| dc.contributor.advisor | 尚孝純 | zh_TW |
| dc.contributor.advisor | Shang, Shari | en_US |
| dc.contributor.author (Authors) | 林雅蔚 | zh_TW |
| dc.contributor.author (Authors) | Lin, Belle | en_US |
| dc.creator (作者) | 林雅蔚 | zh_TW |
| dc.creator (作者) | Lin, Belle | en_US |
| dc.date (日期) | 2020 | en_US |
| dc.date.accessioned | 1-Jul-2020 13:46:28 (UTC+8) | - |
| dc.date.available | 1-Jul-2020 13:46:28 (UTC+8) | - |
| dc.date.issued (上傳時間) | 1-Jul-2020 13:46:28 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0106933005 | en_US |
| dc.identifier.uri (URI) | https://ah.lib.nccu.edu.tw/item?item_id=149507 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營管理英語碩士學位學程(IMBA) | zh_TW |
| dc.description (描述) | 106933005 | zh_TW |
| dc.description.abstract (摘要) | Small and Medium Enterprises (SMEs) make up the vast majority of businesses in most countries. Corporate communication is one of the functions that has not been well examined in small and medium enterprises. In order to gain a deeper understanding of corporate communication in small and medium enterprises this study reviewed literature of corporate communication and analyzed corporate communication operations in selected cases. The objective is to learn the advantages, challenges, and actual practice of corporate communication in small and medium enterprises in Taiwan.\nBased on cross-case analysis, the study results show that the advantages of corporate communication are enhanced branding, increased customer base, positive society acceptance, and improved recruitment. It is important to note that corporate communication is a management discipline rather than technical proficiency. In real practice, corporate communication tends to be neglected in daily operations due to difficulties in measuring the return on investment. | en_US |
| dc.description.tableofcontents | 1. Introduction 1\n1.1. Background 1\n1.2. Motivation 1\n1.3. Research Question 2\n1.4. Research Process 2\n2. Literature Review 3\n2.1. What is Corporate Communication? 3\n2.1.1. The Advantages and Benefits of Corporate Communication 8\n2.1.2. The Challenges of Corporate Communication 9\n2.1.3. Implementation of Corporate Communication 10\n2.2. Country Overview: Taiwan 12\n2.2.1. Taiwan Economic Landscape 14\n2.3. Small and Medium Enterprise 16\n2.3.1. The Wholesale & Retail Industry 18\n2.3.2. Corporate Communication in Wholesale & Retail Business: Costco 19\n2.3.3. Manufacturing Industry 20\n2.3.4. Corporate Communication in Manufacturing Industry: Toyota 20\n3. Methodology 22\n3.1. Multiple Case Study 22\n3.2. Data Analysis 22\n3.3. Case Selection Criteria 22\n3.4. Data Collection 23\n4. Results 26\n4.1. Case 1 26\n4.2. Case 2 27\n4.3. Case 3 28\n4.4. Cross-Case Analysis 29\n5. Conclusion 34\n5.1. Research Summary 34\n5.2. Research Implication 34\n5.3. Research Limitations and Future Research 35\n6. References 36 | zh_TW |
| dc.format.extent | 937080 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0106933005 | en_US |
| dc.subject (關鍵詞) | 中小企業 | zh_TW |
| dc.subject (關鍵詞) | 溝通 | zh_TW |
| dc.subject (關鍵詞) | 優點 | zh_TW |
| dc.subject (關鍵詞) | 學科 | zh_TW |
| dc.subject (關鍵詞) | SMEs | en_US |
| dc.subject (關鍵詞) | communication | en_US |
| dc.subject (關鍵詞) | advantages | en_US |
| dc.subject (關鍵詞) | discipline | en_US |
| dc.title (題名) | 台灣中小型企業溝通效益分析 | zh_TW |
| dc.title (題名) | Benefit of Corporate Communication for SMEs in Taiwan | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | Beger, R. (2018). Present-Day Corporate Communication: A Practice-Oriented, State-of-the-Art Guide.\nBelasen, A. T. (2007). The Theory and Practice of Corporate Communication: A Competing Values Perspective.\nBrand Story. (2020). Retrieved from DR.WU: https://en.drwu.com/website_content.php?sn=84\nCornelissen, J. (2014). Corporate Communication: A Guide to Theory and Practice. SAGE.\nCostco Today. (2020). Retrieved from Facebook: https://www.facebook.com/costcotoday/photos/a.138906942841098/2790977000967399/?type=3&theater\nCouncil for Economic Planning and Development, E. Y. (2013). Retrieved from https://ws.ndc.gov.tw/Download.ashx?u=LzAwMS9hZG1pbmlzdHJhdG9yLzEwL3JlbGZpbGUvNjIwOS8yMDU3OS8wMDE5ODIyXzEucGRm&n=MjAxM%2BWPsOeBo%2Be2k%2Ba%2Fn%2BeZvOWxleatt%2Beoi%2BiIh%2BetlueVpS5wZGY%3D&icon=..pdf\nDolphin, R. R. (1999). The Fundamentals of Corporate Communication.\nEvaluation of the SME definition. (2014). Retrieved from European Commission: https://ec.europa.eu/growth/smes/business-friendly-environment/sme-definition_en\nExact Commerce Group. (2020). Retrieved from https://www.exactusa.com/about\nPodnar, K. (2014). Corporate Communication: A Marketing Viewpoint.\nRossella Gambetti, Stephen Quigley. (2012). Managing Corporate Communication: A Cross-Cultural Approach.\nS, S. (2018, 11 20). Difference Between Wholesale and Retail. Retrieved from Key Differences: https://keydifferences.com/difference-between-wholesale-and-retail.html\nSmall and Medium Enterprise Administration, M. o. (2018). White Paper. Retrieved from Small and Medium Enterprise Administration, Ministry of Economics Affairs: https://book.moeasmea.gov.tw/book/doc_detail.jsp?pub_SerialNo=2018A01334&click=2018A01334\nStandards for Identifying Small and Medium-sized Enterprises. (2015). Retrieved from Laws & Regulations Database of The Republic of China: https://www.moeasmea.gov.tw/article-en-2472-194\nTaroko National Park Headquarters. (2020). Retrieved from https://www.taroko.gov.tw/en/AboutThePark/WhereIsTaiwan\nThe Honest Company. (2020). Retrieved from https://www.honest.com/about-us/our-story.html\nTysonbio. (2020). Retrieved from http://www.tysonbio.com/corporate.php\n國一歷史下第三次題庫. (2016). Retrieved from Yamol: https://yamol.tw/item-%E9%87%8D%E6%96%B0%E8%BC%89%E5%9C%96%E2%80%BB%E5%8D%81%E5%A4%A7%E5%BB%BA%E8%A8%AD%E6%98%AF%E6%94%BF%E5%BA%9C%E6%96%BC%E6%B0%91%E5%9C%8B+63+%E8%87%B3+68+%E5%B9%B4%E6%9C%9F%E9%96%93%E5%AE%8C%E6%88%90%E7%9A%84%E9%87%8D%E5%A4%A7%E5%B7%A5 | zh_TW |
| dc.identifier.doi (DOI) | 10.6814/NCCU202000546 | en_US |
