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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/87701

    Title: 公共政策行銷之研究 : 以ECFA銀行業議題為例
    Other Titles: The study of public policy marketing : a case study in banking issues for ECFA
    Authors: 李禮智;Li, Li-Chih
    Contributors: 淡江大學公共行政學系公共政策碩士在職專班
    Keywords: 公共政策行銷;深度訪談;ECFA;public policy marketing;in-depth interview
    Date: 2012
    Issue Date: 2013-04-13 11:33:35 (UTC+8)
    Abstract: 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。
    “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.
    Appears in Collections:[Graduate Institute & Department of Public Administration] Thesis

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