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題名 組織文化與組織公共關係行為相關性探討 作者 陳蕙芬
CHEN, HUI-FEN貢獻者 臧國仁<br>吳靜吉
ZANG, GUO-REN<br>WU, JING-JI
陳蕙芬
CHEN, HUI-FEN關鍵詞 公共關係
組織文化日期 1992
1991上傳時間 2-May-2016 15:12:04 (UTC+8) 摘要 本研究旨在瞭解組織公共關係行為模式與組織文化相關聯的情形。研究可分兩步驟：首先依美國學者古魯尼與杭特(Grunig & Hunt, 1984) 所提出的公關四模式量表，將由國內企業界所挑選出的十二家企業組織，依四模式運作特性區分為三種類型群，分別是：偏媒體宣傳模式群、偏雙向不對稱模式群和偏雙向對稱模式群。第二 步驟是在三群中各找一家組織代表該行為模式（共計三家），依丁虹（民七十六年）發展的企業文化問卷，測度其企業文化。 這十二家組織的選取方法是，根據中華徵信所民國七十六年所編「中華民國大型企業排名」，在服務業前一百大和製造業前一百五十大的名單中，調查其公關業務狀況，並據此選取已成立正式公關部室的包括聲寶等十二家企業。 本研究所使用的統計方法包括集群分析，因素分析，單因子變異數分析，Ｆ考驗，ｔ考驗，雪費事後檢定，皮爾森相關和典型相關等。 主要的研究結果如下： 一．依ＳＡＳ套裝軟體中集群分析的群內最小變異法（華滋法），可將由國內企業界挑選出來的十二家組織分為三種類型群─「偏媒體宣傳模式」群，「偏雙向不對稱模式」群，和「偏雙向對稱模式」群。 二．各群代表組織，組織文化各有其特性： 甲公司（代表媒體宣傳模式）： 公司實際的情況是，較偏向傳統式權威管理，不太重視個人生活和經驗，而員工從欲的情況是，傾向公司能有一種人本主義的導向，和主動影響法政環境的精神。 乙公司（代表雙向不對稱模式）： 公司實際的情況是，重視「具理想、務實際」的價值觀，偏向團隊參與式的管理方式，並不贊成要順從主管觀點；而員工所欲的情形是，對各個所欲的文化因素都有接近於「同意」的程度。 丙公司（代表雙向對稱模式）： 公司實際的情況是，偏向團隊參與式管理，重視「具理想、務實際」和「就事論事、追求創新」的精神，不贊成要順從主管觀點；員工所欲的情形是，傾向公司能有人本主義的導向和彈性分工，上級協調的精神。 三、三家公司互相比較之下，結果發現： 公司實際的情況是，除「就事論事、追求創新」和「主動影響法政環境」和「保專集權」因素外，其餘五個因素在不同的公司上都有顯著的差異。甲公司最傾向傳統式權威管理，最不「具理想、務實際」，最順從主管觀點。乙公司最傾向於「具理想、務實際」，最重視個人生活、經驗，丙公司最傾向於團隊參與式管理，最不重視個人生活、經驗。 員工所欲的情況是，除「彈性分工、上級協調」因素外，其餘七個因素在不同的公司都有顯著的差異，且其差異均達0.01以上的顯著水準。乙公司最不重視「人本主義導向」，最「重視個人生活和經驗」和最重視「各盡本份」，較丙公司重視「秉公持」和「主動影響法政環境」。丙公司最不重視「理性權威」和「視人為工具」和「各盡本份」。 四．當以公司為單位，作組織內員工組織文化因素與公關四模式之相關探討，簡單相關和典型相關的結果，顯示了都沒有相關。而由員工對公關模式的評分居中的趨勢看來，似乎可推測公司員工對公司公關運作的情形並不甚瞭解。 五．為了瞭解公司內，員工與公關人員對公關看法有無差異，將各公司內員工與公關人員在四模式上的平均分作ｔ考驗，結果發現，只有甲公司（代表媒體宣傳模式）在媒體宣傳模式上，員工與公關人員有顯著差異。丙公司（代表雙向對稱模式）在雙向對稱模式上，員工與公關人員有顯著的差異。不一致的原因有兩種可能，除了員工對公關運作可能不甚瞭解之外，另一種可能是公關人員可能高估了自己的工作。 最後，綜合研究結果加以討論並提出若干建議，以供進一步研究與實務界參考。 參考文獻 壹.中文部份 丁虹，民七十六年，企業文化與組織承諾之關係研究，台北:國立政 治大學企業管理研究所博士論文。 中華徵信所，民七十八年， (中華民國大型企業排名) ，台北:中華徵信所o 中華徵信所，民八十年， (台灣區企業名錄) ，台北:中華徵信所。 江岷欽，「組織文化研究途徑之分析」，行政學報，第二十一期，民 七十八年六月。 江永森，民七十八年，組織文化與工作滿足及工作績效之關係，台北 :私立文化大學企業管理研究所碩士論文。 李孝悌譯，Vogel , E. 