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題名 企業公共關係運作模式之研究
The Research of Corporate Public Relations
作者 趙基宏
Chao, Chi-Hung
貢獻者 周文賢
Chow, Wen-Shien
趙基宏
Chao, Chi-Hung
關鍵詞 公共關係
目標公眾
企業形象
公關議題
Public relation
Target audience
Corporate image
日期 1992
上傳時間 2-May-2016 13:24:07 (UTC+8)
摘要 有關「公共關係」一詞，由於定義非常廣泛，且不同組織所從事公共關係的目標及目的亦有所差異。職是之故，本研究僅就企業從事公共關係專案時所應確立之架構模式予以討論。本研究所需之資料舉凡有關公共關係理論及實務介紹的文獻、書籍皆為主要來源。研究中乃以四家企業為個案，以驗證依據理論建立架構之可行性。整體內容以理論和實務並重，重點在理論架構的建立和實務運作程序之探討。
參考文獻 一、中文部份
(1) 王洪鈞(民75) ，公共關係，第3 版，台北:華視文化
(2) 王鳳璋、方宏進(民81) ，公共關係實務，初版，台北:書泉。
(3) 王德馨、俞成業(民79) ，公共關係，初版，台北:三民書局。
(4) 王學孔(民75) ，企業形象對消費決策之影響，政大企研所未出版碩士論文。
(5) 林英貴(民73) ，企業識別系統之研究分析層級程序法之應用，政治大學企管研究所未出版碩士論文
(6) 祝振華譯(民75) ，公共關係學，第5 版，台北:黎明文化事業。
(7) 袁自玉(民81) ，公共關係，四版，前程企業管理公司
(8) 施寄青譯(民80) ，公關手冊，台北:遠流
(9) 郭崑謨(民73) ，企業管理--總系統導向，修訂版，台北:華泰。
(10) 曾怡禎(民76) ，企業形象建造模式與其在管理上之應用，政大企研所未出版之碩士論文
(11) 黃尹洲(民78) ，企業公共事務策略之突證研究一一一由企業形象觀點，政大企研所未出版之碩士論文
(12) 彭國能(民78) ，企業公共關係應變功能之研究，文化新研所未出版之碩士論文
(13) 崔寶瑛(民77) ，公共關係學概論，第3 版，台北市新聞記者公會。
(14) 蔡松齡(民81) ，公關趨勢，初版，台北:遠流。
(15) 鄭淑如譯(民80) ，公關行銷策略，台北:授學。
(16) 鄭瑞城(民72) ，組織傳播，第2 版，台北:三民
(17) 黎堅(民76) ，如何利用企業識別系統塑造企業新形象，中華民國對外貿易發展協會編印。
(18) 蔡體禎(民81) ，公關EVENT Q&A` 初版，台北:商周文化。
(19) 劉念寧(民79)，大型企業贊助公益活動之研究，台大商研未出版之碩士論文。
(20) 蕭思源(民80) ，廠商之行銷公關行為研究一一台灣資訊業之實證，台大商研未出版之碩士論文
(21) 鐘起忠(民81) ，調查‧數字‧公闕，初版，台北:大村文化出版社。
(22) 威國仁、孔誠志(民77) ，公關手冊，二版，台北:商周文化。
(23) 魏啟林編譯(民77) ，行銷學精論，台北:華泰
二、英文部份
(1) Baskin, O. and C. Aronoff(1988), "The Nature of Public Relations ", Pullic Relations: The Profession and the Practice, Debuqul, Iowa: Wun C. Brown, P.2-21.
(2) Bissland, J. H. (1990), "Accountobility Gap: Evaluation Practices Show Improvement", Public Relations Review. Vol.16, pp.25-31.
(3) Bertalanffy, Kenneth(1988), General and Social Systems, New Branswick, N.J.: Rutgers University Press.
(4) Broom, Glen M. (1986), "Public Relations Roles and Systems Theory: Functional and Historicist Causal Models ", Public Relation Review, Vol.5, pp.15-22.
(5) Broom, Glen M.; Lauzen, Martha M; Tucker, Kerry(1991), "Public Relations ND Marketing: Dividing the Conceptual Domain and Operational Turf", Public Relatons Review, Vol.17, pp.219-225.
(6) Cummings, C. J. (1991), "The Marketing Manager and the Public Relations Budget", Public Relations Qtrly, Vol.36, pp .16-17.
(7) Corcoran, C. P. (1988), Corporate Philanthropy: Attitudes of Institutional Shareholders, Individual Share-holders, and Corporate Philanthropy Executives, PH. D. dissertation, U. of Minnesota.
(8) Edward L. Berneys (1952), Public Relations, Norman, Okla: University of Oklahoma Press, p.73.
(9) Elinor S. and J. Selame (1985), Developing a Corporate Identity, Third edition, Chain Store Publishing Co.
