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| Title: | 以創新擴散觀點探討臺北市田園城市政策的社會行銷策略
Exploring the Social Marketing Strategy of Taipei`s Garden City Policy from the Perspective of Innovation Diffusion |
| Authors: | 王若茵
Wang, Zur-ying |
| Contributors: | 黃葳威
Huang, Wei-Wei
王若茵
Wang, Zur-ying |
| Keywords: | 創新擴散
社會行銷
田園城市政策
永續性
Diffusion of Innovation
Social Marketing
Garden Citiy policy
Sustainability |
| Date: | 2023 |
| Issue Date: | 2023-09-01 15:41:59 (UTC+8) |
| Abstract: | 隨著氣候變遷的影響，環境與永續相關政策在各城市中擴展開來，而田園城市做為一項因應氣候變遷之政策，對於臺北市民眾而言在高樓大廈的都市中種植蔬菜是一項創新的政策，這項政策打破了城市與鄉村既有的想像。
本研究以田園城市相關文獻瞭解個案臺北市田園城市政策如何形成與落實；並以創新擴散理論之觀點，瞭解臺北市田園城市政策個案擴散之過程與背景，透過何種傳播管道擴散，影響擴散之因素為何，透過Rogers發展出的「創新決策過程的階段模型」分析臺北市民眾接受政策之過程，瞭解田園城市資訊內容在臺北市擴散民眾之知曉與參與過程與程度；輔以社會行銷策略之介入，探討臺北市政府所研擬之社會行銷策略在「臺北市田園城市」創新擴散之過程，分析臺北市田園城市政策的政策規劃、執行之模式與過程及困難之處，研究方法採用質化研究中的個案研究，使用次級資料和深度訪談進行分析。
本研究發現，臺北市田園城市政策擴散方面有待加強，由於以公部門各局處與田園基地做為擴散之基礎，導致參與之民眾偏向平日內會在社區參與活動之長者為主，加上宣傳推廣無法吸引年輕群眾，倒置此政策同溫層深厚。田園城市政策因附有多元價值，使得民眾在認知屬性上對此政策產生好感，但在決策階段民眾會考慮「方便性」之問題而影響參與意願，方便性之因素包含所花費之時間與田園基底之遠近，若改善之因素並增加誘因，能增加擴散的機會。在執行階段，田園城市政策的接受率處在早期大眾之初，為鴻溝的重要的時間點，若無法跨越鴻溝，此政策將會逐漸消逝，此階段能透過行銷策略讓更多民眾參與，政策推廣人員須改善空間不足等問題，而無法擴散源自未針對不同性質之目標對象實施不同的行銷策略，倒置在通路與推廣上無法觸及廣大之民眾。在政策社會行銷之策略未來擬定上，本研究建議改善政策之方便性、訂定明確之目標對象，使通路產生主動性，宣傳推廣需加入創意之元素。
With the impact of climate change, policies related to the environment and sustainability have been expanding in various cities. One innovative policy in response to climate change is the implementation of the Garden Citiy, where residents in Taipei are encouraged to grow vegetables in high-rise buildings within the urban setting , challenging traditional urban and rural distinctions..
This study aims to understand how the Garden Citiy policy in Taipei is formed and implemented through a review of relevant literature. Additionally, using the perspective of innovation diffusion theory, the study examines the process and background of the policy`s diffusion, the channels through which it spreads, and the factors influencing its diffusion. The study also analyzes the stages of the innovation decision-making process, as proposed by Rogers, to understand how Taipei residents accept the policy and their level of awareness and participation in the dissemination of information related to the Garden Citiy. Furthermore, the study explores the intervention of social marketing strategies in the process of innovative diffusion of the Taipei’s Garden Citiy policy. The research investigates the policy planning, execution models and processes, as well as the challenges faced in implementing the Garden Citiy policy in Taipei. The research methodology adopts a qualitative approach, utilizing case studies, secondary data, and in-depth interviews for analysis.
The study findings reveal the need to strengthen the diffusion of the Garden Citiy policy in Taipei. Currently, the diffusion primarily relies on government departments and rural bases, resulting in a predominantly elderly population participating in community activities. Furthermore, the promotional efforts fail to attract the younger demographic, creating a disparity in policy adoption. The Garden Citiy policy possesses multiple values, which generate positive perceptions among the public. However, during the decision-making stage, people consider the issue of convenience, which affects their willingness to participate. Convenience factors include the time required and the proximity of the rural bases. By addressing these factors and enhancing incentives, the opportunities for diffusion can be increased.
During the execution stage, the acceptance rate of the Garden Citiy policy is still in its early stages, posing a crucial time for bridging the gap. Failure to bridge this gap could lead to the gradual disappearance of the policy. At this stage, marketing strategies can encourage more people to participate. Policy promoters must address issues such as limited space. The inability to diffuse the policy can be attributed to the lack of differentiated marketing strategies for different target audiences and the failure to reach a broader population through channels and promotions.
For future policy social marketing strategies, this study recommends improving the convenience of the policy and defining clear target audiences to activate channels proactively. Creative elements should be incorporated into promotional efforts. |
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| Description: | 碩士
國立政治大學
傳播學院傳播碩士學位學程
108464020 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0108464020 |
| Data Type: | thesis |
| Appears in Collections: | [傳播學院傳播碩士學位學程] 學位論文
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