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    題名: 跨國企業公關功能研究 : 與環境特性及全球公關策略之關聯性
    作者: 王正慧
    WANG, ZHENG-HUI
    貢獻者: 臧國仁
    王正慧
    WANG, ZHENG-HUI
    日期: 1992
    1991
    上傳時間: 2016-05-02 15:11:49 (UTC+8)
    摘要: 論文綱要
    企業國際化及全球化的議題早在一九八?年代初就受到重視，而全球市場的同質性日益增高，影響所及，使得全球性行銷的概念得以發展。本研究以個案研究方法
    調查四家在臺跨國企業的公關工作，藉以了解公關功能是否適合全球標準化管理，並探討影響跨國企業去開運作的相關因素。研究目的有二:
    一、探討跨國企業全球公關策略的運作及母、子公司公關功能之協調互動的情形，
    二、綜合環境特性及全球公關策略與個案公司公關功能運作之關聯性。
    本研究發現，環境特性是影響跨國企業公關功能的根本因素，本研究並提出三項環境特性指標，包括知識複雜度、政治敏感度及目標顧客群，跨國企業可以據以衡量自身所處的環境並評估公關表現是否得宜。此外，在全球公關策略方面，本研究結果支持較具彈性的全球管理模式，即原則性的公關決策活動宜由母公司統籌全球管理，而技術性的公關活動，則應由公司自行決定， 以同時兼顧子公司與母公司的需求。
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    描述: 碩士
    國立政治大學
    新聞學系
    資料來源: http://thesis.lib.nccu.edu.tw/record/#B2002004665
    資料類型: thesis
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