(10) Forbes, Pauls S. (1992), "Applying Strategic Management to Public Relations", Public Relations Journal, Vo1.48, pp.31 -32.
(11) Frank, P.L.(1984), "Audience Complexity as a Component of Campaign Planning", Public Relation Review, Vol.6, pp.12-21.
(12) Gibson, D.C.(1991), The Communication Continuum, Public Relations Review, Vol.17, pp. 175-183.
(13) Grunig, James E. & Todd Hunt(1984), Managing Public Relation, N.Y.: CBS College Publishing.
(14) Grunig, James E. (1986), "Organizations and Pullic Relations: Testing a Communication Theory", Journalism Monographs.
(15) Goldstein, P.A. (1992), "The Changing Role of Public Relations", Public Relations Journal, Vo1.49, pp4-6.
(16) Hall, A.D. & R. E. Fagen (1976). "Definition of System", General Systems, Vol. 12, pp.18-29.
(17) Harlow, Rex F.(1988) "Building a Public Relations Definition", Precision Public Relatons, N.Y.: Longman, pp.7-16.
(18) Jefkins, P .(1983), "Marketing Pullic Relations", Pullic Relations Qtrly, Vol.25, pp. 14-17.
(19) Kotler, P. and Midnak, C. J. (1978), "A Generic Concept of Marketing", Journal of Marketing, Vol.50, p.14.
(20) Kotler, P. (1991), Marketing Management: Analysis, Planning, and Control, Seventh edition, Prentice Hall.
(21) Lindenmann, Walter (1991), "Research, Evaluation and Measurement: A National Perspective", Public Relations Review, Vol.17, pp.3-16.
(22) Marston, J. E. (1985), Modern Public Relations, Third edition, McGraw Hill Inc.
(23) McQuail, D. & S. Windohl (1985), Communication Models: For the Study of Mass Communication, N. Y.: Longman Inc.
(24) Moore C. J. and A. D. Kalupa (1985), "Sponsorship: An Important Component of the Promotions Mix", Journal of Advertising, Vol.16, pp.16-21.
(25) Nassar, David. (1988), "How to Run a Focus Group", Public Relations Journal, Vol.15, pp.33 "-`34.
(26) Nolte, L. W. (1974), Public Relations Professionnl Guidelines Concepts and Integrations, Third edition, Pergamon Press Inc.
(27) Pavlik, John V. (1987), Public Relations: What Research Tells Us, California: Sage Publications Inc.
(28) Pavlik, John V. (1990), "Using Readership Research to Study Employee View s", Public Relations Review, Vol.15, pp.5O-60.
(29) Robert M. Worcester (1986), Consumer Market Research Handbook, McGraw-Hill Book Company Inc.
(30) Robinson, G. A. (1990), "Public Relation Planning", Public Relations Research Annual, Vol.3, NJ: Lawrence Erlbaum Associates Inc.
(31) Scott, J. C. and D. O`Hair (1990), "Expanding Psychographic Concepts in Public Relations: The Composite Audience Profile", Public Relations Review, Vol.15, pp.15-26.
(32) Scott M. Cutlip and Allen H. Center (1985), Effective Public Relations, Sixth edition, Engle-wood Cliffs, NJ: Prentice-Hall.
(33) Sneed, Don (1991), "Public Relations News Releases and Libel", Public Relations Review, Vol. 17, pp.131-144.
(34) We bster, G. A. (1990), "Strategic Corporate Public Relations", Public Relations Journal, Vo1.46, pp.18-21.
(3S) Webster, G. A. (1990), "Public Relation Practitioners, Public Interest and Management", Journalism Quarterly, Vo1.62, pp.111-115
(36) Wilcox, Dennis L. et al. (1992), Public Relations: Strategies and Tactics, Third edition, NY: Harper & Row, Publishers.
