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題名 跨國企業與關鍵關係人的風險認知與危機溝通策略探討—以媒體對博士倫二次藥水回收事件報導為例
作者 陳盈蓓
Ying-Pei Chen
貢獻者 黃懿慧<br>白崇亮
Huang, Yi Hui<br>Pai, Joseph
陳盈蓓
Ying-Pei Chen
關鍵詞 關鍵關係人
風險認知
危機溝通策略
證據真實性
媒體報導
Key stakeholder
Risk perception
Crisis communication strategy
Truth of evidence
News
日期 2007
上傳時間 2009-09-14
摘要 本研究以博士倫2006與2007年發生的兩次藥水回收事件為例，以五國的媒體抽樣報導為研究對象，結合深度訪談法，歸納分析媒體報導中呈現之五國博士倫公司風險認知、五國關鍵關係人之風險認知，並比較上述兩者間之差異。其後，以雙方之風險認知、證據真實性和媒體環境做為前置變項，對博士倫危機溝通策略運用之影響，進行理論的回應與探討，並以股價、媒體正負面報導等指標檢視該公司於兩事件中的危機溝通成效。最後，就研究發現，提出對實務面與未來研究方向之建議，期盼能予後續研究者進行跨國企業危機溝通策略時之參考。
     
     一、 風險認知對於危機溝通策略的影響
     
     本研究發現，五國關鍵關係人之風險認知、組織本身之風險認知及兩者之差異，對於博士倫之危機溝通策略運用並無影響。除了新加坡關鍵關係人的風險認知為「監管單位發佈資訊」之外，香港、中國大陸、台灣及美國關係人之風險認知，前兩名均為「風險是否涉及毒害」或「企業的形象與信譽」，縱使四國關係人與博士倫重視的屬性有先後階段的不同，然而並不影響博士倫之危機溝通策略運用。MoistureLoc事件中，五國最重要的關鍵關係人皆為「政府監管單位」。
     
     二、 證據真實性、媒體環境對於危機溝通策略的影響
     
      本研究發現，博士倫五國之溝通策略演變，皆以美國總公司為中心，由「否認」策略移至「辨明」策略，再趨向「讓步」策略，並有同一時期呈現言語與行為策略「不一致」之情形。策略的主要依據為「證據的真實性」，包括美國官方機構所公佈的病例數據或是博士倫自行調查的結果。此外，綜合內容分析與訪談結果，本研究認為媒體環境對於企業的危機溝通策略會造成影響，而影響的程度以新加坡、香港與台灣較美國與中國大陸明顯。
     
     三、 兩次事件危機溝通策略之比較
     
      綜合本研究結果，美國博士倫於MultiPlus事件的處理策略，具有前一次MoistureLoc事件所沒有的特點，包括：1. 在最短時間內掌握危機狀況，積極反應；2. 迅速公佈處理情形；3. 發言人取得媒體信賴；4. 危機時間短，媒體報導篇幅少；5. 取得議題建構主動權。故博士倫於MultiPlus事件中，聲譽面及財務面皆未受影響，與前次事件相較，已然從危機中汲取經驗，可謂正面的危機學習。
     
     關鍵詞：關鍵關係人、風險認知、危機溝通策略、證據真實性、媒體報導
第一章 緒論 1
     第一節 研究背景與動機……………………………………………………1
     第二節 研究目的……………………………………………………………5
     第三節 研究問題……………………………………………………………6
     第四節 章節結構……………………………………………………………7
     
     第二章 文獻探討………………………………………………………………8
     第一節 危機概念及相關名詞說明………………………………………8
     第二節 危機溝通…………………………………………………………16
     第三節 公關取向的危機溝通策略………………………………………24
     第四節 已發表論文回顧…………………………………………………33
     第五節 五國媒體環境介紹………………………………………………35
     第六節 主要研究架構……………………………………………………40
     
     第三章 研究方法……………………………………………………………41
     第一節 研究流程………………………………………………………41
     第二節 研究方法………………………………………………………42
     第三節 資料分析與信度檢測…………………………………………46
     
     第四章 資料分析……………………………………………………………51
     第一節 博士倫於2006及2007年兩次隱形眼鏡保養液回收事件簡介51
     第二節 研究結果………………………………………………………56
     第三節 台灣博士倫與蘋果日報記者訪談結果………………………86
     
     第五章 結論與建議…………………………………………………………91
     第一節 研究發現與對理論和實務之回應…………………………………91
     第二節 研究限制與建議未來研究方向……………………………………105
     
