On the "New Public Management" in the customer-oriented

[Abstract] This paper attempts to generate the background, the main object relations and other aspects of the new public management of a defined customer-oriented and analysis, and reference ISO9000 quality management system guided by customer-oriented out of the organization to continual improvement of the PDCA cycle model discussed Customer oriented government organizations in the importance of continuous improvement. also discussed the new public management in customer-oriented functions of the government led the Chinese government to the management from the managed service government changes.

[Keywords:] customer-oriented new public management
"New Public Management" from the traditional public administration evolved on the basis of its management of public affairs as a new concept and a new model is popular worldwide, in turn, the traditional concept of public administration and behavior and form the great impact and shock.

"New Public Management" was launched first in Britain and later in Australia, New Zealand, Japan and other countries set off, and then spread to other developing countries, it is based on the West since the 80 years since the last century, changing social reality, more adopted the concept of enterprise management, methods and techniques to introduce market competition mechanism. from the development of the sense of discipline, which absorbed the most recent multi-disciplinary Research, the theory has a multidisciplinary background in public administration, based on the Jina economics, management science, especially the business management and political science, sociology, policy analysis, public relations disciplines, such as point of view. The aim is to improve the management of public affairs and public service quality. It claims to break through the government management of public affairs exclusive, to achieve the diversification of management; required to reposition the relationship between government and citizens to form a "customer-oriented" main, object relations; to abandon the practice of the government the right to embrace and adopt market-oriented operation mechanism; to change the command type, management type, and further establish the communication, consultation type management; in job performance evaluation, the correct course of action over the past tendency to emphasize only the more output-oriented effectiveness and overall efficiency.

"New Public Management" advocated in the modern market economy, with the increasing complexity of social affairs, public demand for diversification and strengthening of character, as well as the synchronization preferences extension and intension to expand the government's administrative philosophy, organizational principles and operation mode should be calm and profound changes, and recycling. the whole process of reinventing government should be based on such values: customer-oriented, competition-oriented, results-oriented center, providing a holistic, coherent, seamless services in order to achieve the same output or input to get more production to reduce costs without reducing, and ultimately meet the needs of customers and win market competition.

First, customer-oriented background and reasons: the customer by the producer society to society
After the mid-19th century, with the market development and technological progress, large-scale industrial production mode dominates, then the society is a producer-oriented society, the decision of the national income model, relative to the total supply More importantly, aggregate demand, which was reflected from the side of the social situation: As the market is relatively broad, the role of the customer is not highlighted, producers dominated society, the society presented a seller's market. In this industrialization model under the influence of government and other public organizations, these organizations have gradually incorporated the principles and operation mode, the formation of a functional division of labor, hierarchical mode of control of the bureaucracy.

Early 20th century, especially after 30 years, the demand relative to supply is more important to the national economy, so the decision of the national economy aggregate demand model is modified to determine the model. To the 20th century, 80 years, all major aspects of society appear to varying degrees a buyer's market, the customer community is established, the customer is God's idea from the commercial sector expansion to all areas, can meet customer needs related to survival and development of all types of organizations, the Government is no exception. For the government, whether meet the public demand is the basis of its legitimacy and effectiveness.

Second, the "new public management" in the main customer-oriented, object relations
Long time ago, Rousseau, the relationship between people and the government will be defined as master-servant relationship, according to this theory, government officials are servants of the people, of course mainly to provide services, but in the traditional theory of public administration, government regulators in the top of the social pyramid, which was ordered to the jurisdiction of public power, between the government and the people who control the relationship between the regulator and being, making it popular with officials in the general sense of elitism, so they will own the relationship with the people located in the inequality. In the "new public management" in that relations between the government and the public in real terms is the "contract", the Government should be the basis of equality for the community, the public services, so it is more to learn from the marketing point of view, Government managers are public goods that the producers and for those who have. And the people are to accept this demand and the products and services "customers" that a democratic government and the existing value of the services is to their citizens, managers must be people-centered, for the public services to meet customer needs. shows that the new correction of the traditional public administration body centered, stressed that "customer-oriented" object centered, conceited change from the previous managers as "customer first."
Third, to fully understand the "new public management" referred to the definition and scope of government customers
To customers in the business model is the most authoritative interpretation of the world from a more recognized ISO, the International Organization for Standardization (International Organization for Standardization). The organization is a multi-national coalition of non-governmental organizations, was established in 1947, its publication the ISO9000 standard to the definition of the customer and customer-oriented role in the business model to be elaborated, they think the customer focus (Customer focus) is the source for development of the organization, the organization is dependent on the customer. Thus, an organization should understand the customer current and future needs, meet customer requirements and strive to exceed customer expectations. the customer is "receiving products, organizations or individuals." client end users such as consumers, retailers, beneficiaries and the purchaser, the customer can be a supply-side organization internal or external. If the Government is that governmental organizations, civil service internal customers. customer needs are constantly changing, therefore, the organization not only to understand the current needs of the customer master, but also to understand customer needs and expectations of the future, we should always focus changes in customer demand. while organizations should be recognized explicitly and implied needs of customers, understanding customer expectations, including the organization's ability to meet and not meet expectations, and communicate with customers, the customer's requirements into the objectives and organization needs, and decomposition of the implementation within the organization to meet or exceed customer requirements and expectations. the Government, as an organization, do the analysis of customer needs is critical. reposted elsewhere in the Research Papers Download http://www.hi138 . com Fourth, customer orientation is the "new public management" initiative, "Reinventing Government" the source
In a customer-oriented society, consumer groups in the primary position, and with the development of society, consumers are gradually aware of and adhere to the primacy, the different preferences for their needs, to improve consumer satisfaction , the supplier must provide personalized, efficient, high quality, diverse new products and services. because of the government's expansion of management services organizations, the growing customer needs and expectations of the gap between, this " potential "will promote the government's own lack of organizational change to improve service levels to enhance the government's reputation and image. The momentum from the government organizations to determine the needs of external customers, and turned into a source for reinventing government.

