反貪污行銷之研究─以我國政風機構為例

A Study on Anti-Corruption Marketing— Exemplified by Ethics Units in Taiwan Government

蔣蕤玲(Jui-Ling Chiang)

指導教授 ： 顧慕晴

國立臺北大學/公共事務學院/公共行政暨政策學系/碩士(2009年)

摘要

貪污乃從古至今持續存在的問題，近來更成為跨國組織重視的議題之一，要根除貪污，就必須從預防的工作做起。行銷理論的日益發展，使行銷不再侷限於傳統的有形產品，理念及政策也能透過行銷策略的運用得當，達到預定的目標。本研究將反貪污與行銷理論結合，建構出研究架構，並期望運用行銷理論中市場區隔及行銷組合的分析，協助檢視政風機構在反貪污行銷上不足之處，進而提供改進意見，以助於提升我國清廉度。
本研究發現，市場區隔的重要性不可忽視；行銷組合部分則為：產品服務相當多元、無形成本相當重要、宣導方式宜多樣化、人力資源不足、教育為根本解決之道，以及法規限制、雙元權威的困境。另外，在與新加坡反貪污局及香港廉政公署比較後，發現有幾點值得學習之處：針對國人從小的廉政教育規劃、高薪養廉的策略、國家元首的反貪決心及身體力行、以及在行銷上有明確的市場區隔、法令規範設計周延。
最後，在反貪污行銷成效的評估方面，目前無法獲知確實結果，故筆者提出專以反貪污行銷為主的調查之建議，希望能注重評估行銷成效的方式，如此才能有所警惕，也有動力去求取進步。

關鍵字

反貪污 ； 行銷 ； 政風機構

並列摘要

Corruption is the problem which exists continually from ancient times till now, and recently becomes one of subjects which transnational organizations take seriously. To eradicate the corruption, it must start from the prevention work. Marketing theory developing increasingly, and this causes marketing no longer to limit to the traditional visible product, the idea and the policy can also achieve the predetermined goal through using appropriate marketing strategies well. The research will combine anti-corruption and the marketing theory, constructs the research construction, and expected that in the utilization marketing theory analysis can assist to inspect the deficiency of the Ethics Units in anti-corruption marketing. And then provides the improvement opinion, helps in promotes our country incorruptibility.
The research discovered that the importance of market segmentation is noticeable; the marketing mix: products quite multi-dimensional, the intangible cost is quite important, the promotion ways suitable diversification, the human resources insufficiency, the education is the basic solution, as well as laws and regulations limit, binary cell authority's difficult position. Moreover, in compares after the Singapore CPIB and Hong Kong ICAC, discovered that has several points to be worth place of the study: the honest government educational plan to all people since childhood, the “High Salary, High Honesty” strategy, the head of state be determined to anti-corruption and to personally set an example, as well as have the explicit market segmentation, and the law is rigorous.
Finally, it’s unable to know truly the anti-corruption marketing effects at present, therefore the suggestion is that specially by anti-corruption marketing investigation primarily, and hoped can pay great attention to evaluate the marketing result ways, so can have vigilant, also has the power to seek the progress.

並列關鍵字

Anti-Corruption ； Marketing ； Ethics Units

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