| Summary: | 碩士 === 南華大學 === 傳播學系 === 102 === 12-Year Basic Education has been repeatedly stressed the hope of alleviating child's academic pressure for years, and believed can help students learn adaptive. But, most parents for years advocated government policies to truly understand the 12-Year Basic Education much.
The researcher believes, by using spokesperson marketing to analyze the message, we are able to understand Ministry of Education how to promote the policy. This is because message is communication, and contributed to the occurrence of consumer buying behavior, to build brand reputation through its product loyalty.
As a result, the essay selected the website of 12-Year Basic Education as the texts and analyzed them. And the results showed that the officials got used to adopt the spokesperson marketing strategy to persuade the mass or parents or students to accept it.
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