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.

In Taiwan area, it has become a rule that the national identity cards of all population are changed every 10 years. The fifth comprehensive change of national identity cards was implemented from Dec. 21, 2005 to Dec. 31, 2006. The government institutions of different cities and counties (municipal) under the jurisdiction of the Ministry of the Interior positively conducted national propaganda of the important news through the strong promotion of the change of identity cards by various means of mass media. First of all, the study investigates promotion strategies and procedures of the change of national identity cards in Taiwan, and then studies the promotion situation of the services for people, and further investigates how to strengthen the use of marketing ideas to achieve the goal of offering services for people. In view of this, the study reviews the related literature about the development procedures of the household registration system of Taiwan. Through the understanding of the situation and problems of the current use of new national identity cards, as well as the necessity of the change of national identity cards, the study focuses on marketing strategies to adopt SWOT analysis of trend and use questionnaire survey to make proof analysis and review. The study examines the effects and improvement measures of the government for execution of public domains, and provides the following research conclusions and suggestions for the Ministry of Interior and other government institutions as a reference for innovative promotion of public policies: 1. It is not easy to promote relationship marketing of the first line household registration institutions. 2. Important project work relatively needs the increase of reasonable and proper budget for promotion. 3. Strengthen the innovative development culture of household registration organization, and cultivate the overall marketing team. 4. A sound evaluation mechanism should be established for the marketing of public policies 5. Although the promotion of comprehensive change of national identity cards used different marketing channels, measures should still be strengthened on how to integrate different communication tools effectively. 6. Strengthen the public¡¦s rights of their awareness of the use of identity cards. The government has the responsibility and obligation to teach the public use of identity cards. The conclusions made by the study are that national identity card system is not a system that has to be existed in all countries. Each country can determine the necessary of offering identity cards to the citizens according to the country¡¦s idea of system. Under the national identity card system constructed in Taiwan, the nature of national identity card is to ¡§prove¡¨ that a citizen possesses the archive of his/her nationality. It also refers that national identity card is a document that cites the nationality relationship between a citizen of his/her country. Under this system, all the citizens of Taiwan are obliged to collect their national identity cards, and have the rights to ask for offering them. Therefore, the people of Taiwan should be cautious about the importance, safekeeping and use of national identity cards. The government should more positively bear the responsibility of strengthening the concept of ruling by laws because the maintenance of social stability depends on the people¡¦s practices and compliance with laws. Keywords: national identity card, household registration system, SWOT analysis of trend, relationship marketing, development culture, public policy marketing, national identity card system, concept of ruling by laws