Annual rainfall of Taiwan was 2.6 times larger than the average of the world, but the average allocation of rainfall per square meter of everyone in Taiwan was less than the fifth of the average of the world because of severe rainfall and dense population. When the government set into action of water conservation, education and guidance were the most important tools, however, the arduous challenge of the government was how to turn the slogan into the motion.
This paper aimed to explore IMC (Integrated Marketing Communication, IMC) applied to public policies of the government and influenced an attitude of water consumption of consumer by literature discussion. Besides A Case Study of Taiwan Water Corporation, this paper analyzed and explored the influence of de-marketing strategies of the government on the south of Taiwan by questionnaire survey. The samples for the quantitative research were the water users from Kaohsiung City and Kaohsiung County , and there were 351 valid data finally.
The conclusions were that each aspect of IMC was related to the water conservation, but only ¡§Preference Assessment¡¨ and ¡§Satisfication Assessment¡¨ had predictability. And the bettet preference and satisfication of the water conservation measures of the government consumers had, the better coordinate degree of water consumption.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0808111-162445 |
| Date | 08 August 2011 |
| Creators | Hsu, Ya-ting |
| Contributors | Fu-yung Kuan, Cheng-Fei Tsai, Jih-hwa Wu, Yin-Hui Cheng |
| 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-0808111-162445 |
| Rights | user_define, Copyright information available at source archive |
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