Page 231 - 捷運技術 第51期

捷運技術 第51期 227

102年度傑出市政行銷獎

「捷運信義線通車營運模式調整宣導行銷」

徐淑泰 1

摘要

捷運信義線通車營運模式係採跨線營運模式，繼續維持「新店-淡水」的營運模式，相
對而言，對民眾現況搭乘習慣衝擊層面較少，但仍會對部分民眾搭乘習慣有所改變，本局在
面對市民、專家學者、民意代表及媒體等不同立場加以溝通說明，以期順利推動。以外，本
局與捷運公司、觀光傳播局等市府相關局處擬出宣導行銷策略，於信義線通車前加強宣導，
以減少民眾對習慣改變之疑慮、爭取民眾認同與支持。
本文係簡要概述捷運信義線通車前，本局與捷運公司、觀光傳播局對營運模式調整進行
一系列宣導計畫，強力行銷通車利多及轉乘資訊。捷運信義線通車後，獲得市民與媒體不少
正面反應與報導，更彰顯本府施政成果。因此，本局於103年2月20日榮獲本府「102年度傑
出市政行銷獎」。

關鍵詞：信義線、宣導行銷

DORTS Awarded for Promotion of Xinyi Line
Operational Mode

Shu-Tai Hsu 1

Abstract
After the Xinyi line opened for service, the Taipei MRT network continued its mixed

operational mode of “Xindian-Tamsui.” The temporary expedient meant that trains continued to run
through the green Xindian line and the red Tamsui line. Although maintaining this mode caused less
impact on passengers’ riding habits, there were changes associated with opening of the new line.
DORTS communicated closely with the general public, experts, scholars, elected representatives,
and the media to familiarize people with the operational mode. In addition, DORTS, Taipei Rapid
Transit Corporation (TRTC), the Department of Information and Tourism, and other related agencies
jointly devised publicity and marketing strategies to promote the operational mode ahead of the
opening of the Xinyi line to further boost support.
This article describes a series of promotions jointly conducted by DORTS, TRTC, and
the Department of Information and Tourism to publicize Xinyi line’s operational benefits and
transfer information. After the Xinyi line opened, positive responses from the general public and
media highlighted the government’s administrative achievements, leading DORTS to win a 2013
Outstanding Municipal Marketing Award on February 20, 2014.

Keywords: Xinyi line, municipal marketing

1 臺北市政府捷運工程局公關室書記 hst@trts.dorts.gov.tw