A Study of the Policy Marketing of Taipei City Public Bicycle

• Main Authors: CHUANG, SHU-WEN, 莊淑雯
• Other Authors: CHANG, SSU-MING
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/g345fp

碩士 === 國立臺北大學 === 公共行政暨政策學系 === 106 === 　　In recent years, due to global climate change, global warming, unstable oil prices, and increasingly serious greenhouse effects, the government wants to protect the environment. Therefore, it actively promotes the Green Transportation policy and encourages people to ride public bicycles as transportation. In 2009, Taipei City Government began to cooperate with Giant to promote YouBike policy and change people's traffic habits. At beginning, citizens were not interested in riding YouBike. This led the Taipei City Government to redesign the policy marketing model of public bicycles, and actively participated in the project. Giant Mechanic Manufacturer also changed the design of products from YouBike, provided price incentives and changed promotional tactics. The operation of public bicycles finally turned into a profit. As a result, YouBike has become the “last mile” transportation system for green transportation, and it has become a connecting point for all public transportation Based on policy marketing 5P model (products, prices, access, promotions, and partnerships), the purposes of this study are to analyze the key factors how the YouBike has been in transition from the failure to great success. By using in-depth interviews, this study has found that key factors for the successful development of public bicycles in Taipei are described as follows: 1. Product strategy: use big data analysis as a reference for marketing strategy adjustment, and devote a lot of service manpower to support YouBike's operations. 2. Price strategy: provide price incentives to increase the public usage. 3. Place strategy: expand the city's transportation network, add bicycle lanes, and build a friendly riding space. 4. Promotion strategy: use multimedia platform marketing to increase product visibility and adopt multiple marketing strategies. 5. Partner strategy: more actively involved and supported by the Taipei City Government in the public-private partnership.