政策行銷理論意涵之研究

Abstract

本文所欲探討的問題有三：第一，釐清行銷、社會行銷、以及政策行銷的理論意涵為何；第二，釐清微觀層次上，為什麼政策行銷（marketing）並不等同於政策促銷（promotion）的概念；第三，釐清宏觀層次上，為什麼政策行銷（policy marketing）並不等同於公共部門行銷（public sector marketing）或是政府行銷（government marketing）的概念。政策行銷與市場行銷的概念不同，其理論基礎係來自於社會行銷，然而行銷並不只是促銷或廣告，政策行銷是以政策為本位，以議題為中心，可能牽涉到不同的公共組織，共同達成政策目標或實現價值，因此和公共部門行銷或是政府行銷追求組織的生存發展也有所不同。筆者因而認為，政策行銷是政府部門的機關與人員透過政策行銷策略工具之組合，與公民顧客之間完成價值交換關係，以實現政治目標，並因勢利導、促成特定社會行為的政策過程。

In this paper, three research questions are explored： theoretical foundations of marketing, social marketing, and policy marketing; the concept of policy marketing is not identical to policy promotion, while it is different from government marketing and public sector marketing. The author emphasizes that marketing is not just promotion or advertising. To achieve policy goals and realize exchange values, issue-centered policy marketing might concern involvement of several public organizations, whereas public sector marketing is in search of its own survival. The author defines policy marketing as follows. To realize political objectives, policy marketing is a policy process to promote specific social behavior between the governmental agency and the publics’ value exchange relationship by strategic instruments of marketing mix conducted by administrative agencies and personnel.