The Promotion Application of IMC in Public Policy─A case study of new trash collection fee system in Taipei city

• Main Authors: Yi-Fen Chen, 陳宜棻
• Other Authors: FongKang Chu
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/36643599187548815504

碩士 === 國立交通大學 === 經營管理研究所 === 89 === To develop the resources and to make the economy grow is the goal of all countries in the world. To protect the environment and to raise the quality of life is also the trend of the world. The Taipei City Department of Environmental Protection has implemented the "per-bag" trash collection fee in order to reduce the quantities of trash. In the process of implementation the "per-bag" trash collection fee, the policy marketing will be involved. The concept and implementation of policy marketing has become toward the strategic application of “ integration “. The processes of promotion have already transformed into Integrated Marketing Communication, which including advertising, direct marketing, public relations, sales promotion, personal selling and internet marketing which is popular recently. IMC provides customers with a clear and consistent image to exert the communication more efficiently by the integration of synergy. Therefore, this research is to study how the IMC applied practically to public policy promotion by three dimensions of IMC － the integration of promotion tools, resources and media application. This research chooses new trash collection fee system in Taipei city as the case study and interviews with The Department of Environmental Protection and the Department of Information to understand the application of the "per-bag" trash collection fee. Besides, this research also chooses the Taipei city residents to make questionnaire in order to realize the Taipei city residents’ cognition, attitude, behavior and satisfaction toward the "per-bag" trash collection fee .Then, analyze the questionnaire data through statistics software SPSS to validate whether there are significant differences between the application of promotion tools, demographics in the "per-bag" trash collection fee and the Communication effects or not. According to the interviews and questionnaire data, the suggestions of this research are as follows： 1. Build up the citizens’ and the stakeholders’ database. 2. Make the consumer-oriented（citizen-oriented）marketing process continuously. 3. Establish the consistent image through internal marketing and external marketing. 4. Build up the integration of stakeholders in order to attend the effect of synergy. 5. Establish an interdepartmental group for the IMC, which is able to communicate individually with every other department. 6. Evaluate and correct all the processes at any time. 7. Build up the relevant measures of the "per-bag" trash collection fee. 8. Establish a definite strategy. 9. Bring knowledge management into exercise. 10. Suggestions with the promotion of middle and southern Taiwan