| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 93 === Marketing theory has been pervasively studied and applied since the issue of marketing enlargement was proposed by Philip Kotler in 1969. Such theory has been not only applied by profit and non-profit organizations but highlighted by the government. The police as civil servants devote themselves to the society but the result is not satisfying as expected. Can the marketing theory help the police earn a good reputation? This study attempts to construct the police’s marketing concept, to test their understanding of it, and to realize how far it has been carried out. The observations and discussions of the study can be used as a reference for future police administration re-engineering.
The data are gathered by a questionnaire with five-point scales. The subjects are the police serving in central or local governments. The results are analyzed with eight variables and four dimensions: first, the present situation of police administration marketing; second, police marketing in practice; third, the essential conditions for advancing police marketing; forth, the barriers of marketing strategies.
The conclusions fall into five points: first, the police’s marketing cognition should be improved; second, the marketing theory can be applied in police administration; third, for promoting the performance of police marketing, relevant departments (people) concerning marketing and public relationships are necessary to be set; forth, internal marketing of police administration should be enhanced; fifth, the police should keep good relationship with communities for advancing marketing activities.
Based on the discussions above, several suggestions are as follows: first, strengthening the police’s marketing cognition; second, integrating Public Relations Office, Public Radio System, and Police Torch as the special marketing agency to propel police marketing; third, reestablish the police’s duties and missions; forth, making “absorbing and suitably responding citizens’ requirements” as the basic concept held by the police; fifth, intensifying internal marketing to advance the morale in all police administrations; sixth, applying the marketing theory in accelerating the progress of police system in communities.
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