     參考文獻……………………………………………………………………107
     
     附件…………………………………………………………………………118
     附件一、台灣博士倫訪談題目（一）………………………………118
     附件二、台灣博士倫訪談題目（二）………………………………124
     附件三、蘋果日報記者訪談題目……………………………………125
     附件四、博士倫聲明稿資料…………………………………………128
     
     圖表目錄
     
     圖2-2 危機群組圖 12
     圖2-3 危機管理五階段模式 13
     圖2-4 Coombs危機情境與危機溝通策略配合表 18
     圖2-5 企業溝通回應模型 20
     圖2-6 危機溝通策略的連續帶架構 22
     圖2-7 台灣有線電視家庭歷年普及率 37
     圖2-8 本研究之架構圖 40
     圖3-1 本研究之研究流程 41
     圖3-2 內容分析的架構 44
     圖4-1 博士倫股價圖 52
     圖4-2 MoistureLoc 事件五國新聞報導分佈 55
     圖4-3 新加坡博士倫危機溝通策略連續帶概念圖 71
     圖4-4 香港博士倫危機溝通策略連續帶概念圖 72
     圖4-5 大陸博士倫危機溝通策略連續帶概念圖 73
     圖4-6 美國博士倫危機溝通策略連續帶概念圖 74
     圖4-7 台灣博士倫危機溝通策略連續帶概念圖 75
     圖4-8 博士倫台灣分公司組織圖 88
     圖4-9 台灣博士倫危機指揮中心示意圖 89
     圖5-1 Coombs及Coombs & Holladay建議之危機情境與溝通策略配對圖 94
     
     表1-1 章節結構說明 7
     表2-1危機定義之整理 8
     表2-2 危機管理階段論述之整理 9
     表2-3 Booth與Gonzalez-Herrero & Pratt之危機類型理論對照表 10
     表2-4 Coombs之危機分類 12
     表2-5 Coombs危機溝通策略的定義 18
     表2-6 黃懿慧之形象修復策略 21
     表2-7 框架定義整理 30
     表3-1 六種證據來源 其優點與缺點 43
     表3-2 MoistureLoc事件資料蒐集範圍 48
     表3-3 MoistureLoc與MultiPlus事件蒐集之地區及時間比較 50
     表4-1 博士倫ReNu with MoistureLoc及ReNu MultiPlus回收事件紀要 52
     表4-2 ReNu with MoistureLoc與ReNu MultiPlus藥水回收事件記要比較 56
     表4-3 MoistureLoc事件五國關鍵關係人 56
     表4-4 MoistureLoc事件五國關鍵關係人之風險認知 57
     表4-5 新加坡MoistureLoc事件之關鍵關係人 58
     表4-6 新加坡MoistureLoc事件關鍵關係人之風險認知 58
     表4-7 香港MoistureLoc事件之關鍵關係人 59
     表4-8 香港MoistureLoc事件關鍵關係人之風險認知 60
     表4-9 大陸MoistureLoc事件之關鍵關係人 61
     表4-10 大陸MoistureLoc事件關鍵關係人之風險認知 63
     表4-11 美國MoistureLoc事件之關鍵關係人 64
     表4-12 美國MoistureLoc事件關鍵關係人之風險認知 65
     表4-13 台灣MoistureLoc事件關鍵關係人之風險認知 66
     表4-14 台灣MoistureLoc事件關鍵關係人之風險認知 67
     表4-15 MoistureLoc事件博士倫公司之風險認知對照事紀表 69
     表4-16 美國MultiPlus事件博士倫與其關鍵關係人之回應整理 75
     表4-17 台灣MultiPlus事件博士倫與其關鍵關係人之回應 76
     表4-18 台灣MultiPlus事件關鍵關係人之風險認知 77
     表4-19 MoistureLoc事件美國博士倫各危機層面整理 77
     表4-20 MultiPlus事件美國博士倫各危機層面整理 78
     表4-21 美國博士倫兩次事件之危機時間、危機類型比較表 79
     表4-22 美國博士倫兩次事件溝通策略、議題框架、溝通態度與發言層級比較表 80
     表4-23 針對美國總公司兩次事件之危機回應形式訪談記者結果 81
     表4-24 MoistureLoc事件台灣博士倫各危機層面整理 81
     表4-25 MultiPlus事件台灣博士倫各危機層面整理 82
     表4-26 台灣博士倫兩次事件之危機時間、危機類型比較表 83
     表4-27 台灣博士倫兩次事件之溝通策略、議題框架、溝通態度等比較表 83
     表4-28 台灣博士倫於MoistureLoc事件六次聲明稿危機溝通策略統計表 84
     表4-29 針對台灣分公司兩次事件之危機回應形式訪談記者結果 85
     表5-1 MoistureLoc事件中五國關鍵關係人與博士倫公司偏重之風險認知屬性 93
     表5-2 報紙於對於MoistureLoc事件中五國博士倫公司之評價 95
     表5-3 FDA, CDC於危機期間公佈各產品使用者佔該期間隱形眼鏡患者之比例 96
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描述 碩士
國立政治大學
管理碩士學程(AMBA)
94362022
96
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0094362022
資料類型 thesis
dc.contributor.advisor 黃懿慧<br>白崇亮zh_TW
dc.contributor.advisor Huang, Yi Hui<br>Pai, Josephen_US
dc.contributor.author (Authors) 陳盈蓓zh_TW
dc.contributor.author (Authors) Ying-Pei Chenen_US
dc.creator (作者) 陳盈蓓zh_TW
dc.creator (作者) Ying-Pei Chenen_US
dc.date (日期) 2007en_US
dc.date.accessioned 2009-09-14-
dc.date.available 2009-09-14-
dc.date.issued (上傳時間) 2009-09-14-
dc.identifier (Other Identifiers) G0094362022en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/30830-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 管理碩士學程(AMBA)zh_TW
dc.description (描述) 94362022zh_TW
dc.description (描述) 96zh_TW
dc.description.abstract (摘要) 本研究以博士倫2006與2007年發生的兩次藥水回收事件為例，以五國的媒體抽樣報導為研究對象，結合深度訪談法，歸納分析媒體報導中呈現之五國博士倫公司風險認知、五國關鍵關係人之風險認知，並比較上述兩者間之差異。其後，以雙方之風險認知、證據真實性和媒體環境做為前置變項，對博士倫危機溝通策略運用之影響，進行理論的回應與探討，並以股價、媒體正負面報導等指標檢視該公司於兩事件中的危機溝通成效。最後，就研究發現，提出對實務面與未來研究方向之建議，期盼能予後續研究者進行跨國企業危機溝通策略時之參考。
     
