Application and Impact of Marketing Mechanisms in the Perspective of New Public Management

Abstract

This paper explores the application and impact of marketing mechanisms within the framework of New Public Management (NPM). It begins by outlining the fundamental concepts of NPM and its differences from traditional public management, highlighting its significance in adapting to the era of globalization and knowledge economy. The paper then analyzes the specific application of marketing mechanisms in China's public sector, particularly in the promotion and optimization of e-government service platforms, demonstrating how market research and data analysis enhance the quality and efficiency of public services. Finally, the paper summarizes the value created by marketing mechanisms for the public sector and emphasizes the necessity of continuous optimization in practice to balance efficiency with equity, and market mechanisms with public interest.