Research on Innovation of Government Marketing

Compared with traditional public administration, the theory of new public management emphasizes on the public politicalization of government and socialization of public management, which results into the ultimate revolution of public administration pattern. Although traditional government marketing has many advantages, some disadvantages also exist. So an innovational pattern, which is called public marketing, is suggested in government marketing based on new public management. This new pattern refers to a marketing activity for public goods or quasi-public goods dominated by public organizations, together with the participants including enterprises, private section and individuals, whose aim is to promote publics' understanding and recognition for public or quasi-public goods so as to realize their public benefits. In the pattern of public marketing, the role and position of centralized government have changed because of the diversification of marketing subject.