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題名 投資人關係在台灣企業中扮演的角色及權力關係
The Roles of Investor Relations and their Power Relations in Corporations in Taiwan
作者 張簡佳怡
ChangChien, Chia Yi
貢獻者 鄭怡卉
Cheng, I Huei
張簡佳怡
ChangChien, Chia Yi
關鍵詞 投資人關係
公共關係
權力關係
組織溝通
關係管理
investor relations
public relations
power relations
corporate communication
relationship management
日期 2016
上傳時間 20-Sep-2016 11:38:24 (UTC+8)
摘要 在成熟的金融市場中，投資人關係（IR）早在許多具規模的企業中行之有年。隨著法規對外資的開放，IR也逐漸出現在許多台灣上市櫃企業中，作為企業與投資人之間的橋樑。近年來公司治理、ESG的概念更使得追求永續經營的企業重視IR的經營。雖然IR在實務界持續發展，但IR在學術研究中仍舊是相當陌生的領域。
本篇論文藉由與多位經驗豐富的IR Officers深度訪談，了解IR在企業中扮演的角色、功能、資訊傳遞及其在組織架構中的權力關係，並探討IR在台灣企業中的現況與未來走向。
Investor relations (IR) has been playing an important role for publicly traded corporations for many years. In Taiwan, following the deregulation of foreign investment in the stock market, larger companies became more aware of the need of investor relations to bridge the investment community and the corporation.
IR is a unique area that combines the skills of communication, public relations, and financial knowledge as well as business management. Nevertheless, there has been only limited academic research on this area, suggesting a gap between the academia and the industry.
By in-depth interviews with experienced IR officers (IROs), the current study aimed to explore the situation of IR in Taiwan, including their roles and functions, as well as the issue of power relations in today’s corporations. The results showed that IR plays the role as a technician that delivers financial information as well as a manager that copes with the expectation of and the relationships with the investment community and the top management.
Additionally, most interviewees believed IROs should be valued as an important function in the corporation as they not only disseminate information to the financial media or financial community, but they also offer market updates and provide valuable consultations to the top management. In sum, the IROs who have a seat at the table can play an influential role and achieve two-way communication for their corporations and the external stakeholders.
參考文獻 Berger, B.K. & Reber, B.H. (2006). Gaining Influence in Public Relations: The role of resistance in practice. New Jersey: Lawrence Erlbaum Associates.
Berger, A.A. (2014). Media and communication research methods: an introduction to qualitative and quantitative approaches (3rd ed.). Thousand Oaks, Calif.: Sage Publication Ltd.
BNY Mellon. (2013). Global Trends in Investor Relations: A Survey Analysis of IR Practices in Greater China. NY: The Bank of New York Mellon Corporation.
Bragg, S.M. (2010). Running an effective investor relations department: A comprehensive guide. New Jersey: John Wiley & Sons.
Brennan, M. J. & Tamarowski, C. (2005). Investor relations, liquidity, and stock prices. Journal of Applied Corporate Finance, 12(4), 26-37.
Broom, G. & Smith, G. (1979). Testing the practitioner’s impact on clients. Public Relations Review, 5(3), 47-59.
Brown, L.F. (1995). Getting a grip on investor relations. Direcors & Boards, 19(2), 44-46.
Bushee, B. J. & Miller, G. S. (2012). Investor relations, firm visibility, and investor following. The Accounting Review, 87(3), 867-897.
Charmaz, K. (2006). Constructing grounded theory: A practical guide through qualitative analysis. London, England: Sage Publications Ltd.
Cyert, R. M. & March, J. G. (1963). A behavioral theory of the firm. Englewood Cliffs, NJ: Prentice-Hall.
Davis, A. (2006). The role of the mass media in investor relations. Journal of Communication Management, 10(1), 7-17.
Dichter, E. (1985). What’s in an image? Journal of Consumer Marketing, 2(1), 75-81.
Dolphin, R. R. (2003). Approaches to investor relations: Implementation in the British context. Journal of Marketing Communications, 9(1), 29-43.
Dolphin, R. R. (2004). The strategic role of investor relations. Corporate Communications: An International Journal, 9(1), 25-42.
