公共電視社會行銷初探研究

The Social Marketing for Public TV

面臨社會環境因素變化和多元媒體發展趨勢，台灣的公共電視爭取大眾的支持和認同，成為非常重要的工作之一；尤其對公共電視的「價值」、「定位」、「認知」、「使命」的行銷，是公共電視籌備期間，一直被忽略或未嚴正計劃的工作。七月一日開播的公共電視，該如何開展民眾對公視的認知和爭取社會的支持，同時建立有效的社會行銷策略，即是本文欲探討的重點。本文為一概念性論文，研究方法採用文獻分析法，首先探討非營利機構管理和社會行銷等學理，來分析公共電視社會行銷意涵的本質，並參酌美日等國公共電視的行銷實際作為，最後提出我國公共電視的社會行銷示意圖，並據此做出具體建議，公共電視須先制定明確使命宣言，同時公視組織文化中須建立員工的使命感，並建立以4C為導向的社會行銷策略，爭取社會大眾的認同。

Facing an evolving society and a multi-channel media environment, the Public TV in Taiwan is under the challenge of gaining public support and public recognition. The promoting of PTV's 'nature', 'value', 'identity', and 'vision' are things being neglected during the organizing stage, are critical challenges for the newly established PTV station. How to win the public support? What are ways to promote the identity or the true value of PTV? How to develop an effective social marketing strategy for selling PTV concept and services? These are the main points discussed in this article. This article is a conceptual study. It attempts to draw new concepts from previous studies. The theory of non-profits organization management and that of social marketing are carefully analyzed to reveal the nature of PTV's social marketing. The PTV social marketing experiences of other country are studied and adapted. A Taiwan PTV's social marketing diagram is developed as a proto-model. Based on this preliminary model, suggestions are provided for Taiwan PTV in conducting its marketing to the general public. Suggestions include to set clear mission statement, to develop organizational culture through employees' commitment, and the adaption of four C's marketing strategy.