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    Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/17617


    Title: 二代健保政策溝通成效之研究
    Other Titles: The Effectiveness of the Second-Generation National Health Insurance Policy Communication
    Authors: 孫成業
    Sun, Cheng-yeh
    Contributors: 國際暨大陸事務學系公共政策研究碩士班
    張子揚
    Tzu-yang Chang
    Keywords: 政策溝通;整合行銷傳播理論;二代健保;政策行銷
    the second-generation national health insurance;policy communication;the theory of integrated marketing communications;policy marketing
    Date: 2013
    Issue Date: 2015-01-05 11:06:14 (UTC+8)
    Abstract: 　　二代健保是為了積極改善一代健保財務困窘與公平性、正義性等問題的政策，但是卻遭遇到了相當大的反對聲浪。為了瞭解民眾對二代健保的知識，以及試圖提供政策行銷的建議，本研究援引整合行銷傳播理論，來分析民眾認為目前政府部門如何行銷二代健保，若民眾對二代健保的看法確實不若政府所預期，本研究並提供政策溝通的建議。為了瞭解受訪民眾對二代健保的知識與看法，並調查民眾認知到政府政策行銷二代健保的手法，本研究用問卷調查了台中市200位受訪者，並獲得如下的結果：一、受訪者欠缺對二代健保的知識二、受訪者對二代健保的看法較為負面三、受訪者認為政府的整合行銷手法不佳四、受訪者認為二代健保的政策溝通效果不佳五、受訪者對二代健保的知覺會影響政策溝通成效六、部落格、臉書或網站、口碑行銷最能增強民眾對二代健保的認識七、性別在知識、知覺、溝通成效、行銷策略上有顯著差異存在八、年齡在知識、知覺、溝通成效、行銷策略上有顯著差異存在九、職業在知識、知覺上有顯著差異存在十、婚姻狀況在知識、知覺上有顯著差異存在十一、健保卡使用次數在溝通成效、行銷策略上有顯著差異存在十二、資訊來源在溝通成效上有顯著差異存在十三、政黨傾向在知覺上有顯著差異存在
    　　The government promotes the second-generation national health insurance aggressively in order to improve the troubled finance and social fairness and justice. Unfortunately, most Taiwanese don't agree with this policy. Therefore, this study wants to find out why. This study tries to adopt the theory of integrated marketing communications to analyze how the government has promoted the second-generation national health insurance. This study interviewed 200 Taiwanese via questionnaire in order to understand Taiwanese's knowledge of the second-generation national health insurance and finds out what factors influence the effectiveness of the policy.
    Appears in Collections:[Department of International and China Studies, The M.A. Program of Asia-Pacific Studies and Public Policy Studies] Disserations and Theses(M.A. Program in Public Policy Studies)

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