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| Title: | 基於4C交易成本架構之財經公關服務模式設計：台灣資本市場的營運策略研究
Designing a Financial Public Relations Service Model Based on the 4C Transaction Cost Framework: Strategic Operational Insights from Taiwan’s Capital Market |
| Authors: | 王琪瑾 |
| Contributors: | 巫立宇
白佩玉
王琪瑾 |
| Keywords: | 財經公關
投資人關係
4C策略行銷
創業計畫
交易成本
營運模式
資本市場溝通
台灣上市櫃企業
Financial Public Relations
Investor Relations
4C Marketing Framework
Strategic Communication
Capital Market
Entrepreneurial Planning
Taiwan |
| Date: | 2025 |
| Issue Date: | 2025-07-01 14:23:21 (UTC+8) |
| Abstract: | 隨著資本市場快速發展與資訊透明化要求升高，企業對外溝通的角色日益關鍵，特別是在金融市場中，投資人關係（Investor Relations, IR）與媒體互動策略已成為企業聲譽管理與股價穩定的核心工具。本研究聚焦財經公關（Financial Public Relations, FPR）在台灣市場的應用與產業發展潛力，導入邱志聖（2020）所提出的4C策略行銷架構--外顯單位效益成本（C1）、資訊搜尋成本（C2）、道德危機成本（C3）、專屬陷入成本（C4）--作為理論基礎，重新設計符合交易成本觀點的FPR服務模式與營運架構。
研究發現，台灣目前已有超過2,200家上市、上櫃與興櫃公司，但專門提供IR與財經傳播服務的公關公司數量不足五家，市場供需高度失衡，顯示出潛在需求未被有效滿足。此外，FPR的專業內涵不僅限於撰寫新聞稿與財報簡報，更涵蓋資訊落差管理、媒體應對策略擬定與市場信任建構等高階顧問功能。
本研究透過文獻分析與市場調查，歸納出台灣財經公關產業所面臨的制度、信任與人才三大挑戰，並依據4C策略邏輯重構服務內容，設計具模組化、制度化與信任導向的營運模式，最終提出一份具可執行性之財經公關公司營運計畫，涵蓋市場定位、服務架構、組織流程與財務預測，期望提供有志投入該產業之創業者或轉型業者具體參考與策略藍圖。
As capital markets evolve rapidly and corporate transparency becomes increasingly vital, external communication has emerged as a strategic function—particularly in the realm of investor relations (IR) and media engagement. These functions now serve as critical levers for managing corporate reputation and stabilizing stock valuation. This study focuses on the development and application potential of the Financial Public Relations (FPR) industry in Taiwan. It adopts the 4C strategic marketing framework proposed by Jyh-Sheng Chiou (2014)—Customer Benefit (C1), Information Search Cost (C2), Ethical Risk (C3), and Lock-in Cost (C4)—as a theoretical foundation for redesigning FPR service models and operational architecture.
The study reveals a notable structural gap: despite more than 2,200 listed and emerging companies in Taiwan, fewer than five firms specialize in providing IR and financial communications services. This indicates a significant market void and unmet demand. Furthermore, FPR expertise extends beyond financial disclosure and press releases—it encompasses information asymmetry management, media risk strategies, and trust-building within capital markets.
Through literature analysis and market data synthesis, this research identifies the systemic challenges and strategic opportunities facing Taiwan’s FPR industry. It then applies the 4C framework to reconstruct the FPR service model and business strategy. The study culminates in a feasible business plan for a financial PR firm—complete with market positioning, modular service design, operational workflow, and financial forecasting—serving as a practical blueprint for entrepreneurs and industry entrants seeking to professionalize and scale this emerging sector. |
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| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
112932039 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0112932039 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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