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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。\r\n\r\n一、 風險認知對於危機溝通策略的影響\r\n\r\n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」。\r\n\r\n二、 證據真實性、媒體環境對於危機溝通策略的影響\r\n\r\n 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。\r\n\r\n三、 兩次事件危機溝通策略之比較\r\n\r\n 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。\r\n\r\n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\r\n第一節 研究背景與動機……………………………………………………1\r\n第二節 研究目的……………………………………………………………5\r\n第三節 研究問題……………………………………………………………6\r\n第四節 章節結構……………………………………………………………7\r\n\r\n第二章 文獻探討………………………………………………………………8\r\n第一節 危機概念及相關名詞說明………………………………………8\r\n第二節 危機溝通…………………………………………………………16\r\n第三節 公關取向的危機溝通策略………………………………………24\r\n第四節 已發表論文回顧…………………………………………………33\r\n第五節 五國媒體環境介紹………………………………………………35\r\n第六節 主要研究架構……………………………………………………40\r\n\r\n第三章 研究方法……………………………………………………………41\r\n第一節 研究流程………………………………………………………41\r\n第二節 研究方法………………………………………………………42\r\n第三節 資料分析與信度檢測…………………………………………46\r\n\r\n第四章 資料分析……………………………………………………………51\r\n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\r\n第二節 研究結果………………………………………………………56\r\n第三節 台灣博士倫與蘋果日報記者訪談結果………………………86\r\n\r\n第五章 結論與建議…………………………………………………………91\r\n第一節 研究發現與對理論和實務之回應…………………………………91\r\n第二節 研究限制與建議未來研究方向……………………………………105\r\n\r\n參考文獻……………………………………………………………………107\r\n\r\n附件…………………………………………………………………………118\r\n附件一、台灣博士倫訪談題目（一）………………………………118\r\n附件二、台灣博士倫訪談題目（二）………………………………124\r\n附件三、蘋果日報記者訪談題目……………………………………125\r\n附件四、博士倫聲明稿資料…………………………………………128\r\n\r\n圖表目錄\r\n\r\n圖2-2 危機群組圖 12\r\n圖2-3 危機管理五階段模式 13\r\n圖2-4 Coombs危機情境與危機溝通策略配合表 18\r\n圖2-5 企業溝通回應模型 20\r\n圖2-6 危機溝通策略的連續帶架構 22\r\n圖2-7 台灣有線電視家庭歷年普及率 37\r\n圖2-8 本研究之架構圖 40\r\n圖3-1 本研究之研究流程 41\r\n圖3-2 內容分析的架構 44\r\n圖4-1 博士倫股價圖 52\r\n圖4-2 MoistureLoc 事件五國新聞報導分佈 55\r\n圖4-3 新加坡博士倫危機溝通策略連續帶概念圖 71\r\n圖4-4 香港博士倫危機溝通策略連續帶概念圖 72\r\n圖4-5 大陸博士倫危機溝通策略連續帶概念圖 73\r\n圖4-6 美國博士倫危機溝通策略連續帶概念圖 74\r\n圖4-7 台灣博士倫危機溝通策略連續帶概念圖 75\r\n圖4-8 博士倫台灣分公司組織圖 88\r\n圖4-9 台灣博士倫危機指揮中心示意圖 89\r\n圖5-1 Coombs及Coombs & Holladay建議之危機情境與溝通策略配對圖 94\r\n\r\n表1-1 章節結構說明 7\r\n表2-1危機定義之整理 8\r\n表2-2 危機管理階段論述之整理 9\r\n表2-3 Booth與Gonzalez-Herrero & Pratt之危機類型理論對照表 10\r\n表2-4 Coombs之危機分類 12\r\n表2-5 Coombs危機溝通策略的定義 18\r\n表2-6 黃懿慧之形象修復策略 21\r\n表2-7 框架定義整理 30\r\n表3-1 六種證據來源 其優點與缺點 43\r\n表3-2 MoistureLoc事件資料蒐集範圍 48\r\n表3-3 MoistureLoc與MultiPlus事件蒐集之地區及時間比較 50\r\n表4-1 博士倫ReNu with MoistureLoc及ReNu MultiPlus回收事件紀要 52\r\n表4-2 ReNu with MoistureLoc與ReNu MultiPlus藥水回收事件記要比較 56\r\n表4-3 MoistureLoc事件五國關鍵關係人 56\r\n表4-4 MoistureLoc事件五國關鍵關係人之風險認知 57\r\n表4-5 新加坡MoistureLoc事件之關鍵關係人 58\r\n表4-6 新加坡MoistureLoc事件關鍵關係人之風險認知 58\r\n表4-7 香港MoistureLoc事件之關鍵關係人 59\r\n表4-8 香港MoistureLoc事件關鍵關係人之風險認知 60\r\n表4-9 大陸MoistureLoc事件之關鍵關係人 61\r\n表4-10 大陸MoistureLoc事件關鍵關係人之風險認知 63\r\n表4-11 美國MoistureLoc事件之關鍵關係人 