政府推動政策行銷時，一直都是依賴各種媒體進行宣導活動，或者運用整合行 銷來強化政策溝通的成效。然而Web2.0 資通科技（Information and Communication Technology, ICT）引發的新媒體變革，改變了許多傳統的政策行銷模式。進入e 化 民主（e-Democracy）時期，不只是政策行銷可以運用媒體，「反政策行銷」的一方 也可以運用媒體來擴大政策衝突，並且迫使政府改變原有立場。本研究以2014 年 政府推動「兩岸服務貿易協議」政策失敗為例，個案分析「太陽花」學生運動的新 媒體運用實務，並且比較政府與「反服貿」雙方的媒體運用、議題設定、政策論述 等。本研究發現，社群媒體加上公民行動的反對力量，使得反對政策的學生訴求獲 致階段性成功。而反對訴求藉由媒體工具使用多樣化、速變性、動員能力，都是現 階段政府公共政策行銷所不足的。政府未來推動政策行銷仍然會面臨類似挑戰，應 建立應用新媒體進行政策溝通的能力，展現政策行銷新的思維。

The government has been relying on the all sorts of media to promote the public policy, or using integrated marketing to improve the results of communication. However, the media revolution driven by the Web 2.0 Information and Communication Technology has changed numerous traditional marketing strategies in terms of promoting public policy. In the e-Democracy era, not only can the party in favor of the policy use media to promote, the party against the policy is also able to intensity the conflict and force the government to shift ground. This study takes examples of Taiwanese government’s failure in promoting Cross-Strait Service Trade Agreement (CSSTA) in 2014, analyzes the practice of new media in the Anti-CSSTA Sunflower Movement, and compares the media utilization, agenda setting, and policy discourse in both sides. It is found in this study that the combination of social media and people’s resentment against the government has achieved a rudimentary result. The diverse media tools that the opposite side uses, its flexibility, and the ability to mobilize are what government lacks with regard to marketing public policy. Similar challenges will definitely arise in the future when the government promote public policy. It is suggested that the government should
create a new strategy to promote the public policy with better flexibility.