隨著政治型態朝向民主化之路邁進,文官制度體系也隨著政治型態發展,調整其內容。有鑒於公務人員遵守行政中立之需要,開啟了推動行政中立文化,也為了讓公務人員了解行政中立之內涵,逐漸推動各項行政中立訓練與宣導。但在訓練與宣導持續進行過程之中,仍時有違反行政中立案件與議題發生,本研究遂以政策行銷模型為主要分析架構,探討行政中立訓練與宣導推動之環境、目標、手段與工具的運用,並針對其問題現況給予相關政策建議。 本研究以保訓會推動之行政中立訓練與宣導為主要研究對象,利用深度訪談法訪談相關首長、執行人員、專家與學者。根據訪談與文獻資料蒐集後分析的結果,可以得到以下研究發現: 1.行政中立訓練與宣導之政策行銷在環境方面深受政治環境之影響,且民意扮演了相當重要 的角色。 2.在設定行政中立訓練與宣導之目標時,著重於訓練之目標設定而忽略了宣導之目標設定,易造成宣導部分僅有實施情形之回報(output),而具體績效(outcome)則難以評估。 3.在核心行銷策略方面,其透過多元化方式來進行訓練與宣導,但在人力精簡與經費之短 缺,增加了執行面之困難。 4.在行銷結果評估與回饋方面,其定期針對執行成效進行回報,並透過問卷調查來控制執 行之績效。 透過此個案研究,了解政府透過政策行銷手段與工具之運用,可以達到以下的功能: 1.政策行銷是種透過系統化的推動過程,提供一套決策架構,有助於政策順利進行,來達成政策目標。 2.同時利用訓練與宣導方式來幫助行政中立理念的建立,進而實踐於社會中。 3.透過政策行銷的過成建立良好的政府形象。
With the political patterns toward the road of democratization, civil service system should adjust itself. In view of the public servants to comply with the needs of administrative neutrality, arise the culture of promoting administrative neutrality. In order to allow public servants to understand the meaning of administrative neutrality, many promote the training and promotion have been hold. But in the ongoing training and promotion process, there are still cases of violation of administrative neutrality and issues occur. Then in this study use policy marketing model as the main analytical framework to analysis the environment, objectives, means and use of tools, and give the status of issues the relevant policy recommendations. In this study through Civil Service Protection and Training Commission as the main object of study. Use interviews with relevant experts and scholars. According to the analysis of interviews and data collection, get the following finds: 1. The political environment has a very huge influence in the policy marketing of administrative neutrality policy advocacy training and public opinion plays a very important role. 2. In the setting of administrative neutrality of training and advocacy goals, focus on training and ignore the goal setting of advocacy, could easily lead to only a part of the implementation of advocacy situation returns (output), and specific performance (outcome) is difficult to assess. 3. In the core marketing strategy, through diversification of tools to training and promotion, but the shortage of manpower and funding increase the difficulties of implement. 4. In the marketing aspect of outcome assessment and feedback, its effectiveness regularly on the implementation of return, and through questionnaires to control the execution of the performance.