政策企業家於政策行銷過程的角色扮演
魯炳炎
《摘要》
本文基於公共政策行銷與政策企業家的理論概念和研究文獻， 探討政策企業家是否一定要來自公共部門體制內做為討論的起點， 並將政策企業家界定為行政部門的政策企業家，包括行政首長、政務官、以及事務官，據以提出他們是「擁有特殊人格特質，具備企 業家精神，並且能夠促成創新思維與作為」的定義。而在複雜政策 環境的限制之下，公共組織有可能成為創新的障礙，因此政策企業 家必須善於溝通協調，才會具備分配資源的能力，而富有持續學習 省思的責任感和企圖心，也才會有能力促成創新的思維與作為，將 願景轉化成為實際的政策成果。本文最後提出公共部門政策企業家 的應有作為，而且強調新聞媒體對於公共部門政策企業家在推展政策行銷時的重要性，並以其基於公共利益，瞭解並學習政策行銷的 專業，加強「對上（國會監督）」、「對外（政策行銷）」、「對 內（部際協調）」、以及「對下（府際溝通）」四個層面整合性行 銷傳播技能做為最後的總結。
[關鍵詞]：公共政策行銷、政策企業家、創新、整合性行銷傳播
The Roles of Policy Entrepreneurs in the Policy Marketing Process
Bing-Yan Lu
Abstract
Based on theoretical concepts and literature review of public policy marketing and policy entrepreneurs, the policy entrepreneurs in this study acknowledge their limits in the complex policy contexts. Beginning with the discussion of whether policy entrepreneurs come from the public sector only, the author defines policy entrepreneurs of the public sector, including political, executive, and bureaucratic entrepreneurs, as those with particular personality characteristics and public entrepreneurship who initiate and facilitate innovative thinking and behavior. While surrounded by a network of policy actors involved in the innovation process, they are good at coordination and communications. More important, they are able to allocate scare resources and capable of continual learning, which enables them to turn vision into reality. The study puts forth suggestions for policy entrepreneurs to improve their innovative behavior and emphasizes the pivotal importance of the mass media to policy marketing. In the final part, the author presents skills of integrated marketing communications for policy entrepreneurs, on behalf of public interests, such as parliamentary surveillance, policy marketing, interagency coordination, and inter-governmental communications.
Keywords: innovation, integrated marketing communications, public policy marketing, policy entrepreneur