政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/32078

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/32078

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Title:	擴散與行銷整合之意見領袖傳播途徑研究：限制使用塑膠袋政策個案分析
Authors:	藍夏萍 Lan, Hsia Ping
Contributors:	吳瓊恩藍夏萍 Lan, Hsia Ping
Keywords:	政策行銷創新擴散意見領袖傳播宣導政策執行影響力 Policy Marketing Diffusion of Innovations Opinion Leader Communication Policy Implementation Influence
Date:	2007
Issue Date:	2009-09-14 13:04:09 (UTC+8)
Abstract:	著眼於全球生態與環境急速惡化之困境，環保政策成為各國政府傾力推動與執行的核心政策。企圖經由政策規劃與有效執行，達成教育社會大眾、進行社會行為變遷、保護全球生態的終極目標。環保署於2002年開始推動的限制使用塑膠袋政策即為一例。然而，限用政策通動力時至今，於2004年級2005年宣告部分政策停止執行。事實證明，限用政策之推廣與擴散受到阻礙。本研究為了尋求受阻原因，針對台北市文山區模範鄰里進行深度訪談研究，以及個案分析研究，希冀釐清限用政策執行障礙。本研究針對政策行銷推廣擴散之面向，結合社會學研究方案中之創新擴散模式，以及政策行銷推廣模式，發現意見領袖之傳播途徑唯一有效影響社會大眾行為習慣之管道。歸納分析Everett M. Rogers曾進行的四個成功個案，發現有效之政策推廣及執行必須長期宣導、採行非強制性政策規劃與推廣、取得意見領袖高度認同、運用實際經驗影響與溝通模式，方能有效影響社會大眾，成功進行社會行為變遷，以利各項新政策運作執行。　　本研究針對社區鄰里範圍內之研究分析得知，台北市政府進行限用政策推廣過程，未能妥適運用意見領袖傳播管道，同時礙於社會系絡與文化之差異，無法完全依循個案分析所歸納之各項成功運作因素，可能因此而導致限用政策未能達成預期目標。其中癥結包含：由上而下政策規畫可能無法運用由下而上之政策執行；限用政策未能取得意見領袖認同；政策宣導推廣時程可能過不足；強制規範性之政策規範可能引發反彈等等。因此，限用政策雖然應用了意見領袖的推廣宣導途徑，但是可能基於上述因素而導致政策推廣僅能達成部分預期目標。未來若能針對受阻因素適度修正，加強政策宣導與推廣工作，責各項環保政策可望能順利執行。 Environmental Protection Policies play the magnificent role in the field of public policy since the environmental pollutions are getting worse and worse in the 21st Century. Environmental Protection Administration, Expectative Yuan (ROC) Taiwan had implemented the Forbidden to Use the Plastic Bag Policy since 2002 in order to protect the nature environment in Taiwan. However, part of this policy had been stop since 2004. There must some problems happened to make this policy incomplete, and this is also the research question. This research discovers that the Opinion-Leadership Communication Model, which is from the combination of the diffusion of innovations and public policy marketing, could be the most efficient communication path between the government and the public to implement the public policy. Through the further analysis of four successful cases adapted by Everett M. Rogers, there are several important elements, including long time to diffuse, no restricted policy, trust from the opinion leader, and experienced influence model, can make the policy implementation successful. The research findings offer the reasonable repressions for the fail of the Forbidden to Use of Plastic Bag. First of all, the policy marketing time is too short. Secondly, most of the local opinion leaders could not really understand this policy or even trust it. Thirdly, the bottom-up policy implementation model does not work with the top-down policy formation. Finally, the main purpose of this policy is to trigger the social change of the green shopping behavior, and the restricted policy implementation could not only fail, but also get more misunderstandings or complains from the public. The proper modifications shall direct a right way for this policy. "第一章、緒論 4 第一節、研究背景 5 第二節、研究動機與目的 6 第三節、研究途徑與方法 8 第四節、研究範圍與限制 9 第五節、研究流程 10 第二章、文獻探討 11 第一節、政策執行 11 第二節、創新擴散 19 第三節、社會行銷與政策行銷 29 第四節、政策執行、創新擴散與政策行銷之共通性 34 第五節、溝通理論：執行擴散與行銷 37 第六節、影響力與意見領袖 48 第三章、研究設計 55 第一節、研究架構 55 第二節、訪談對象 63 第四章、成功個案簡介 67 第一節、哥倫比亞個案－農村現代化政策 69 第二節、台灣個案－家庭避孕計畫 71 第三節、韓國個案－家庭計畫政策 74 第四節、美國個案－終結愛滋（STOP AIDS）計畫 77 第五章、限制使用塑膠袋政策個案分析 81 第一節、政策背景簡介 81 第二節、審視環境系絡與議題性質 87 第三節、開啟意見領袖途徑 88 第四節、溝通與影響模式分析 91 第五節、意見領袖途徑成效 94 第六章、結論與建議 96 第一節、研究發現 96 第二節、未來研究方向 107 參考文獻 108 附錄ㄧ 117 附錄二 136
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Description:	碩士國立政治大學公共行政研究所 94256014 96
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0094256014
Data Type:	thesis
Appears in Collections:	[Department of Public Administration] Theses

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