Dozier, D. M. (1984). Program evaluation of roles of practitioners. Public Relations Review, 10(2), 13-21.
Dozier, D. M. & Broom, G.M. (2006). The centrality of practitioner roles to public relations theory. In Botan, C.H. & Hazelton, V. (Ed.), Public relations theory II (pp.137-170). Mahwah, NJ: Erlbaum.
Ernst and Young Center for Business Innovation. (1997). Measures that matters. London: Ernst and Young Center for Business Innovation.
EY. (2015). Taking it to heart: Exploring how investor relations is organized in companies pre and post IPO. Retrieved from http://www.ey.com/Publication/vwLUAssets/EY_Taking_it_to_heart/$FILE/ey-taking-it-to-heart-ir-survey.pdf
Favaro, P. (2001). Beyond bean counting: The CFO’s expanding role. Strategy & Leadership, 29(5), 4-8.
Farragher, E.J., Kleinman, R. & Bazaz, M.S. (1994). Do investor relations make a difference? The Quarterly Review of Economics and Finance, 34(4), 405-412.
Gabbioneta, C., Ravasi, D., & Mazzolo, P. (2007). Exploring the drivers of corporate reputation: A study of Italian securities analysts. Corporate Reputation Review, 10(2), 99-123.
Gregory, J. R. (1997). ROI: Calculating advertising’s impact on stock price. Corporate Reputation Review, 1(1), 56-60.
Grunig, J. E. & Hunt, T. (1984). Managing Public Relations. NY: Holt, Rinehart & Winston.
Hockerts, K. & Moir, L. (2004). Communicating corporate responsibility to investors: The changing role of the investor relations function. Journal of Business Ethics, 52(1), 85-98.
Hoffmann, A. O. I., Tutic, A. & Wies, S. (2011). The role of educational diversity in investor relations. Corporate Communication: An International Journal, 16(4), 311-327.
Hoffmann, C. & Fieseler, C. (2012). Investor relations beyond financials: Non-financial factors and capital market image building. Corporate Communications: An International Journal, 17(2), 138-155.
Hong, Y., & Ki, E. (2007). How do public relations perceive investor relations? An exploratory study. Corporate Communications: An International Journal, 12(2), 199-213.
International Accounting Standard Board. (2010). The IFRS framework for financial reporting 2010. Conceptual Framework. Retrieved from http://www.iasplus.com/en/standards/other/framework
IR Magazine. (2015). Global practice report 2015. London.
Johansson, B. & Larsson, L. (2015). The complexity of public relations work: PR managers in the public and private sector in Sweden. Nordicom Review, 36(1), 125-139.
Katz, D. & Kahn, R. (1978). The Social Psychology of Organizations. New York: Willy.
Kim, T. & Jeon, S. (2015). The effect of investor relations on corporate bond credit rating. Academy of Accounting and Financial Studies Journal, 19(1), 198-208.
Laskin, A. V. (2006). Investor relations practices at Fortune 500 companies: An exploratory study. Public Relations Review, 32(1), 69-70.
Laskin, A. V. (2009). A descriptive account of the investor relations profession. Journal of Business Communication, 46(2), 208-233.
Laskin, A. V. (2014). Investor Relations as a public relations function: A state of the profession in the United States. Journal of Public Relations Research, 26(3), 200-214.
Lev, B. (2001). Intangibles: Management, Measurement and Reporting. Washington DC: Bookings Institution Press.
Marston, C. & Straker, M. (2001). Investor relations: A European survey. Corporate Communications: An International Journal, 6(2), 82-93.
Mintzberg, H. (1985). Power in and around organizations. Englewood Cliffs, NJ: Prentice-Hall.
Moss, D., Newman, A. & DeSanto, B. (2005). What do communication managers do? Defining and refining the core elements of management in a public relations/Corporate communication context. Journalism & Mass Communication Quarterly, 82(4), 873-890.;
National Investor Relations Institute (NIRI). (2002). Standards of Practice for Investor Relations (2nd ed.). VA: NIRI.
Petersen, B. K., & Martin, H. J. (1996). CEO perceptions of investor relations as a public relations function: An exploratory study. Journal of Public Relations Research, 8(3), 173-209.
