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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/78072


    Title: 策略性公關對品牌溝通影響之個案分析
    A Case Study on the Strategic Public Relationships Management on Brand Communications
    Authors: 杜可雯
    Tu, Ko Wen
    Contributors: 邱奕嘉
    Chiu, Yi Chia
    杜可雯
    Tu, Ko Wen
    Keywords: 策略公關
    品牌溝通
    管理
    Strategic PR
    Brand Communications
    Management
    Date: 2015
    Issue Date: 2015-09-01 16:15:35 (UTC+8)
    Abstract: 公關是一種溝通的管理，主要是擔任組織與公眾間的溝通管理工作，因此若能將企業溝通導入組織策略管理之中，透過一致的訊息和溝通策略，增進內外部利益關係人和企業的互信和瞭解，將能提升組織整體形象和聲譽。Grunig and Hunt (1984)指出公共關係是一種管理功能，即組織與大眾間的管理，主要在評估公眾的態度，使個人或機構政策與程序合乎群眾利益，並在規劃及執行其行動計畫下，達成爭取群眾了解與接納的目的。
    公關領域若再遇上了直銷，就更凸顯了關鍵利害關係人的重要。許多公關人員面對直銷產業時，由於不熟悉此產業特性，因此往往使用過往慣用的消費產業思維來處理直銷產業的公關工作，結果發現過往的以終端消費者為主要溝通對象的各種實戰策略或者經驗，其實都使不上力；或者說面臨直銷企業客戶的種種質疑與挑戰。而這困惑就來自於，直銷業的公關溝通對象到底是誰？是終端的使用產品消費者呢？還是直銷商呢？那麼直銷商到底算是內部溝通的對象呢？還是外部溝通對象？公關工作到底對於一家直銷企業的直銷商而言，又扮演了甚麼角色？
    本論文透過文獻的研究、資料收集及整理，加上如新公司品牌調查研究數據，用具體實行五年的大中華個案來說明策略性公關管理在品牌傳播上所扮演的推波助瀾功效，如何運用事件行銷來對主要利害關係對象溝通以協助組織達成目標。
    透過此論文希望能拋磚引玉，讓更多人能了解此行業，不再以刻板印象來評斷，直銷公司就跟所有其他行業的公司一樣，差別僅在通路，通路(人)就決定了直銷公司的所有起心動念。本人有幸進入如新公司工作，在一個保守謹慎的公司歷練，希望透過此論文的整理與分析，讓公關與直銷相互激盪創意無限。
    “Public Relations make organizations more effective by developing relations with stakeholders in the internal or external environment that constrain or enhance the ability of an organization to accomplish its mission.” (STRATEGIC MANAGEMENT, PUBLICS AND ISSUES, Grunig and Repper, 1984) In other words, “Everything done must be aligned with corporate vision or mission.” Actually corporate mission is the company’s reason for being.

    Strategic Management of PR (Grunig, J. E., & Repper, F. C. , 1992) set up 4 stages to define it, which are stakeholder, public, issue, PR/ communication programs and plans. In short, we have to identify whom to influence, what kind of messages to deliver, how to do, and evaluation.

    I work in NU SKIN since 1993 and before that I was a journalist. In fact, both roles are totally different. As a journalist, I have to dig out the truth and always need to deal with PR team. However, when I become a PR person, I have to face media to fulfil both media’s needs and company’s expectations. Especially I am in Direct Selling industry which is born with sin. The unique business model is easily manipulated by pyramid scheme illegal companies. That is the reason why Direct Selling companies put lots of efforts on image building. Public Relations in Direct Selling industry has to deal with government, media, general public to create a healthy business environment. And for internal communication, it also needs to provide education, training and motivation programs to distributors who are the most productive sales force.

