浅谈政府形象设计

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1、 浅谈政府形象设计摘要：本文通过分析经济全球化背景下的政府形象所面临的问题，尝试将企业形象识别系统（CIS）引入政府管理中，从行政主体形象、行政行为形象、行政法制形象和公仆形象等几方面提出了政府形象设计的思路，并对具体实施措施进行了详细论述。关键词：CIS 政府形象 政府管理 政府形象塑造所面临的挑战 随着经济全球化的发展，政府管理领域将面临着巨大的挑战。加入WTO势必对我国政治、经济、文化及社会生活等各方面产生深远影响，必然包括对政府形象的影响。国内外的公众将依据变化的环境对政府形象进行重新的审视和评价。 在这样一种宏观和微观的严峻环境下，需要政府以一种新的思维理念去适应新的环境，以一种新的

2、运作方式去实现新的目标，需要公务员以崭新的姿态参与竞争，需要政府以全新的形象去应对挑战。目前，我国政府管理中存在机构臃肿、人浮于事、官僚主义、不负责任、缺乏效率等不良行政，以及滥用职权和腐败现象，这将严重损害我们党和政府的形象。幸好，这些问题已经引起政府的充分重视，并正在通过政治体制改革，以及采取其他切实有效的措施加以解决并塑造良好的政府形象。政府形象建设的过程也就是不断改善政府行为、提高政府效率的过程，是政府为社会提供优质服务和产品的过程。 具体来说，政府形象塑造所面临的挑战主要有： 经济全球化背景下，尤其是中国加入WTO后，中国政府角色定位更应当转换。现实中的政府行为还带有计划经济的明显痕

3、迹，整个经济活动，多是以政府为中心展开，随意干预企业的现象随处可见。政府职能出现了“越位”、“错位”、“缺位”的三位现象。因此，政府应当及时转变既当“裁判员”又当“运动员”的角色，切实担负起维护市场秩序的职能。政企不分、直接干预的“越位”要“退位”；职能交叉、机构重叠的“错位”要“正位”；公共服务、公共物品的“缺位”要“补位”，无处不在、无所不包的全能政府要向有限政府转变。 政府理念应当更新。政府理念系统主要包括政府的价值观念、精神追求、发展定位、管理哲学、法律意识、道德观念、文化认同、审美观念等等。这是政府形象的灵魂。它不仅决定着政府组织区别其他类型组织的特征，也决定着该地方政府区别于其他地

4、方政府的形象风格和个性。这个问题似乎抽象，但却很重要，它决定着政府形象的层次和风格。 政府运作方式应当改革。政府运作方式是政府形象的具体体现。WTO规定的非歧视、市场开放、公平竞争、透明等基本原则是现代政府行为的基本规范。而目前政府对经济社会的管理方式落后，政府的实际运作情况难以适应WTO的要求。 公务员的素质亟待提高。政府形象的核心内容是公务员的整体形象。从现实状况看，尚有许多不尽人意的地方。思想观念陈旧，习惯于用传统思维、传统手段对待变化了的新形势，缺乏创新精神。 政府导入企业形象识别系统（CIS）的意义 政府形象建设既是一个实践问题，又是一个理论问题。政府形象是政府的整体素质、综合能力和

5、施政业绩在国内外公众中获得的认知与评价。这种认知和评价具体反映为政府在国内外公众中的知晓度和美誉度。政府形象是一个政府内在的基础条件和素质的外在表现。 良好的政府形象是政府重要的资源和无形财富，是政府有效运行不可缺少的前提条件。良好的政府形象能够增强政府的权威性；增强民众的认同感；增强民族的凝聚力和号召力；良好的政府形象能降低政府成本，提高工作效率。同时，良好的政府形象关系到经济发展和社会进步。因此，在CIS理论已经成功运用到众多领域的前提下，政府要明确自身的价值取向，以为人民服务为天职，引入CIS理论，吸收企业管理的合理内核，这对建立一个良好形象的政府具有重大意义。 CIS有利于重建政府文化