Ragas, M. W., Laskin, A. V., & Brusch, M. (2013). Investor relations measurement: An industry survey. Journal of Communication Management, 18(2), 176-192.
Reber, B. H. & Berger, B. K. (2006). Finding influence: Examining the role of influence in public relations practice. Journal of Communication Management, 10(3), 235-249.
Regester, M. (1990). Why investor relations is growing in importance and requires special skills. International Public Relations Review, 13(1), 4-7.
Rosenbaum, M. (1994). Selling Your Story to Wall Street: The art and science of investor relations (5th ed.). Chicago: Probus Publishing.
Ryder, N. & Regester, M. (1989). Investor Relations. London: Hutchinson Business Books.
Silver, D. (2004). The IR-PR nexus. In Cole, B. M. (Eds.), The new investor relations: Expert perspectives on the state of the art (pp. 59-74). Princeton, NJ: Bloomberg Press.
Sriramesh, K., Grunig, J. E., & Buffington, J. (1992). Corporate culture and public relations. In Grunig, J. E. & Dozier D. M. (Eds.), Excellence in public relations and communication management (pp. 577-595). Mahwah, NJ: Routledge.
Useem, M. (1993). Executive Defense: Shareholder Power and Corporate Reorganization. Cambridge, MA: Harvard University Press.
von Alberti-Alhtaybat, L., & Al-Htaybat, K. (2016). Investor relations via Web 2.0 social media channels: A qualitative study of Middle Eastern corporations and investors. Aslib Journal of Information Management, 68(1), 33-56.
White, J., & Dozier, D. M. (1992). Public relations and management decision making. In Grunig, J. E. & Dozier D. M. (Eds.), Excellence in public relations and communication management (pp. 91-108). Mahwah, NJ: Routledge.

林子均，2014。投資人關係與台灣證券市場交易活動之關聯性研究。臺灣大學財務金融學研究所學位論文。
洪智慧，2007。投資人關係經營之公共關係策略探討—以汽車及零件業上市公司為例。國立中山大學傳播管理研究所。
陳淑珠，2006。公司治理、公司價值與投資人關係關聯性之研究—以台灣上市公司之投資人為研究對象。靜宜大學管理碩士在職專班碩士論文。
曾羨雯，2010。投資人關係管理對公司價值認知之影響。國立中央大學企業管理學系碩士在職專班碩士論文。
黃和傑，2006。投資人關係部門成立對公司的影響。國立成功大學高階管理碩士在職專班碩士論文。
黃品方，2010。投資人知覺之服務品質、關係品質與關係績效之關係研究。淡江大學企業管理學系碩士在職專班學位論文。
黃嘉怡，2010。上市電子公司之投資人關係管理。國立臺灣科技大學財務金融研究所碩士論文。
劉倩妏，2004。以投資人關係為目的之資訊揭露。國立中正大學企業管理研究所碩士論文。
描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
102461004
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102461004
資料類型 thesis
dc.contributor.advisor 鄭怡卉zh_TW
dc.contributor.advisor Cheng, I Hueien_US
dc.contributor.author (Authors) 張簡佳怡zh_TW
dc.contributor.author (Authors) ChangChien, Chia Yien_US
dc.creator (作者) 張簡佳怡zh_TW
dc.creator (作者) ChangChien, Chia Yien_US
dc.date (日期) 2016en_US
dc.date.accessioned 20-Sep-2016 11:38:24 (UTC+8)-
dc.date.available 20-Sep-2016 11:38:24 (UTC+8)-
dc.date.issued (上傳時間) 20-Sep-2016 11:38:24 (UTC+8)-
dc.identifier (Other Identifiers) G0102461004en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/102043-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際傳播英語碩士學位學程(IMICS)zh_TW
dc.description (描述) 102461004zh_TW
dc.description.abstract (摘要) 在成熟的金融市場中，投資人關係（IR）早在許多具規模的企業中行之有年。隨著法規對外資的開放，IR也逐漸出現在許多台灣上市櫃企業中，作為企業與投資人之間的橋樑。近年來公司治理、ESG的概念更使得追求永續經營的企業重視IR的經營。雖然IR在實務界持續發展，但IR在學術研究中仍舊是相當陌生的領域。
本篇論文藉由與多位經驗豐富的IR Officers深度訪談，了解IR在企業中扮演的角色、功能、資訊傳遞及其在組織架構中的權力關係，並探討IR在台灣企業中的現況與未來走向。		zh_TW
dc.description.abstract (摘要) Investor relations (IR) has been playing an important role for publicly traded corporations for many years. In Taiwan, following the deregulation of foreign investment in the stock market, larger companies became more aware of the need of investor relations to bridge the investment community and the corporation.