64\r\n表4-12 美國MoistureLoc事件關鍵關係人之風險認知 65\r\n表4-13 台灣MoistureLoc事件關鍵關係人之風險認知 66\r\n表4-14 台灣MoistureLoc事件關鍵關係人之風險認知 67\r\n表4-15 MoistureLoc事件博士倫公司之風險認知對照事紀表 69\r\n表4-16 美國MultiPlus事件博士倫與其關鍵關係人之回應整理 75\r\n表4-17 台灣MultiPlus事件博士倫與其關鍵關係人之回應 76\r\n表4-18 台灣MultiPlus事件關鍵關係人之風險認知 77\r\n表4-19 MoistureLoc事件美國博士倫各危機層面整理 77\r\n表4-20 MultiPlus事件美國博士倫各危機層面整理 78\r\n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\r\n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\r\n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\r\n表4-24 MoistureLoc事件台灣博士倫各危機層面整理 81\r\n表4-25 MultiPlus事件台灣博士倫各危機層面整理 82\r\n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\r\n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\r\n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\r\n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\r\n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\r\n表5-2 報紙於對於MoistureLoc事件中五國博士倫公司之評價 95\r\n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://ah.lib.nccu.edu.tw/item?item_id=32085-
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。\r\n\r\n一、 風險認知對於危機溝通策略的影響\r\n\r\n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」。\r\n\r\n二、 證據真實性、媒體環境對於危機溝通策略的影響\r\n\r\n 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。\r\n\r\n三、 兩次事件危機溝通策略之比較\r\n\r\n 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。\r\n\r\n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\r\n第一節 研究背景與動機……………………………………………………1\r\n第二節 研究目的……………………………………………………………5\r\n第三節 研究問題……………………………………………………………6\r\n第四節 章節結構……………………………………………………………7\r\n\r\n第二章 文獻探討………………………………………………………………8\r\n第一節 危機概念及相關名詞說明………………………………………8\r\n第二節 危機溝通…………………………………………………………16\r\n第三節 公關取向的危機溝通策略………………………………………24\r\n第四節 已發表論文回顧…………………………………………………33\r\n第五節 五國媒體環境介紹………………………………………………35\r\n第六節 主要研究架構……………………………………………………40\r\n\r\n第三章 研究方法……………………………………………………………41\r\n第一節 研究流程………………………………………………………41\r\n第二節 研究方法………………………………………………………42\r\n第三節 資料分析與信度檢測…………………………………………46\r\n\r\n第四章 資料分析……………………………………………………………51\r\n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\r\n第二節 研究結果………………………………………………………56\r\n第三節 台灣博士倫與蘋果日報記者訪談結果………………………86\r\n\r\n第五章 結論與建議…………………………………………………………91\r\n第一節 研究發現與對理論和實務之回應…………………………………91\r\n第二節 研究限制與建議未來研究方向……………………………………105\r\n\r\n參考文獻……………………………………………………………………107\r\n\r\n附件…………………………………………………………………………118\r\n附件一、台灣博士倫訪談題目（一）………………………………118\r\n附件二、台灣博士倫訪談題目（二）………………………………124\r\n附件三、蘋果日報記者訪談題目……………………………………125\r\n附件四、博士倫聲明稿資料…………………………………………128\r\n\r\n圖表目錄\r\n\r\n圖2-2 危機群組圖 12\r\n圖2-3 危機管理五階段模式 13\r\n圖2-4 Coombs危機情境與危機溝通策略配合表 18\r\n圖2-5 企業溝通回應模型 20\r\n圖2-6 危機溝通策略的連續帶架構 22\r\n圖2-7 台灣有線電視家庭歷年普及率 37\r\n圖2-8 本研究之架構圖 40\r\n圖3-1 本研究之研究流程 41\r\n圖3-2 內容分析的架構 44\r\n圖4-1 博士倫股價圖 52\r\n圖4-2 MoistureLoc 事件五國新聞報導分佈 55\r\n圖4-3 