Thesis--Wisconsin. / Vita. Includes bibliographical references (leaves 352-357).

Global warming is definitely the most important environmental issue today. In order to reduce global warming, our government has endeavored to economize on energy in recent years and encouraged the people to save energy in daily life. Pursuing household electricity savings is the easiest and most immediate way to save energy in our daily life. The demand for household electrical appliances has increased by a wide margin for the past 15 years as a result of the noticeable improvement of life quality in Taiwan, and therefore the growth rate of an average annual household electricity consumption per person is about 72¢H from 1993 to 2008.If we do not actively save electricity, the growth rate of household electricity consumption will continue rising. In view of this, public policy marketing and strategic marketing planning were both used by the author to study the strategic marketing of saving household electricity in the present study. This study has come up with the following main conclusions and suggestions¡G. 1. To promote the electricity savings program that should definitely describe the core benefits of this program. 2. Use the customer-oriented marketing concept to understand the residents' knowledge, belief, behavior, obstacles and demands about saving household electricity. 3. Use market segmentation to choose one or more target markets for saving household electricity and focus limited marketing resources on the said target markets. 4. Set the behavior, knowledge and belief objectives and quantifiable goals of saving household electricity, and make positive efforts for the said objectives and goals. 5. Use integrated marketing to communicate and convey the value of saving household electricity. 6. Establish a method for carrying out the electricity savings program and a system of examination and review.

During the period of the presidential election in 2004, the Ministry of Justice had put together various types of channels to promote the concept of the anti-bribery policy, which was much similar to the idea of integrated marketing communication (IMC). In view of this, the research compared the anti-bribery policy promotion with the integrated marketing communication in theory to see whether they meet each other. The following conclusions and suggestions might become references and criteria for other governmental measures of marketing policies. 1 Rewarding the secret witness might be the best way to promote the anti-bribery policy. 2.Although the promotion of the anti-bribery policy had already used various kinds of marketing channels, the effects of the integration of these channels still need to be strengthened. 3.A proper propagandist might play an important role in the anti-bribery policy promotion, if the promotion wants to catch people's attention and recognition. 4.The measurement index of the after-investigation of the anti-bribery policy promotion seemd not to reflect the behavioral changes of people. 5.The anti-bribery policy promotion need to set up clear marketing communication steps in advance. 6.Policy marketing need to set up the target market positively. 7.Database might be built to enrich policy marketing. and government need to use the pull strategy to determine communication mix. 8.If policy marketing has to proceed for a long time, the budget program need to adopt the sales percentage method. 9.Policy marketing need to set up a complete measurement mechanism. 10.The principles of integrated marketing communication might be suitable for the promotion of all kinds of public policies.

In recent years, the number of AIDS patients in Taiwan has steadily increased, the infection rates have grown year by year, teenagers have become the major group of infection, and the ratios of AIDS patients who infected by drug injection have increased steadily. Above various trends have brought about serious impacts on the economy, society, labor losses, and medical care burdens of Taiwan. So it is necessary to prevent AIDS from going rampant in Taiwan. The government¡¦s ¡§The Third Five-year Plan for the Prevention and Cure of Acquired Immune Deficiency Syndrome¡¨ was implemented in 2001, but it has not achieved significant results, which requires review and improvement. This study adopts the ¡§Strategic Marketing Planning¡¨ frame of public policy marketing and examines the part of prevention in the Third Five-year government plan, especially in relation to teenagers. This purpose is to investigate whether the plan can go with the important points of policy marketing. The study has come up with the following findings and suggestions on policy advancement, which can be used by the government sector and schools so as to elevate the effectiveness of AIDS prevention programs: 1. A customer-oriented marketing approach should be adopted. 2. Limited administrative resources must be focused on the target market. 3. Use integrated marketing communication (IMC) methods to achieve the expected outcome. 4. Establish accurate and specific organizational goals and a system of examination and review.