     一、 風險認知對於危機溝通策略的影響
     
     本研究發現，五國關鍵關係人之風險認知、組織本身之風險認知及兩者之差異，對於博士倫之危機溝通策略運用並無影響。除了新加坡關鍵關係人的風險認知為「監管單位發佈資訊」之外，香港、中國大陸、台灣及美國關係人之風險認知，前兩名均為「風險是否涉及毒害」或「企業的形象與信譽」，縱使四國關係人與博士倫重視的屬性有先後階段的不同，然而並不影響博士倫之危機溝通策略運用。MoistureLoc事件中，五國最重要的關鍵關係人皆為「政府監管單位」。
     
     二、 證據真實性、媒體環境對於危機溝通策略的影響
     
      本研究發現，博士倫五國之溝通策略演變，皆以美國總公司為中心，由「否認」策略移至「辨明」策略，再趨向「讓步」策略，並有同一時期呈現言語與行為策略「不一致」之情形。策略的主要依據為「證據的真實性」，包括美國官方機構所公佈的病例數據或是博士倫自行調查的結果。此外，綜合內容分析與訪談結果，本研究認為媒體環境對於企業的危機溝通策略會造成影響，而影響的程度以新加坡、香港與台灣較美國與中國大陸明顯。
     
     三、 兩次事件危機溝通策略之比較
     
      綜合本研究結果，美國博士倫於MultiPlus事件的處理策略，具有前一次MoistureLoc事件所沒有的特點，包括：1. 在最短時間內掌握危機狀況，積極反應；2. 迅速公佈處理情形；3. 發言人取得媒體信賴；4. 危機時間短，媒體報導篇幅少；5. 取得議題建構主動權。故博士倫於MultiPlus事件中，聲譽面及財務面皆未受影響，與前次事件相較，已然從危機中汲取經驗，可謂正面的危機學習。
     
     關鍵詞：關鍵關係人、風險認知、危機溝通策略、證據真實性、媒體報導		zh_TW
dc.description.abstract (摘要) 第一章 緒論 1
     第一節 研究背景與動機……………………………………………………1
     第二節 研究目的……………………………………………………………5
     第三節 研究問題……………………………………………………………6
     第四節 章節結構……………………………………………………………7
     