6、。在导人CIS的过程中，政府可以在组织结构、管理制度和精神文化三个方面发展和重建政府文化，建立适应市场经济的组织结构，严格内部管理制度，并通过政府公务人员参与和专家设计相结合的方式产生政府的CIS手册，政府的文化系统可以达到完备、系统、健全的程度，并使其具有个性化。 CIS有利于增强政府知名度，树立良好社会形象。C1S运作要设计系统的视觉形象，以利于公众和企业对政府的识别，要利用标识、标准字和标准色塑造政府形象，这对传播政府信息能够发挥积极有效的作用。 CIS有利于政府内部管理的进一步完善。良好的内部管理秩序有赖于一套行之有效的、操作方便的管理系统。CIS运作就是要制定出一套完整而又利于实施的

7、管理操作系统。这套操作系统应该根据政府实际情况，改革组织结构建立面对公务员的整体规章制度，制定针对公务员的约束条件；纵向分层面制定出企业内部人员不同级别的工作行为准则，横向分层面制定出不同岗位公务员的工作行为准则，对不同层面、不同级别的公务员制定出具体的行为要求，以保证每个岗位的工作都有规范性的章法。在运作过程中，政府还要对生产、人事、物资等各项管理制度进行重建、完善或提高，进而形成一套科学的管理体系。这样，政府内部管理系统的作业流程得以简化，员工自觉地按照规范约束自身行为。在制度完备的基础上，政府逐步通过CIS的教育与培训，全面提高公务员的业务素质，增加员工敬业爱岗的责任感使政府全体公务员能

8、够遵章守纪，按章作业。 CIS有利于政府公务员队伍的建设。政府导人CIS，建立以人为本的用人机制和管理理念，为人才成长创造良好环境，可以不断吸收、引进更优秀的人才，使政府保持旺盛的青春活力。 塑造政府形象总体思路 行政主体形象 行政组织是行政学研究的首要对象。这不仅在于行政组织是行政活动的主体，而且在于行政结构合理与否将直接影响着行政效率的高低。塑造良好的行政组织形象能更好地贯彻党和国家的方针、政策，完成各项任务，推动经济发展。塑造行政组织形象的核心是建立精干高效的行政机构，因此政府应除掉行政部门林立，机构臃肿、人浮于事，横向管理职能交叉重叠，程序繁多等毛病，形成机构合理、高效快捷，能适应社会

9、主义市场经济体制的行政组织，从而树立良好的行政组织形象。 在实践中，特别要注重塑造良好的政府机关形象。它是政府工作的“中心枢纽”，对政府的活动方向、活动范围及活动方式具有控制、监督和协调作用。政府机关行政效率高低、工作好坏，关系着政治稳定和经济发展。 行政行为形象 行政行为包括行政决策、行政执行和行政关系等。而“行政决策是行政管理的中心环节，它直接关系到行政管理工作的成败，甚至关系到国家和社会的前途。”良好的行政决策形象，是塑造行政行为形象的关键。政府领导用实事求是的科学态度、运用软科学方法去探求决策的科学规律，并不断总结行政管理的科学经验，才能有正确的方向和目标，实现决策的科学化和民主化。实

10、施决策的科学化、民主化，既要依据科学决策的原则、程序和目标进行，还需注意总结经验教训，不断深化完善科学决策体制和加强软科学工作。实施决策的科学化、民主化和加强软科学工作，既要充分发挥咨询机构的智囊作用，还要破除人民群众对决策神秘1感和参政议政的畏惧心理，充分发挥广大干部群众在决策中的积极性，加强和完善社会主义的民主制度。 行政法制形象 依法治国，依法行政，已成为国民的共识。江总书记在十五大报告中指出，“依法治国，建设社会主义法治国家”是我国建设法治国家的基本方略。因此依法治理，依法行政是政府一项重要的工作内容。要健全人民代表大会制度，实行党政分开制度，实行政务公开制度，实行政企分开制度等都是推

11、进依法行政，塑造良好的行政法制形象的重要途径。要加强行政监督、群众监督和民主党派监督，必须对政府工作进行经常广泛的监督。通过多方面、多渠道、多形式的民主监督，树立依法、公平、公正、公开的行政监督形象。强化国家行政机关及其工作人员的行政法律意识，必须强化行政机关人员依法行政的意识，树立法律面前人人平等，依法行政，知法守法，执法“以为人民服务为宗旨，依法行使国家赋予的权力”。 公仆形象 政府形象塑造的另一个重要方面在于领导班子和公务员队伍的建设。一个国家的兴亡盛衰无不与行政领导是否得力有关。为此应从下面四个方面去努力：一是要树立廉政公正形象，真正把人民群众看成衣食父母和力量的源泉，把“一切为了群众

