Policy Marketing Analysis Of E-Government

Since the rising of New Public Management Movement in the late1970s and theearly1980s, every country devote to built e-government. However, the money cost doesnot match what it brings. Most of the e-government constructions focus on theequipment inputs at the early stage but not the operating inputs behind. What’s more, inthe process of obey the core idea—customer oriented, overlooking customer marketing,therefore, e-government services are seldom adopted and public resources are wasted.Public can hardly understand and accept what e-government is, what the meaning ofpromote e-government is and what the e-government policy is convey for. In thiscircumstance, the staff of government need to do something about policy marketing.Through this method, investing marketee, positioning market and spreadingmulti—channel marketing work.Theoretically speaking, the acceptance and utilization of newtechnology is affectedby various factors. However, politicalmarketing can be used partly as solution toimprove people’s attitude to the acceptance and utilization of e-government. Forinstance, the advocation of marketing advertisement as one of the marketing functioncan be impetus for the recognition of the value of e-government, thus increasingpeople’s expecting effect (namely the acceptance and expectation created by the effectof e-government). In addition, by decreasing the cost of learning and usinge-government, the effort expectation (the degree of effort needed to reach the expectedeffect) can be improved. Besides, the establishment of communicational channelbetween e-government and the public is beneficial to a democratic society. Finally, theubiquitous e-government service can provide great convenience for the public.How should the staff of government market their e-government policy? Later in this article,it introduces the steps and points of e-government policy marketing in detail,andanalyses the case of the plan of high-quality network in Taiwan. I hope this paper willprovide some enlightenment about how to market the e-government policy in themainland.