     第二章 文獻探討………………………………………………………………8
     第一節 危機概念及相關名詞說明………………………………………8
     第二節 危機溝通…………………………………………………………16
     第三節 公關取向的危機溝通策略………………………………………24
     第四節 已發表論文回顧…………………………………………………33
     第五節 五國媒體環境介紹………………………………………………35
     第六節 主要研究架構……………………………………………………40
     
     第三章 研究方法……………………………………………………………41
     第一節 研究流程………………………………………………………41
     第二節 研究方法………………………………………………………42
     第三節 資料分析與信度檢測…………………………………………46
     
     第四章 資料分析……………………………………………………………51
     第一節 博士倫於2006及2007年兩次隱形眼鏡保養液回收事件簡介51
     第二節 研究結果………………………………………………………56
     第三節 台灣博士倫與蘋果日報記者訪談結果………………………86
     
     第五章 結論與建議…………………………………………………………91
     第一節 研究發現與對理論和實務之回應…………………………………91
     第二節 研究限制與建議未來研究方向……………………………………105
     
     參考文獻……………………………………………………………………107
     
     附件…………………………………………………………………………118
     附件一、台灣博士倫訪談題目（一）………………………………118
     附件二、台灣博士倫訪談題目（二）………………………………124
     附件三、蘋果日報記者訪談題目……………………………………125
     附件四、博士倫聲明稿資料…………………………………………128
     
     圖表目錄
     
     圖2-2 危機群組圖 12
     圖2-3 危機管理五階段模式 13
     圖2-4 Coombs危機情境與危機溝通策略配合表 18
     圖2-5 企業溝通回應模型 20
     圖2-6 危機溝通策略的連續帶架構 22
     圖2-7 台灣有線電視家庭歷年普及率 37
     圖2-8 本研究之架構圖 40
     圖3-1 本研究之研究流程 41
     圖3-2 內容分析的架構 44
     圖4-1 博士倫股價圖 52
     圖4-2 MoistureLoc 事件五國新聞報導分佈 55
     圖4-3 新加坡博士倫危機溝通策略連續帶概念圖 71
     圖4-4 香港博士倫危機溝通策略連續帶概念圖 72
     圖4-5 大陸博士倫危機溝通策略連續帶概念圖 73
     圖4-6 美國博士倫危機溝通策略連續帶概念圖 74
     圖4-7 台灣博士倫危機溝通策略連續帶概念圖 75
     圖4-8 博士倫台灣分公司組織圖 88
     圖4-9 台灣博士倫危機指揮中心示意圖 89
     圖5-1 Coombs及Coombs & Holladay建議之危機情境與溝通策略配對圖 94
     