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"You Can`t Get There From Here: What Will Make Culture-Change Project Fail, "in Gaining Control of the Corporate Culture, edited by A. L. Wilkins et al., San Frsncisco: Jossey-Bass. 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/#B2002004672 資料類型 thesis dc.contributor.advisor 臧國仁<br>吳靜吉 zh_TW dc.contributor.advisor ZANG, GUO-REN<br>WU, JING-JI en_US dc.contributor.author (Authors) 陳蕙芬 zh_TW dc.contributor.author (Authors) CHEN, HUI-FEN en_US dc.creator (作者) 陳蕙芬 zh_TW dc.creator (作者) CHEN, HUI-FEN en_US dc.date (日期) 1992 en_US dc.date (日期) 1991 en_US dc.date.accessioned 2-May-2016 15:12:04 (UTC+8) - dc.date.available 2-May-2016 15:12:04 (UTC+8) - dc.date.issued (上傳時間) 2-May-2016 15:12:04 (UTC+8) - dc.identifier (Other Identifiers) B2002004672 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/89107 - 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) 本研究旨在瞭解組織公共關係行為模式與組織文化相關聯的情形。研究可分兩步驟：首先依美國學者古魯尼與杭特(Grunig & Hunt, 1984) 所提出的公關四模式量表，將由國內企業界所挑選出的十二家企業組織，依四模式運作特性區分為三種類型群，分別是：偏媒體宣傳模式群、偏雙向不對稱模式群和偏雙向對稱模式群。第二 步驟是在三群中各找一家組織代表該行為模式（共計三家），依丁虹（民七十六年）發展的企業文化問卷，測度其企業文化。 這十二家組織的選取方法是，根據中華徵信所民國七十六年所編「中華民國大型企業排名」，在服務業前一百大和製造業前一百五十大的名單中，調查其公關業務狀況，並據此選取已成立正式公關部室的包括聲寶等十二家企業。 本研究所使用的統計方法包括集群分析，因素分析，單因子變異數分析，Ｆ考驗，ｔ考驗，雪費事後檢定，皮爾森相關和典型相關等。 主要的研究結果如下： 一．依ＳＡＳ套裝軟體中集群分析的群內最小變異法（華滋法），可將由國內企業界挑選出來的十二家組織分為三種類型群─「偏媒體宣傳模式」群，「偏雙向不對稱模式」群，和「偏雙向對稱模式」群。 二．各群代表組織，組織文化各有其特性： 甲公司（代表媒體宣傳模式）： 公司實際的情況是，較偏向傳統式權威管理，不太重視個人生活和經驗，而員工從欲的情況是，傾向公司能有一種人本主義的導向，和主動影響法政環境的精神。 乙公司（代表雙向不對稱模式）： 公司實際的情況是，重視「具理想、務實際」的價值觀，偏向團隊參與式的管理方式，並不贊成要順從主管觀點；而員工所欲的情形是，對各個所欲的文化因素都有接近於「同意」的程度。 丙公司（代表雙向對稱模式）： 公司實際的情況是，偏向團隊參與式管理，重視「具理想、務實際」和「就事論事、追求創新」的精神，不贊成要順從主管觀點；員工所欲的情形是，傾向公司能有人本主義的導向和彈性分工，上級協調的精神。 三、三家公司互相比較之下，結果發現： 公司實際的情況是，除「就事論事、追求創新」和「主動影響法政環境」和「保專集權」因素外，其餘五個因素在不同的公司上都有顯著的差異。甲公司最傾向傳統式權威管理，最不「具理想、務實際」，最順從主管觀點。乙公司最傾向於「具理想、務實際」，最重視個人生活、經驗，丙公司最傾向於團隊參與式管理，最不重視個人生活、經驗。 