A Study on the Methods of Policy Marketing of Long-term Care Policy in Taiwan

• Main Authors: Tz-Yun Hu, 胡子勻
• Other Authors: Kai-Hung Fang
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/8je244

碩士 === 銘傳大學 === 公共事務學系碩士班 === 96 === In order to respond to the emerging problems and needs when aging population continues to increase, the government in Taiwan pays more attention to the aging problems, and initiates joint efforts with non-governmental organizations to implement long-term care policy. It is hoped to retain old people’s own dignity and independence by implementing the policy. From the viewpoint of policy marketing, this research intends to see how long-term care policy is marketed in Taiwan. Currently, long-term care policy is in a transition period and many implementation strategies and programs have not been established. As a result, governmental and non-governmental organizations continue to develop strategies and programs to make this policy mature, and be more cautious to implement the policy. This also makes government become more conservative on marketing the long-term care policy. There are five main findings of this research. First, long-term care policy is implemented through stakeholders and organizations in the policy network. Second, there are many methods of long-term care policy which can be divided into internal marketing and external marketing. Third, when people require long-term care services, “windows accepting applications” not only plays a role of accepting applications and transferring cases to appropriate agencies, but also becomes a point of contact with people to market the policy. Therefore, local governments in Taiwan also treat “windows accepting applications” as a key to connect long-term care services with needed old people. Forth, due to the current unstable status of the policy, local governments tend to be conservative on marketing the policy, and make adjustments on the ways of marketing based on the future development of the policy. Finally, people are still unfamiliar with the new long-term care policy.