     表1-1 章節結構說明 7
     表2-1危機定義之整理 8
     表2-2 危機管理階段論述之整理 9
     表2-3 Booth與Gonzalez-Herrero & Pratt之危機類型理論對照表 10
     表2-4 Coombs之危機分類 12
     表2-5 Coombs危機溝通策略的定義 18
     表2-6 黃懿慧之形象修復策略 21
     表2-7 框架定義整理 30
     表3-1 六種證據來源 其優點與缺點 43
     表3-2 MoistureLoc事件資料蒐集範圍 48
     表3-3 MoistureLoc與MultiPlus事件蒐集之地區及時間比較 50
     表4-1 博士倫ReNu with MoistureLoc及ReNu MultiPlus回收事件紀要 52
     表4-2 ReNu with MoistureLoc與ReNu MultiPlus藥水回收事件記要比較 56
     表4-3 MoistureLoc事件五國關鍵關係人 56
     表4-4 MoistureLoc事件五國關鍵關係人之風險認知 57
     表4-5 新加坡MoistureLoc事件之關鍵關係人 58
     表4-6 新加坡MoistureLoc事件關鍵關係人之風險認知 58
     表4-7 香港MoistureLoc事件之關鍵關係人 59
     表4-8 香港MoistureLoc事件關鍵關係人之風險認知 60
     表4-9 大陸MoistureLoc事件之關鍵關係人 61
     表4-10 大陸MoistureLoc事件關鍵關係人之風險認知 63
     表4-11 美國MoistureLoc事件之關鍵關係人 64
     表4-12 美國MoistureLoc事件關鍵關係人之風險認知 65
     表4-13 台灣MoistureLoc事件關鍵關係人之風險認知 66
     表4-14 台灣MoistureLoc事件關鍵關係人之風險認知 67
     表4-15 MoistureLoc事件博士倫公司之風險認知對照事紀表 69
     表4-16 美國MultiPlus事件博士倫與其關鍵關係人之回應整理 75
     表4-17 台灣MultiPlus事件博士倫與其關鍵關係人之回應 76
     表4-18 台灣MultiPlus事件關鍵關係人之風險認知 77
     表4-19 MoistureLoc事件美國博士倫各危機層面整理 77
     表4-20 MultiPlus事件美國博士倫各危機層面整理 78
     表4-21 美國博士倫兩次事件之危機時間、危機類型比較表 79
     表4-22 美國博士倫兩次事件溝通策略、議題框架、溝通態度與發言層級比較表 80
     表4-23 針對美國總公司兩次事件之危機回應形式訪談記者結果 81
     表4-24 MoistureLoc事件台灣博士倫各危機層面整理 81
     表4-25 MultiPlus事件台灣博士倫各危機層面整理 82
     表4-26 台灣博士倫兩次事件之危機時間、危機類型比較表 83
     表4-27 台灣博士倫兩次事件之溝通策略、議題框架、溝通態度等比較表 83
     表4-28 台灣博士倫於MoistureLoc事件六次聲明稿危機溝通策略統計表 84
     表4-29 針對台灣分公司兩次事件之危機回應形式訪談記者結果 85
     表5-1 MoistureLoc事件中五國關鍵關係人與博士倫公司偏重之風險認知屬性 93
     表5-2 報紙於對於MoistureLoc事件中五國博士倫公司之評價 95
     表5-3 FDA, CDC於危機期間公佈各產品使用者佔該期間隱形眼鏡患者之比例 96		-
dc.description.tableofcontents 第一章 緒論 1
     第一節 研究背景與動機……………………………………………………1
     第二節 研究目的……………………………………………………………5
     第三節 研究問題……………………………………………………………6
     第四節 章節結構……………………………………………………………7
     
     第二章 文獻探討………………………………………………………………8
     第一節 危機概念及相關名詞說明………………………………………8
     第二節 危機溝通…………………………………………………………16
     第三節 公關取向的危機溝通策略………………………………………24
     第四節 已發表論文回顧…………………………………………………33
     第五節 五國媒體環境介紹………………………………………………35
     第六節 主要研究架構……………………………………………………40
     
     第三章 研究方法……………………………………………………………41
     第一節 研究流程………………………………………………………41
     第二節 研究方法………………………………………………………42
     第三節 資料分析與信度檢測…………………………………………46
     
     第四章 資料分析……………………………………………………………51
     第一節 博士倫於2006及2007年兩次隱形眼鏡保養液回收事件簡介51
     第二節 研究結果………………………………………………………56
     第三節 台灣博士倫與蘋果日報記者訪談結果………………………86
     
     第五章 結論與建議…………………………………………………………91
     第一節 研究發現與對理論和實務之回應…………………………………91
     第二節 研究限制與建議未來研究方向……………………………………105
     
     參考文獻……………………………………………………………………107
     
     附件…………………………………………………………………………118
      附件一、台灣博士倫訪談題目（一）………………………………118
      附件二、台灣博士倫訪談題目（二）………………………………124
      附件三、蘋果日報記者訪談題目……………………………………125
      附件四、博士倫聲明稿資料…………………………………………128
     
     圖表目錄
     
     圖2-2 危機群組圖 12
     圖2-3 危機管理五階段模式 13
     圖2-4 Coombs危機情境與危機溝通策略配合表 18
     圖2-5 企業溝通回應模型 20
     圖2-6 危機溝通策略的連續帶架構 22
     圖2-7 台灣有線電視家庭歷年普及率 37
     圖2-8 本研究之架構圖 40
     圖3-1 本研究之研究流程 41
     圖3-2 內容分析的架構 44
     圖4-1 博士倫股價圖 52
     圖4-2 MoistureLoc 事件五國新聞報導分佈 55
     圖4-3 新加坡博士倫危機溝通策略連續帶概念圖 71
     圖4-4 香港博士倫危機溝通策略連續帶概念圖 72
     圖4-5 大陸博士倫危機溝通策略連續帶概念圖 73
     圖4-6 美國博士倫危機溝通策略連續帶概念圖 74
     圖4-7 台灣博士倫危機溝通策略連續帶概念圖 75
     圖4-8 博士倫台灣分公司組織圖 88
     圖4-9 台灣博士倫危機指揮中心示意圖 89
     圖5-1 Coombs及Coombs & Holladay建議之危機情境與溝通策略配對圖 94
     