員工所欲的情況是，除「彈性分工、上級協調」因素外，其餘七個因素在不同的公司都有顯著的差異，且其差異均達0.01以上的顯著水準。乙公司最不重視「人本主義導向」，最「重視個人生活和經驗」和最重視「各盡本份」，較丙公司重視「秉公持」和「主動影響法政環境」。丙公司最不重視「理性權威」和「視人為工具」和「各盡本份」。 四．當以公司為單位，作組織內員工組織文化因素與公關四模式之相關探討，簡單相關和典型相關的結果，顯示了都沒有相關。而由員工對公關模式的評分居中的趨勢看來，似乎可推測公司員工對公司公關運作的情形並不甚瞭解。 五．為了瞭解公司內，員工與公關人員對公關看法有無差異，將各公司內員工與公關人員在四模式上的平均分作ｔ考驗，結果發現，只有甲公司（代表媒體宣傳模式）在媒體宣傳模式上，員工與公關人員有顯著差異。丙公司（代表雙向對稱模式）在雙向對稱模式上，員工與公關人員有顯著的差異。不一致的原因有兩種可能，除了員工對公關運作可能不甚瞭解之外，另一種可能是公關人員可能高估了自己的工作。 最後，綜合研究結果加以討論並提出若干建議，以供進一步研究與實務界參考。 zh_TW dc.description.tableofcontents 第一章緒論 第一節前言．．．．．．．．．．1 第二節研究動機與目的．．．．．．．．．．2 第三節研究問題、研究假設與研究架構．．．．．．．．．．3 本章註釋．．．．．．．．．．8 第二章文獻探討 第一節組織的開放系統觀．．．．．．．．．．9 第二節組織公共關係理論．．．．．．．．．．17 第三節組織文化理論．．．．．．．．．．32 第四節小結:組織文化與組織公共關係．．．．．．．．．．44 本章註釋．．．．．．．．．．49 第三章研究方法 第一節變項衡量方法．．．．．．．．．．51 第二節資料搜集方法．．．．．．．．．．56 第三節資料分析方法．．．．．．．．．．56 本章註釋．．．．．．．．．．59 第四章研究結果 第一節十二家組織公關行為的分類及描述．．．．．．．．．．61 第二節個案公司的背景介紹與公關運作特性描述．．．．．．．．．．69 第三節個案公司組織文化的描述與比較．．．．．．．．．．74 第四節組織文化與公關模式相關性探討．．．．．．．．．．84 第五節各公司內個人變項對組織文化之影響．．．．．．．．．．102 第六節各公司內公關模式之差異性．．．．．．．．．．122 本章註釋．．．．．．．．．．133 第五章討論與建議 第一節研究結果討論．．．．．．．．．．134 第二節研究限制與建議．．．．．．．．．．155 附錄一問卷．．．．．．．．．．161 附錄二250家企業公關業務狀況．．．．．．．．．．168 附錄三因素分析與典型相關結果．．．．．．．．．．177 參考書目．．．．．．．．．．210 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002004672 en_US dc.subject (關鍵詞) 公共關係 zh_TW dc.subject (關鍵詞) 組織文化 zh_TW dc.title (題名) 組織文化與組織公共關係行為相關性探討 zh_TW dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 壹.中文部份 丁虹，民七十六年，企業文化與組織承諾之關係研究，台北:國立政 治大學企業管理研究所博士論文。 中華徵信所，民七十八年， (中華民國大型企業排名) ，台北:中華徵信所o 中華徵信所，民八十年， (台灣區企業名錄) ，台北:中華徵信所。 江岷欽，「組織文化研究途徑之分析」，行政學報，第二十一期，民 七十八年六月。 江永森，民七十八年，組織文化與工作滿足及工作績效之關係，台北 :私立文化大學企業管理研究所碩士論文。 李孝悌譯，Vogel , E. 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"You Can`t Get There From Here: What Will Make Culture-Change Project Fail, "in Gaining Control of the Corporate Culture, edited by A. L. Wilkins et al., San Frsncisco: Jossey-Bass. zh_TW
