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題名 跨國企業公關功能研究 : 與環境特性及全球公關策略之關聯性
作者 王正慧
WANG, ZHENG-HUI
貢獻者 臧國仁
王正慧
WANG, ZHENG-HUI
日期 1992
1991
上傳時間 2-May-2016 15:11:49 (UTC+8)
摘要 論文綱要
     企業國際化及全球化的議題早在一九八?年代初就受到重視，而全球市場的同質性日益增高，影響所及，使得全球性行銷的概念得以發展。本研究以個案研究方法
     調查四家在臺跨國企業的公關工作，藉以了解公關功能是否適合全球標準化管理，並探討影響跨國企業去開運作的相關因素。研究目的有二:
     一、探討跨國企業全球公關策略的運作及母、子公司公關功能之協調互動的情形，
     二、綜合環境特性及全球公關策略與個案公司公關功能運作之關聯性。
     本研究發現，環境特性是影響跨國企業公關功能的根本因素，本研究並提出三項環境特性指標，包括知識複雜度、政治敏感度及目標顧客群，跨國企業可以據以衡量自身所處的環境並評估公關表現是否得宜。此外，在全球公關策略方面，本研究結果支持較具彈性的全球管理模式，即原則性的公關決策活動宜由母公司統籌全球管理，而技術性的公關活動，則應由公司自行決定， 以同時兼顧子公司與母公司的需求。
參考文獻 參考書目
     一、中文部份
     蔡松齡「入境隨俗才是上策」工商時報經營版，民國81 年4 月28 日，第21 版
     林俊秀(民78) 國際行銷學 臺北: 桂冠書局
     林彩梅(民74) 美日多國籍企業經營策略 台北：五南書局
     黃尹洲(民78) 企業公共事務策略之實證研究 政大企研所碩士論文
     李宛蓉譯(民79) Bartlett ,A. Christopher & Sumantra Ghoshal (1989). Managing Across Borders. Harvard Business School Press. 台北遠流出版社
     
     二、英文部份
     Ackerman, W. Robert (1973). ` "How Companies Respond to Social Demands," Harvard Business Review, July-August. pp. 88-98.
     Aldrich, H. & D. Herker (1977). "Boundary Spanning Roles and Organization Structure," Academy of Management Review. Vol. 2. No.2, pp. 217-231.
     Allen, T. Harrell (1984). Public Relations: Management by Objectives, N. Y.: Longman.
     Anderson, Gavin (1989). "A Global Look at Public Relations," in Bill Cantor & Chester Burger, (eds), Experts in Action: Inside Public Relations, 2nd ed. N. Y. : Longman.
     Baskin, o. &. C. Aronoff (1988). Public Relations: the Professional & the Practice. Dubugue,Iowa: Wm C. Brown.
     Bergner, Douglas (1985). "Washington-based International Public Affairs: A Growing Corporate Function" Public Relations Quarterly. Vol. 29,No.4, pp. 20-24.
     Blake, H. David & Vita Toros (1976). "The Global Image Makers," Public Relations Journal, Vol. 32, No.6, pp. 10-13.
     Boote, Alfred S (1983). "Psychographic Segmentation in Europe," Journal of Advertising Research, Vol.22, pp. 19-25.
     Britt, S. H (1974). "Standardizing Marketing for the International Market," Columbia Journal of World Business. No.4.
     Brooth, L. Alyse (1986). "Going Global," Public Relations Journal. Vol. 42, No.2, pp. 22-27.
     Brown, B. Warren and Dennis J. Moberg (1980). Organization Theory and Management: A Macro Approch. N.Y. : John Wiley & Sons.
     Buzell, D. Robert (1968). "Can You Standardize Multinational Marketing? " Harvard Business Review. November-December. pp. 102-113.
     Cheney, George & G. N. Dionisopoulos (1989). "Public Relations? No, Relations With Publics: A Rhetorical-Organizational Approach to Contemporary Corporate Communications," in Botan, H. C. & Jr. V. Hazleton (eds).,Public Relations Theory, Hillsdale, New Jersey: Lawrence Erlbaum Associates.