Foreign and domestic researches reveal that influenza vaccine is safe and can effectively reduce related healthy trouble caused by influenza in the elderly, infant and high-risk population, etc. The main purpose of ¡§Influenza vaccine policy¡¨ is public service. To promote concepts of citizenism and consumer-right brings the concept of marketing. With the progress of democratic trend, when policies are discussed, planned, established and executed, the government should consider policies as ¡§products¡¨ to sale and emphasize policy-marketing concept to gain public approval and acceptance. This study was based on influenza vaccine policy carried out by Centers for Disease Control, R.O.C. (Taiwan). In accordance with the marketing framework of public policy advocated by Snavely (1991), we designed a questionnaire investigation on surveying citizen and medical staff of Kaoshiung to see if government vaccine policies can grasp the important path as well as positive effectiveness of policy marketing, and issued our research outcomes on promoting prevention and cure of vaccine to be part of references for government health center. The results of descriptive statistics displayed that 80% of survey candidates regardless of common people or medical practitioners possessing professional knowledge agreed that influenza vaccine was an outstanding policy and approved the government¡¦s response and clarification in facing medial negative report. 60% of survey candidates were affected and worried about safety of influenza vaccine, after receiving these medial negative reports. Former experience of vaccination would considerably affect the willingness of general public to receive a flu shot. Survey candidates mainly received information about influenza vaccine from television media and preferred to approve either experts or endorsers. Results of Chi-square test showed that there was a significant correlation between ¡§influenza vaccination¡¨ and common people¡¦s experience of suffering from chronic disease or unhealthy inoculable response. Results of independent-samples T test and one-way ANOVA indicated the factors correlating significantly with the analytic variables of approval of degree ¡§service¡¨ in marketing mix program. In the case of common people, these factors included the following variables such as ¡§those who had ever been vaccinated¡¨, ¡§those who had ever been vaccinated and suffered from bad inculable response¡¨, and ¡§those who had ever participated health education during the past year¡¨. In respect of medical practitioners, these factors included the following variables such as ¡§those who had ever been vaccinated and suffered from bad inculable response¡¨ and ¡§those who had ever taken the thematic speech, related websites or webpages¡¨. With regard to analytic variables of approval of degree ¡§cost¡¨ in marketing mix program included following factors. For common people, the factors contained ¡§those who had ever been vaccinated and suffered from bad inculable response¡¨, and ¡§those who had ever participated health education, related bulletin board and scrolling text marquee during the past year¡¨. For medical practitioners, the factors comprised ¡§those who had ever been vaccinated and suffered from bad inculable response¡¨ and ¡§those who had ever taken thematic speech, related vedio, websites or webpages¡¨ As for analytic variables of approval of degree ¡§supply of information and education¡¨ in marketing mix program included following factors. For common people, the factors contained ¡§those who had ever been vaccinated¡¨, and ¡§those who had ever participated related bulletin board, scrolling text marquee, thematic speech, TV vedio, broadcasts, websites or webpages during the past year¡¨. For medical practitioners, the factors comprised ¡§occupation¡¨ and ¡§those who had ever perused related books, journals, newspaper, websites or webpages¡¨. Policy marketing concept should not be neglected in the application of executing public policy. For influenza vaccination policy marketing, first of all, public mental barriers of safety of influenza vaccine must be overcome, therefore the most critical issue is to enhance advertisement and education about safety of vaccine in order to improve confidence of public for influenza vaccine and to prevent from the loophole of influenza prophylaxis and treatment. This study suggests that we must to adopt consumer-driven marketing concept for the influenza vaccine policy marketing mix program. Government public relations should establish harmonious media relations and use higher acceptance of promotion way to focus on the limited resources to target market. We should make concise and rememberable messages and integration marketing communication way to achieve the comprehensive effect. We expect that the government performs policy marketing to promote the public approval of ¡§influenza vaccine policy¡¨ and to raise influenza vaccination rate on diminishing influenza morbidity and mortality rate.