新加坡博士倫危機溝通策略連續帶概念圖 71\r\n圖4-4 香港博士倫危機溝通策略連續帶概念圖 72\r\n圖4-5 大陸博士倫危機溝通策略連續帶概念圖 73\r\n圖4-6 美國博士倫危機溝通策略連續帶概念圖 74\r\n圖4-7 台灣博士倫危機溝通策略連續帶概念圖 75\r\n圖4-8 博士倫台灣分公司組織圖 88\r\n圖4-9 台灣博士倫危機指揮中心示意圖 89\r\n圖5-1 Coombs及Coombs & Holladay建議之危機情境與溝通策略配對圖 94\r\n\r\n表1-1 章節結構說明 7\r\n表2-1危機定義之整理 8\r\n表2-2 危機管理階段論述之整理 9\r\n表2-3 Booth與Gonzalez-Herrero & Pratt之危機類型理論對照表 10\r\n表2-4 Coombs之危機分類 12\r\n表2-5 Coombs危機溝通策略的定義 18\r\n表2-6 黃懿慧之形象修復策略 21\r\n表2-7 框架定義整理 30\r\n表3-1 六種證據來源 其優點與缺點 43\r\n表3-2 MoistureLoc事件資料蒐集範圍 48\r\n表3-3 MoistureLoc與MultiPlus事件蒐集之地區及時間比較 50\r\n表4-1 博士倫ReNu with MoistureLoc及ReNu MultiPlus回收事件紀要 52\r\n表4-2 ReNu with MoistureLoc與ReNu MultiPlus藥水回收事件記要比較 56\r\n表4-3 MoistureLoc事件五國關鍵關係人 56\r\n表4-4 MoistureLoc事件五國關鍵關係人之風險認知 57\r\n表4-5 新加坡MoistureLoc事件之關鍵關係人 58\r\n表4-6 新加坡MoistureLoc事件關鍵關係人之風險認知 58\r\n表4-7 香港MoistureLoc事件之關鍵關係人 59\r\n表4-8 香港MoistureLoc事件關鍵關係人之風險認知 60\r\n表4-9 大陸MoistureLoc事件之關鍵關係人 61\r\n表4-10 大陸MoistureLoc事件關鍵關係人之風險認知 63\r\n表4-11 美國MoistureLoc事件之關鍵關係人 64\r\n表4-12 美國MoistureLoc事件關鍵關係人之風險認知 65\r\n表4-13 台灣MoistureLoc事件關鍵關係人之風險認知 66\r\n表4-14 台灣MoistureLoc事件關鍵關係人之風險認知 67\r\n表4-15 MoistureLoc事件博士倫公司之風險認知對照事紀表 69\r\n表4-16 美國MultiPlus事件博士倫與其關鍵關係人之回應整理 75\r\n表4-17 台灣MultiPlus事件博士倫與其關鍵關係人之回應 76\r\n表4-18 台灣MultiPlus事件關鍵關係人之風險認知 77\r\n表4-19 MoistureLoc事件美國博士倫各危機層面整理 77\r\n表4-20 MultiPlus事件美國博士倫各危機層面整理 78\r\n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\r\n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\r\n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\r\n表4-24 MoistureLoc事件台灣博士倫各危機層面整理 81\r\n表4-25 MultiPlus事件台灣博士倫各危機層面整理 82\r\n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\r\n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\r\n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\r\n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\r\n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\r\n表5-2 報紙於對於MoistureLoc事件中五國博士倫公司之評價 95\r\n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\r\n第一節 研究背景與動機……………………………………………………1\r\n第二節 研究目的……………………………………………………………5\r\n第三節 研究問題……………………………………………………………6\r\n第四節 章節結構……………………………………………………………7\r\n\r\n第二章 文獻探討………………………………………………………………8\r\n第一節 危機概念及相關名詞說明………………………………………8\r\n第二節 危機溝通…………………………………………………………16\r\n第三節 公關取向的危機溝通策略………………………………………24\r\n第四節 已發表論文回顧…………………………………………………33\r\n第五節 五國媒體環境介紹………………………………………………35\r\n第六節 主要研究架構……………………………………………………40\r\n\r\n第三章 研究方法……………………………………………………………41\r\n第一節 研究流程………………………………………………………41\r\n第二節 研究方法………………………………………………………42\r\n第三節 資料分析與信度檢測…………………………………………46\r\n\r\n第四章 資料分析……………………………………………………………51\r\n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\r\n第二節 研究結果………………………………………………………56\r\n第三節 台灣博士倫與蘋果日報記者訪談結果………………………86\r\n\r\n第五章 結論與建議…………………………………………………………91\r\n第一節 研究發現與對理論和實務之回應…………………………………91\r\n第二節 