     Child, J (1972). "Organizational structure, Environment and Performance: The Role of Strategic Choice," Sociology, Vol. 6, pp. 2-21.
     Christensen, C. Roland & K. Aridrews & J. Bower, (1973) Business Policy: Text and Cases,(3rd ed). Homewood, Ill: Richard D. Irwin.
     Cravens, W. David (1987). Strategic Marketing. Homewood, Illinois: Richard D. Irwin.
     Crespy, T. Charles (1986). "Global Marketing Is New Public Relations Challenge," Public Relations Quarterly, Vol. 31, No.2, pp. 5-8.
     Cutlip, M. Scott. et al (1985). Effective Public Relations, 6th ed. Englewood Cliffs, N. Y.:Prentice-Hall.
     Dollinger, J. Marc (1984). "Environmental Boundary Spanning and Information Processing Effects on Organizational Performance," Academy of Management Journal, Vol. 27, No.2, pp. 351-368.
     Donnelly, H. James, et al (1969). "Standardized Global Advertising, A Call as Yet Unanswered," Journal of Marketing, April, pp. 57-60.
     Douglas, S. & B. Dubois (1977). "Looking at the Cultural Environment for International Marketing Opportunities," Columbia Journal of World Business, No.4.
     Duncan, Robert B (1972). "Characteristics of Organizational Environments and Perceived Environmental Uncertainty," Administrative Science Quarterly, Vol.17, pp. 313-327.
     Dunn, S. Watson (1966). "The Case Study Approach in Cross cultural Research," Journal of Marketing Research, February, pp. 26-31.
     ---------. (1976). "Effects of National Identity on Multinational Promotional Strategy in Europe," Journal of Marketing,?: V61 ?. 40, No.4, pp. 50-57.
     & Martin F. Cahill & Jean J. Boddewyn (1979). How Fifteen TransnatIonal Corporations Manage Public Affairs. Chicago: Crain communications.
     Fredrick, Williams & K. David & J. E. Post., (1988) Business and Society Corporate Strategy, Public Policy, Ethic. N. Y. : MccGraw Hill.
     Galbraith, Jay (1973). Designing Complex Organizations, Massachusettes: Addison-westley Publishing.
     Green, Robert. T &W. H. Cunningham & I. C. M. Cunningham (1975). "The Effectiveness of Standardized Advertising," Journal of Advertising, Vol. 4, pp. 25-30.
     Green, Robert. T & E. Langeard (1975). "A Cross-National Comparison of Comsumer Habits and Innovator Characteristics," Journal of Marketing, Vol. 39, No.3, pp. 34-41.
     Grunig, A. Larissa (1990). "Power in the Public Relations Department", in Grunig, E. James, & J. A. Grunig,(eds), Public Relations Research Annual 2, New Jersery: Lawrence Erlbaum Associates.
     Grunig, James. E (1978). "Describing Publics in Public Relations: The Case of a Suburban Hospital," Journalism Quarterly. V. 55. pp. 109-118.
     --------.(1984). "Organizations, Environments, and Model of Public ?Relations." Public Relations Research & Education, Vol. 1, NO.4,pp. 6-29.
     --------.(1990) "What Is Excellent in P.R. and What Are the Conditions Is and Around Organizations That Make It possible," Paper Presented on Excellence in P.R. and Communication Management P.R. Interest Group, ICA: Dubin, Ireland.
     Grunig, J. E, et al., (1991). Excellence in Public Relations and Communication Management. Hillsdale, N.Y.: LEA.
     ---------.& L. S. Grunig (1989). "Toward a Theory of the Public Relations Behavior of Organizaitons: Review of a Program of Research", in Grunig, E. James, & J. A. Grunig,(eds), Public Relations Research Annual 1, New Jersey: Lawrence Erlbaum Associates.
     --------.& Todd Bunt (1984). Managing Public Relations. N. Y.: CBS College publishing.
     Hite, E. Robert & Cynthia Fraser (1990). "Configuration and Coordination of Global Advertising, " Journal of Business Research, Vol. 21, pp. 335-344.
