CAJ | 학술논문

政治营销理论与中国民主政治价值观具有内在契合性，而其实际应用的现实土壤一直较为缺乏。互联网新媒体的发展为政府形象管理走向政治营销模式提供了适用性环境和可行性工具。开发以新媒体为载体的政府形象营销模型，实现政府形象、营销理念、营销策略和公众印象的有机整合，构建“关系营销”、“整体营销”和“全员营销”的系统性形象营销策略，有助于提升新媒体时代政府形象的公众认同。
정치영소이론여중국민주정치개치관구유내재계합성，이기실제응용적현실토양일직교위결핍。호련망신매체적발전위정부형상관리주향정치영소모식제공료괄용성배경화가행성공구。개발이신매체위재체적정부형상영소모형，실현정부형상、영소이념、영소책략화공음인상적유궤정합，구건“관계영소”、“정체영소”화“전원영소”적계통성형상영소책략，유조우제승신매체시대정부형상적공음인동。
Political marketing theory and Chinese democracy values inherent fit, while its practical application has been relatively scarce in reality. New internet media development provides adaptable environment and feasible tools for the government image manage-ment transforming into political marketing mode. It will help to promote the public recognition of government ’s image in the new media era, so as to develop the government image marketing model based on the new media, achieve organic integration of the government ’s image, marketing concept, marketing strategy and public image, and build systematic image marketing strategy including“relationship marketing”, “integrated marketing”and “full marketing”.