12、，一切依靠群众，从群众中来，到群众中去”作为自己言行的最高准则。在塑造公仆形象上，首先是领导者要塑造廉政公正的形象。还要管好自身、子女、身边工作人员和自己分管范围的廉政工作。二是要树立勤政为民的形象。为政要以民为先，要做到“为官一任，造福一方。”勤政的关键是发展生产力，“政府管理的根本任务是解放和发展生产力”。勤政为民要求我们“老老实实做事，清清白白为人”，实实在在为人民干几件看得见、摸得着的实事，使人民群众尽快走上富裕之路。三是要树立团结务实的形象。政府形象的塑造，核心是领导班子的形象塑造，“形成团结务实的领导集体，关键是要营造宽容的心理氛围。”要通过宽容来协调关系，化解矛盾，理顺情绪，从而

13、创造民主和谐、欢快团结的气氛。无数事实证明，只有团结，才能创造出成绩，公仆形象必须是团结务实的形象。四是要树立开拓创新的形象。创新是一个民族进步的源泉。政府塑造好的政府形象，既要严格贯彻执行上级的路线、方针、政策，又要大胆开拓创新，因地制宜发展经济，只有创造性地发展经济，才能使人民走上富裕之路，才能真正实现全心全意为人民服务的宗旨。 政府形象设计实现的步骤 抓好形象设计，明确形象目标。塑造政府形象，必须从各地实际出发，进行“整体规划，分步实施”，以期规范政府行为，推动经济社会发展。在形象定位、设计上，借鉴企业形象设计的经验。要有明确的形象目标，切不可朝秦暮楚，随领导者个人好恶而随意变更。政府形

14、象，也是一种地方精神的体现，如有的把政府形象定位“开拓、务实、高效、廉洁”等，但切不可千篇一律，一定要联系区情。要具有可操作性、实用性。政府形象设计方案，要依据当地政府工作实际，制定一套详细实施方案。在操作中，要特别注重质量和效率，因为它是衡量政府工作水平的重要标准之一。要各具特色，富于创新。我国各级政府各地情况千差万别，因此政府在塑造政府形象时，必须要解放思想、实事求是、富于创新，要处理好继承与发展的关系，对上负责与对下负责关系，尊重首创精神与引导、规范的关系，创造出独具特色的政府形象。 抓好领导者素质教育、提高领导班子整体素质。塑造政府形象，首要任务是提高干部队伍的素质，特别是领导者的素质

15、。领导者的优劣可以直接影响事业的兴衰成败。为此，政府要加强理论教育，提高干部队伍的政治理论水平。我通过学习，增强分清政治是非、理论是非的能力，从政治上提高执政水平和领导水平。同时要加强理想和信念教育，帮助领导干部确立正确的世界观、人生观和价值观。 抓好公务员培训，建设专业化公务员队伍。政府具体的工作要依靠政府内部的每个个体去完成，因此政府的形象，在很大程度上由公务员整体素质所体现。但过去单纯依靠道德对个体实施约束，无法克服官僚政治内部固有的各种惯性；缺乏自发性约束机制成为整合政府内部机制的主要障碍。引进竞争机制，完善政府内部用人制度，将有利于改变政府的个体的诸多陋习，为树立良好的政府形象创造内

16、部条件。换言之，变道德软约束为制度硬约束，抓好公务员的岗位培训，是塑造良好政府形象的重要途径。 抓好行政职能的履行，提高办事效率。政府的办事效率直接地体现了政府的形象，政府应该把精力主要放在政务公开、信息化、改进公共服务方式三个方面，并且抓好行政职能的履行，提高办事效率。 在推行政务公开方面，政府在管理过程中应尽量做到决策公开、过程公开、结果公开，并建立相应的政务公开制度，如听证制度、信息查询和咨询制度、公开信息发布制度等，增加政府法规和决定的透明度、公开度，树立“阳光政府”形象。 在信息化方面，政府也应该加快推进电子政务，除了将OA（办公系统自动化）尽快由政府办试行推广到整个区政府机关外，还