     Huszagh, Sandra. M. & R. J." Fox & E. Day (1986). "Global Marketing: An Empirical Investigation," Columbia Journal of World Business. Vol. 20, No.4,pp.31-43.
     Jain, C. Subhash (1987). International Marketing Management. California: Wadsworth Inc.
     Jurkovich, Ray (1974). "A Core Typology of Organizational Environments, " Administrative Science Quarterly, vol.19,no.3,pp.380-394.
     Kahn, R. L, et al (1964). Organizational Stress: Studies in the Role Conflict and Ambiguity N.Y.: Wiley.
     Kast, F. E.,& J. E. Rosenzweig (1985). Organization & Management: A Systems and Contingency Approach. 4th ed. Chicago: Science Research Associates.
     Katz, Daniel & R. Kahn (1976). The Social Psychology of Organizations, 2nd ed. N. Y. : John Wiley.
     Kolter, Phillip (1986). "Megamarketing," Harvard Business Review. March-April, p.p. 117-124.
     Krippendorff, K.,& M. F. Eleey (1986). "Monitoring an Organization`s Symbolic Environment." Public Relations Review, Vol. 12, pp. 13-36.
     Leifer, R. & G. P. Huber (1977). "Relations Among Perceived Environmental Uncertainty, Organization Structure and Boundary-Spanning Behavior,"
     Administrative Science Quarterly. Vol. 22, pp.234-247.
     Levitt, Theodore (1983). "The .Globalization of Markets," Harvard Business Review, May-June. pp. 92-102.
     Luthans, Fred, R. M. Hodgetts & K. R. Thompson. (1987) Social Issues in Business: Strategic and Public Policy Perspectives.,(5th ed). N. Y. : Macmillan Publishing Company.
     Meyer, J. W. & W. R. Scott (1983). Organizational Environments: Ritual and Rationality. Beverly Hills, California: Sage.
     Onkvisit, Sake & J. J. Shaw (1987). "Standardized International Advertising: A Review and Critical Evaluation of the Theoretical and Empirical Evidence," Columbia Journal of World Business. Vol. 21, No.3, pp.43-55.
     Ovaitt, Frank (1988). "PR Without Boundaries: Is Globalization an Option? " Public Relations Quarterly, Vol. 33, No.1, pp. 5-9.
     Pearson, Ron (1990). "Ethical Values or Strategic Values? The Two Faces of Systems Theory in Public Relations", in Grunig, E. James, & J. A. Grunig,(eds), Public Relations Research Annual 2, New Jersey: Lawrence Erlbaum Associates.
     Peebles, D. M & J. K. Ryans & Ivan R. Vernon (1978)."Coordination International Advertising," Journal of Marketing. Vol. 42, pp. 28-34.
     Pinsdorf, M. K. (1987) Communicating When Your Company Is Under Siege : Surviving Public Crisis. Lexington, MA: Lexington Books.
     Porter, M. E (1986). "Changing Patterns of International Competition," Journal of California Management Review. Vol.28,No.2,Winter,pp.9-40.
     Preston, E. Lee & J. E. Post.(1975) Management and Public Policy: The Principle of Public Responsibility. N. Y.: Prentice-Hall.
     Quelch, John & F. J. Hoff, (1986) "Customizing Global Market," Harvard Business Review, May-June, pp. 59-68.
     Raffee, Hans. & R. T. Kreutzer (1989). "Organisational Dimensions of Global Marketing," European Journal of Marketing. Vol. 23, pp.43-57.
     Ricks, David A. & J. S. Arpan & M. Y. Fu. (1974) "pitfalls in Advertising Overseas," Journal of Advertising Research, Vol. 14, No.6, pp.47-50.
     Robbins, P. Stephen (1990)., Organization Theory: Struct ure, Design and Applications. 3rd ed. Englewood Cliffs, N. J. : Prentice-Hall.
     Robock, H Stefan & K. Simmonds (1983). International Business and Multinational Enterprises. Homewood, Illinois: Richard D. Irwin.
     Root, Franklin R. (1969) "A Conceptual Approach to International Business," Journal Business Administration. Vol. 1. ,pp.2-15.