Fifth, the "new public management" customer-oriented organization to continual improvement will enable the Government to provide a virtuous circle
In the ISO9000 standard management system, proposed a demand-driven by the customer and the organization leads to sustainable improvements in the PDCA cycle (Plan: Plan, Do: the Executive, Check: Check and Action: Action), shown in Figure 1.
Figure 1, the requirements of customers and stakeholders, including the legal and regulatory requirements as input to product realization, through the product realization process, output products submitted to the customer to obtain customer satisfaction. Including "management responsibility", "Resource Management", "Products realization "and" Measurement, Analysis and improvement "of the system on behalf of four plates, four plates formed by the arrow loop, that system is constantly rising in cycles of continuous improvement. governmental organizations, customer-oriented as the starting point of a virtuous circle, will enhance its the level of customer service people.

Sixth, the "new public management" in the customer orientation deviations
In the customer-oriented is difficult for customers to make accurate judgments, even cause the demand for different customer groups is the exact opposite of. Also present customers, potential customers, recent customer, long-term customers, internal customers, external customers, individual customers , the overall customers, direct customers and indirect customers are different. in the understanding of customer needs, because the customer knowledge, technological level, the different interest groups, will propose a number of seemingly reasonable, but may damage the formation of the interests of other customers, or sacrifice environment, or the expense of the demand for resources, which requires government organizations to understand the customer needs to use the scientific development concept holistic thinking, discriminating. to government land planning department, for example, all the land there is no objection to the construction unit is the approval of the Government organization's customers; but not all of the customers in these units were submitted for approval on behalf of the interests of different groups, as a commercial organization should first consider the maximization of their interests, the proposed requirements may be harmful to the public, the largest customer community interests and public needs of customers is not easy easy identification. Therefore, as a unit of land planning department for approval to meet the needs of this customer is the legality of the program, a one-time notification obligation, approval and express the results in a timely manner. And not always considered to meet the needs of their unilateral interests. If the government organizations do not recognize or did not strictly follow the implementation of this principle will lead to customer-oriented bias.

Seven, the "new public management" customer-oriented innovation governance in China: from the "management-oriented government" to "managed service-oriented government" changes
After 20 years of reform, the Chinese government governance model has been successfully achieved by the "control-oriented government" to "managed service-oriented government," the change. At this stage of the Chinese government, both internally and that the government itself, or outside the surface to the community, must undertake the burdensome management functions, at least not yet managed to play down the stage. Meanwhile the government position on the "management service" means not ignoring the importance of governmental public service, but to continue to expand public services range, the maximum increase quality of public services. The Chinese Government for the purpose of serving the people, to meet the masses of the overall customer demand, the public should pay attention to our first duty incumbent upon all levels of government. From a development point of view, Government should better fulfill such responsibilities and effectively promote the economic and social development and progress.

In short, customer orientation is the "new public management" core. In reality it is necessary to promote the use of customer-oriented transformation of government organizations to enhance the level of government to serve the public, so that a sustained improvement of government work, but also against the blind pursuit of customer demand or customer groups failed to make accurate judgments, while the bias problem arising from the work of, our party and the government will further implement the scientific concept of development; to people-centered concept of great practical significance.



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