歷史的演進，社會的變遷，民眾對公共服務需求的質與量大幅提升，師法企業的聲浪於是興起，企業管理常用的行銷概念亦倍受公部門重視，而公共政策的施行首當其衝。政策行銷的主要目的在於增加政策執行成功的機率、提高國家的競爭力並達成為公眾謀福利的目標。又限用塑膠袋政策對於我國環境的影響可以說是立意深遠，因此，本文之研究問題在於瞭解： （一） 環保署在擬定該政策時，會受到什麼樣的內外在因素影響？ （二） 該政策是否使用政策行銷策略？若無，是否使用後政策成效會 更好？若有，則在此政策的運作過程中，主辦之業務單位運用 行銷策略的程度為何？是否有檢討修正之處？其內容及對於目 標達成的情形又為何？ 　　為求充分瞭解及論述上述研究問題，本研究首先整理政策行銷之相關定義，藉以提出本研究對政策行銷及政策行銷策略之界定；其次，本研究蒐集政策行銷與限用塑膠袋政策之相關文獻，希冀提出不同於以往之見解，完成不同於以往之政策行銷研究。再者，為求建立公正客觀之分析架構，本研究採用深度訪談之方式，訪談與限用塑膠袋政策相關之團體，並將訪談結果融合William Dunn之政策論證方式，以瞭解該政策所可能引發之問題，並獲致可能之解決方案。 　　最後，依據研究結果，提出本文之研究發現與研究建議。希冀吾人在師法企業的過程中，也能同時注重公共政策的初衷，切莫遺忘公共性的存在，若決策者能在公共性的基礎上思考所有政策的推行，善用公部門的特質，相信未來之政策必能順利達到目標，完成公共的使命。

1969年，Kotler & Levy首次提出將商業行銷的概念，應用於非營利組織，開啟了公共組織行銷的大門，它將公共組織的服務視為一種“產品”，並著重對於標的顧客團體的界定與顧客行為的分析﹔運用行銷的手法，將市場區隔、市場定位、產品定位等行銷技術引進政府部門中，使得政府所提供的公共服務更具廣泛性及系統性。 這股對於政府行銷概念的演進可以從公民參與的觀念開始探討，近來由於民主思潮的推動及公民自覺的意識提高，政府部門開始積極將民眾之參與和社會公益納入公共政策的規劃與評估中。再加上公民參與機制之建立、廣泛地運用新管理方式，使得政府必須像私人企業一般回應顧客的需求與偏好，將從前把民眾視為受影響的標的團體，改為擁有選擇權的顧客。而這也代表以往傳統理論權威行政下公共行政封閉式的意識型態已經被打破。 而公共組織在其特殊環境的系絡下，如環境與組織的差異、利潤與非利潤導向、貨品與服務的不同等方面由於其特殊性，所以多以宣導的方式作為對政策行銷的方法，來為民眾提供公共服務，並以各種管道實際依據顧客需要來設計產品（服務提供），藉以提供良好品質的服務。 在這行銷擴大化的潮流下，政策行銷概念開始被提出，本文將行銷學上的行銷工具引進在政策行銷要素之研究上，加入更多行銷工具及技術，如政策目標確立、政策市場區隔等概念，來補充、修正、及檢測公共組織的行銷實務。 加上「符號學」的運用，使得政策行銷的宣傳透過傳播管道，將意識型態加以建構，而形成在認同的過程中，不斷的將政策行銷目標所欲傳達的意識型態加以複製強化，透過意識型態的強化產生認同，形成認同的不同層次。 最後透過ELM理論將符號的特質跟傳播特性加以結合，更使得政策行銷效果更為顯著，可見符號是意識型態、認同、說服所生成的基本元素。在邁向後現代的社會當中，「符號的行銷」也漸漸的形成行銷的另一種方法，這股趨勢再再的印證本文所述：我們所處的世界是個「符號的世界」。

