| 英文摘要 |
To encourage domestic eco-industry technological research and innovation, the Environmental Protection Administration (EPA) has instituted a sustainable eco-cycle development plan for urban and rural areas that uses core green technologies and products. The primary aims of this plan, named the Domestic Media Campaign for Environmental Science and Technology Parks, is to use integrated marketing and the full scope of the domestic media to create in-depth and objective goals in regards to innovative green communication designed to strengthen the image, reputation, and visibility of Environmental Science and Technology Parks—ultimately attracting more companies to invest in new operations within Taiwan's high tech parks. This proactive plan promoted through government policy, and environmental values and through the following communication mediums: television, newspapers, magazines, the Internet, airports, the Taiwan High Speed Rail, and the Taiwan Railways Administration.
Televised forums were the main vehicle for promotion—the EPA and targeted companies were invited to directly communicate during these forums. By effectively sharing distribution and operational resources, the Domestic Media Campaign for Environmental Science and Technology Parks took its first step toward success. In other areas of integrated marketing, Science and Technology Park introductory DVD recordings, visual and billboard design output significantly boosted promotional efforts and increase overall effectiveness.
Integrated marketing and image promotion via the media ensured that the general public's knowledge and support of green industry development would different from the past. Placing emphasis on the communication of Environmental Science and Technology Park policies indirectly shaped the public's ideas and images of these parks. Through this program, between August 2008 and July 2009, Environmental Science and Technology Parks in Kaohsiung, Tainan, Taoyuan, and Hualien attracted 17 firms to either move in or to set up new operations. Currently 13 other companies have already submitted applications and another 5 are considering applying. This campaign has already attracted more firms to set up operations in Environmental Science and Technology Parks. With the EPA's promotion of green innovation, lucrative business opportunities were created in Taiwan's Green Industry.
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