     Roth, F. Robert (1982). International Marketing Communications. Chicago: Crain Books.
     Seitel, P. Fraster (1984). The Practice of Public Relations,(2ed)., Ohio: Bell& Howell.
     Shrode, W. A. & Voich, D.J. (1974). Organization and Management: Basic Systems Concepts. Homewood Illinois: Richard D. Irwin.
     Simon, Raymond (1980). Public Relations: Concepts and Practices, (2nd ed). Columbus, OH: Grid Publishing. P.9.
     Sorenson, Z. Ralph & U. E. Wiechmann (197S). "How Multinationals View Marketing Standardization," Harvard Business Review. May-June. pp. 38-167.
     Steiner, George A. (1972). "Social Policies for Business," Colifornia Management Review. Winter, pp. 17-24.
     ---------.& J. J. Corson, (1974) Measuring Business`s Social Performance: The Corporate Social Audit, N. Y. : Committee for Economic Development.
     Strand, Rich. (1983). "A Systems Paradigm of Organizational Adaptations to . the Social Environment.," Academy of Management Review. Vol. 8, No.1, pp. 90-96.
     Strenski, J. B. (1975). "Problems in International Public Relations," Public Relations Journal, Vol. 31, No.5, pp. 27-29.
     Takeuchi, H. & Porter, M (1986). "Three Roles of International Marketing in Global Strategy," in Porter, Michael ed., Competition in Global Industries. Boston: Harvard Business School Press.
     Tushman, M. L. & T. J. Scanlan (1981). "Boundary Spanning Individuals: Their Role In Information Transfer and Their Antecedents," Academy of Management Journal. Vol. 24, No.2, pp. 289-305.
     wilcox, Dennis L & Phillip H. Ault & Warren K. Agee (1986). Public Relation: Strategy and Tactics. N. Y.: Harper & Row.
     Yin, Robert K (1984). Case Study Research. Beverly Hills, California: Sage.
描述 碩士
國立政治大學
新聞學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002004665
資料類型 thesis
dc.contributor.advisor 臧國仁zh_TW
dc.contributor.author (Authors) 王正慧zh_TW
dc.contributor.author (Authors) WANG, ZHENG-HUIen_US
dc.creator (作者) 王正慧zh_TW
dc.creator (作者) WANG, ZHENG-HUIen_US
dc.date (日期) 1992en_US
dc.date (日期) 1991en_US
dc.date.accessioned 2-May-2016 15:11:49 (UTC+8)-
dc.date.available 2-May-2016 15:11:49 (UTC+8)-
dc.date.issued (上傳時間) 2-May-2016 15:11:49 (UTC+8)-
dc.identifier (Other Identifiers) B2002004665en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/89100-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 新聞學系zh_TW
dc.description.abstract (摘要) 論文綱要
     企業國際化及全球化的議題早在一九八?年代初就受到重視，而全球市場的同質性日益增高，影響所及，使得全球性行銷的概念得以發展。本研究以個案研究方法
     調查四家在臺跨國企業的公關工作，藉以了解公關功能是否適合全球標準化管理，並探討影響跨國企業去開運作的相關因素。研究目的有二:
     一、探討跨國企業全球公關策略的運作及母、子公司公關功能之協調互動的情形，
     二、綜合環境特性及全球公關策略與個案公司公關功能運作之關聯性。
     本研究發現，環境特性是影響跨國企業公關功能的根本因素，本研究並提出三項環境特性指標，包括知識複雜度、政治敏感度及目標顧客群，跨國企業可以據以衡量自身所處的環境並評估公關表現是否得宜。此外，在全球公關策略方面，本研究結果支持較具彈性的全球管理模式，即原則性的公關決策活動宜由母公司統籌全球管理，而技術性的公關活動，則應由公司自行決定， 以同時兼顧子公司與母公司的需求。		zh_TW
dc.description.tableofcontents 目次
     第一章 全球性公關管理興起的背景及原因.................... 1
     第一節 問題源起....................1
     第二節 名辭釋義3
     第三節 本論文章節說明.................... 6
     第二章 公共關係與環境特性及全球策略之關聯性8
     第一節 公關與環境特性.................... 8
     第二節 跨國企業全球公關策略 ....................21
     第三節 結論....................30
     第三章 研究方法.................... 31