Since the formal implementation of the All-out Defense Education Law, the Ministry of National Defense has actively organized relevant departments and bureaus to promote the ideas of All-out Defense Education policy through a diverse array of publicities and activities. Among these activities, the All-out Defense Military Summer Camp, organized every July and August by integrating the characteristics of all army services, is the most popular activity, and has received wide feedback from the youths. ¡§Actualization of All-out Defense Education policies and in-depth and grass-root work for Total National Defense¡¨ is the theme for the All-out Defense Military Summer Camp organized by the Ministry of National Defense. This study applied the perspective of marketing strategies, and investigated the students attending the ¡§2010 Amphibious Warriors Battle Camp¡¨ using questionnaires. It evaluated student backgrounds and motivation for participation, as well as the relationship with customer equity. Collected data is done through Descriptive Statistics Analysis, such as Independent t-test, One-way ANOVA, Pearson Product-moment Correlation. Conclusion is listed as below: ¡§The summer camp reaches the purpose of All-Out Defense Policy; participants¡¦ motivation is highly influenced by¡¥to become mature¡¦, customer equity is highly influenced by value equity; participants¡¦ motivation and customer equity are highly influenced by some different kinds of background; motivation and customer equity has a positive relationship; three dimensions of customer equity have a positive relationship¡Flots of students have great will to receive the information of army.¡¨ Based on the conclusions, some suggestions proposed as follows: 1. To consider the needs of different targets in detail demands using more accurate market segmentation, and by providing more diverse activities and courses; the activity can be combined with the promotion of the army recruitment policy to improve the many functions and value of combat camps. 2. In order to fully promote the brand of All-out Defense Education policies, ¡§same branding but different marketing targets¡¨ as well as ¡§same brands, different logos and slogans¡¨ can be used in combination with other marketing tactics to improve the understanding and support of citizens to All-out Defense Education policies. 3. To take advantage of social networking websites that many youths and students use to construct an electronic forum or communications platform allowing students from the annual Combat Camps to share their experiences and opinions. At the same time, special activities can be planned for students with exceptional participation to maintaining a strong bond with the customers of All-out Defense Education.

公部門服務的主要目標在於創造公共價值，公共政策制定過程重視民眾的偏好選擇，是民主社會基本價值之所在。因此，公共政策的執行除了強調政策方案制定的合理性與課責性外，政府主動積極地「行銷」政策，以贏得民眾對其認同，十分重要。 政策行銷是「以議題為中心，以政策為本位」，從而可能會涉及到不同的組織，以達成政策目標或政治價值。政府愈來愈重視民眾的需求，為期政策制定符合民眾實際需要，政府要具有「公民導向」的觀念，為公民服務。本研究以臺北市新移民照顧輔導政策為中心，探討該方案施行之相關要素，包括政策目標、政策資源、政策夥伴、行銷通路、行銷策略和政策評估等項，藉以了解臺北市政府有關新移民照顧輔導政策方案之內涵，探討相關行銷作為對新移民照顧輔導工作推動的影響。 本研究以公部門政策行銷概念為面向，分析近年來臺北市新移民照顧輔導政策之推動情形。主要目的在了解臺北市政府的政策行銷作為，對新移民生活適應的可能影響。透過文獻分析並佐以訪談內容發現，未來臺北市政府在新移民照顧輔導政策的推行上，對新移民資訊取得之可近性以及社會大眾對多元文化精神之尊重及移民社會觀念之倡導是行銷政策成敗的關鍵，並應藉由與民間團體良好的互動，共同達成族群融合、健康城市的目標。

The aim of the thesis is to prove whether is this business plan a feasible project or not. Based on the conclusion the entrepreneur will decide to go for the realization or not. The subject of the thesis is a beauty studio with already certain amount of current clients however still with substantial space for improvement. To reach better profitability there are calculations, analysis and set up of a new strategy carried out.