目前我国政府正在经历着由管制、管控向简政放权、提倡服务、提升服务的

转型时期,在全面开展党的群众路线实践活动的背景下,如何更好的贴近群众,

如何做好社区基层群众的服务工作成为政府部门转型的工作前站,为此全国各地

纷纷针对如何做好群众服务工作开展了全面深入地探索和讨论。目前我国政府已

多次提出政府工作必须向服务型政府全面转型,但由于工作起点低、起步晚,实

际服务工作缺少理论支持和实践指导,很多都处于摸索阶段。因此,笔者希望能

将所学的服务营销理论知识与自己实际工作TD街道社区网格化服务”相结合,为

提高我区政府在社区服务方面的水平,寻找一些方法,总结一些经验。本文釆用

了理论分析、对比分析和实证分析的方法,首先从国内外社区服务情况对比进行

切入,提出政府社区服务的实际目标应是围绕如何满足社区群众需求、提高社区

群众的满意度开展,其次以自己工作过的TD街道社区网格化服务’’作为研究对象,

通过从7P模型的各角度分析找出工作中存在的问题,运用SWOT模型分析得出工

作定位及前景,并在针对各角度的问题运用营销策略进行解决改良,进而寻找出

提升TD街道网格化服务工作的方法。

本文的案例表明,服务营销的运用可对政府社区网格化服务工作提供全面系

统的分析,可以找出工作中长期未能得到重视的问题,并通过树立服务理念,建

立服务系统,开展内部营销,规范服务流程等一系列服务营销策略,从根源开始

系统地改善整项工作,从而提出服务营销理论可以帮助政府在分析研究“明确政府

服务工作导向、建立服务系统、保证服务质量等多方面问题的可行性。

关键词:服务营销,政府社区服务,社区网格化服务,应用探讨

THE APPLICATION OF THE GRID OF SERVICE

MARKETING IN COMMUNITY SERVICE

ABSTRACT

Nowadays,our government is experiencing the period of the function transaction

from regulation and controlling to reducing and decentralization, as well as to avocation

and improving the service. Under the background of the Party's Mass Line Practice

carried out in foil in the nation, how to better the populace and improve the service to

the community has become the front station of the transaction of government function.

In that case,the exploration and discussion of how to improve the service to the

community have been undertaken all over the nation. Though the government has put

forward to establishing a service-oriented government many times, the work has stood

at the trailing period for the work lacking in theory and practice guidance, as well as the

low and late starting point. Therefore, this essay tries to find out experiences and ways

to improve the community service by combining the theory of service marketing and the

practice of TD grid of street community service. Theoretical analysis,comparative

analysis and empirical analysis are adopted in the essay. First, by comparing the

difference of community services home and abroad, the idea that the aim of government

service to community should be carried out on the basis of meeting the demand of the

populace and enhancing it, is set. Second,the practice of TD Street Community Grid

Service will be improved by the following ways: taking TD Street Community Grid

Service as tiie practicing object, analyzing the problems by mxalyzing the 7P mode from

different angles,analyzing in tiie way of SWOT to find out the working orientation and

prospect,and at last, solving the problems in all the angles by using the marketing

tragedy.

In this essay, the using of service marketing helps the government grid service for

the community in the following factors: providing comprehensive analysis; finding out

the problems ignored in a long period; improving the whole work systematically from

the very beginning by establishing service concept, setting up service system,

undertaking internal marketing, and standardizing service procedure; and in the end,

enhancing the service level On tiie other hand, it verifies the practical feasibility of the

service marketing theory in the fields of solving the definition of the government

service orientation, establishing service system and ensuring service quality.