地方政府的政策营销——以广州市垃圾分类为例  

Policy Marketing in Local Government:The Survey of Guangzhou Garbage Classification Policy

作　　者：陈晓运[1] 张婷婷[2] 

机构地区：[1]中共广东省委党校(广东行政学院) [2]中山大学政治与公共事务管理学院

出　　处：《公共行政评论》2015年第6期134-153,188,共20页Journal of Public Administration

基　　金：国家社会科学基金重大项目"城乡一体化背景下的社会稳定体系建设"(13&ZD041)

摘　　要：政策营销是政府利用营销观念和策略争取公众接纳和支持某项公共政策的过程。论文以广州市垃圾分类政策为例,描述地方政府的政策实施,指出争夺政策议程、回应行政压力和社会动员困境促成政策营销的开展,而政策产品设计、通路构建和公众促销是政策营销的运作技巧。政策营销的广州实践呈现了地方政府的治理调试及其与公众的互动,案例分析为后续研究提出了新问题。Policy marketing means the government uses marketing concepts and strategies to get the public to accept and support a policy. Based on a case study of Guangzhou's garbage classification policy,the paper describes the policy marketing of local government and suggests that the competition among policy agenda items, the response to administrative pressure and the dilemma of social mobilization call for policy marketing. Specifically,the policy marketing mix takes a tri-component form: policy product design, place construction and public promotion. Policy marketing in Guangzhou shows the adjustment of governance and the benign interaction between the government and the public. The case study raises new problems for further research.

关 键 词：政策营销 政策产品 营销通路公众促销 垃圾分类 

分 类 号：D630[政治法律—政治学]