政府网络营销:内涵、目标与推进策略  

Governmental Network Marketing: Connotation,Goal and Strategy

作　　者：张玉亮[1] 朱金月[1] 

机构地区：[1]河南理工大学安全与应急管理研究中心,焦作454003

出　　处：《情报杂志》2016年第8期54-58,144,共6页Journal of Intelligence

基　　金：河南省高校科技创新人才支持计划项目"互联网时代高校大学生政治信任的实证测评与强化提升研究"(编号:2016-cx-016);河南省教育厅人文社会科学重点项目"虚拟社会中网民政治信任流失机理及其康复机制研究"(编号:2016-zd-014);河南省高校哲学社会科学创新团队支持计划项目"社会主义意识形态建设理论与实践"(编号:2015-CXTD-07)研究成果之一

摘　　要：[目的/意义]进入互联网时代,面对互联网这一富有成效又具挑战的工具,政府应如何利用其把政府产品营销出去、政府声音传递出去,是政府亟待解决的问题。而当前涉及政府营销的研究较多,却鲜少对政府网络营销进行解读。[方法/过程]依据国家政策、现实需要、理论支撑,制定政府网络营销目标,具体可细分为价值目标、行为目标和效果目标三个层面。[结果/结论]通过目标定位,可以发现,要落实政府网络营销目标,做好政府网络营销这一工作,关键是要树立顾客为本的政府网络营销理念,建立健全政府网络营销管控机制,建立"点、线、网"一体化政府网络营销渠道以及互通回应型政府网络营销沟通机制。[ Purpose/Significance ] In the era of the Internet, that how government should use Internet as an effective and challenging tool to market its product and send its voice is an urgent problem to be solved. Though there are significant amount of researches of the government marketing presently, researches from the perspective of network marketing are rare. [ Method/Process] The goals of the governmental network marketing are set based on national policy, practical needs and marketing theory, and can be subdivided into three layers： value goal, behavioral objective and effect goal. [ Result/Conclusion] Through analyzing the goal-setting, we can find that in order to achieve the government network marketing goal in a satisfactory way, we should develop a customer-oriented government network marketing concept, establish and improve control mechanism of government network marketing, and build up a ＂point-line-network＂ integrated government network marketing channel and responsive government network marketing communication mechanism.

关 键 词：政府网络营销 营销平台 价值目标 行为目标 成本管控 

分 类 号：G206[文化科学—传播学]