Research for Tobacco Control Policy Marketing: A Case Study of Bureau of Health Promotion Department of Health’s Smoke-free Restaurant Plan

• Main Authors: CHUNG,YUN-YUN, 鍾昀芸
• Other Authors: Dr.GUH,MUH-CHING
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/72231405163476981849

碩士 === 國立臺北大學 === 公共行政暨政策學系 === 94 === Marketing since the Kotler and Levy have put forward the idea that“broading the concept of marketing”in 1969, its applied scope have already no longer limitted at business for profit narrowly, and can be applied in any social activity extensively.And at democracy times, citizen's knowledge opens gradually, the Independent consciousness rises, the government should maintain a kind of equal and of mutual benefit relation with people, rather than the pass kind that belongs to a relation up and down,the concept and technique of marketing will have already helped a government to manage. In recent years, the nations and home all have a high value to the tobacco harms, setting up a non-smoking environment is important conduct and actions of tobacco control, among them, the food environment is the most related with the people's daily life, therefore, this paper choose the research case “Smoke-free Restaurant Plan”pushed by Bureau Health Promotion Department of Health, combining together with policy marketing theory ,that intend to tidy up related theories, accumulate policy marketing knowledge, examine the situation of applying the marketing concept and technique while government implementing this plan, and put forward a suggestion to this case ..etc. This paper with the strategy planning model for principal axis, in-depth interviews is study method, full text can be divided into 5 chapters. Chapter 1 is introduction, contains the research motive and the goal, important word definition, study structure and the study method, process, scope and restriction; Chapter 2 is the illustration of policy marketing related theories and literature review. Tidying up the meaning of the marketing, development, academic development, important point , model of enterprise marketing, social marketing, and policy marketing. Also examine the relevant literature of the subject to policy marketing and smoke-free restaurant; Chapter 3 mainly at analyzing the inside& outside marketing environment, and the marketing goal of “smoke-free restaurant plan”, tidying up the strength, weakness, opportunity, threat which this case faces, also carrying on self-criticism to them;Chapter 4 is inquiring into“smoke-free restaurant plan”’s core marketing strategy and marketing auditing& feedback. The content consists of the applied situation of market segment, core marketing mix, and marketing auditing& feedback when the plan carried on; Chapter 5 is conclusion. Through a series of research processes and analyzing this cases, putting forward author's definition toward policy marketing, tidying up the research detection toward the case and the suggestion for further study. Research suggestions are six important points as follows: First, the proportion of Healthy Welfare Tax used for tobacco control must be appropriate. Second, public sector personal should enhance the development for the spirit and the knowledge of marketing, and enhance communication with the folk society. Third, Smoke-free Restaurant should lawmaking, and should have a eye on follow-up education and implement thoroughly. Fourth, should show loving care for disadvantaged minority while marketing a policy. Fifth, Smoke-free Restaurant Plan in the policy to design up have to meet the customer need, establish a brand image, promote additional value. Sixth, building up everlasting implement mechanism.