基隆市節能減碳之政策行銷:利害關係人觀點

Abstract

近年來，節能減碳已成為熱門話題，我國自2008年起，開始辦理地方節能減碳評比活動，為了擴大宣導，2010年評比對象，新增鄉鎮市區及村里長，希望透過在地服務的特性，將節能減碳運動，深植到全國各地民眾心中。節能減碳政策特性在於：必須以軟性的政策工具加以執行，其效果相較傳統強制性政策推動來的有效，而政策行銷正是可資運用的技術之一。面對形形色色的政策受眾者，政策行銷的關鍵在於辨識、預測及滿足利害關係人需求，並以最少的權威手段及最多的受眾最適手段推展政策。尤其是運用說服的手段，換取利害關係人之政策順服，勢必要借助政策行銷的策略和工具，使政策執行的成本降至最低。 本文以政策行銷的相關理論為基礎，檢視現行基隆市節能減碳的政策行銷，分析著重在利害關係人行銷，深入瞭解基隆市面對需求不一的利害關係人，分別採取不同的行銷策略和工具，以達成需求平衡與政策結合。以交易為出發，從有形的產品到無形的精神滿足，無論是顯性或隱性的產品或服務，能夠滿足彼此的需求以及所提供的價值，創造顧客滿意與政策績效，並建立與關鍵利害關係人互動之策略夥伴網絡，擴散政策行銷的社會效果。

Recently, energy saving and carbon reduction was a popular theme. From 2008, Taiwan has been start activities of energy saving and carbon reduction. In 2010, this policy broaden the scope to local government. Policy of energy saving and carbon reduction, which has a character: it must be implemented with soft policy tools, especially policy marketing. Facing a lot of policy recipients, policy marketing is to identify, predict and satisfy stakeholder’s needs, then using minimum of authoritarian means and maximum of recipient-friendly means to implement policy. Government can convince stakeholders to accept policy concepts with strategies and tools of policy marketing. It has an advantage: cost of policy implement can decreased. This article employs the models and theories of policy marketing in an attempt to examine the Keelung City’s policy of energy saving and carbon reduction. This thesis emphasized the need of stakeholders. When facing different stakeholders, choosing different stragies and tools of policy marketing, balance and combine different needs. Start with exchange, from product to public service, no matter what dominant or recessive, if it can satisfied each other, creating customer satisfy and promoting policy efficiency, is a good policy marketing. Public sector should construct a network of strategic partnerships, it also could help to spread social effect of policy marketing. Government should apply theories of policy marketing to public policy, because it can get more obedience and lower cost.