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題名 | 公共部門運用行銷觀念之研究:行銷概念的擴大化與轉化=Study of the Marketing Concept Manipulation in Public Sector Focus on Broadening and Transformation |
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作者 | 林博文; Lin, Po-woun; |
期刊 | 行政暨政策學報 |
出版日期 | 20090600 |
卷期 | 48 2009.06[民98.06] |
頁次 | 頁63-111 |
分類號 | 572.9 |
語文 | chi |
關鍵詞 | 行銷; 公共部門行銷; 社會行銷; 顧客導向; 交換; Marketing; Public sector marketing; Social marketing; Customer orientation; Exchange; |
中文摘要 | 本文在於探討公共領域之行銷概念擴大化的原因與現象,並且進一步論述有哪些重要的行銷概念被轉化在公共部門的管理之中。基於行銷被視為是組織的一種功能屬性,以及承擔與促進公共利益的趨勢,因此行銷在概念的演化歷程上,分別有「活動性質、產品類型、顧客內涵、組織屬性以及交易型態」等五種擴大化的現象。筆者並進一步依據新公共管理的論述,佐以國內外相關案例,歸納以公益為本的社會行銷、趨動革新的顧客導向、行為改變的交換機制以及服務導向的行銷組合(4P)等四種轉化類型,說明公共部門如何運用行銷的概念,促進並改善其公共服務的效率與品質。 |
英文摘要 | The main purpose of this article is to explore the reasons broadening marketing concepts in the public fields and the concepts applied in the process of management transformation in public sectors. When one realizes that generic marketing is one of the functions in an organization and the commercial activities should response to the publics, five core concepts will be found in the evolution of marketing. These fives include the quality of marketing activity, the category of product and service, the background of customer drive, the property of organizational style, and the type of transaction. Based on the new public management theories and cases in the governments, the study further discusses the relationship between social marketing, customer orientation, exchange mechanics, and the mixed concepts of promotion, product, price and place to the public affairs management. It concludes that broadening and applying the marketing concepts will have strong effect with the efficiency and quality of public services. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。