| Summary: | 碩士 === 國立彰化師範大學 === 公共事務與公民教育學系 === 100 === The present study aims to explore and analyze the marketing strategies of Taiwanese certification, in order to serve as a reference for the government institutes to implement the native language certification.
The research applies the in-depth interview as the research technique and “public policy marketing model” proposed by Snavely as the analytical framework.Meanwhile, four dimensions including “serve/regulate the customers”, “manage efficient marketing tools”, “strengthen the value framework of the public policy” and “emphasize on the strategic environment” are used to evaluate the problems encountered in the process of promoting Taiwanese language certification.
The results of data analysis are four fold. First, people put great value on the authority and credibility of the policy maker. Second, in terms of acquiring information/education, the insufficient channels for acquiring information about Taiwanese language certification have prevented the majority of people from
receiving relevant information. Third, as for the applicability of policy implantation,the incentive for signing for the certification is inadequate. Fourth, concerning the strategic environment, elements like the long-term language policy and the shift of the regime have had a negative impact on the macro-environment and caused our government’s neglect of various native language policies.
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