描述 碩士
國立政治大學
企業管理學系
G80355031
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002004075
資料類型 thesis
dc.contributor.advisor 周文賢zh_TW
dc.contributor.advisor Chow, Wen-Shienen_US
dc.contributor.author (Authors) 趙基宏zh_TW
dc.contributor.author (Authors) Chao, Chi-Hungen_US
dc.creator (作者) 趙基宏zh_TW
dc.creator (作者) Chao, Chi-Hungen_US
dc.date (日期) 1992en_US
dc.date.accessioned 2-May-2016 13:24:07 (UTC+8)-
dc.date.available 2-May-2016 13:24:07 (UTC+8)-
dc.date.issued (上傳時間) 2-May-2016 13:24:07 (UTC+8)-
dc.identifier (Other Identifiers) B2002004075en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/89044-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) G80355031zh_TW
dc.description.abstract (摘要) 有關「公共關係」一詞，由於定義非常廣泛，且不同組織所從事公共關係的目標及目的亦有所差異。職是之故，本研究僅就企業從事公共關係專案時所應確立之架構模式予以討論。本研究所需之資料舉凡有關公共關係理論及實務介紹的文獻、書籍皆為主要來源。研究中乃以四家企業為個案，以驗證依據理論建立架構之可行性。整體內容以理論和實務並重，重點在理論架構的建立和實務運作程序之探討。zh_TW
dc.description.tableofcontents 第1章前言..........1
1.1研究動機..........1
1.2研究目的..........3
1.3研究範圍..........4
1.4研究方法..........4
1.5研究內容..........5
第2章相關文獻探討..........6
2.1公共闗係的定義..........6
2.2公共關係理論之發展..........14
第3章公關理論架構..........33
3.1公關運作架構33
3.2調查研究以確定問題環境..........35
3.3設定目標..........43
3.4確定目標公眾..........48
3.5公關媒介與方法之運用..........57
3.6公關績效評估..........75
第4章企業公關活動實務運作..........87
4.1外商銀行－柴契爾夫人訪華活動..........87
4.2房屋仲介公司－廢電池回收運動..........96
4.3電腦軟體廠商－新產品上市公關..........106
4.4便利超商－飢餓三十活動..........116
第5章結論..........126
5.1研究發現..........126
5.2研究限制..........128
5.3後續研究發展方向..........129
參考文獻..........130		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002004075en_US
dc.subject (關鍵詞) 公共關係zh_TW
dc.subject (關鍵詞) 目標公眾zh_TW
dc.subject (關鍵詞) 企業形象zh_TW
dc.subject (關鍵詞) 公關議題zh_TW
dc.subject (關鍵詞) Public relationen_US
dc.subject (關鍵詞) Target audienceen_US
dc.subject (關鍵詞) Corporate imageen_US
dc.title (題名) 企業公共關係運作模式之研究zh_TW
dc.title (題名) The Research of Corporate Public Relationsen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文部份
(1) 王洪鈞(民75) ，公共關係，第3 版，台北:華視文化
(2) 王鳳璋、方宏進(民81) ，公共關係實務，初版，台北:書泉。
(3) 王德馨、俞成業(民79) ，公共關係，初版，台北:三民書局。
(4) 王學孔(民75) ，企業形象對消費決策之影響，政大企研所未出版碩士論文。
(5) 林英貴(民73) ，企業識別系統之研究分析層級程序法之應用，政治大學企管研究所未出版碩士論文
(6) 祝振華譯(民75) ，公共關係學，第5 版，台北:黎明文化事業。
(7) 袁自玉(民81) ，公共關係，四版，前程企業管理公司
(8) 施寄青譯(民80) ，公關手冊，台北:遠流
(9) 郭崑謨(民73) ，企業管理--總系統導向，修訂版，台北:華泰。
(10) 曾怡禎(民76) ，企業形象建造模式與其在管理上之應用，政大企研所未出版之碩士論文
(11) 黃尹洲(民78) ，企業公共事務策略之突證研究一一一由企業形象觀點，政大企研所未出版之碩士論文
(12) 彭國能(民78) ，企業公共關係應變功能之研究，文化新研所未出版之碩士論文
(13) 崔寶瑛(民77) ，公共關係學概論，第3 版，台北市新聞記者公會。
(14) 蔡松齡(民81) ，公關趨勢，初版，台北:遠流。
(15) 鄭淑如譯(民80) ，公關行銷策略，台北:授學。
(16) 鄭瑞城(民72) ，組織傳播，第2 版，台北:三民
(17) 黎堅(民76) ，如何利用企業識別系統塑造企業新形象，中華民國對外貿易發展協會編印。
(18) 蔡體禎(民81) ，公關EVENT Q&A` 初版，台北:商周文化。
(19) 劉念寧(民79)，大型企業贊助公益活動之研究，台大商研未出版之碩士論文。
(20) 蕭思源(民80) ，廠商之行銷公關行為研究一一台灣資訊業之實證，台大商研未出版之碩士論文
(21) 鐘起忠(民81) ，調查‧數字‧公闕，初版，台北:大村文化出版社。
(22) 威國仁、孔誠志(民77) ，公關手冊，二版，台北:商周文化。
(23) 魏啟林編譯(民77) ，行銷學精論，台北:華泰
二、英文部份
(1) Baskin, O. and C. Aronoff(1988), "The Nature of Public Relations ", Pullic Relations: The Profession and the Practice, Debuqul, Iowa: Wun C. Brown, P.2-21.
(2) Bissland, J. H. (1990), "Accountobility Gap: Evaluation Practices Show Improvement", Public Relations Review. Vol.16, pp.25-31.
(3) Bertalanffy, Kenneth(1988), General and Social Systems, New Branswick, N.J.: Rutgers University Press.
