提升台電公司整體企業形象之研究

Abstract

本研究將以企業行銷策略的概念出發，由文獻與資料蒐集開始，配合國外知名電業的企業形象研究，初步建立成功企業形象的指標，配合焦點團體與民意調查等研究方法，擬定台電公司的企業形象指標，再由整合傳播行銷策略的設計，轉化為實際的行動方案；另一方面，以知識管理為主軸，設計規劃台電公司公關資訊管理系統，有助台電公司整合公關資訊與管理業務，分享相關知識，提昇公關工作效能。 A study by Taiwan Institute of Economic Research in 2001 found that Taiwan residents graded Taipower？？s Image as 74.62 (among 100) while the service performance was graded as 75.13. Is this good or bad? Is this grade acceptable or not? This study will use IMC approach to further explore Taipower？？s corporate image in the 21st century and suggest how to win the supports from different stakeholders in Taiwan. The concept of integrated marketing communication (IMC) was developed in 1989 which addressed the strategic roles of advertising, direct marketing, promoting and public relations in an competitive environment for any company. Consumers, cost, convenience and communication (4Cs) are more important than product, price, place and promotion (4Ps) for a company. It is the purpose of this research study to evaluate those successful companies？？ image formation, design and execution and try to build up several benchmarks to implement into Taipower Corportation. The final goal of this research project is to recommend the procedures, methods, action plans and evaluation mechanism for Taipower to promote its？？ corporate image. An e-approach knowledge management system will be recommended and a system to monitor those PR events, activities, and progress in different communities will also be set up.