政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/30830

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/30830

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题名:	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
贡献者:	黃懿慧白崇亮 Huang, Yi Hui Pai, Joseph 陳盈蓓 Ying-Pei Chen
关键词:	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
上传时间:	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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