| Summary: | 碩士 === 國立東華大學 === 公共行政研究所 === 97 === The concept of “customer orientation” has gradually become an important consideration in the making of civil service examination policy in Taiwan as a result of government emphasis. This paper hopes to elaborate on the application of Taiwan’s civil service examination through the argument behind strategic public policy marketing models. There are three aspects to the strategic public policy marketing models, namely the core target of public policy, public policy interactive marketing strategy under customer orientation, and external contextual factors. The concept of marketing strategy for public policy has transformed from four Ps to four Cs, in which it is stressed that consideration for definition of marketing mix strategy shall be made according to customer needs, while external contexts and the core target of policy will have an effect on the interactive process of public policy marketing.
By design, the in-depth interviews are aimed at three major sectors [government (G), Expert (E), Private (P)]. There are 10 people in total – 3 from the government, 3 from the academic circle and 4 from the private sector. The interviewees from the government are selected from all the members of the Examination Yuan and the staff of the Ministry of Examination. The scholars are chosen to solicit their opinions as referential balance indexes for this study. The ones from the private sector are picked from among cram schools and people who have passed civil service exams.
Depending on the interviewees, different questions are asked. Most interviewees think it is appropriate to regard test takers as customers and thus provide services accordingly. With regard to the core target of public policy, public policy interactive marketing strategy under customer orientation and external contextual factors, once the objective of examination marketing is confirmed and possible competition analyzed, the most important task is aligning marketing mix strategy with customer needs. This study determines that customer needs are the most significant factor. The definition of the interactive strategy plays a decisive role in whether the marketing will succeed. Presently, government examination officials are keen on the concept of customer orientation but have yet to really change their attitude.
This study has reached the following conclusion: When applying examination marketing strategies, an increase of incentives for test takers and a reduction of test-taking cost should be adopted as the main axle of publicity for national civil service examinations. The needs of test takers may have been taken into account but the reactions of test takers are still not valued enough. This is a cognitive gap examination officials today must seriously consider. To improve the results of publicity for national examinations, marketing auditing must be conducted in order to review and adjust the direction of related strategies.
|
|---|
