| 英文摘要 |
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.
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