     表1-1 章節結構說明 7
     表2-1危機定義之整理 8
     表2-2 危機管理階段論述之整理 9
     表2-3 Booth與Gonzalez-Herrero & Pratt之危機類型理論對照表 10
     表2-4 Coombs之危機分類 12
     表2-5 Coombs危機溝通策略的定義 18
     表2-6 黃懿慧之形象修復策略 21
     表2-7 框架定義整理 30
     表3-1 六種證據來源 其優點與缺點 43
     表3-2 MoistureLoc事件資料蒐集範圍 48
     表3-3 MoistureLoc與MultiPlus事件蒐集之地區及時間比較 50
     表4-1 博士倫ReNu with MoistureLoc及ReNu MultiPlus回收事件紀要 52
     表4-2 ReNu with MoistureLoc與ReNu MultiPlus藥水回收事件記要比較 56
     表4-3 MoistureLoc事件五國關鍵關係人 56
     表4-4 MoistureLoc事件五國關鍵關係人之風險認知 57
     表4-5 新加坡MoistureLoc事件之關鍵關係人 58
     表4-6 新加坡MoistureLoc事件關鍵關係人之風險認知 58
     表4-7 香港MoistureLoc事件之關鍵關係人 59
     表4-8 香港MoistureLoc事件關鍵關係人之風險認知 60
     表4-9 大陸MoistureLoc事件之關鍵關係人 61
     表4-10 大陸MoistureLoc事件關鍵關係人之風險認知 63
     表4-11 美國MoistureLoc事件之關鍵關係人 64
     表4-12 美國MoistureLoc事件關鍵關係人之風險認知 65
     表4-13 台灣MoistureLoc事件關鍵關係人之風險認知 66
     表4-14 台灣MoistureLoc事件關鍵關係人之風險認知 67
     表4-15 MoistureLoc事件博士倫公司之風險認知對照事紀表 69
     表4-16 美國MultiPlus事件博士倫與其關鍵關係人之回應整理 75
     表4-17 台灣MultiPlus事件博士倫與其關鍵關係人之回應 76
     表4-18 台灣MultiPlus事件關鍵關係人之風險認知 77
     表4-19 MoistureLoc事件美國博士倫各危機層面整理 77
     表4-20 MultiPlus事件美國博士倫各危機層面整理 78
     表4-21 美國博士倫兩次事件之危機時間、危機類型比較表 79
     表4-22 美國博士倫兩次事件溝通策略、議題框架、溝通態度與發言層級比較表 80
     表4-23 針對美國總公司兩次事件之危機回應形式訪談記者結果 81
     表4-24 MoistureLoc事件台灣博士倫各危機層面整理 81
     表4-25 MultiPlus事件台灣博士倫各危機層面整理 82
     表4-26 台灣博士倫兩次事件之危機時間、危機類型比較表 83
     表4-27 台灣博士倫兩次事件之溝通策略、議題框架、溝通態度等比較表 83
     表4-28 台灣博士倫於MoistureLoc事件六次聲明稿危機溝通策略統計表 84
     表4-29 針對台灣分公司兩次事件之危機回應形式訪談記者結果 85
     表5-1 MoistureLoc事件中五國關鍵關係人與博士倫公司偏重之風險認知屬性 93
     表5-2 報紙於對於MoistureLoc事件中五國博士倫公司之評價 95
     表5-3 FDA, CDC於危機期間公佈各產品使用者佔該期間隱形眼鏡患者之比例 96		zh_TW
dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0094362022en_US
dc.subject (關鍵詞) 關鍵關係人zh_TW
dc.subject (關鍵詞) 風險認知zh_TW
dc.subject (關鍵詞) 危機溝通策略zh_TW
dc.subject (關鍵詞) 證據真實性zh_TW
dc.subject (關鍵詞) 媒體報導zh_TW
dc.subject (關鍵詞) Key stakeholderen_US
dc.subject (關鍵詞) Risk perceptionen_US
dc.subject (關鍵詞) Crisis communication strategyen_US
dc.subject (關鍵詞) Truth of evidenceen_US
dc.subject (關鍵詞) Newsen_US
dc.title (題名) 跨國企業與關鍵關係人的風險認知與危機溝通策略探討—以媒體對博士倫二次藥水回收事件報導為例zh_TW
dc.type (資料類型) thesisen
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