本研究旨在探討我國所提出的「亞太媒體中心計畫」之內涵與媒賤發展環境中的優劣勢，並按此進一步發展該計畫的社會行銷暨宣導策略。本研究透過德懷術研究(Delphi Method)，以40位的產、官、學三類專家群為對象，進行專家訪談與兩回的問卷調查，藉由其對「亞太媒選中心」內涵的認知與發展環境的評估，歸納在推展該計畫的過程中，宣導者應對目標對象採取何種宣導策略才能使宣導效果極大化。
整體而言，專家群認為自由化與國際化是「亞太媒體中心計畫」最重要的內涵。所以，促使媒體產品與傳輸通道的國際化，並使產業內的人才、資訊、設備及資金能自由流動，以達成跨媒體、跨產業及跨國界的合作，是專家群最大的期許。對我國來說，應選擇影視媒體為長期發展重心，華語節目仍是其中最優勢的利基，故短期以亞太地區的華話市場為目標市場，中期推及全球華語市場；長期則擴展至全球市場，不受語系限制。
在媒體發展環境方面，我國有助媒體產業發展的優勢是關乎華文、產業活力、科技、經濟、人才、及自由的民主政治體制六方面；而劣勢落在政策穩定性、市場生態。媒體內部人才與預算、土地取得及英語程度不足五方面。
最後，透過Kotler & Roberto(1989)的行銷管理過程，和Solomon(1989)的社會行銷執行步驟，綜合歸納德懷術問卷的最後修訂結果，提出「亞太媒體中心計支之社會行銷暨宣導策略」。分述（一）「亞太媒體中心計畫莖」所處的社會行銷環境；（二）目標群的選擇：包含宣導運動的目標層級（注意－理解、知悉、記憶－行動），及閱聽人分眾策略（政府、業者、學者－立委、記者－民眾）；（三）擬定社會行銷策略：決定採取積極自我行銷的手法，切入大型的核心影視產業；（四）企釗社會行銷組合：確立自由化與國際化的定位，以我國的優勢環境為產品，加強說明計王的內涵、商機、現今的法令規定與優惠獎勵措施，並對不同的目標對象採用不同的宣導管道；至於（五）執行與評估行銷成果方面，仍可維持目前政府機構的組織運作，但應增加與民間企業的合作，以求本身能更專注於總體環境工程的營造。
歷經整個研究過程之後，分理論與實務兩方面提出啟示與建議。在理論方面：（一）社會行銷理論於混合性產品上（兼具營利與非營利特性）的適用性有待審慎考量；（二）影視產品在文化意識與商業利益之間擺盪，增加了推動上的限制。
在實務方面：（一）對政府部門的啟示包括(1)規劍單位首當著重於總體環境的改造；(2)保持法令制度上的彈性，以原則綱領取代施行細則；(3)加強政府內部單位的教育宣導，以期提高行政效率；(4)加強對外的宣導工作，多利用大眾傳播媒介，並設立迅速暢通的回饋系統；(5)加強與民間的交流聯繫，注重全民知的權利；(6)注意中國大陸在華語媒體市場中的競爭力。（二）對業者的啟示是(1)成立正式或非正式的組織，加強業界聯繫，提出政策建言； (2)媒體園區正式運作後，業者間可成立管理委員會；(3)相信政府的政策，保持溝通接觸的意願。（三）對媒體記者的啟示(1)持續關心重大政策，監督進度與發展。
對於未來研究的展望，本研究的建議如下：（一）從不同的理論去看待宣導單位與目標群之間的關係，可加入公關理論的討論與應用。（二）將不同性質的政府宣導議題間，做橫向水平的比較，如選擇交通安全、家庭計益、心靈改革等活動，確定貨體產品和無形勞務在宣導策略上的差異；或可進行效果評估，找出政策類型與的傳播宣導方式之間的關聯。（三）由於「亞太媒體中心計畫」是一長期的規劃，所以可以在日後重複目前的研究，或是僅專注於目標群滿意程度的調查，為不同的目標群規劍更細緻的傳播方式。
本論文亦位於http://www,digicor,com/joel。承蒙研究所堯庭同學幫助，特此盛謝。 / Based on the theories of public communication campaign and social marketing, a promoter could synthesize the notes of principal ingredients-who, say what, to whom, in which channel, with what effect (Lasswell, 1948)-while designing a communication campaign. In this research, they are also the foundations for further interviews with professionals and designing the main questionnaire.
Through Delphi Method and a two-stage questionnaire survey, the purpose of this research is to clarity the priorities of developmental objectives of Asia-Pacific Media Center, and the proper campaign strategies.
The results of this survey show that our strengths include Mandarin popularity, the energy of video industry, technology foundations, economic stability, plentiful human resource and democratic regime. But our weaknesses fall on the insufficiency of policy stability, market guidelines, programme budget, land cost and English using as well.
According to Kotler and Roberto's social marketing management process(1989), and Solomon's several important concepts of design and implementation of social campaigns (1989), I turned the final results of questionnaire into the“strategies of social marketing and communication campaign”for Asia-Pacific Media Center plan.
All of the strategies were described step by step, including (1) social marketing environment, (2) target audience research (campaign objectives and audience segmentation), (3) social marketing strategies (the markets involved and campaign spirit), (4) social marketing mix (positioning, product, price, messages, and promotion channels), and (5) executing and evaluating marketing efforts.
After the whole research being done, I proposed some suggestions in two phases as the following. In theoretical phase: (1) To consider the adaptability of social marketing theory in profit/nonprofit products carefully. (2) To face the value of video industries and products wagging between cultural ideology and commercial benefit which increase the limitations of implementation.
In Practical Phase: First, for Government (1) To concentrate their efforts on creating a good macro environment when making plans (2) To maintain the flexibility of laws and regulations-principal outlines are much more important than executing steps. (3) To strengthen the knowledge and significance of this cross-century plan among the departments of the government and to increase the efficiency of administration (4) To increase the external campaigns through mass media as a cost-saving way in order to keep all target audience informed immediately (5) To strengthen the contact with the public and respect people's right to know (6) To track the competition of Mainland China in the Chinese media markets.
Secondly, for media enterprises (1) To set up formal or informal organizations to tighten the bounds among the video industries, and to be a proper adviser in government decision-making process (2) To establish a management committee responsible for executive work and campaign planning after the media park being built (3) To trust the policies made by the government and to be willing to communicate with the government. Finally, for reporters (1) To keep an eye on major government policies and to supervise the process and development continuously.
As to the prospect of future study, the suggestions are as follows: (1) To view the relationship between the promoter and target audience from different kinds of theories, which could take the theory of public relation into consideration (2) To make horizontal comparisons of different kinds of issues promoted by the government, such as traffic safety, family plan, etc. to ensure the differences of promotion strategies in solid products and invisible service (3) To repeat this kind of research in the future since the Plan of Asia-Pacific Media Center is a long-term plan, or to concentrate on the satisfaction survey of target audience only in order to propose delicate communication methods for different levels of target audience.
| Identifer | oai:union.ndltd.org:CHENGCHI/B2002002441 |
| Creators | 姜愛苓 |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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