Marketing theory has been pervasively studied and applied since the issue of marketing enlargement was proposed by Philip Kotler in 1969. Such theory has been not only applied by profit and non-profit organizations but highlighted by the government. The police as civil servants devote themselves to the society but the result is not satisfying as expected. Can the marketing theory help the police earn a good reputation? This study attempts to construct the police¡¦s marketing concept, to test their understanding of it, and to realize how far it has been carried out. The observations and discussions of the study can be used as a reference for future police administration re-engineering. The data are gathered by a questionnaire with five-point scales. The subjects are the police serving in central or local governments. The results are analyzed with eight variables and four dimensions: first, the present situation of police administration marketing; second, police marketing in practice; third, the essential conditions for advancing police marketing; forth, the barriers of marketing strategies. The conclusions fall into five points: first, the police¡¦s marketing cognition should be improved; second, the marketing theory can be applied in police administration; third, for promoting the performance of police marketing, relevant departments (people) concerning marketing and public relationships are necessary to be set; forth, internal marketing of police administration should be enhanced; fifth, the police should keep good relationship with communities for advancing marketing activities. Based on the discussions above, several suggestions are as follows: first, strengthening the police¡¦s marketing cognition; second, integrating Public Relations Office, Public Radio System, and Police Torch as the special marketing agency to propel police marketing; third, reestablish the police¡¦s duties and missions; forth, making ¡§absorbing and suitably responding citizens¡¦ requirements¡¨ as the basic concept held by the police; fifth, intensifying internal marketing to advance the morale in all police administrations; sixth, applying the marketing theory in accelerating the progress of police system in communities.

Due to the changing society in Taiwan, R.O.C., values are badly twisted. Many teenagers make use of holiday nights to gather on highways to conduct dangerous driving (motorcycle racing). They cause traffic jams and obstruct traffic notoriously. What's worse, they even use violence to attack passengers, on-duty policemen and related government offices. Such behaviors not only break the law but also critically endanger social public security, posing threat to people's lives, bodies and properties. As police plays a role of maintaining social public security, the crackdowns and control of dangerous driving behaviors are important duties exercised by police. Dangerous driving control projects mainly adopt a "top-down" policy implementation model. The model emphasizes policy makers' decisions on policy goals and their leading position in directing actions. Basically, policy implementers are required to execute policy makers' will, that is, carry out supervisors' intentions and goals loyally in a strictly obedient top-down bureaucratic system. The model on one hand emphasizes a closely linked chain of orders and supervisors' control abilities; on the other hand, it advocates policy makers' reasonable design of policy implementation structure and regulations. Besides, the adoption of top-down implementation model usually emphasizes supervisors' goal-setting and project-planning abilities and overlooks lower-level implementers' motives, intentions and values. As it underestimates local officials' abilities in influencing policy goals, would it neglect a counterproductive effect exerted by policy implementers? While emphasizing laws and regulations, does it provide implementers with any discretion? Could it become a policy implementation game? As regards the bottom-up implementation model, it addresses the need of providing lower-level officials or local implementation organizations with discretion, which enables them to make suitable policies against a complicated environment. This means proper authorization for lower-level departments and subordinates to participate in policy making and implementation. In the model, supervisors or policy makers are not policy leaders but rather supporters who leave sufficient room for discretion so lower-level officials or local implementation organizations can construct a policy implementation process adaptable to the implementation environment. In such thinking mode and from the aspect of policy implementation, the study tries to examine and evaluate police organizations' dangerous driving control policies. A case study of the police organizations in Kaohsiung City was conducted. Based on a policy implementation theory constructed from three research approaches - top-down model of the first generation, bottom-up model of the second generation and integrated model of the third generation, the study made a comprehensive survey of the three research approaches and used it as the research method of the study. The main structure of the study is divided into five chapters: Chapter One - Introduction, which describes the motive, purpose and scope of study and definition of related terms; Chapter Two - Theory Basis and Literature Review, which reviews literature associated with the policy implementation theory constructed from the three research approaches, builds a study framework and decides research methods to be used in the study; Chapter Three - Research Methods, Scope and Limitations; Chapter Four - Analysis of the Results of Evaluation of Police Organizations' Dangerous Driving Control Policies, which makes analysis and induction through in-depth interviews with police officers to find out the reasons for various behaviors that affect police officers' implementation of dangerous driving control policies; Chapter Five - Conclusion and Suggestions, which raises problems discovered in the study, proposes improvement suggestions on dangerous driving control, provides police organizations with the best implementation tool from various dangerous driving control policies and analyses which one is the best in consideration of the choice and use of police tools.

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published_or_final_version / Politics and Public Administration / Master / Master of Public Administration