依據國際透明組織、瑞士洛桑國際管理發展學院或其他世界知名之研究機構所作之調查及研究，我國在貪腐印象指數、國家廉潔程度或全球競爭力排名，名次均中等，屬中度廉潔國家，政府在推動防貪過程似乎有很大的改善空間，更加顯示政風機構在機關角色功能的發揮必須往前邁進，而推動政風業務行銷則是基礎的第一步。
本文重點，除透過非營利事業機構行銷理論之文獻探討，比較亞洲華人社會廉政機構成功之防、肅貪經驗及行銷策略，並藉由深度訪談，以瞭解當前我國政風機構之行銷策略取向，及獲悉具體可行之政風機構行銷策略。
本文提出行銷政風業務的策略包含：（一）機關內部行銷策略：提昇政風人員形象、積極建立信賴感、干預行政柔性化、與首長或同仁建立私誼、走動式管理與服務、參與機關活動、協助推動臨界業務、政風人員應具備良好的品操和道德。（二）機關外部行銷策略：建立政風機構識別系統、網路服務宣導、多角化蒐集資訊、媒體行銷、學校教育紮根、鼓勵民眾參與反貪行列、統籌宣導經費善為行銷、強化端正政風行動方案之執行、整合資源加強地區政風業務聯繫中心運作等。另建議應有之其他配套措施含：成立專責廉政機構、建構陽光法案體系及增訂財產來源不明罪。
關鍵字：政風機構、行銷、行銷策略、政風業務績效。 / According to a recent report by Transparency International, International Institute for Management Development and other world well-known institutes, Taiwan is rated as mediocre government in terms of “Corruption Perception Index” and “Global Competitiveness Index”. Therefore, there is still a lot of room for improvement in preventing corruption. Government Ethics Departments are regarded to play an important role to promote the government ethics in the organization.
This study not only refers to non-profit marketing theories but also compares the successful experience of Asian society in preventing and sweeping corruption and marketing strategy. Also, indepth interviews are used to understand the positioning of marketing strategy in our Government Ethics Departments today and gain feasible marketing strategy.
This study finds out two aspects in the marketing strategies of Government Ethics Departments. First of all, inner organization marketing strategies consist of: promoting the image of government ethics officials, building up the sense of reliability, developing good relationship with the principal and colleagues, managing and serving by going around, participating activities in the organization and government ethics morals.
Secondly, outer organization marketing strategies include: identification system of Government Ethics Departments, on-line service, various information-collecting, media marketing, school education, increasing anti-corruption awareness, making an overall plan for publication money, and integrating resources to reinforce the operation of local Government Ethics Affairs Connecting Center, etc.. In addition, this study suggests measurement on establishing anti-corruption institution, setting up sun-law system, and setting up the law for convicting civil servants of unaccounted-for property.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0919210091 |
| Creators | 陳范回 |
| 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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