17、要利用电脑网络平台公开政府管理信息，进一步提高行政效率，减少行政成本，树立高效政府形象。 在改进公共服务方式方面，政府可以通过“政府引导、市场运作”的方式，鼓励和吸引社会资本参与原来由政府包办的公益事业和公共服务，如教育、医疗、文化、体育事业公共设施和基础设施建设，社区自我管理等等，使财政资金起到“四两拨千斤”的功能；也可以通过竞争招标方式，进行市场化运作，实现政府职能市场化、政府合同业务化。政府则可以集中力量管秩序、管公平，“掌舵而不划桨”，优化经济环境，规范经济秩序，搞好经济调节，提供公共服务，树立充满活力的政府形象。 加强政策宣传，发挥社会舆论的作用，促进政府与公众的交流沟通是树立良好政

18、府形象的保障。公众对政府的认知很大程度上来自政府的宣传，政府要积极利用新闻媒介这一第四种社会力量向公众传播政府的行为和绩效，并通过深入地宣传政策绩效获得公众的支持。同时，适当地披露和检讨工作中的不足，寻求公众的谅解和信任。 总之，政府的形象塑造是事关政府经济和社会发展的一项系统工程。它的实施必将有力地推动经济发展，必须把它纳入整个政府系统建设的总体规划之中，切实抓紧抓好，以推动经济和社会的持续、健康、快速发展。 参考资料： 1.胡宁生，政府公共关系教程，中共中央党校出版社，1998 2.诸云茂，公共关系与现代政府，上海大学出版社，2002 3.唐琦玉，浅谈入世后政府形象建设，成都行政

19、学院学报，2003 4.韩承鹏，信息时代的政府形象构建，党政论坛，2001 5.黄凯旋，试论建立良好政府形象问题，理论研究，1999 6.徐中奇，论我国地方政府形象塑造的内涵和意义，党政干部论坛，2000 7.李素萍，论政府形象建构，西南民族学院学报，2002 8.杨冠琼，政府体制创新，经济管理出版社，2000 9.陈敏仁，论县（市）政府形象塑造，中国软科学，1998 /Porganization system and working mode, the selection of a number of municipal strengthening group to build innova

20、tion and strengthen the organization of the basic level organizations advanced model.(seven) the manual work of the Communist Youth League Organization published and League branch of manual work, to promote the use of two manuals in the citys organizations at various levels. The county committee, di

21、rectly under the group (work) is under the jurisdiction of grassroots League and group (total) using branch ratio shall not be less than 70%.Three, to further strengthen the groups leadership and team building(a) to strengthen the leagues leadership at all levels of construction. Continue to do a go

22、od job of municipal Party Committee Organization Department on the strengthening of the Communist Youth League cadres management opinions implementation. To promote the group counties (autonomous counties, cities) Commission and city directly under the group (workers) appointed to carry out the Five

23、 team building activities. Improve the League Association Department working mechanism. Conscientiously fulfill the duties of CO, combined with the city group directly under (the) Committee of the general election and the adjustment, actively jointly with the unit where the party organization depart

24、ment good group leadership selection with the work. Do a good job in municipal Party committee assistant committee leadership and leading cadres of the annual assessment work, adhere to and improve the assistant secretary of the Communist Youth League talk system group To weave individual conversati

25、on and collective conversation, to strengthen the committees of all levels, the Standing Committee of the Standing Committee, the establishment of a sound system of central group learning, the system of investigation and study, the system of important issues and the reporting system.(two) to strengt

26、hen the work of education and training of cadres to conscientiously implement the Central Committee. On the implementation of grassroots cadres training project and opinions on carrying out the mission municipal CYL Cadres training project implementation opinions, full implementation of the project

27、of the City Youth League cadres training education. Focus on the county grassroots cadres and workers focused on training, the new school system vocational training League cadres, for the Municipal Organization Department jointly held the third session of the Communist Youth League system training c

28、adres in party. Focusing on the construction of new socialist countryside, strengthening village cadres and rural construction team group member of the young team, the county organizations at various levels throughout the year is expected to train 100 00 rural grassroots cadres, plans to train 1000