    I use NU SKIN master forum project as a case study to analyze how important the strategic PR management on brand communications. The study can provide insight value for people interesting in both PR and Direct Selling.
    Reference: 一、中文文獻：
    KellerL. EdK. (民90)，品牌管理（Brand Management），譯者：吳克振， 華泰出版社。
    AakerA.,D. (1991). Managing Brand Equity. The Free Press.
    Cutlip, Center & Broom. (1985). Effective Public Relations (第 6 版). New Jersey: Prentice-Hall.
    Grunig, J. E., & Hunt, T. (1984). Managing public relations (第 343 冊). New York: Holt, Rinehart and Winston.
    Grunig, J. E., & Repper, F. C. . (1992). Strategic management, publics, and issues. Excellence in public relations and communication management, 頁 117-157.
    GrunigJ.E. (2006). Furnishing the edifice: Ongoing research on public relations as a strategic management function. Journal of Public Relations Research(18(2)), 頁 151–176.
    KellerL. EdK. (民90). 品牌管理（Brand Management）. (吳克振, 譯者) 華泰出版社.
    Kotler, P. & Armstrong, G. (2000). Principles of management (第 6 版). TEE Publication.
    KotlerP. (1995). Marketing Management, Analysis, Planning, Implementation, and Control. Prentice-Hall.
    MartineauP. (1960). Developing the corporate image. New York: Charles Scribners Sons.
    SchultzE.Don. (1993). We Simply Can’t Afford to go back to mass. Marketing News, 20.
    徐為公. (民92). 事件行銷之說服理論建構研究. 中原大學企業管理學系碩士論文.
    張永誠. (民82). 非營利行銷—選戰實務篇. 台北: 遠流.
    蔡佩芬(民99)，公關公司與企業對公關效益評估指標選擇以及認知差異之研究，世新大學公共關係暨廣告學研究所碩士論文
    王怡雯(民95)，台灣公關學者對公關策略及其考慮因素看法之研究，大葉大學人力資源暨公共關係學系碩士論文
    王俊仁(民100)，實體與網路事件行銷關鍵因素分析，政治大學企業管理學系碩士論文
    詹若君(民103)，檢驗企業公益活動、企業形象與關係行銷之關係，世新大學公共關係與廣告學系碩士論文


    二、英文文獻：
    AakerA.,D. (1991). Managing Brand Equity. The Free Press.
    Cutlip, Center & Broom. (1985). Effective Public Relations. New Jersey: Prentice-Hall.
    Grunig, J. E., & Hunt, T. (1984). Managing public relations (vol 343). New York: Holt, Rinehart and Winston.
    Grunig, J. E., & Repper, F. C. . (1992). Strategic management, publics, and issues. Excellence in public relations and communication management, p. 117-157.
    GrunigJ.E. (2006). Furnishing the edifice: Ongoing research on public relations as a strategic management function. Journal of Public Relations Research,18(2), p 151–176.
    Kotler, P. & Armstrong, G. (2000). Principles of management. TEE Publication.
    KotlerP. (1995). Marketing Management, Analysis, Planning, Implementation, and Control. Prentice-Hall.
    MartineauP. (1960). Developing the corporate image. New York: Charles Scribners Sons.
    SchultzE.Don. (1993). We Simply Can’t Afford to go back to mass. Marketing News, 20.
    David J. Collis and Michael G. Rukstad (2008). Can You Say What Your Strategy Is? Harvard Business Review
    Harrison, S. (2000). Public Relations. An Introduction. USA: Thomson.
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    102932069
    "摘要 I
    Abstract II
    目錄 III
    表目錄 IV
    圖目錄 V
    第一章 緒論 1
    第一節 研究背景與動機 1
    第二節 研究目的與問題 5
    第二章 文獻探討 7
    第一節 何謂Strategic Management of PR 7
    第二節 企業形象 10
    第三節 事件行銷 13
    第三章 研究方法 15
    第一節 研究流程與觀念架構 15
    第二節 研究方法與個案選擇 16
    第四章 個案研究 17
    第一節 NU SKIN 企業簡介 17
    第二節 NU SKIN業務概況 18
    第三節 NU SKIN公關組織定位 23
    第四節 NU SKIN 大師趨勢論壇案例 25
    第五章 結論與建議 73
    第一節 結論 73
    第二節 建議 75
    參考文獻 76
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102932069
    Data Type: thesis
    Appears in Collections:[Executive Master of Business Administration] Theses

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