From “Control” to “Serve”: Brand-construction of Public Service of CII

  • Ying Zheng
Conference paper
Part of the Lecture Notes in Electrical Engineering book series (LNEE, volume 242)


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.


New public administration Public service Brand-construction of China immigration inspection New administration mode 


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I am grateful to my teacher Wenli Xu associate professor for her guidance and help, and also thank the police of Shenzhen bay immigration inspection station for the selfless help and support.


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Copyright information

© Springer-Verlag Berlin Heidelberg 2014

Authors and Affiliations

  • Ying Zheng
    • 1
  1. 1.University of Electronic Science and Technology of ChinaChengduP. R. China

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