A good organizational image can provide endless power for the survival and development of an organization. The image of the government comes into being with the birth of the government, which is of great significance to the survival and development of the government. With the development of China's political democratization and administrative modernization, the public's requirements for the government are getting higher and higher, and the government image has gradually become one of the important standards to measure the government's performance.

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The government image system can be divided into three parts: concept system, vision system and behavior system. The concept system is the core, the highest decision-making level of the government image system, reflecting the basic values of an organization, the spiritual force driving the behavior of organization members, and can be regarded as the heart of the government; Behavior system is the key to image building and communication, which is reflected in the government's formulation of corresponding administrative objectives, decision-making and implementation, and can be regarded as the hand of the government; The visual system is the visual element of the government image. It uses government buildings, office environment, office supplies, publications and other carriers to accurately and clearly convey the concept and behavior characteristics of the government as a public management role to the public.

The purpose of shaping the government image is by no means to maximize its own interests, but to maximize public interests and urban interests in the long run.

The government idea system is the core and soul of the government image system, and it is the foundation of the development of behavior system and visual system.

The Provisions of Shanghai Municipal People's Government on Strengthening Self-construction proposes to make efforts to build the municipal government into a government that cares about and enjoys the people's services, a responsible government that is pragmatic, efficient, honest and diligent, and a government ruled by law that is administrative according to law, fair and strict. It can be seen that the core of the concept system of Shanghai government is to establish a service, rule of law and responsible government.

Serving the government embodies that the fundamental purpose of public management is to realize public interests. The government does not have its own individual interests, but takes the realization of social public interests as its starting point and destination. The responsible government embodies the main body of the public management system, and the government's responsibility for exercising public rights is limited and statutory. The government should focus on what enterprises and institutions can't do, can't do well or don't want to do, and bear limited responsibilities. The government ruled by law embodies the legality of administrative power, administrative organization, administrative system, administrative functions and administrative funds.

The behavior system of government image is the concrete development of concept system and the basis of public perception of government image.

The government visual system refers to the visual sign that the public recognizes the government management and service behavior. With the help of specific visual elements such as names, signs and patterns, and with government buildings, office supplies, personnel costumes, official vehicles, government documents and government websites as image carriers, the concept and behavioral characteristics of the government as a public management role are accurately and clearly conveyed to the public.

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The image of the government is a mixture of the objective existence of the government and the subjective cognition of the public. It is undeniable that the objective existence of the government is the basis of the government image, and a government that has done nothing will not be respected by the people for no reason. But even if what the government does is to serve the public, it may not be able to establish a good government image in the public mind. The government's "doing" and "saying" are very important. "Doing" is aimed at the composition of the government image, and "saying" is aimed at the dissemination of the government image. To this end, efforts should be made in the following two aspects:

1. Establish unobstructed information channels and spread the image of the government.

Establishing an unobstructed information channel is the only way to spread the government image, which not only embodies the government's desire to seek social supervision and communicate with citizens, but also shows the government's determination to shape a good government image.

Now there are five ways for Shanghai citizens to know government information: log on to the corresponding government website. For example: "China Shanghai" (www.shanghai.gov.cn); The new Shanghai Archives provides some government information disclosure services to the public; Call the consultation hotline set up by various government departments; Send e-mails to relevant government departments; Go to the inquiry room and acceptance point set up by relevant government departments for on-site consultation.

On the surface, the disclosure of government information is the change of government's way of doing things, but in essence, it is the progress of the ruling spirit, which shows the government's good desire to shape the image of the government and the concept of trying to serve the people. In developed countries, administrative openness and decision-making democracy have become important symbols to measure the image of the government.

2. Use major events to spread the image of the government.

The spread of government image depends not only on the daily shaping of government image, but also on the planning ability and resource allocation ability of the government in major events, as well as its influence and appeal. If handled properly, it can greatly improve the image of the government; However, if it is not handled properly, the original good government image is very likely to be destroyed.

Shanghai will host the World Expo in 20 10, which is another great historical opportunity after Pudong's development and opening up in the 1990s. The World Expo is an opportunity, which will have a far-reaching impact on Shanghai's economic and social development, and also put forward higher requirements for Shanghai's comprehensive development capacity. The theme of Expo 20 10 is "Better City, Better Life". The Shanghai Municipal Government is making active preparations in all aspects. Expo 20 10 will show the world a modern and civilized city and let the world know more about the ever-changing changes in this city.

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The shaping of a good image of the government is a gradual process.

Shanghai is an economically and culturally developed area in China. Shanghai has a relatively standardized business and investment environment, a mature surrounding industrial environment and a concentrated talent environment. The management of government departments in Shanghai is pragmatic and efficient. These have become the reasons why foreign investors choose to invest in Shanghai. It can be seen that the image of Shanghai government has become a valuable intangible asset in Shanghai, which has accumulated a strong gathering ability for Shanghai.

In China, the history of government image-building is not long. It was not until 1997 that the government image research project was established in China, and the government image was officially put on the agenda. In just a few years, the Shanghai Municipal Government has created a good government image. However, shaping the image of the government is not achieved overnight, but a long-term and unremitting systematic project. In this process, we should fully understand and face possible difficulties and setbacks with a positive attitude, and gradually shape a trustworthy government image.