澳門政策行銷策略之研究：以《限制提供塑膠袋》 法律為例

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Title:	澳門政策行銷策略之研究：以《限制提供塑膠袋》法律為例 Policy Marketing of Macau Government－A Case Study on the Law of “Restrictions on the Provision of Plastic Bags”
Authors:	梁咏欣
Contributors:	社會科學院澳門境外碩士在職專班
Keywords:	行銷公共行銷公共行銷策略《限制提供塑膠袋》法律膠袋徵費
Date:	2021
Issue Date:	2021-02-26 09:37:09 (UTC+8)
Abstract:	行銷，是公司在經營中常常會使用的市場策略技巧。如果審視公司帳目，不難發現，行銷幾乎是每家公司每年固定的、最大的支出項目。公司之所以不惜工本，投入所有，花費頗大的宣傳費在行銷上，原因在於：好的行銷方案往往能為公司創造巨大的、難以衡量的價值，以最小的投入得到最大的支出；相反，錯誤的行銷策略會使效果事倍功半，甚至會影響到公司的商譽。傳統的行銷概念除了被廣泛運用於私人企業外，近年來，亦有用於公共政策之勢。　　隨著社會的變遷，民眾對於公共服務的需求和要求已然不同，由傳統的被動式接收逐漸演變為主動，伴隨著各種泛濫的資訊媒體、社交平台，公共政策的有效推行不能只依賴傳統的管理模式。近年來，企業於日常管理中常會使用到的行銷概念備受公共部門青睞，當中公共政策的實施更是被視作為一大考驗。行銷策略運用得宜有助於公共政策的有效推行，同時亦會增加政策執行的成功率。　　本研究之主要目的在於探討公共政策在行銷方面的策略應用，並以澳門特別行政區政府於2019年11月18日正式實施《限制提供塑膠袋》法律為個案分析主體，首先透過文獻探討形式整理出政策行銷之概念，進而使用深入訪談之方式，分析該個案在應用行銷策略方面的情況，最後得出結論及建議。 Marketing is a strategy often used by companies in their operations. If you look at the company’s financial accounts, it is not hard to see that marketing expense is almost the company’s biggest fixed expense during a year. The reason why the company spared no cost, and spent a lot of publicity on marketing is: Good marketing plan can often create huge, difficult to measure the value of the company, with the minimum input to get the maximum expenditure; On the contrary, the wrong marketing strategy can make the results less effective and even affect the company's goodwill. Being widely used in the private sector, traditional marketing concepts have also been applied to public policy in recent years. With the changes of the society, people’s demands and requirements for public services have been different, the traditional passive reception has gradually evolved into active. With the flood of information media and social platforms, the effective implementation of public policy cannot only rely on the traditional management mode. In recent years, the marketing concepts often used in the daily management of enterprises are favored by the public sector, among which the implementation of public policy is regarded as a big challenge. Proper use of marketing strategies contributes to the effective implementation of public policies and increases the success rate of policy implementation. The main purpose of this study was to explore application of public policy in the field of marketing strategy, with the example of the Macau SAR Government officially implemented the law of “Restrictions on the provision of plastic bags” on November 18, 2019. First, sorted out the concept of policy marketing in literature review. Used in-depth interview to analyze the situation of this case in the application of marketing strategy, founded out the conclusions and gave suggestions.
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