台灣地區企業廣告使用概況之研究

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題名	台灣地區企業廣告使用概況之研究
作者	周郁翔 Zhou Yu-Hsiang
貢獻者	劉美琪周郁翔 Zhou Yu-Hsiang
關鍵詞	企業廣告企業公關企業形象廣告企業議題廣告 Corporate advertising Corporate image advertising Corporate issue advertising Corporate public relations
日期	2002
上傳時間	17-Sep-2009 15:34:18 (UTC+8)
摘要	目前企業所面臨市場競爭與整體經營環境變化劇烈，包括內部與股東、員工、供應商；外部與政府機構、競爭者、消費者、環保團體、特殊利益團體及媒體等利益關係人間關係的變化越趨劇烈。在此情形之下，良好企業形象與聲望的建立對於企業而言更顯得亦發重要，而企業往往也可以透過各種企業溝通工具來向內向外傳遞各種相關重要訊息，其中，企業廣告包括企業形象廣告與企業議題廣告，一方面具有企業公關的溝通目的，一方面以廣告的形式向企業利益關係人傳遞善意的訊息，並揭露經營上各種資訊，以進一步塑造良好之企業形象。由於國內外相關文獻過時且相當稀少，本研究主要目的在於對台灣地區企業廣告使用概況進行初步探討。研究內容分三大部分，首先，本研究以潤利公司1998到2002年之廣告統計量資料，來對台灣近年企業廣告使用情形進行描述，同時瞭解企業廣告量是否會受到經濟景氣、總廣告量以及產業類別的影響。第二部分則以產業類別、企業所屬國籍、成立年數與規模大小、企業聲望等企業相關特性，對個別企業之企業廣告投資量及使用比例多寡進行分析，以瞭解哪些企業會使用較多企業廣告。最後，本研究再藉由上述統計分析結果，輔以質化深度訪談，以深入瞭解分析結果並找出其他可能影響企業廣告使用多寡之因素。研究結果發現，1998年以來台灣地區企業廣告使用隨著經濟景氣衰退而逐漸減少，到2002年才小幅度上升；整體而言，各媒體之企業廣告量依序為電視、報紙與雜誌；歷年企業廣告投資量約占總體廣告量百分之二到四左右，與美國情況類似。在不同產業裡，服務、電腦及藥品業依序為企業廣告投資量最多的前幾大產業，其總和占全總量之一半且比例不斷上升，顯示企業廣告之投資量漸趨集中於特定產業中。此外，民生消費品業的企業廣告投資量則最少。在影響企業廣告使用多寡之相關特性部分，企業所屬之產業類別、成立年數高低，及企業聲望之高低，皆會影響到企業使用企業廣告投資量高低與企業廣告量佔公司總廣告量比例之多寡。此外，透過進一步企業訪談可知，外在環境因素包括經濟景氣及重要特殊議題；產業類別因素以及企業內部因素如高階主管支持、企業成立年數與聲望，及企業發展之階段性目標等，皆會影響到企業廣告使用之多寡。
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描述	碩士國立政治大學廣告研究所 90452001 91
資料來源	http://thesis.lib.nccu.edu.tw/record/#G0904520011
資料類型	thesis

dc.contributor.advisor	劉美琪	zh_TW
dc.contributor.author (Authors)	周郁翔	zh_TW
dc.contributor.author (Authors)	Zhou Yu-Hsiang	en_US
dc.creator (作者)	周郁翔	zh_TW
dc.creator (作者)	Zhou Yu-Hsiang	en_US
dc.date (日期)	2002	en_US
dc.date.accessioned	17-Sep-2009 15:34:18 (UTC+8)	-
dc.date.available	17-Sep-2009 15:34:18 (UTC+8)	-
dc.date.issued (上傳時間)	17-Sep-2009 15:34:18 (UTC+8)	-
dc.identifier (Other Identifiers)	G0904520011	en_US
dc.identifier.uri (URI)	https://nccur.lib.nccu.edu.tw/handle/140.119/33131	-
dc.description (描述)	碩士	zh_TW
dc.description (描述)	國立政治大學	zh_TW
dc.description (描述)	廣告研究所	zh_TW
dc.description (描述)	90452001	zh_TW
dc.description (描述)	91	zh_TW
dc.description.abstract (摘要)	目前企業所面臨市場競爭與整體經營環境變化劇烈，包括內部與股東、員工、供應商；外部與政府機構、競爭者、消費者、環保團體、特殊利益團體及媒體等利益關係人間關係的變化越趨劇烈。在此情形之下，良好企業形象與聲望的建立對於企業而言更顯得亦發重要，而企業往往也可以透過各種企業溝通工具來向內向外傳遞各種相關重要訊息，其中，企業廣告包括企業形象廣告與企業議題廣告，一方面具有企業公關的溝通目的，一方面以廣告的形式向企業利益關係人傳遞善意的訊息，並揭露經營上各種資訊，以進一步塑造良好之企業形象。由於國內外相關文獻過時且相當稀少，本研究主要目的在於對台灣地區企業廣告使用概況進行初步探討。研究內容分三大部分，首先，本研究以潤利公司1998到2002年之廣告統計量資料，來對台灣近年企業廣告使用情形進行描述，同時瞭解企業廣告量是否會受到經濟景氣、總廣告量以及產業類別的影響。