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.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0712106-144138 |
| Date | 12 July 2006 |
| Creators | Lee, Jia-Ching |
| Contributors | none, none, none, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0712106-144138 |
| Rights | unrestricted, Copyright information available at source archive |
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