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The Research of Policy Marketing on Taiwan Green Consumption– Case Study on Green Point APP
policy marketing,green consumption,Green Point APP,environmental protection policy,
|Publication Year :||2020|
Throughout the years, the concept of marketing, learned from private institutions, has been introduced to the government and gradually develops into an important and widely recognized strategy in promoting policies to the public.
The deterioration of the global environment is an issue which countries are consistently making efforts to prevent. To improve and raise awareness of national sustainable development, the Environmental Protection Department of the Executive Yuan has implemented policies to promote green consumption to the public, one of which includes the “Green Point APP”, a mobile application consisting of a point rewarding system encouraging users to pursue an eco-friendly lifestyle.
Therefore, this article discusses the effectiveness of the “Green Point APP” as a policy marketing strategy, by cross analyzing secondary data, in-depth interviews, and questionnaires made with the public. The general analysis of policy marketing models, social media, and surveys shows that among the “6P” marketing portfolio, the government emphasizes on promotion, partnership and price, mainly promoting through social media platforms, and joining with corporates to achieve wide usage of the application. Although in practice, the public recognition of this policy is low, and certain defects of it significantly reduces incentives of usage, the importance of social media marketing does not cease to increase.
The research results imply that there is potential in the marketing methods of the “Green Point APP” application, with political leader figures highly influential in the process. However, not only does the disadvantages of “Green Point APP” cause a decrease in usage, but there is also a cognitive gap between the public and the government. Therefore, this article suggests that the government should primarily segment the target market, followed by “Nudge” strategies to reduce the cognitive gaps and finally, adjust and enhance the functions of “Green Point APP”.
|Appears in Collections:||公共事務研究所|
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