- 學位論文
社群媒體運用於政府機關行銷策略之研究
The Study of the Marketing Strategies of Applying Social Media to the Government
摘要
本研究目的主要為探究社群媒體運用於政府機關行銷策略，瞭解政府機關人員對政府機關運用社群媒體包括Facebook和LINE行銷策略現況之意見，探討不同背景變項之政府機關人員在政府機關運用社群媒體行銷策略之意見的差異情形。其中背景變項，包含：性別、年齡、學歷、年資、職務、地區、社群媒體等七項；另一變項為經營策略，包含：公事傳達、溝通意見、聽取建言、活動通告、社群建置因應政府機關運用社群媒體行銷策略之五大構面，以「社群媒體運用於政府機關行銷策略之研究問卷」為研究工具。 本研究以六都地方政府機關人員為母群，採取量化問卷調查，發出問卷600份，回收有效問卷543份。經統計分析，研究結論如下： 一、政府機關已充分運用社群媒體於行銷策略。 二、不同地方政府機關運用社群媒體行銷策略：新北市在「公事傳達」、「溝通意見」、「社群建置」、「整體層面」等構面表現較優，臺南市在「社群建置」、「聽取建言」、「整體層面」等構面表現較優，桃園市在「活動通告」表現較優。 三、地方政府機關運用不同社群媒體行銷策略：在「公事傳達」、「溝通意見」、「活動通告」、「社群建置」、「整體層面」等構面以使用Facebook表現較優，在「聽取建言」以使用Facebook及LINE表現較優。
並列摘要
The object of this study focuses on applying social media to the marketing strategy of governmental agency, understanding the staff members’ feedback of applying social media includes Facebook and LINE to the current marketing strategy of governmental agency, and analyzing the different feedbacks resulted because of the background variability of staff members. The seven background variability include sexuality, age, educational background, seniority, position, region, and social media. The other variability is strategy of management, which includes five different perspectives: delivering paperwork, exchanging opinion, accepting advise, annunciating activity, and organizing community. Then use survey of the study of the marketing strategies of applying social media to the government as the tool to achieve the result. This study took quantitative questionnaire survey method, and selected the staff member of city government agencies from six different cities as the population. The total issued survey number is 600, and the received valid number is 543. According to the statistic and analysis, the study result is as follows: Ⅰ.The government agency has been applying social media to their marketing strategies. Ⅱ.The government agency from different provinces apply social media to the marketing strategies: the New Taipei City Government was found outstanding in the area of delivering paperwork, exchanging opinion, organizing community, and overall aspect. The Tainan City Government was found outstanding in the area of organizing community, accepting advise, and overall aspect. The Taoyuan City Government was found outstanding in annunciating activity. Ⅲ.The government agency from different provinces apply different social media to the marketing strategies: In the area of delivering paperwork, exchanging opinion, annunciating activity, organizing community, and overall aspect, Facebook was found outstanding. But in accepting advise aspect, both Facebook and LINE were found outstanding.
參考文獻
延伸閱讀
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