環保專案成果報告查詢系統

專案計畫編號	EPA-96-H103-02-241
經費年度	096
計畫經費	5,480 千元
專案開始日期	2007/04/16
專案結束日期	2007/12/31
專案主持人	劉美男
主辦單位	廢管處
承辦人	劉怡焜
執行單位	台視文化事業股份有限公司
專案分類	廢棄物管理
中文關鍵字	環保,科技,媒體宣導
英文關鍵字	environmental protection,science and technology,Media Boardcasting
協同主持人
共同主持人
計畫聯絡人	陳美慧
計畫聯絡電話	02-25785078#219
計畫聯絡信箱	may@mail.ttvc.com.tw

中文摘要	順應世界前瞻趨勢，並加速國家建設發展，在雄厚經濟與科技背景下，台灣政府除了過去已成熟發展的十二項傳統產業，及半導體、光電產業外，目前正積極斥資投入推動規劃擴大八大新興產業發展政策。然而，在產業蓬勃發展的同時相繼衍生出環保問題，進而造就綠色產業契機。為解決國內仰賴進口之環保市場需求，帶動新興環保產業，並活絡經濟發展創造就業機會，台灣設置「環保科技園區」，啟動綠色產業發展、建立循環型社會與開創全球化環保市場。而「環保科技園區」推動計畫已陸續進行園區興建、整體對外宣傳及相關國內外招商的動作；時值國際間全球暖化議題帶動對環保議題的加速落實，以及國內民生相關產業漸採行的樂活風潮，正是爭取更多廠商進入的成熟時機，故行政院環境保護署特委託本公司辦理「環保科技園區國內媒體宣導專案工作計畫」。本計畫主要為運用整合行銷包裝及國內媒體的全方位使用，進行深度、明確目的性、精準目標以及創新綠色溝通的方式，全力提昇「環保科技園區」的能見度、注目度及形象，以強化廠商進駐各園區投資設廠的興趣及意願。在國內媒體宣傳方面，規劃執行了包含電視、報紙、雜誌、網路、機場、高鐵、台鐵、台北捷運、戶外電視牆、實體通路等廣告製作與露出，整體宣傳效益佳，大部分預定露出則數或秒數都有增額宣導露出，宣導媒體運用全方位，且鎖定目標企業主進行溝通，透過媒體資源的有效分配與操作，讓「環保科技園區」的媒體宣導工作跨出成功的第一步。而在其他整合行銷包裝方面，包含環保科技園區簡介光碟錄製、專案視覺及海報設計輸出、環保宣導品規劃製作等，都讓整體宣導工作的進行事半功倍，増收加乘效果。有關辦理『環保科技園區國內媒體宣導專案工作計畫』相關工作方面，規劃項目都已執行完畢。然綜觀整體效果，觀念宣導及知識建立有待長期傳播的效果累積，唯有持續不斷地透過各項媒體資源將訊息宣導傳播出去，才能日見成效。
中文關鍵字	環保,科技,媒體宣導

中文摘要

順應世界前瞻趨勢，並加速國家建設發展，在雄厚經濟與科技背景下，台灣政府除了過去已成熟發展的十二項傳統產業，及半導體、光電產業外，目前正積極斥資投入推動規劃擴大八大新興產業發展政策。然而，在產業蓬勃發展的同時相繼衍生出環保問題，進而造就綠色產業契機。為解決國內仰賴進口之環保市場需求，帶動新興環保產業，並活絡經濟發展創造就業機會，台灣設置「環保科技園區」，啟動綠色產業發展、建立循環型社會與開創全球化環保市場。而「環保科技園區」推動計畫已陸續進行園區興建、整體對外宣傳及相關國內外招商的動作；時值國際間全球暖化議題帶動對環保議題的加速落實，以及國內民生相關產業漸採行的樂活風潮，正是爭取更多廠商進入的成熟時機，故行政院環境保護署特委託本公司辦理「環保科技園區國內媒體宣導專案工作計畫」。本計畫主要為運用整合行銷包裝及國內媒體的全方位使用，進行深度、明確目的性、精準目標以及創新綠色溝通的方式，全力提昇「環保科技園區」的能見度、注目度及形象，以強化廠商進駐各園區投資設廠的興趣及意願。在國內媒體宣傳方面，規劃執行了包含電視、報紙、雜誌、網路、機場、高鐵、台鐵、台北捷運、戶外電視牆、實體通路等廣告製作與露出，整體宣傳效益佳，大部分預定露出則數或秒數都有增額宣導露出，宣導媒體運用全方位，且鎖定目標企業主進行溝通，透過媒體資源的有效分配與操作，讓「環保科技園區」的媒體宣導工作跨出成功的第一步。而在其他整合行銷包裝方面，包含環保科技園區簡介光碟錄製、專案視覺及海報設計輸出、環保宣導品規劃製作等，都讓整體宣導工作的進行事半功倍，増收加乘效果。有關辦理『環保科技園區國內媒體宣導專案工作計畫』相關工作方面，規劃項目都已執行完畢。然綜觀整體效果，觀念宣導及知識建立有待長期傳播的效果累積，唯有持續不斷地透過各項媒體資源將訊息宣導傳播出去，才能日見成效。