(4) Broom, Glen M. (1986), "Public Relations Roles and Systems Theory: Functional and Historicist Causal Models ", Public Relation Review, Vol.5, pp.15-22.
(5) Broom, Glen M.; Lauzen, Martha M; Tucker, Kerry(1991), "Public Relations ND Marketing: Dividing the Conceptual Domain and Operational Turf", Public Relatons Review, Vol.17, pp.219-225.
(6) Cummings, C. J. (1991), "The Marketing Manager and the Public Relations Budget", Public Relations Qtrly, Vol.36, pp .16-17.
(7) Corcoran, C. P. (1988), Corporate Philanthropy: Attitudes of Institutional Shareholders, Individual Share-holders, and Corporate Philanthropy Executives, PH. D. dissertation, U. of Minnesota.
(8) Edward L. Berneys (1952), Public Relations, Norman, Okla: University of Oklahoma Press, p.73.
(9) Elinor S. and J. Selame (1985), Developing a Corporate Identity, Third edition, Chain Store Publishing Co.
(10) Forbes, Pauls S. (1992), "Applying Strategic Management to Public Relations", Public Relations Journal, Vo1.48, pp.31 -32.
(11) Frank, P.L.(1984), "Audience Complexity as a Component of Campaign Planning", Public Relation Review, Vol.6, pp.12-21.
(12) Gibson, D.C.(1991), The Communication Continuum, Public Relations Review, Vol.17, pp. 175-183.
(13) Grunig, James E. & Todd Hunt(1984), Managing Public Relation, N.Y.: CBS College Publishing.
(14) Grunig, James E. (1986), "Organizations and Pullic Relations: Testing a Communication Theory", Journalism Monographs.
(15) Goldstein, P.A. (1992), "The Changing Role of Public Relations", Public Relations Journal, Vo1.49, pp4-6.
(16) Hall, A.D. & R. E. Fagen (1976). "Definition of System", General Systems, Vol. 12, pp.18-29.
(17) Harlow, Rex F.(1988) "Building a Public Relations Definition", Precision Public Relatons, N.Y.: Longman, pp.7-16.
(18) Jefkins, P .(1983), "Marketing Pullic Relations", Pullic Relations Qtrly, Vol.25, pp. 14-17.
(19) Kotler, P. and Midnak, C. J. (1978), "A Generic Concept of Marketing", Journal of Marketing, Vol.50, p.14.
(20) Kotler, P. (1991), Marketing Management: Analysis, Planning, and Control, Seventh edition, Prentice Hall.
(21) Lindenmann, Walter (1991), "Research, Evaluation and Measurement: A National Perspective", Public Relations Review, Vol.17, pp.3-16.
(22) Marston, J. E. (1985), Modern Public Relations, Third edition, McGraw Hill Inc.
(23) McQuail, D. & S. Windohl (1985), Communication Models: For the Study of Mass Communication, N. Y.: Longman Inc.
(24) Moore C. J. and A. D. Kalupa (1985), "Sponsorship: An Important Component of the Promotions Mix", Journal of Advertising, Vol.16, pp.16-21.
(25) Nassar, David. (1988), "How to Run a Focus Group", Public Relations Journal, Vol.15, pp.33 "-`34.
(26) Nolte, L. W. (1974), Public Relations Professionnl Guidelines Concepts and Integrations, Third edition, Pergamon Press Inc.
(27) Pavlik, John V. (1987), Public Relations: What Research Tells Us, California: Sage Publications Inc.
(28) Pavlik, John V. (1990), "Using Readership Research to Study Employee View s", Public Relations Review, Vol.15, pp.5O-60.
(29) Robert M. Worcester (1986), Consumer Market Research Handbook, McGraw-Hill Book Company Inc.
(30) Robinson, G. A. (1990), "Public Relation Planning", Public Relations Research Annual, Vol.3, NJ: Lawrence Erlbaum Associates Inc.
(31) Scott, J. C. and D. O`Hair (1990), "Expanding Psychographic Concepts in Public Relations: The Composite Audience Profile", Public Relations Review, Vol.15, pp.15-26.
(32) Scott M. Cutlip and Allen H. Center (1985), Effective Public Relations, Sixth edition, Engle-wood Cliffs, NJ: Prentice-Hall.
(33) Sneed, Don (1991), "Public Relations News Releases and Libel", Public Relations Review, Vol. 17, pp.131-144.
(34) We bster, G. A. (1990), "Strategic Corporate Public Relations", Public Relations Journal, Vo1.46, pp.18-21.
(3S) Webster, G. A. (1990), "Public Relation Practitioners, Public Interest and Management", Journalism Quarterly, Vo1.62, pp.111-115
(36) Wilcox, Dennis L. et al. (1992), Public Relations: Strategies and Tactics, Third edition, NY: Harper & Row, Publishers.		zh_TW