| Summary: | 碩士 === 國立臺東大學 === 公共與文化事務學系區域政策與發展研究碩士班 === 102 === Concerning country’s economic development, the major highway engineering projects are important foundations of infrastructure construction. No matter developed countries or developing countries, regarding to deployment of highway network, all countries invested considerable proportion of funds and resource in order to construct newer or maintain the existed roads.However, due to the huge investment, environment and ecological influence, evaluating its effectiveness and outcomes if the funds launched, various aforementioned factors often caused the major highway engineering projects been deeply concerned by all sectors and groups in society, and thus resulted been carried out without getting consensus in the community and causing a lot of controversy.
In today to government, the marketing activities become an essential and integral part, irrespective while promotion of plans or execution of governmental policies, all are needed in gathering interior and exterior consensus through strategic marketing, to ensure the thoroughly implementation of policies. Especially in terms of the roads which aim on serving all the country’s citizens, through the use of marketing and communication, should be able to effectively collect public opinions, and to work out major highway engineering projects by customer-oriented thinking. In this paper, based on strategic marketing theory, the introduction of brand marketing model used by corporate, and discuss feasibility of marketing plans for major highway engineering projects.In this research the cooperate organizations stand for the government agencies, the products stand for the governmental policies and the service, to simulate the suggestions about how the government agencies establish positive brand image, moreover to analyze how the agencies’ names, logos, cultures, and values can be established by means of brand image and brand emotion, so that expect the government agencies no longer just a name or only a representative totem, should make more agencies become valuable brands which belong to real assets, and also can be used in subsequent policies products as brand extension.
In this study by qualitative research method, through interviews with interior and exterior personnel, aim to find out potential direction how the government agencies can construct brand image, and inspect the views or opinions from interior and exterior personnel regarding how they think about establishing product brand image, discuss how to do marketing for governmental policies under customer-oriented thinking, to build positive government agency brand and take advantage of functionality of brand extension.according to the results of this study found that the perceptions how people see high-quality highway, in addition to road’s quality, safety, convenience, guide and so on features, must also pay attention to match the regional landscape. A qualified high quality highway must be able to let the passers-by slow down pace or stopped to watch carefully. When high-quality product image established, the agency brand image naturally along with established, by means of interior consensus forming in the agency and also the set-up of responsible marketing sections, practice a variety of methods to do all kinds of marketing with right timing, so that the people can really feel the authorities intentions and achievement. Finally, through the induction and analysis of this study, to propose and recommend how the government agency should give policy marketing to interior and exterior personnel in the near future.
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