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ทิศทางการจัดทำยุทธศาสตร์ของกรมประชาสัมพันธ์ PowerPoint PPT Presentation


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ทิศทางการจัดทำยุทธศาสตร์ของกรมประชาสัมพันธ์. รองศาสตราจารย์ ดร.วัฒนา วงศ์เกียรติรัตน์ ภาควิชารัฐประศาสนศาสตร์ คณะรัฐศาสตร์ จุฬาลงกรณ์มหาวิทยาลัย. Policy Cycle. Stakeholders. Policy Formation. Policy Evaluation. Policy Formulation. Policy Implementation. Policy Decision.

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ทิศทางการจัดทำยุทธศาสตร์ของกรมประชาสัมพันธ์

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5185995

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Policy cycle

Policy Cycle

Stakeholders

Policy

Formation

Policy

Evaluation

Policy

Formulation

Policy

Implementation

Policy

Decision


Policy formation

Policy Formation -

  • (Internal stakeholders)

  • (Market stakeholders)

  • (External stakeholders)


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.. 2548 9 ( 8)


Policy formation1

Policy Formation -


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..


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()

()

()

()


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()

() .


Policy formulation

Policy Formulation -


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:

End

Society

BenefitFor

TargetGroup

Way

Product & Service

Means

Activity

Input


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1

--------------------------------------------------

1

.8 .10 .16

1.1

--------------------------------------------------

1.1

.6 .13 .14 .45

1.1.1

--------------------------------------------------

1.1.1

.9 .14 .20 .21

.16 .21 .22 .45

()

--------------------------------------------------

.8 .9 .16 .21

.22 .47


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?

STRATEGY = STRATEGOS

= straos + agein

= army + leading

= leading the total organization

(Greenley,1989:254-255)


Strategic management process

(Strategic Management Process)

()

3

Feedback


Systems theory

Systems Theory=

General Environment

Operating Environment

Internal Environment


Strategic issues

Strategic Issues

  • Direct approach SWOT

  • Goals approach SWOT

  • Vision of success approach SWOT

  • Indirect approach SWOT.


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Strategic

Direction

Vision Mission Objective

1

Strategies

Corporate

Business

Functional

SWOT

Direct

2

S

W

O

T

Mandate

Goal

3

Vision of

Success

Vision

4

Strategies

Indirect


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External environment

External Environment

  • Socio-cultural Factors ( )

  • Technological Factors ( )

  • Economic Factors ( )

  • Political and Legal Factors ( )

  • Physical Factors ( ).


Internal environment

Internal Environment

  • Structure and Policy ( )

  • Service ( )

  • Manpower ( )

  • Money ( )

  • Materials ( )

  • Management ( ).


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O

?

Stars

S

W

Dogs

Cash Cows

T


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O

?

Stars

S

W

Dogs

Cash Cows

T


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  • (Vision) ..

  • (Mission)

  • (Objective/Goal)


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Corporate Strategies

1

2

3

4

Business Strategies

1.1

1.2

1.3

1.4

Functional Strategies

1.1.2

1.1.3

1.1.4

1.1.1


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1

2

3

4

//

1.1

1.2

1.3

1.4

/

1.1.1

1.1.2

1.1.3

1.1.4


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MissionGoal

How?-1Why?

How?-2Why?

How?-3What?


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/

Corporate Growth Improvement Stability Retrenchment

Business

Function

/ /

?


Action plan outcomes outputs activities resources business level

Action PlanOutcomesOutputsActivitiesResourcesBUSINESS LEVEL

CORPORATE LEVELStrategic PlanVision MissionCorporate ObjectiveStrategies


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  • 1: -

  • 2: -


Policy evaluation

Policy Evaluation-


Logic model

Logic Model

Value for money/Cost-Effectiveness

Effectiveness

Economy

Efficiency

Corporate- Level Achievement

Resource

Cost

Inputs

Process

Outputs

Outcomes


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1960

3

2

1


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1960

5

4

3

2

1


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1

--------------------------------------------------

1

.8 .10 .16

1.1

--------------------------------------------------

1.1

.6 .13 .14 .45

1.1.1

--------------------------------------------------

1.1.1

.9 .14 .20 .21

.16 .21 .22 .45

()

--------------------------------------------------

.8 .9 .16 .21

.22 .47


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Strategic Plan

External Stakeholders

Impact

on Society

Corporate

Strategies

(End)

SW

2S+4M

7S

Vision

Mission

Objective

OT

STEP

PEST

Business

Strategies

(Way)

Effectiveness

(BC/CE)

Target Group

Internal

Risk

Strategies

Goal

Outcome

Output

Indicators

PI

KPI

KPI

External

Risk

Functional

Strategies

(Means)

Efficiency

(QQCT)

Product

P

A

R

T

V

F

M

Action Plan

Main Activities

Supporting Activities

Quality Management

Budget

(Unit-cost)

Process

Economy

HRM & HRD + Ethics

MIS

Planning + R&D

Customers & Partnership

Leadership

Inputs


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-3 -4

-1

-2

/

(End)

-5

-1

-2

-3

-6

-5

-5

-4

SW

OT

/

(Way)

-6

-5

(BC/CE)

-6

-7

-1

-7

(Means)

-1

-2

-3

-4

-5

-1

-2

-3

-4

(QQCT)

P

A

R

T

V

F

M

-2 -3 -4

()

+


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