第二部分則以產業類別、企業所屬國籍、成立年數與規模大小、企業聲望等企業相關特性，對個別企業之企業廣告投資量及使用比例多寡進行分析，以瞭解哪些企業會使用較多企業廣告。最後，本研究再藉由上述統計分析結果，輔以質化深度訪談，以深入瞭解分析結果並找出其他可能影響企業廣告使用多寡之因素。研究結果發現，1998年以來台灣地區企業廣告使用隨著經濟景氣衰退而逐漸減少，到2002年才小幅度上升；整體而言，各媒體之企業廣告量依序為電視、報紙與雜誌；歷年企業廣告投資量約占總體廣告量百分之二到四左右，與美國情況類似。在不同產業裡，服務、電腦及藥品業依序為企業廣告投資量最多的前幾大產業，其總和占全總量之一半且比例不斷上升，顯示企業廣告之投資量漸趨集中於特定產業中。此外，民生消費品業的企業廣告投資量則最少。在影響企業廣告使用多寡之相關特性部分，企業所屬之產業類別、成立年數高低，及企業聲望之高低，皆會影響到企業使用企業廣告投資量高低與企業廣告量佔公司總廣告量比例之多寡。此外，透過進一步企業訪談可知，外在環境因素包括經濟景氣及重要特殊議題；產業類別因素以及企業內部因素如高階主管支持、企業成立年數與聲望，及企業發展之階段性目標等，皆會影響到企業廣告使用之多寡。	zh_TW
dc.description.tableofcontents	第一章緒論...............................................1 第一節研究背景與研究動機..................................1 第二節研究目的............................................5 第三節研究流程............................................6 第二章文獻探討...........................................8 第一節企業公關之相關文獻..................................8 第二節企業廣告之相關文獻.................................23 第三節企業廣告的使用行為.................................44 第三章研究方法..........................................53 第一節研究架構與研究方法之選取...........................53 第二節次級資料分析.......................................60 第三節深度訪談...........................................67 第四章研究分析與結果....................................70 第一節台灣地區企業廣告使用概況...........................70 第二節企業相關特性與企業廣告使用關係.....................86 第三節企業深度訪談.......................................99 第五章結論與建議.......................................116 第一節研究結果整理......................................116 第二節研究建議..........................................122 第三節研究限制..........................................125 參考文獻................................................127 一、中文部分.............................................127 二、英文部分.............................................128 附錄表一台灣地區近五年整體廣告使用情形（分媒體）............133 附錄表二台灣地區近五年企業廣告使用情形（分媒體）............136 附錄二企業訪談問卷........................................139 附錄三訪談企業簡介........................................140	zh_TW
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dc.language.iso	en_US	-
dc.source.uri (資料來源)	http://thesis.lib.nccu.edu.tw/record/#G0904520011	en_US
dc.subject (關鍵詞)	企業廣告	zh_TW
dc.subject (關鍵詞)	企業公關	zh_TW
dc.subject (關鍵詞)	企業形象廣告	zh_TW
dc.subject (關鍵詞)	企業議題廣告	zh_TW
dc.subject (關鍵詞)	Corporate advertising	en_US
dc.subject (關鍵詞)	Corporate image advertising	en_US
dc.subject (關鍵詞)	Corporate issue advertising	en_US
dc.subject (關鍵詞)	Corporate public relations	en_US
dc.title (題名)	台灣地區企業廣告使用概況之研究	zh_TW
dc.type (資料類型)	thesis	en
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