隨者網際網路的興起，使得網路成為政策宣傳與服務提供的重要管道。這個發展 趨勢已衝擊傳統政策行銷的市場區隔變數內容，因為透過網路進行政策行銷不能僅使 用人口變數做為尋找政策標的人口的依據，而是需要同時考量民眾的網路近用、使用 能力以及使用意願等條件，才能正確決定政策網路行銷的策略。為此，本研究嘗試利 用2010年行政院研考會辦理之數位落差調查資料，找尋適合做為政策網路行銷區隔政 策標的人口之變數，並以臺北市為例，建立該市的政策網路行銷區隔市場雛形。本研 究利用透過交叉表格分析方法，檢定各區隔變數對臺北市上網民眾參與網路公共網路 行為之影響。由於市場區隔為建構政策網路行銷策略的基礎，故本研究將對從事政策 網路行銷的實務工作者及研究者，提供一個合宜的市場區隔分析途徑與操作方法，俾 提升政策網路行銷策略的規劃品質。

The Internet has become an important tool for policy propaganda and service provision since it emerges. The trend of development has been impacting traditional policy marketing because policy analysts cannot only use demographic variables as the basis for seeking for target groups of public policy. They need to take conditions including citizens’“information access ability” and “information literacy” into account to correctly decide on the Internet marketing strategy of public policy. Therefore, this study use the data of digital divide survey in 2010 by Research, Development and Evaluation Commission, Executive Yuan of Taiwan to look for variables that are suitable for Internet market segmentation. The author used crosstab analysis method to test the effects of each selected segmentation variable on the behaviors of Internet users in Taipei City who surf the information and services of government websites. Because Internet market segmentation is the basis of planning marketing strategy, this study will provide practitioners and researchers who involve in policy marketing with appropriate analytical ways and operation methods to enhance quality in planning marketing strategy.