29、village secretary of the village Party branch.(three) actively promote grassroots cadres election work. Under the unified leadership of the party organization, to strengthen grassroots organizations direct work, standardize the election work rules and procedures, in the designated candidate, open co

30、mpetition to democratically elected branch secretary at the same time, actively and steadily the development of Township, streets and other grassroots organizations in the direct election of the pilot work, on the basis of summarizing the experience and gradually expand the scope of the pilot, and g

31、radually formed a set of measures and cadres election system.(four) to strengthen the cadres testing exercise. To study the development of XX city from 2006 to 2008 cadres testing exercise planning. To select outstanding cadres to the central mission in Beijing, Shanghai, Guangzhou and other central

32、 organs and sending work in developed areas. With the Central Committee the implementation of the western region and ethnic minorities cadres training plan . To carry out the eighth batch of municipal organs attachment cadre management, selection, training work. The outstanding cadres to start the N

33、ational Development Bank XX branch testing exercise.(five) to strengthen the group construction. The main position to play the role of Youth League cadre education and training as the city, in accordance with the requirements of post training, further curriculum scientifically and rationally, adopt

34、arrangement menu course, basic theory includes group work, focus, hot and difficult issues, to enhance the content and practice; to strengthen the construction of teaching staff, the integration of teachers, establish a quality teacher training team, establish and implement course evaluation system;

35、 take delivery of training to the countryside, on-site training, and increase the rural grassroots cadres training efforts.Four, efforts to strengthen the work of young talent(a) to tenth XX young 54 medal in recognition of the publicity, and actively explore the XX youth service. 54 Medal of instit

36、utionalization, standardization and socialization mechanism. Give full play to the XX award in recognition of 54 youth medal Association, Youth Award winner in the 54 chapter, investigation activities. Who won the Youth Service medal, dedication to the society to create conditions, build the stage.

37、During the 54, named in recognition of the tenth XX young 54 medal. The association of XX editing of young talent , the exchange of information and communication platform for the XX of outstanding young talents.(two) the establishment of municipal Party committee of young talent information database

38、. In accordance with the feasible, effective, classification management, implement step by step principle, the establishment of municipal Party committee of youth talent database; guiding organizations at various levels generally established the young talent database, construction of city, county (d

39、irectly under the Communist Youth League), grassroots organizations three young talent information database the relevant information collection system, and gradually establish the citys young people, the Communist Youth League youth talent information network, provide information platform for young

40、talent resource development.Five, take effective measures to strengthen the mission management(a) to strengthen the mission management work. Strengthen the dues collection and management, continue to adhere to the dues collection regularly reporting system, the annual comprehensive award in recognit

41、ion of the tour and the tour one vote veto system audit system. Do statistical work in the group. The group service award in recognition of the advanced units, standardization, promoting group management work institutionalized.(two) to strengthen the organization of research and information exchange

42、 efforts. Grassroots carry out research, efforts to form a number of theoretical results. Make full use of the network carrier, to explore the establishment of electronic group service system, promote the work of Communist Youth League information.Attachment 4:XX municipal Party Committee Propaganda

43、 Department of the Communist Youth League work pointsIn 2006, the Communist Youth League propaganda ideological work XX to Deng Xiaoping theory and the important thought of Three Represents as guidance, study and implement the partys sixteen and the spirit of the the fifth Plenary Session of the 16t

44、h CPC Central Committee implementation of the eight plenary session of the two committee, the citys cultural work conference, the Propaganda Department of the meeting and the the fourth Plenary Session of the 15th CPC Central Committee permanent mission spirit, closely around 11th Five-Year XX the g

45、oal of full implementation of Scientific Outlook on Development, emancipating the mind, seeking truth from facts, keep pace with the times, close to reality, close to life, close to the young, persevere grasp orientation, grasping deepening, grasping construction innovation, further improve the grou

46、ps propaganda and ideological work ability, unity To guide the majority of members of the youth to achieve the 11th Five-Year planning tasks, the overall construction of a well-off society, building a socialist harmonious society to make new contributions.One, adhere to the Three Represents importan

47、t thought and Scientific Outlook on Development education to guide the youth, to further strengthen the ideological and political education of youth(a) armed with youth science theory. Unremittingly with Deng Xiaoping theory and the important thought of Three Represents armed members of youth educat

