public management theory itself, there are inevitably some problems in the construction of the service brand of the organ, so in the process of construction, We should not blindly copy the enterprise brand construction, and not follow the commercial road like the enterprise brand construction. It is necessary to take the construction of service-oriented government as the final foothold of the building of service brand, improve and improve the concrete methods, clarify the service requirements and quality standards, cultivate the consciousness of service brand of civil servants, and provide high-quality service.
【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：D630
【引证文献】
相关硕士学位论文 前2条
1 杨道忠;我国政府机关服务品牌建设的初步研究[D];山东大学;2010年
2 李文强;基于多层次模糊综合评价的郫县工业园公共服务的企业满意度分析[D];西南交通大学;2013年
，本文编号：2303497
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