研究限制與建議未來研究方向……………………………………105\r\n\r\n參考文獻……………………………………………………………………107\r\n\r\n附件…………………………………………………………………………118\r\n 附件一、台灣博士倫訪談題目（一）………………………………118\r\n 附件二、台灣博士倫訪談題目（二）………………………………124\r\n 附件三、蘋果日報記者訪談題目……………………………………125\r\n 附件四、博士倫聲明稿資料…………………………………………128\r\n\r\n圖表目錄\r\n\r\n圖2-2 危機群組圖 12\r\n圖2-3 危機管理五階段模式 13\r\n圖2-4 Coombs危機情境與危機溝通策略配合表 18\r\n圖2-5 企業溝通回應模型 20\r\n圖2-6 危機溝通策略的連續帶架構 22\r\n圖2-7 台灣有線電視家庭歷年普及率 37\r\n圖2-8 本研究之架構圖 40\r\n圖3-1 本研究之研究流程 41\r\n圖3-2 內容分析的架構 44\r\n圖4-1 博士倫股價圖 52\r\n圖4-2 MoistureLoc 事件五國新聞報導分佈 55\r\n圖4-3 新加坡博士倫危機溝通策略連續帶概念圖 71\r\n圖4-4 香港博士倫危機溝通策略連續帶概念圖 72\r\n圖4-5 大陸博士倫危機溝通策略連續帶概念圖 73\r\n圖4-6 美國博士倫危機溝通策略連續帶概念圖 74\r\n圖4-7 台灣博士倫危機溝通策略連續帶概念圖 75\r\n圖4-8 博士倫台灣分公司組織圖 88\r\n圖4-9 台灣博士倫危機指揮中心示意圖 89\r\n圖5-1 Coombs及Coombs & Holladay建議之危機情境與溝通策略配對圖 94\r\n\r\n表1-1 章節結構說明 7\r\n表2-1危機定義之整理 8\r\n表2-2 危機管理階段論述之整理 9\r\n表2-3 Booth與Gonzalez-Herrero & Pratt之危機類型理論對照表 10\r\n表2-4 Coombs之危機分類 12\r\n表2-5 Coombs危機溝通策略的定義 18\r\n表2-6 黃懿慧之形象修復策略 21\r\n表2-7 框架定義整理 30\r\n表3-1 六種證據來源 其優點與缺點 43\r\n表3-2 MoistureLoc事件資料蒐集範圍 48\r\n表3-3 MoistureLoc與MultiPlus事件蒐集之地區及時間比較 50\r\n表4-1 博士倫ReNu with MoistureLoc及ReNu MultiPlus回收事件紀要 52\r\n表4-2 ReNu with MoistureLoc與ReNu MultiPlus藥水回收事件記要比較 56\r\n表4-3 MoistureLoc事件五國關鍵關係人 56\r\n表4-4 MoistureLoc事件五國關鍵關係人之風險認知 57\r\n表4-5 新加坡MoistureLoc事件之關鍵關係人 58\r\n表4-6 新加坡MoistureLoc事件關鍵關係人之風險認知 58\r\n表4-7 香港MoistureLoc事件之關鍵關係人 59\r\n表4-8 香港MoistureLoc事件關鍵關係人之風險認知 60\r\n表4-9 大陸MoistureLoc事件之關鍵關係人 61\r\n表4-10 大陸MoistureLoc事件關鍵關係人之風險認知 63\r\n表4-11 美國MoistureLoc事件之關鍵關係人 64\r\n表4-12 美國MoistureLoc事件關鍵關係人之風險認知 65\r\n表4-13 台灣MoistureLoc事件關鍵關係人之風險認知 66\r\n表4-14 台灣MoistureLoc事件關鍵關係人之風險認知 67\r\n表4-15 MoistureLoc事件博士倫公司之風險認知對照事紀表 69\r\n表4-16 美國MultiPlus事件博士倫與其關鍵關係人之回應整理 75\r\n表4-17 台灣MultiPlus事件博士倫與其關鍵關係人之回應 76\r\n表4-18 台灣MultiPlus事件關鍵關係人之風險認知 77\r\n表4-19 MoistureLoc事件美國博士倫各危機層面整理 77\r\n表4-20 MultiPlus事件美國博士倫各危機層面整理 78\r\n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\r\n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\r\n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\r\n表4-24 MoistureLoc事件台灣博士倫各危機層面整理 81\r\n表4-25 MultiPlus事件台灣博士倫各危機層面整理 82\r\n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\r\n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\r\n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\r\n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\r\n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\r\n表5-2 報紙於對於MoistureLoc事件中五國博士倫公司之評價 95\r\n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 96zh_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
dc.relation.reference (參考文獻) (期刊論文)zh_TW
dc.relation.reference (參考文獻) 王尚文（2005）。《新環境衝擊下報紙行銷策略之研究--以中國時報為例》。國立政治大學傳播學院碩士在職專班碩士論文。zh_TW
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