教育部屬社教機構為政府部門非營利機構，其出版目的主要為推動全民終身學習教育、反應施政成果、提供民眾生活資訊或學術研究參考。在過去的觀念裡，政府出版品在流通上少了「營利」的附加價值，因此咸少有人重視其行銷概念。但隨著社會變遷，行銷觀念導入非營利機構的管理乃潮流所趨，勢不可擋。觀之，國內社教機構行銷議題研究的碩博士論文，共計八十餘篇，但有關政府出版品之行銷運用之文章則付之闕如。筆者以其從事相關事業二十餘年之經驗，欲深入進行探討目前國內政府出版品之行銷應用之現況與分析。 本文研究以質性研究為主，利用文獻探討法進行分析，另輔以深度訪談法進行調查。最後，以行銷四P的SWOT分析為總結。研究目的在於：一、透過行銷觀念4P的理論架構分析，暸解教育部所屬社教機構出版品的現況。二、歸納政府出版品可能之行銷模式，以為實行政府出版品行銷時之參考。 從本研究獲得的研究成果如下：1.出版歲收明顯入不敷出，定價策略應確實反應成本及使用者付費之原則。2.出版品著作權問題應予正視。多數機關出版品之著作權歸屬不明之情況，會造成日後加值運用紛爭之來源。3.銷售通路多元化、加強與異業之合作關係。4.善用專職研究人員研究效能，企劃選題趨於市場導向。本研究希冀最後之研究成果及建議，能提供各界討論與後續研究者斟酌參考。 The main goal of publications of social education institutions subordinating to the Ministry of Education, a non-profit governmental institution, is to promote life-long learning to the public, to react to the outcome of a government policy, and to provide daily information or academic researches to the masses. In the past concept, governmental publication is circulated without extra value of making profits. Therefore, very few people pay attention to marketing. However, according to social changes, it is a tendency that the concept of marketing is brought into management of non-profit organizations. The number of master’s and doctor’s theses referring to issues about marketing of national social education institutions is more than eighty but the articles of approaches to the promotion of governmental publication are very rare. Relying on over twenty-year experiences in relevant careers, the writer decides to profoundly probe into situations and analyses of application for marketing to national governmental publication. The thesis focuses on qualitative research, adopting documentary approaches to proceed its analysis. Moreover, it applies profound interviews to conduct investigations. Finally, it will conclude with the SWOT analysis of 4P. The purpose of the research is; 1) to understand the situation of publication of social education institutions subordinate to the Ministry of Education through the marketing concept of 4P theory; 2) to sum up possible marketing approaches to serve as references to promotion of governmental publication. The researching outcome of this study is as follows:1. Revenues of publication are able to make ends meet. Price making should truly reflect the cost of production and the principle of pay as you go. 2. Copyright should be seriously recognized. That copyrights of a great number of governmental publications are ambiguous turns out to be the cause of controversies. 3. Methods of selling are diverse. One of them is to strengthen cooperation with different industries. 4. Employ professional researchers to enhance research efficiency and map out topics in response to market tendency. This research hopes that its outcome and suggestion can stimulate extensive discussions and offer a reference to future researchers.