IR is a unique area that combines the skills of communication, public relations, and financial knowledge as well as business management. Nevertheless, there has been only limited academic research on this area, suggesting a gap between the academia and the industry.
By in-depth interviews with experienced IR officers (IROs), the current study aimed to explore the situation of IR in Taiwan, including their roles and functions, as well as the issue of power relations in today’s corporations. The results showed that IR plays the role as a technician that delivers financial information as well as a manager that copes with the expectation of and the relationships with the investment community and the top management.
Additionally, most interviewees believed IROs should be valued as an important function in the corporation as they not only disseminate information to the financial media or financial community, but they also offer market updates and provide valuable consultations to the top management. In sum, the IROs who have a seat at the table can play an influential role and achieve two-way communication for their corporations and the external stakeholders.		en_US
dc.description.tableofcontents CHAPTER 1 INTRODUCTION 1
1.1 Investor Relations 1
1.2 Purpose of the Study 3

CHAPTER 2 LITERATURE REVIEW 7
2.1 Investor Relations Overview 7
2.1.1 History and definition of investor relations 6
2.1.2 Investor relations research 9
2.2 Communication and Investor Relations 12
2.2.1 Communicating with external stakeholders 13
2.2.2 Internal relationship management 18
2.3 The Issue of Power Relations 20
2.4 Roles of Investor Relations 22

CHAPTER 3 METHODOLOGY 25
3.1 In-depth Interview 25
3.1.1 Semi-structured interview 25
3.1.2 Interviewees 26
3.2 Interview Procedure 29
3.3 Interview Questions 29
3.3.1 Investor relations practitioners in Taiwan 30
3.3.2 The roles of investor relations 30
3.3.3 “Having a seat at the table” 32
3.3.4 Insights on IR practice in Taiwan industry 32

CHAPTER 4 RESULTS 33
4.1 Backgrounds of Investor Relations Officers 33
4.2 Functions of Investor Relations 34
4.2.1 Information production 35
4.2.2 Information dissemination 38
4.2.3 Information collection 41
4.2.4 Market intelligence 42
4.2.5 Expectation management 42
4.3 Investor Relations’ Audiences 43
4.3.1 Interaction with external audiences 43
4.3.2 Interaction with internal audiences 45
4.4 The Issue of Power Relations 49
4.4.1 Investor relations in corporate structure 49
4.4.2 “Have a Seat at the decision-making table” 51
4.5 Investor Relations in Taiwan 54
4.5.1 Current situation 54
4.5.2 Future development 56

CHAPTER 5 DISCUSSIONS AND CONCLUSIONS 58
5.1 Discussions 58
5.1.1 Information, communication function and power relations 51
5.1.2 Roles of Investor Relations 62
5.1.3 Investor relations in Taiwan 63
5.2 Conclusions 64
5.3 Limitation and Future Research 56

CHAPTER 6 REFERENCES 67

Appendix: Interview transcripts 73		zh_TW
dc.format.extent 3075633 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102461004en_US
dc.subject (關鍵詞) 投資人關係zh_TW
dc.subject (關鍵詞) 公共關係zh_TW
dc.subject (關鍵詞) 權力關係zh_TW
dc.subject (關鍵詞) 組織溝通zh_TW
dc.subject (關鍵詞) 關係管理zh_TW
dc.subject (關鍵詞) investor relationsen_US
dc.subject (關鍵詞) public relationsen_US
dc.subject (關鍵詞) power relationsen_US
dc.subject (關鍵詞) corporate communicationen_US
dc.subject (關鍵詞) relationship managementen_US
dc.title (題名) 投資人關係在台灣企業中扮演的角色及權力關係zh_TW
dc.title (題名) The Roles of Investor Relations and their Power Relations in Corporations in Taiwanen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Berger, B.K. & Reber, B.H. (2006). Gaining Influence in Public Relations: The role of resistance in practice. New Jersey: Lawrence Erlbaum Associates.
