政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/65852
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文笔数/总笔数 : 109953/140892 (78%)
造访人次 : 46225999      在线人数 : 539
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜寻范围 查询小技巧：
  • 您可在西文检索词汇前后加上"双引号"，以获取较精准的检索结果
  • 若欲以作者姓名搜寻，建议至进阶搜寻限定作者字段，可获得较完整数据
    •  进阶搜寻
    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/65852


    请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/65852


    题名: 公共關係溝通策略研究：以「無名小站」個案為例
    其它题名: The Public Relation Strategy of the Website Operator："Wretch" as an Example
    作者: 吳雅樂;陳慧汶;呂妮霖
    Wu,Ya-Le;Chen,Hui-Wen;Lu,Ni-Lin
    贡献者: 廣告系
    关键词: 無名小站;溝通策略;對話迴路;公共關係四模式;網路公關
    communication strategies;dialogic loop;four models of public relations;the Internet public relations;Wretch
    日期: 2008.01
    上传时间: 2014-05-06 17:25:32 (UTC+8)
    摘要: 本研究以無名小站的發展歷程為例，探討網站經營者的公共關係策略。本文從公共關係中的溝通策略出發，進行個案研討與分析。透過網站、新聞報導之內容分析與網站經營者的深度訪談，分析「無名小站」的公共關係運作模式及其效應。研究結果顯示，「無名小站」尚未完全體現網路的雙向溝通效能，網路經營者在對話空間裡仍屬於權力位階較高者，在對話迴路的完善度方面仍有改善空間。此外，「無名小站」尚未充分發展出完整的公關策略，屬於被動回應導向的溝通模式。這顯示了科技業與公關業仍存在很大的認知分歧，未來應設置公關專責人員，以提升該企業與利益關係人之溝通品質。
    The purpose of this study is to access the effectiveness of the public relations strategies implemented by the Internet service company "Wretch." Adopting theories of public relations and the Internet communication, the present study provides an in-depth analysis of Wretch`s communication strategies. Based on the interviews and content analysis of media coverage, the study finds that the dialogic loop on the Internet does not work effectively because "Wretch" does not adopt an ideal Internet PR strategy proposed by scholars. As a newly-found Internet service company, "Wretch" fails to take the advantage of the Internet communication, and its PR strategies are passive when facing controversies. The research suggests that "Wretch" employs full-time PR professionals to assure the quality of the relationship with stakeholders.
    關聯: 廣告學研究,29,81-118
    数据类型: article
    显示于类别:[廣告學系] 期刊論文

    文件中的档案:

    档案 描述 大小格式浏览次数
    81-118.pdf717KbAdobe PDF2755检视/开启


    在政大典藏中所有的数据项都受到原著作权保护.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回馈