The Study of Public Policy Marketing； A Case Study in Banking Issues for ECFA

• Main Authors: Li-Chih Li, 李禮智
• Other Authors: 黃一峯
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/14193909511814782309

碩士 === 淡江大學 === 公共行政學系公共政策碩士在職專班 === 100 === “Policies” are the marketing products of the public sector. The level of recognition and support earned by policies is critical to whether the policies carried out by the public sector will be successful or failed. Taiwan and China entered into the Economic Cooperation Framework Agreement (ECFA) in Chongqing in the Mainland at the fifth Chinag-Chen Summit in June, 2010, which was an important economic policy carried out by the Government. This paper focuses on the banking industry under the ECFA and reviews the policy planning and implementation with the public policy marketing theory, which is provided for reference when the Government utilizes the policy marketing theory. This study has focused on the policy marketing related to the banking industry under the ECFA to structure the framework and methodology of this paper. In-depth interviews have also been made with administrative agencies, the banking institutions, and China-based Taiwanese enterprises, respectively. Accordingly, this study aims at understanding problems in stipulation, promotion, and implementation of relevant policies for the banking industry under the ECFA, and the impacts and changes the banking industry faces after policy implementation in order to analyze whether the policy reaches the expected policy target or not and the direction for future improvement. The study has found that political factors have a significant impact on relevant policies for the banking industry under the ECFA. The opening of financial business between Taiwan and China completely depends on the tightness of the cross-strait political relationship. Since there are still some issues under negotiation, the marketing targets of relevant policies for the banking industry under the ECFA can not be specified. The longer the negotiation process goes, the higher the cost the banking industry and Taiwanese enterprises pay. In terms of policies for the banking industry under the ECFA, time is the highest cost. This study suggests that Taiwan and China should quicken their pace in negotiation of financial policies to reduce the time cost and meet public expectation. Furthermore, cross-strait financial policies should be diversified while meeting needs of various levels. The Government should enhance the financial supervisory system and maintain financial stability to solve public concern and help implement the policy. Government agencies should also carry out internal marketing and give training to staff with professional policy marketing capacity to be responsible for internal and external policy marketing. In addition, they should understand the features of the media and leverage the power of the media. Building up good interaction with the media may develop the synergy of marketing.