行動台灣應用推動計畫政策行銷之研究

A study of the Policy Marketing for the Program of M-Taiwan

胡敏琪(Ming-Chi Hu)

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(2008年)

摘要

本論文因應無線、行動上網未來生活趨勢的發展，以「行動台灣應用推動計畫」為研究個案，結合民主行政時代的政策行銷概念，檢視政府在推行新政策時，治理觀念是否因應時代轉變，更符合公眾的利益。
本論文之研究目的乃是以「行動台灣應用推動計畫」為研究標的，瞭解此計畫的起源與發展並檢視其政策行銷的現況與問題，並對其行銷成效做初步評估，提出相關建議，以期作為未來實務後續推動的參考。
本論文所採行的研究方法有文獻探討法（Literature Review）與深度訪談法（In-depth Interview）。文獻探討主要以政策行銷理論與行動台灣應用推動計畫為標的；深度訪談以政府機關、民間團體、產業界、學者和前期使用者等政策利害關係人為訪談對象。本文的研究架構依策略性行銷規劃過程加以建構，首先，分析政策行銷過程所遭遇到內外環境，並整理出行銷環境的優勢、劣勢、機會和威脅，進而檢視政策行銷目標，再以學者Snavely所提出的政策行銷組合運用，分析政策核心行銷策略，最終檢視整體行銷效益，提出研究發現與相關建議。
本文研究建議為以下五點:
一、強化內部人員行銷觀念與專業知識，並對外建立良好的公共關係
二、行銷政策時應關懷劣勢者，注重數位落差現象
三、政策產品設計應更注重顧客需求差異性，建立品牌形象、提昇附加價值，並重視行銷組合的靈活運用
四、應重視行銷稽核活動，擬定具體可衡量的行銷目標與指標
五、加強對政策延續性的重視，以建立永續發展與執行機制

關鍵字

政策行銷 ； 行動台灣 ； 行動台灣應用推動計畫

並列摘要

This thesis is written for the development of future wireless mobile life-tendency. This paper presents “Promoting Mobile Taiwan Applications Project” as study case, combining with the examination of government’s marketing policy. The examination aims to assure that the new policy accords with the trend and the public interests.
The purpose of this thesis is to regard the “Promoting Mobile Taiwan Applications Project” as a research objective. The research includes understanding the origin and development of this project, reviewing current situation and difficulties of the implementation, evaluating the initial marketing results and proposing the suggestions for the follow-up practice.
The approaches of this thesis are literature review and in-depth interview. The texts of the literature are policy marketing theory and the Promoting Mobile Taiwan Applications Project. The subjects of in-depth interview are the interested parties of the Promoting Mobile Taiwan Applications Project, such as governmental institutions, non-governmental organizations, industrial veterans, scholar and early adopters. The structure of this thesis follows the theory of Strategic Planning Model: (1) External and Internal assessment to identify SWOT(Strengths, Weaknesses, Opportunities and Threats). (2) Strategic analysis to identify and prioritize major marketing goals of the governmental policy. Further, the governmental marketing strategies are examined by Snavely’s theory of Policy Marketing Combination. The final step of this research is to review the overall marketing performance, to bring up the findings of the research and to propose the suggestions for the implementation in the future.
The suggestions of the research are divided into the following five groups：
1. Strengthen interior staffs’ marketing concepts and professional knowledge and establish good external relation.
2. Consider the minority group and the digital divide among the cities.
3. Verify the variations of customers’ needs, establish the brand image, elevate the additional value and application of the marketing mix.
4. Value the marketing audit and, specify the traceable marketing goals and indexes.
5. Reinforce the policy continuity and create a sustainable executive system.

並列關鍵字

policy marketing ； M-Taiwan ； Promoting Mobile Taiwan Applications

參考文獻

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趙友甄（2005），《網路使用者對無線區域網路接受度之研究》，國立中山大學