Berger, A.A. (2014). Media and communication research methods: an introduction to qualitative and quantitative approaches (3rd ed.). Thousand Oaks, Calif.: Sage Publication Ltd.
BNY Mellon. (2013). Global Trends in Investor Relations: A Survey Analysis of IR Practices in Greater China. NY: The Bank of New York Mellon Corporation.
Bragg, S.M. (2010). Running an effective investor relations department: A comprehensive guide. New Jersey: John Wiley & Sons.
Brennan, M. J. & Tamarowski, C. (2005). Investor relations, liquidity, and stock prices. Journal of Applied Corporate Finance, 12(4), 26-37.
Broom, G. & Smith, G. (1979). Testing the practitioner’s impact on clients. Public Relations Review, 5(3), 47-59.
Brown, L.F. (1995). Getting a grip on investor relations. Direcors & Boards, 19(2), 44-46.
Bushee, B. J. & Miller, G. S. (2012). Investor relations, firm visibility, and investor following. The Accounting Review, 87(3), 867-897.
Charmaz, K. (2006). Constructing grounded theory: A practical guide through qualitative analysis. London, England: Sage Publications Ltd.
Cyert, R. M. & March, J. G. (1963). A behavioral theory of the firm. Englewood Cliffs, NJ: Prentice-Hall.
Davis, A. (2006). The role of the mass media in investor relations. Journal of Communication Management, 10(1), 7-17.
Dichter, E. (1985). What’s in an image? Journal of Consumer Marketing, 2(1), 75-81.
Dolphin, R. R. (2003). Approaches to investor relations: Implementation in the British context. Journal of Marketing Communications, 9(1), 29-43.
Dolphin, R. R. (2004). The strategic role of investor relations. Corporate Communications: An International Journal, 9(1), 25-42.
Dozier, D. M. (1984). Program evaluation of roles of practitioners. Public Relations Review, 10(2), 13-21.
Dozier, D. M. & Broom, G.M. (2006). The centrality of practitioner roles to public relations theory. In Botan, C.H. & Hazelton, V. (Ed.), Public relations theory II (pp.137-170). Mahwah, NJ: Erlbaum.
Ernst and Young Center for Business Innovation. (1997). Measures that matters. London: Ernst and Young Center for Business Innovation.
EY. (2015). Taking it to heart: Exploring how investor relations is organized in companies pre and post IPO. Retrieved from http://www.ey.com/Publication/vwLUAssets/EY_Taking_it_to_heart/$FILE/ey-taking-it-to-heart-ir-survey.pdf
Favaro, P. (2001). Beyond bean counting: The CFO’s expanding role. Strategy & Leadership, 29(5), 4-8.
Farragher, E.J., Kleinman, R. & Bazaz, M.S. (1994). Do investor relations make a difference? The Quarterly Review of Economics and Finance, 34(4), 405-412.
Gabbioneta, C., Ravasi, D., & Mazzolo, P. (2007). Exploring the drivers of corporate reputation: A study of Italian securities analysts. Corporate Reputation Review, 10(2), 99-123.
Gregory, J. R. (1997). ROI: Calculating advertising’s impact on stock price. Corporate Reputation Review, 1(1), 56-60.
Grunig, J. E. & Hunt, T. (1984). Managing Public Relations. NY: Holt, Rinehart & Winston.
Hockerts, K. & Moir, L. (2004). Communicating corporate responsibility to investors: The changing role of the investor relations function. Journal of Business Ethics, 52(1), 85-98.
Hoffmann, A. O. I., Tutic, A. & Wies, S. (2011). The role of educational diversity in investor relations. Corporate Communication: An International Journal, 16(4), 311-327.
Hoffmann, C. & Fieseler, C. (2012). Investor relations beyond financials: Non-financial factors and capital market image building. Corporate Communications: An International Journal, 17(2), 138-155.
Hong, Y., & Ki, E. (2007). How do public relations perceive investor relations? An exploratory study. Corporate Communications: An International Journal, 12(2), 199-213.