48、ion, to promote the study and implement to expand the depth and breadth. To study and implement the important thought of Three Represents with the establishment and implementation of Scientific Outlook on Development combine with the implementation of the requirements of constructing socialist harmo

49、nious society with Scientific Outlook on Development, carry out education as an important part of the theory of armed youth in the new period, strengthen the establishment and implementation of Scientific Outlook on Development education, educate and guide the youth to fully understand the great sig

50、nificance of establishment and implementation of Scientific Outlook on Development, in-depth understanding of the Scientific Outlook on Development era back The king, the practice foundation, basic connotation, historical status, spirit and practice requirements, a profound understanding of Scientif

51、ic Outlook on Development with Marxism Leninism, Mao Zedong thought, inheriting and developing relationship between Deng Xiaoping theory and the important thought of Three Represents, to help young people establish and consciously practice Scientific Outlook on Development. Persist in learning, gras

52、ping the backbone, grasp the practice, grasp the opportunity. Catch club, effective way to grasp the network, with the group of cadres, young students and young backbone fronts as the focus, to promote the work of the armed youth theory to develop in depth, to help the youth continue to firm ideals

53、and beliefs, to build a powerful spiritual pillar. To carry out the study and implementation of the partys sixteen session of the five Eight plenary session of the two plenary session of the Central Committee and the party spirit, to the citys Youth League members thinking into the spirit of the mee

54、ting, to achieve the goal of national consciousness and XX economic and social development in 11th Five-Year period. Contribute to help and guide the youth to a profound understanding of the significance and main task of building a socialist harmonious society, actively join the construction of soci

55、alist harmonious society.(two) to strengthen the ideological and moral construction of teenagers. Thoroughly implement the central spirit of the document No. 8, No. 16 and the program for Improving Civic Morality to minors and students as focus groups, to strengthen and improve the ideological and m

56、oral construction of minors and the ideological and political education of college students. Make full use of the spirit and the spirit of the Three Gorges migrants Hongyan XX unique the use of educational resources, school, into the team, the league, to join the party, adult occasions, extensive Ho

57、ngyan spirit generation theme education activities. Use of holidays and leisure time, youth organizations three rural areas, four communities, four and moral practice, guide the youth Youth to enhance national pride, self-esteem and self-confidence, to establish the trend of the times and adapt to t

58、he trend of thinking, value orientation and behavior.(three) innovative ways and means of ideological education. Grasp the new trend of the development of the times, the new hot new features and social ideological status of young people, to further explore the methods of ideological education using

59、modern technology and communication mode of education make lively and vivid, fully embodies the close to reality, close to life, close to the young principle through the cultivation and selection. Hongyan demonstration group, good boy, Hongyan Hongyan Youth and other forms of more scientific use of

60、advanced typical influence and promote youth, and strive to create advocating advanced, learning advanced, striving to advance a good atmosphere.Two, in order to forge ahead with the motherland, and XX with the development as its theme, guide the youth to build a common ideological basis for the con

61、struction of a socialist harmonious society(a) grasp the theme of the purpose of the activity. The go ahead with the motherland in the youth, and XX with the development of theme educational activities. Vigorously promote patriotism as the core of the national spirit and reform and innovation as the

62、 core spirit of the times, the combination of youth with common ideals and beliefs, with great achievements in socialist modernization the motivation of youth, the youth to enhance self-confidence, sense of mission and responsibility to educate and guide the youth to personal pursuit into the common

63、 pursuit of all people, their personal struggle into the great practice of building socialism China characteristics, further firmly follow the party China characteristics The confidence and determination of the socialist road, and build the common ideological foundation of the young people to build

64、a socialist harmonious society.(two) rich theme activities. By carrying out the two generation dialogue , in my eyes, the charm of XX situation and policy through activities such as lectures, report, seminars, theatrical performances, mass cultural activities, to help young people understand Chinas

65、reform and opening up the extraordinary journey and brilliant achievements achieved fruitful results, to understand the citys economic and social development since the new XX, so that young people understand, love the new XX, and then to the construction of the new XX, a firm with the party on the road to socialism with China characteristics of faith; make full use of the 54, 61, National Day and the co