| Summary: | 碩士 === 國立政治大學 === 新聞研究所 === 85 ===
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 clarify the priorites 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 imporant concepts of design and implementation of social campaigns (1989), I turned the final results of questonnaire into the "strategies of social markeing 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 bublic 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.
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