觀察需要、滿足需要—顧客導向下的關係行銷   全文下載

Relationship Marketing and Customer-Oriented Principles in Public Sectors

近年來，政府逐步推動民營化、委外等新公共管理的服務提供模式，要求各單位能夠引入市場競爭、回應民眾需求。不過，事實上不少政策或是服務的執行成效有限，而且民眾對於不符合需要的福利或是服務僅能容忍。應該如何運用行銷策略來宣導政策理念，讓民眾接受政府的政策，公部門對此仍很陌生。
本文從「觀察需要、滿足需要」的行銷基礎出發，透過關係行銷理念，主張政府應該擴大、發展與內外顧客、利害關係人的聯繫網絡與關係，密集徵詢、諮商他們的想法、價值並且進行交換。這樣也可在人際接觸過程，直銷政策理念。此外，更要透過民調掌握執行成效，了解弱項，以民眾、顧客想要的方法去設計政策產品與服務，才能以符合民主的方法去提供顧客導向的公共服務，透過動員、虛心學習以及產生解決問題的方案，提供民眾公共價值。

In recent years, public services have been subject to increasing pressure with respect to both their accountability and responsiveness to user needs. Policies have espoused more customer-oriented and market-oriented principles, but government policy have been comparatively silent about the marketing models that inform its own image and positive image.
In this article, we use the concept of relationship marketing to identify the benefits of partnership, management of network, and public consultation. By face-to-face contact, dialogue, exchange of ideas and value among stakeholders, the relationship marketing seem relevant for responding to the needs of providers and customers. Building relationship could achieve a more democratic and customer-focused service delivery process. The underlying purpose of policy marketing has everything to do with public-value creation.