How to promote local entrepreneurial activities through government marketing: based on the case study of entrepreneurial marketing by Wuhan Municipal Government
【Abstract】In the new normal, innovation and entrepreneurship are becoming the important engines of economic development in China. Therefore, how to improve the entrepreneurial enthusiasm of the public has become an important work of governments at all levels and led to the government entrepreneurial marketing practice. This paper uses Wuhan as the object of case study to explore its government’s practice of entrepreneurial marketing. It can be found after in-depth study that the essence of government entrepreneurial marketing is the sense-making on entrepreneurship by the government. Its key lies in the sense-giving interaction between the government department, as the marketing subject, and the target group as well as other interest subjects, so as to enable all subjects to form a unified understanding of entrepreneurship through their mutual sense-giving and high interaction, thus promoting the emergence of collective entrepreneurial behaviors. This study not only reveals the general process and rules of government marketing construction, but also provides valuable guidance for the government marketing practice in the future.
【Keywords】 government entrepreneurial marketing; sense-making; sense-giving; entrepreneurial intention;
(Translated by ZHAO Wenyue)
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