International Accounting Standard Board. (2010). The IFRS framework for financial reporting 2010. Conceptual Framework. Retrieved from http://www.iasplus.com/en/standards/other/framework
IR Magazine. (2015). Global practice report 2015. London.
Johansson, B. & Larsson, L. (2015). The complexity of public relations work: PR managers in the public and private sector in Sweden. Nordicom Review, 36(1), 125-139.
Katz, D. & Kahn, R. (1978). The Social Psychology of Organizations. New York: Willy.
Kim, T. & Jeon, S. (2015). The effect of investor relations on corporate bond credit rating. Academy of Accounting and Financial Studies Journal, 19(1), 198-208.
Laskin, A. V. (2006). Investor relations practices at Fortune 500 companies: An exploratory study. Public Relations Review, 32(1), 69-70.
Laskin, A. V. (2009). A descriptive account of the investor relations profession. Journal of Business Communication, 46(2), 208-233.
Laskin, A. V. (2014). Investor Relations as a public relations function: A state of the profession in the United States. Journal of Public Relations Research, 26(3), 200-214.
Lev, B. (2001). Intangibles: Management, Measurement and Reporting. Washington DC: Bookings Institution Press.
Marston, C. & Straker, M. (2001). Investor relations: A European survey. Corporate Communications: An International Journal, 6(2), 82-93.
Mintzberg, H. (1985). Power in and around organizations. Englewood Cliffs, NJ: Prentice-Hall.
Moss, D., Newman, A. & DeSanto, B. (2005). What do communication managers do? Defining and refining the core elements of management in a public relations/Corporate communication context. Journalism & Mass Communication Quarterly, 82(4), 873-890.;
National Investor Relations Institute (NIRI). (2002). Standards of Practice for Investor Relations (2nd ed.). VA: NIRI.
Petersen, B. K., & Martin, H. J. (1996). CEO perceptions of investor relations as a public relations function: An exploratory study. Journal of Public Relations Research, 8(3), 173-209.
Ragas, M. W., Laskin, A. V., & Brusch, M. (2013). Investor relations measurement: An industry survey. Journal of Communication Management, 18(2), 176-192.
Reber, B. H. & Berger, B. K. (2006). Finding influence: Examining the role of influence in public relations practice. Journal of Communication Management, 10(3), 235-249.
Regester, M. (1990). Why investor relations is growing in importance and requires special skills. International Public Relations Review, 13(1), 4-7.
Rosenbaum, M. (1994). Selling Your Story to Wall Street: The art and science of investor relations (5th ed.). Chicago: Probus Publishing.
Ryder, N. & Regester, M. (1989). Investor Relations. London: Hutchinson Business Books.
Silver, D. (2004). The IR-PR nexus. In Cole, B. M. (Eds.), The new investor relations: Expert perspectives on the state of the art (pp. 59-74). Princeton, NJ: Bloomberg Press.
Sriramesh, K., Grunig, J. E., & Buffington, J. (1992). Corporate culture and public relations. In Grunig, J. E. & Dozier D. M. (Eds.), Excellence in public relations and communication management (pp. 577-595). Mahwah, NJ: Routledge.
Useem, M. (1993). Executive Defense: Shareholder Power and Corporate Reorganization. Cambridge, MA: Harvard University Press.
von Alberti-Alhtaybat, L., & Al-Htaybat, K. (2016). Investor relations via Web 2.0 social media channels: A qualitative study of Middle Eastern corporations and investors. Aslib Journal of Information Management, 68(1), 33-56.
White, J., & Dozier, D. M. (1992). Public relations and management decision making. In Grunig, J. E. & Dozier D. M. (Eds.), Excellence in public relations and communication management (pp. 91-108). Mahwah, NJ: Routledge.

林子均，2014。投資人關係與台灣證券市場交易活動之關聯性研究。臺灣大學財務金融學研究所學位論文。
洪智慧，2007。投資人關係經營之公共關係策略探討—以汽車及零件業上市公司為例。國立中山大學傳播管理研究所。
陳淑珠，2006。公司治理、公司價值與投資人關係關聯性之研究—以台灣上市公司之投資人為研究對象。靜宜大學管理碩士在職專班碩士論文。
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