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題名：師出有名--如何做好政策行銷
書刊名：產業與管理論壇
作者：洪世章 引用關係／曾詠青
作者(外文)：Hung, Shih-chang／Tseng, Yung-ching
出版日期：2014
卷期：16:2
頁次：頁26+28-42
主題關鍵詞：合理性；政策行銷；構框；Legitimacy；Policy marketing；Framing
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 點閱點閱:93
現今政府領導者面對的最大挑戰，往往不是政策內容與規劃本身，而是如何做好政策行銷與溝通。好的政策行銷能幫助領導者與民意溝通，以及正當化改革的訴求，進而使政策推動更加順暢。本文援引構框觀點，在長期的實地研究觀察中，提出九項政策行銷的策略工具，包括邏輯論證、問題建構、議題設定、情境規劃、前瞻、技術藍圖、比喻、說故事及身體語言，這些工具在概念的分析上有其獨特性，但在實務的應用上又有其彼此的相關性。
The greatest challenges faced by the politicians and public officials are increasingly centered on policy marketing than on policy planning. An effective policy marketing strategy enables governmental officials to justify their change efforts and communicate with the public, leading in turn to successful policy work in practice. In this paper based on a longitudinal, field-study process, we draw on framing theory to develop nine strategic tactics. These tactics are analytically distinctive, but practically relevant. They include: logical reasoning, problematization, agenda-setting, scenario planning, foresight, technology road-mapping, metaphors, story-telling, and body languages.
期刊論文
1.Portz, John(1996)。Problem Definitions and Policy Agendas: Shaping the Educational Agenda in Boston。Policy Studies Journal，24(3)，371-386。  new window
2.McCombs, M. E.、Shaw, D. L.(1993)。The evolution of agenda-setting research: Twenty-five years in the marketplace of ideas。Journal of Communication，43(2)，58-67。  new window
3.Schoemaker, Paul J. H.(1995)。Scenario Planning: A Tool for Strategic Thinking。Sloan Management Review，36(2)，25-40。  new window
4.Postma, Theo J. B. M.、Liebl, Franz(2005)。How to improve scenario analysis as a strategic management tool?。Technological Forecasting & Social Change，72(2)，161-173。  new window
5.孫秀惠(1992)。問題出在經濟，笨蛋！。遠見雜誌，78。  延伸查詢new window
6.Antonakis, J.、Fenley, M.、Liechti, S.(2012)。Learning charisma。Harvard Business Review，90(6)，127-130。  new window
7.Brown, A. D.、Ainsworth, S.、Grant, D.(2012)。The rhetoric of institutional change。Organization Studies，33(3)，297-321。  new window
8.Chong, Dennis、Druckman, James N.(2007)。Framing theory。Annual Review of Political Science，10(1)，103-126。  new window
9.Cornelissen, J. P.、Holt, R.、Zundel, M.(2011)。The role of analogy and metaphor in the framing and legitimization of strategic change。Organization Studies，32(12)，1701-1716。  new window
10.Comelissen, Joep P.、Werner, Mirjam D.(2014)。Putting framing in perspective: A review of framing and frame analysis across the management and organizational literature。Academy of Management Annals，8(1)，181-235。  new window
11.Hung, S.-C.、Whittington, R.(2011)。Agency in national innovation systems: Institutional entrepreneur-ship and the professionalization of Taiwanese IT。Research Policy，40(4)，526-538。  new window
12.Maguire, S.、Hardy, C.(2009)。Discourse and deinstitutionalization: The decline of DDT。Academy of Management Journal，52(1)，148-178。  new window
13.Petrick, Irene J.、Echols, Ann E.(2004)。Technology roadmapping in review: A tool for making sustainable new product development decisions。Technological Forecasting and Social Change，71(1/2)，81-100。  new window
14.Schaller, R. R.(1997)。Moored law: Past, present, and future。IEEE Spectrum，34(6)，52-59。  new window
15.Wilkinson, A.、Kupers, R.(2013)。Living in the futures。Harvard Business Review，91(5)，119-127。  new window
16.Yasunaga, Y.、Watanabe, M.、Korenaga, M.(2009)。Application of technology roadmaps to governmental innovation policy for promoting technology convergence。Technological Forecasting and Social Change，76(1)，61-79。  new window
17.Scheufele, D. A.、Tewksbury, D.(2007)。Framing, agenda setting, and priming: The evolution of three media effects models。Journal of Communication，57(1)，9-20。  new window
18.Martin, B. R.、Johnston, R.(1999)。Technology foresight for wiring up the national innovation system。Technological Forecasting and Social Change，60(1)，37-54。  new window
19.Lounsbury, Michael、Glynn, Mary Ann(2001)。Cultural Entrepreneurship: Stories, Legitimacy, and the Acquisition of Resources。Strategic Management Journal，22(6/7)，545-564。  new window
20.Benford, Robert D.、Snow, David A.(2000)。Framing Processes and Social Movements: An Overview and Assessment。Annual Review of Sociology，26(1)，611-639。  new window
圖書
1.Aristotle(1991)。The art of rhetoric。New York, NY：Penguin Books。  new window
2.Kelley, T.、Littman, J.(2005)。The ten faces of innovation: IDEO's strategies for defeating the devil's advocate and driving creativity throughout your organization。New York, NY：Doubleday。  new window
其他
1.柯蔡玉瓊(2013)。感人故事，柯蔡玉瓊（柯媽媽），http://www.cali.org.tw/con-sumer4.aspx。  延伸查詢new window
圖書論文
1.Lundvall, B. A.(1992)。User-producer relationships, national systems of innovation and internationalization。National Systems of Innovation: Towards a Theory of Innovation and Interactive Learning。London：Frances Pinter。  new window
 
 
 
 
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