公部門行銷的產品是「政策」，政策是否得到認同與支持，關係著公部門推動政策成敗與否的重要關鍵。兩岸於2010年6月第五次「江陳會談」，在大陸重慶簽署「兩岸經濟合作架構協議」（Economic Cooperation Framework Agreement）簡稱ECFA，是政府積極推動的重要經濟政策。本論文以ECFA銀行業議題為個案，用公共政策行銷理論來檢視政策規劃及執行過程中落實的情形，以做為政府運用政策行銷理論之參考。 本研究以ECFA銀行業相關議題之政策行銷為研究核心，建構本論文之研究架構及研究方法，並分別對行政機關、銀行業者及大陸台資企業等進行深度訪談。以期了解ECFA銀行業相關政策的制定、推動及實行所面臨的問題；以及銀行業面對政策實行後，所帶來的影響及變化，藉以分析政策是否達到預期政策目標及未來改進的方向。 研究發現ECFA銀行業相關政策政治因素影響政策極大，兩岸之間金融往來的開放與否完全取決於兩岸政治關係的緊密程度。且現階段因部分議題仍在協商階段，ECFA銀行業相關政策行銷目標並未能具體呈現。協商過程愈長等待愈久，對銀行業及台商所需耗費的成本代價愈高。在ECFA銀行業政策中，時間反而是最大的成本。 研究建議兩岸應加快金融政策協商腳步，節省時間成本符合民眾期待。且兩岸金融政策應具多元化，並兼具各階層需求；政府應強化金融監理制度，維持金融穩定以解除民眾疑慮，有利政策推動。機關也應落實內部行銷，訓練具專業政策行銷能力人員來從事內、外部政策行銷工作，並且瞭解媒體特性善用媒體力量，與媒體建立良好互動，可發揮行銷綜效。 “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.