A Study on Policy Marketing： A Case Study of the Electronic Traffic Cards in Taichung City

• Main Authors: Chih-Shiuan Liao, 廖志軒
• Other Authors: Chian Wang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/41489428375030867279

碩士 === 逢甲大學 === 公共政策所 === 99 === Nowadays, the concept of the policy marketing is getting important, primarily because the democratic of political and the people of the service of the government in trend of the world. The policy marketing research defines that the government designed to meet the needs of the community and the public. The service is communicating with stakeholders by the policy marketing that making people accept or accomplish the target of the government. The beginning of the policy marketing is derived from the conversion of the business policy. As the private enterprise, there is three basic elements that include exchange, satisfaction, and customer relationships. The government wants people to use the non-contact electronic traffic cards to pay fees while taking the public transportation in order to save time and procedure. Today, many countries has already used the non-contact electronic traffic cards system where as in Taiwan, many cities and counties are also developing the system hopping that the convenience of the electronic traffic cards system will bring more people to use the public transportation. However, besides Taipei city, other cities and counties are having difficulty developing the electronic traffic cards system due to the accessibility and mobility of the public transportation. The research is using the policy marketing theory to study the electronic traffic cards system development of public transportation in Taichung. Through the depth interview with governments, electronic traffic cards companies, transportation companies, professional experts, and regular citizen of total 10 interviewers to gather the opinions and attitudes toward the electronic traffic cards system in Taichung between the stakeholders. This research also using the SWOT theory and stakeholders policy theory to analyze the marketing environment of electronic traffic cards system in Taichung in order to build the policy marketing. Wishing to bring the marketing direction and policy suggestion to the electronic traffic cards system in not only Taichung city, but also other cities and counties in Taiwan. This policy marketing requires the governments, transportation companies, and electronic traffic cards companies work together as one to implement smoothly and successfully.