民主社會下警察行銷策略模式之研究

The Model Exploration for the Police Marketing Strategy in Democratic Society

林國均(Kuo-Chun Lin) ； 馮佩君(Pei-Chun Feng)

《中央警察大學警察行政管理學報》 9期 (2013/05) Pp. 113-125

摘要

行銷概念的發展一直以來都是在私人企業領域上被討論著與注視著。但由於社會意識的崛起與科技的進步，大眾的福祉將會是未來社會與經濟繁榮發展的關鍵，不僅人與人之間的來往、組織與組織之間的交流也可以預見會更加活絡。因此在考量社會福利最大化下，不僅私人企業組織，行銷的概念將會大量被運用在公部門領域（例如警察機關）與非營利組織（例如工會與廟宇），來尋求更多民眾的支持與信任。在這以民為主的時代，警察人員如何以行銷手法來消除與民眾的距離，並使之進而支持警察單位之政策實施與執法合作是一項非常重要的工作。本文透過相關文獻並以企業行銷理論為基礎，以公部門行銷角度為考量，來制定理想之警察行銷策略模式以供國內警察相關單位之參考。

關鍵字

社會福利 ； 非營利組織 ； 公共行銷 ； 警察行銷策略模式

並列摘要

The issue of marketing development is always critical and explored for the private industries. With rising social consciousness and advanced technology, the public welfare will become a critical issue that related to the development of society and economy. Not only the interaction between individuals, but also the active interaction between organizations can be expected. With the consideration of maximizing social welfare, the marketing idea will be greatly employed in public sectors and nonprofit organizations for acquiring more support and trusts of people. In the time of democracy, the issue of how the police personnel uses marketing strategy to get rid of the distance with people and make them supportive for policy practice and law enforcement is very important. This study attempts to create an optimal model for police marketing strategy through the exploration of relevant literatures with the theories for industrial marketing and the points of view for public-sector marketing.

並列關鍵字

Marketing development ； public welfare ； non-profit organization