從拼貼資源觀點探討政策行銷—以165反詐騙諮詢專線為例

Abstract

在商業行銷管理概念被引入政策行銷領域時，較少探討的是當執行政策的政府部門面對時效性、未知性均高的議題時，在資源缺乏的狀態下如何因應之道。透過文獻的探討，我們發現拼貼資源足以作為企業在面臨類似情境時的解決方案，於是本研究採取了結構化-實用- 情境的研究方法，針對165 反詐騙諮詢專線（下稱165 專線）的政策行銷歷程，詴圖以拼貼資源的觀點解釋、分析並歸納165 專線的關鍵成功因素。 研究結果發現：（一）政府部門在面對時效性、不確定性均高的政策行銷專案時，透過拼貼資源方法可以提升其彈性與效率；（二）由於拼貼資源的執行需要管理端與執行端的即時、緊密連結，故一個鼓勵創新、充分授權的組織文化有助於拼貼資源的發展與成功；（三）對於政府部門而言，「夥伴」是資源組合中不可或缺的重要角色；（四）在完善的法規授權架構底下，有助於政府部門透過法定公權力取得政策行銷的夥伴藉以實施拼貼資源。本研究並提出了一個流程化的模型，供給政府部門在運用拼貼資源方法進行政策行銷時參考之用。 本研究的貢獻在於，透過拼貼資源觀點的引入，一方面將拼貼資源理論的應用範圍擴張至政策行銷領域，一方面將政策行銷向來鮮少探討的資源匱乏議題以拼貼資源理論作為解決方案。

It has been little research on how the government manages urgent and uncertain issues with restricted resources, even adopting business marketing management skills into policy marketing knowledge. Through literature reviews, we find that business often use “bricolage“as an alternative to solve similar problems. By selecting Anti-fraud hotline 165 as our studying case, this study applies “Structured-pragmatic-situational” approach to explain, analyze and conclude the key successful factors of Anti-fraud hotline 165 from the perspective of bricolage. As this study suggests: (1) by applying bricolage skills, the government can make an improvement on flexibility and efficiency in highly urgent and uncertain policy marketing projects;(2) It’s important to build timely connections between practitioners and management to execute bricolage, which implies an organization culture encouraging innovation and delegation contributes to a successful bricolage; (3) external partners are essential factors in the resource combination of the government while executing bricolage; (4) a complete regulation environment helps the government to acquire policy marketing partners through legal authority, for the purpose of implementing bricolage. The research also derives a process model for the reference of governments in need of applying bricolage skills to policy marketing. This study made contributions in two fields: first, it expands the explanatory content of bricolage to policy marketing”; second, it suggests bricolage as a solution for policy marketing with restricted resources, which has been rarely studied before.