English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 112721/143689 (78%)
Visitors : 49506151      Online Users : 859
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/60586


    Title: 創造共識:民主治理中的政策行銷管理
    Other Titles: Manufacturing Consensus: The Management of Public Policy Marketing in Democratic Governance
    Authors: 陳敦源;魯炳炎
    Chen,Don-yun;Lu,Bing-Yan
    Contributors: 政大公行系
    Keywords: 政策行銷;民主治理;大眾傳播;公共政策;顧客導向
    public policy marketing;democratic governance;mass communication;public policy;customer-oriented
    Date: 2008-04
    Issue Date: 2013-09-09 11:09:26 (UTC+8)
    Abstract: 不論公共管理者願不願意,台灣已進入以公共傳播為核心的民主時代,媒體的一則報導,可以讓公共管理者連加好幾週的班,而公共管理者在鏡頭前的退縮,得到的往往不是民眾的同情,而是加深了民眾眼中政府「無能」的印象,更重要的,不論學識或經驗都堪稱精英的公共管理者,由於缺乏大眾傳播的認知與技巧的訓練,許多美法良策無法走出他們的腦袋,這是一種國家的損失。本文立足在民主治理的新時代中,認為政策行銷與管理的能力,應該是當代公共管理者必備的核心能力(core competence)之一而,學界與實務界也應該更多地攜手合作,將這項能力的範圍與內涵加以釐清,這也是本文最重要的目地。本文將分為理論與實務兩段,第一段先討論政策行銷概念的緣起、內涵、以及模式的討論,連結到公共管理者推動政策行銷應該具備的管理能力,後半將以「政策行銷五問」的策略思考架構,配合實際政府相關政策行銷的個案,討論公部門推動行銷應該注意的焦點與可能作法,以為結束。
    In the new era of democratic governance, public administrators need the ability to build consensus on pubic policy. The use of marketing skills developed by corporate under market competition is one of the methods needed to be raised nowadays in the field of public administration. In this article, authors first review the origin, content and strategic aspect of public policy marketing. Then, authors utilize "five questions" framework to discuss the case of the per bag trash collection fee policy began in 2000 at the Taipei City Government. At the end, conclusion is made through advocating that the public policy marketing should be included as one of the core competences of public administrators in the twenty-first century Taiwan.
    Relation: 研考雙月刊, 32(2), 3-14
    Data Type: article
    Appears in Collections:[公共行政學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    3-15-a.pdf494KbAdobe PDF21160View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback