The Study of Policy Marketing for Healthy City in Hualien County

• Main Authors: Chieh Shu Hui, 偕淑惠
• Other Authors: Charng Kao
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/51584525200274198039

碩士 === 國立東華大學 === 公共行政研究所 === 99 === There are many local governments effort to advance Healthy City recent years in Taiwan. The goal of Healthy City is creating an environment to live better for citizen. Moving this policy not only including relate to bureaus, but also private organizations and residents to participate. Therefore, Bureau of Health of Department of Health encouraged local governments to involve healthy issues in policy, gathering economy and society development. The alternatives of Healthy City including political commitment, cooperation of intersection, society participation, action intergration, city files building, regular monitor and asscessment, research and analysis, information sharing, media participation, continuing development, state and international cooperation. This article is mainly focus on policy marketing of healthy city at Hualien county by study reviewing and interviewing. Interviewing participants including governmental sections, experts, media and private organizations. The scope of period of study is limited that Hualien government began to advance Healthy City Policy from 2006 to 2009. To survey the entire policies and strategies for confirming the goal achievement. After this, we found that the best advantage for policy marketing is head of county fully support and advocacy. For marketing, “Healthy City, Charming Hualien”was choosen to be a slogan. However, for process of marketing of stakeholders did not be separated to different target groups for marketing methods. Just only held 3 symposiums to advocacy. Next on marketing instruments, it should use well on media to enhance the citizen attraction about healthy policy. Healthy Policy is an extension from a concept of health. This needs to invest time and resource. Nevertheless, the result has been shown after several years. Thus, it needs short-term goals to show, and long-term continuing movement. The residents have cognition about Healthy policy and concept, it is surely helpful to policy marketing. On comprehensive view, health is a destination which every one pursues. It is useful to implement exactly for advancing Healthy Policy and achieve entirely health purpose.