中文關鍵字

環保,科技,媒體宣導

類型	檔名	檔案大小	說明	最新版公開日期
期末報告	報告文.rar	140MB	[期末報告]公開完整版	2008/3/1 上午 12:00:00

摘要	In line with world trends while stepping up national development, and backed by the country's strong economy and high-tech competence, the government of Taiwan has embarked on a campaign to promote investment in Eight New Industries in order to accelerate national development. These eight industries are in addition to the 12 conventional industries and semiconductor and optoelectronics industries receiving support in the past. Today the environmental problems caused by industrial development have created a moment of opportunity for green industry in Taiwan. Taiwan plans to establish an Environmental Science and Technology Park (ESTP) in order to ease the country's dependence on imports of foreign environmental products, stimulate the domestic environmental protection industry, stimulate the economy, and create employment opportunities. The Park will encourage the development of green industry, strengthen the campaign for a recycling-oriented society, and help local companies tap global environmental protection markets. The ESTP Business Project has already gotten underway, the Park is under construction, and the recruiting of domestic and foreign companies has begun. Now that global warming has drawn international attention to environmental protection issues, and domestic industries have embraced the LOHAS (Lifestyles of Health and Sustainability) trend, it is a most opportune moment for companies to enter the green market. The EPA has consequently commissioned this company to undertake the “ESTP Domestic Media Promotion Project”. Integrated marketing activities and domestic media promotion will achieve an in-depth, clear, precisely-targeted, and innovative green communication campaign. This campaign will enhance ESTP's visibility and image, and boost companies' interest in and willingness to establish operations in the Park. The Project's media publicity plan calls for the production and exposure of TV, newspaper, magazine, Internet, airport, High Speed Rail, Taiwan Railway, Taipei Metro, outdoor TV wall, and physical channel advertisements. This plan will deliver optimal awareness results; most of these channels will allow extra exposure of a preset number of features or seconds, and effective communication can be achieved with the targeted corporate decision-makers. Wise allocation and use of media resources will enable the ESTP Media Project to take a successful first step. Integrated marketing tasks will include the planning and production of an ESTP profile DVD, visual design works and posters, and environmental protection awareness articles. These items will have a multiplier effect on overall awareness. The planned work of the “ESTP Domestic Media Promotion Project” has already been completed. However, long-term, cumulative promotional efforts will be needed to maximize overall effect, awareness, and knowledge. It is therefore important to continue to use media resources to transmit information about the ESTP.
英文關鍵字	environmental protection,science and technology,Media Boardcasting

摘要

In line with world trends while stepping up national development, and backed by the country's strong economy and high-tech competence, the government of Taiwan has embarked on a campaign to promote investment in Eight New Industries in order to accelerate national development. These eight industries are in addition to the 12 conventional industries and semiconductor and optoelectronics industries receiving support in the past. Today the environmental problems caused by industrial development have created a moment of opportunity for green industry in Taiwan. Taiwan plans to establish an Environmental Science and Technology Park (ESTP) in order to ease the country's dependence on imports of foreign environmental products, stimulate the domestic environmental protection industry, stimulate the economy, and create employment opportunities. The Park will encourage the development of green industry, strengthen the campaign for a recycling-oriented society, and help local companies tap global environmental protection markets. The ESTP Business Project has already gotten underway, the Park is under construction, and the recruiting of domestic and foreign companies has begun. Now that global warming has drawn international attention to environmental protection issues, and domestic industries have embraced the LOHAS (Lifestyles of Health and Sustainability) trend, it is a most opportune moment for companies to enter the green market. The EPA has consequently commissioned this company to undertake the “ESTP Domestic Media Promotion Project”. Integrated marketing activities and domestic media promotion will achieve an in-depth, clear, precisely-targeted, and innovative green communication campaign. This campaign will enhance ESTP's visibility and image, and boost companies' interest in and willingness to establish operations in the Park. The Project's media publicity plan calls for the production and exposure of TV, newspaper, magazine, Internet, airport, High Speed Rail, Taiwan Railway, Taipei Metro, outdoor TV wall, and physical channel advertisements. This plan will deliver optimal awareness results; most of these channels will allow extra exposure of a preset number of features or seconds, and effective communication can be achieved with the targeted corporate decision-makers. Wise allocation and use of media resources will enable the ESTP Media Project to take a successful first step. Integrated marketing tasks will include the planning and production of an ESTP profile DVD, visual design works and posters, and environmental protection awareness articles. These items will have a multiplier effect on overall awareness. The planned work of the “ESTP Domestic Media Promotion Project” has already been completed. However, long-term, cumulative promotional efforts will be needed to maximize overall effect, awareness, and knowledge. It is therefore important to continue to use media resources to transmit information about the ESTP.

英文關鍵字

environmental protection,science and technology,Media Boardcasting