The Study of the Marketing Strategies of Applying Social Media to the Government

• Main Authors: LIU, CHUN-HUNG, 劉駿宏
• Other Authors: LIN, HAI-CHING
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/qnys23

碩士 === 中臺科技大學 === 文教事業經營研究所 === 105 === The object of this study focuses on applying social media to the marketing strategy of governmental agency, understanding the staff members’ feedback of applying social media includes Facebook and LINE to the current marketing strategy of governmental agency, and analyzing the different feedbacks resulted because of the background variability of staff members. The seven background variability include sexuality, age, educational background, seniority, position, region, and social media. The other variability is strategy of management, which includes five different perspectives: delivering paperwork, exchanging opinion, accepting advise, annunciating activity, and organizing community. Then use survey of the study of the marketing strategies of applying social media to the government as the tool to achieve the result. This study took quantitative questionnaire survey method, and selected the staff member of city government agencies from six different cities as the population. The total issued survey number is 600, and the received valid number is 543. According to the statistic and analysis, the study result is as follows: Ⅰ.The government agency has been applying social media to their marketing strategies. Ⅱ.The government agency from different provinces apply social media to the marketing strategies: the New Taipei City Government was found outstanding in the area of delivering paperwork, exchanging opinion, organizing community, and overall aspect. The Tainan City Government was found outstanding in the area of organizing community, accepting advise, and overall aspect. The Taoyuan City Government was found outstanding in annunciating activity. Ⅲ.The government agency from different provinces apply different social media to the marketing strategies: In the area of delivering paperwork, exchanging opinion, annunciating activity, organizing community, and overall aspect, Facebook was found outstanding. But in accepting advise aspect, both Facebook and LINE were found outstanding.