     第一節 研究目的.................... 31
     第二節 變項說明及研究架構.................... 31
     第三節 變操作性定義.................... 36
     第四節 資料蒐集方法及個案選擇.................... ....................41
     第四章 研究結果.................... 47
     第一節 各公司公關功能運作及標準化策略的執行.................... ....................47
     第二節 四家公司的綜合比較.................... 63
     第三節 環境特性、全球公關策略與去闕功能運作的關聯性....................70
     第五章 結論與建議.................... 72
     第一節 研究簡述....................72
     第二節 發展命題.................... 74
     第三節 研究貢獻與建議.................... 88
     第四節 研究限制.................... 94
     參考書目
     附錄本研究問卷		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002004665en_US
dc.title (題名) 跨國企業公關功能研究 : 與環境特性及全球公關策略之關聯性zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 參考書目
     一、中文部份
     蔡松齡「入境隨俗才是上策」工商時報經營版，民國81 年4 月28 日，第21 版
     林俊秀(民78) 國際行銷學 臺北: 桂冠書局
     林彩梅(民74) 美日多國籍企業經營策略 台北：五南書局
     黃尹洲(民78) 企業公共事務策略之實證研究 政大企研所碩士論文
     李宛蓉譯(民79) Bartlett ,A. Christopher & Sumantra Ghoshal (1989). Managing Across Borders. Harvard Business School Press. 台北遠流出版社
     
     二、英文部份
     Ackerman, W. Robert (1973). ` "How Companies Respond to Social Demands," Harvard Business Review, July-August. pp. 88-98.
     Aldrich, H. & D. Herker (1977). "Boundary Spanning Roles and Organization Structure," Academy of Management Review. Vol. 2. No.2, pp. 217-231.
     Allen, T. Harrell (1984). Public Relations: Management by Objectives, N. Y.: Longman.
     Anderson, Gavin (1989). "A Global Look at Public Relations," in Bill Cantor & Chester Burger, (eds), Experts in Action: Inside Public Relations, 2nd ed. N. Y. : Longman.
     Baskin, o. &. C. Aronoff (1988). Public Relations: the Professional & the Practice. Dubugue,Iowa: Wm C. Brown.
     Bergner, Douglas (1985). "Washington-based International Public Affairs: A Growing Corporate Function" Public Relations Quarterly. Vol. 29,No.4, pp. 20-24.
     Blake, H. David & Vita Toros (1976). "The Global Image Makers," Public Relations Journal, Vol. 32, No.6, pp. 10-13.
     Boote, Alfred S (1983). "Psychographic Segmentation in Europe," Journal of Advertising Research, Vol.22, pp. 19-25.
     Britt, S. H (1974). "Standardizing Marketing for the International Market," Columbia Journal of World Business. No.4.
     Brooth, L. Alyse (1986). "Going Global," Public Relations Journal. Vol. 42, No.2, pp. 22-27.
     Brown, B. Warren and Dennis J. Moberg (1980). Organization Theory and Management: A Macro Approch. N.Y. : John Wiley & Sons.
     Buzell, D. Robert (1968). "Can You Standardize Multinational Marketing? " Harvard Business Review. November-December. pp. 102-113.
     Cheney, George & G. N. Dionisopoulos (1989). "Public Relations? No, Relations With Publics: A Rhetorical-Organizational Approach to Contemporary Corporate Communications," in Botan, H. C. & Jr. V. Hazleton (eds).,Public Relations Theory, Hillsdale, New Jersey: Lawrence Erlbaum Associates.
     Child, J (1972). "Organizational structure, Environment and Performance: The Role of Strategic Choice," Sociology, Vol. 6, pp. 2-21.
     Christensen, C. Roland & K. Aridrews & J. Bower, (1973) Business Policy: Text and Cases,(3rd ed). Homewood, Ill: Richard D. Irwin.
