From control to serve: Brand-construction of public service of CII

Abstract

Brand-construction of public service is an innovation and provides a new way for building a service-oriented government as present. Based on this appeal, China Immigration Inspection (CII) also attempt to transfer their function from "control" to "serve". Referring to the theory of new public administration, this paper will bring the idea of strategic enterprise brand-development into the field of public administration in China Immigration Inspection. This paper designs a China Immigration Inspection brand-construction plan after a deep discussion of definition of the brand-construction of public service and provides referable thoughts and methods for China Immigration Inspection's exploration of new administration mode.). © Springer-Verlag Berlin Heidelberg 2014.