| Summary: | 碩士 === 淡江大學 === 國際企業學系碩士班 === 103 === Nowadays, the marketing strategies are not only used for the corporates but also for the government. When the government promotes the policies, it gradually needs softly methods to influence citizens’ behaviors such as persuasion, instead of the compulsive implementation. In that way, citizens agree the policies mentally and further abide by them in the long term and meanwhile it can decrease the cost of supervision for the government.
This research mainly explores the performance of the government policies. Due to the movie, named Beyond Beauty, it raises Taiwanese awareness of environmental issues. In this study, it uses the exposure and attention as standards, in the perception phase of the Effect of Integrated Marketing Communication model, to investigate the extent of awareness about the environmentally friendly policy instituted by an official government organization, which is the research target. There are three methods: 1.) Observe the changes of the rank of keywords searching 2.) Observe the changes of the number of keywords searching and 3.) Operate Google AdWords online system. Finally, based on the collective data, the whole performance of the policy executed by the research target is inferred.
The research has shown that some activities are more appropriate than others to promote the core idea by physical channels. However, the whole activities did not perform apparently online, or even no effect existed. Besides, the research also has found that citizen will not accept the entire concept conveyed, that is, they will only accept what they are concerned about. For example, in the recyclable energy filed, the most important topic for citizen is that whether the nuclear energy can be replaced by the recyclable energies or not. Therefore, in the future, while the official government spreads the related topics, it can be started from what the citizens’ care about, and then formed a popular topic to attract them. It could easily achieve a good performance.
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