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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/29734
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29734


    Title: 企業網路公共關係策略、工具、效益之關聯性研究-以電子資訊產業為例
    Authors: 呂沐勳
    Contributors: 黃懿慧
    呂沐勳
    Keywords: 網路公共關係
    公共關係
    網路公關
    Date: 2007
    Issue Date: 2009-09-11 16:12:22 (UTC+8)
    Abstract: 本研究的研究動機主要有二,其一是重新檢視Grunig所提出的優越公關理論在現實生活中是否能夠被實踐;其二是想透過調查所有網路工具被應用的情形,試圖建構出一個完整的網路公共關係效果評估指標。基於要進一步詳細討論上述研究動機,本研究希望達成下列之研究目的:
    第一,本研究希望能初步探討台灣地區網路公共關係的應用概況。第二,本研究希望能透過審視公共關係策略與網路傳播工具進一步闡述網路科技是否有助於達成優越公關。第三,提出網路公共關係效果的評估指標。第四,綜合理論與實務界研究結果的兩相對照,進而提出適合企業使用的網路公共關係架構。
    研究結果可以分成以下四點簡述之:
    第一點,網路公共關係策略,公關人員經常使用資訊中介策略、雙向溝通略、對等溝通策略,其中資訊中介策略和雙向溝通策略可被視為同一種策略。由此可得知,公關可人員能是有可能透過網路公共關係使用雙向對等溝通策略,進而達成優越公關的。另一方面,在網路公共關係中,公關人員很少使用人際溝通策略。
    第二點,公共關係策略與網路傳播工具關聯性,資訊中介策略與全球資訊網、部落格呈現正相關;雙向溝通策略與網際即時通訊系統、部落格呈現正相關;對等溝通策略與全球資訊網、網際即時通訊系統、部落格呈現正相關。換言之,公關人員如欲透過使用雙向、對等溝通策略達成優越公關,或許可以考慮使用全球資訊網、網際即時通訊系統、部落格等傳播工具。
    第三點,網路公共關係效益,公關人員認為網路公共關係有助於媒體曝光、組織和公眾間關係和組織聲譽。總結言之,網路公共關係有助於公共關係的直效價值。另一方面,公關人員認為網路公共關係對於促進市場營收、危機管理/衝突解決方面的功效並不顯著。
    第四點,企業如果欲藉由網路公共關係實踐雙向對等溝通,有三個因素是一定要具備的,第一是要有獨立的公關部門,第二是要讓公關人員受較多的專業公關訓練,第三則是在傳播工具的選擇上必須善用網路即時通訊系統和部落格。
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    Description: 碩士
    國立政治大學
    廣告研究所
    94452001
    96
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0094452001
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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