政府政策行銷作法之探討-以濕地保育政策為例

摘要全球氣候的變遷致使天然災害發生頻仍，嚴重威脅人類居住的環境。各國政府為減緩氣候異常變遷所帶來的危害，無不用盡各種方法與全力。濕地的保護政策乃至全球157個國家簽署「拉姆薩公約」(Ramsar Convention)，亦為其各種方式中重要的一環。我國雖非簽約國之一，但對濕地應如何保育、如何復育、如何教育及如何明智利用、永續發展等課題，亦是責無旁貸。本文以Snavely之政策行銷模式為研究架構，即服務、成本、倡導與告知、合法性權威、人力資源及政策分析為主要分析行銷策略，探討濕地保育政策的行銷策略。以公部門政策行銷概念為面向，分析近來年政府對濕地政策推動之過程，是否考量組織內外環境之合宜與否、確定政策標的人口（target population）、政策行銷策略是否同時針對組織內外顧客行銷，以同時獲得內外顧客的支持與配合，並對政府濕地政策推動提供建議。

關鍵字

濕地；拉姆薩公約；明智利用；政策行銷；政策標的人口；永續發展

並列摘要

Abstract Global climate change causes natural disasters occurred frequently, a serious threat to human living environment. Governments to slow the dangers of abnormal climate change, they used various methods and best. Wetland protection policy and even the global 157 countries signed the " Ramsar Convention "（Ramsar Convention）, is also a important part of the various ways for it. Our country is not one of the signatories, but how how should on wetland conservation, restoration, how to education and how to use it wisely, subject, is also the responsibility. In this paper, the policy of Snavely marketing model as the research framework, namely service, cost, advocating and inform the authority,legitimacy, human resource and policy analysis as the main marketing marketing strategies.to public sector policy oriented marketing concept, analysis in recent years the government policy to promote the process of wetland, whether to consider the right of the inside and outside the organization environment or not, determine the policy target population (target population), policy does marketing strategy, at the same time, in view of the customer marketing inside and outside the organization, to gain support and cooperate with internal and external customers at the same time, and wetland policies to provide advice on the government.