     Cravens, W. David (1987). Strategic Marketing. Homewood, Illinois: Richard D. Irwin.
     Crespy, T. Charles (1986). "Global Marketing Is New Public Relations Challenge," Public Relations Quarterly, Vol. 31, No.2, pp. 5-8.
     Cutlip, M. Scott. et al (1985). Effective Public Relations, 6th ed. Englewood Cliffs, N. Y.:Prentice-Hall.
     Dollinger, J. Marc (1984). "Environmental Boundary Spanning and Information Processing Effects on Organizational Performance," Academy of Management Journal, Vol. 27, No.2, pp. 351-368.
     Donnelly, H. James, et al (1969). "Standardized Global Advertising, A Call as Yet Unanswered," Journal of Marketing, April, pp. 57-60.
     Douglas, S. & B. Dubois (1977). "Looking at the Cultural Environment for International Marketing Opportunities," Columbia Journal of World Business, No.4.
     Duncan, Robert B (1972). "Characteristics of Organizational Environments and Perceived Environmental Uncertainty," Administrative Science Quarterly, Vol.17, pp. 313-327.
     Dunn, S. Watson (1966). "The Case Study Approach in Cross cultural Research," Journal of Marketing Research, February, pp. 26-31.
     ---------. (1976). "Effects of National Identity on Multinational Promotional Strategy in Europe," Journal of Marketing,?: V61 ?. 40, No.4, pp. 50-57.
     & Martin F. Cahill & Jean J. Boddewyn (1979). How Fifteen TransnatIonal Corporations Manage Public Affairs. Chicago: Crain communications.
     Fredrick, Williams & K. David & J. E. Post., (1988) Business and Society Corporate Strategy, Public Policy, Ethic. N. Y. : MccGraw Hill.
     Galbraith, Jay (1973). Designing Complex Organizations, Massachusettes: Addison-westley Publishing.
     Green, Robert. T &W. H. Cunningham & I. C. M. Cunningham (1975). "The Effectiveness of Standardized Advertising," Journal of Advertising, Vol. 4, pp. 25-30.
     Green, Robert. T & E. Langeard (1975). "A Cross-National Comparison of Comsumer Habits and Innovator Characteristics," Journal of Marketing, Vol. 39, No.3, pp. 34-41.
     Grunig, A. Larissa (1990). "Power in the Public Relations Department", in Grunig, E. James, & J. A. Grunig,(eds), Public Relations Research Annual 2, New Jersery: Lawrence Erlbaum Associates.
     Grunig, James. E (1978). "Describing Publics in Public Relations: The Case of a Suburban Hospital," Journalism Quarterly. V. 55. pp. 109-118.
     --------.(1984). "Organizations, Environments, and Model of Public ?Relations." Public Relations Research & Education, Vol. 1, NO.4,pp. 6-29.
     --------.(1990) "What Is Excellent in P.R. and What Are the Conditions Is and Around Organizations That Make It possible," Paper Presented on Excellence in P.R. and Communication Management P.R. Interest Group, ICA: Dubin, Ireland.
     Grunig, J. E, et al., (1991). Excellence in Public Relations and Communication Management. Hillsdale, N.Y.: LEA.
     ---------.& L. S. Grunig (1989). "Toward a Theory of the Public Relations Behavior of Organizaitons: Review of a Program of Research", in Grunig, E. James, & J. A. Grunig,(eds), Public Relations Research Annual 1, New Jersey: Lawrence Erlbaum Associates.
     --------.& Todd Bunt (1984). Managing Public Relations. N. Y.: CBS College publishing.
     Hite, E. Robert & Cynthia Fraser (1990). "Configuration and Coordination of Global Advertising, " Journal of Business Research, Vol. 21, pp. 335-344.
     Huszagh, Sandra. M. & R. J." Fox & E. Day (1986). "Global Marketing: An Empirical Investigation," Columbia Journal of World Business. Vol. 20, No.4,pp.31-43.
     Jain, C. Subhash (1987). International Marketing Management. California: Wadsworth Inc.
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