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政府公共關係活動之分析-以K公司政府標案為例 = An Analysis...

國立高雄大學亞太工商管理學系碩士班

政府公共關係活動之分析-以K公司政府標案為例 = An Analysis of Public Relations Activities for Government Projects- The Case of K Firm

Record Type:	Language materials, printed : monographic
Paralel Title:	An Analysis of Public Relations Activities for Government Projects- The Case of K Firm
Author:	朱玉珠,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2015[民104]
Description:	92面圖，表 : 30公分;
Subject:	公共關係
Subject:	Public Relations
Online resource:	http://handle.ncl.edu.tw/11296/ndltd/73676112317852678265
Notes:	參考書目：面83-86
Notes:	104年3月25日公開
Summary:	隨著大眾媒體的快速發展，民眾所接收資訊越來越快速，同時，其視野也愈來愈具有深度和廣度，因此，政府與民眾之間的溝通越來越重要，建立良好的公共關係，為了標的團體的利益著想，也為了政府政策方面的宣導，使兩者的利益兼顧，得到雙贏的局面，這必須探討公共關係建立的方式，本研究的目的希望可以，整理出在不同活動執行目的下，公共關係活動所必須因應的方式。本研究以在公共關係的理論基礎上，透過文獻分析、個案研究、深度訪談等研究方法，以個案K公司2010年-2013年期間，就「觀光行銷活動」、「農特產品行銷活動」、「地區性活動」三種類型公共關係活動個案為研究範圍，從其各項公共關係作為的執行層面，剖析個案K公司幫助政府推展公共關係的基本理念與具體行動。本研究結果發現，在籌備會議上「觀光行銷活動」重視流程規劃、「農特產品行銷」重視行銷規劃、「地區性活動」則是重視政策宣導，三種類型的活動都會加入政策宣導的部分，而「農特產品行銷活動」及「地區性活動」滿足目標團體所提出的需求，此外，也發現了越大型的活動越重視媒體宣傳，最後，三種活動皆會在活動後做出檢討改進，本研究並提出若干政策與後續研究建議，以作為理論與實務進一步發展的基礎。 People received information more and more quickly because mass media develops fast. People’s opinions are wider and harder than before. The communication between the government and the people is important. Establish good public relations, sake the benefit for target groups, and government advocacy policy. They are in order to get a win-win situation. The purpose of this study is in order to sort out the way to implement the different Public Relations activities. On the theoretical basis of Public Relations , this study has made use of those research methods, including literature analysis, in-depth interview and case study, etc., and adopted these 3 kind of Public Relations activities: “Tourism Marketing”, “Agricultural Marketing” and “Regional” as the research scope for K firm during the period from 2010 to 2013. This study has concluded and discovered that the preparatory meeting with tourism marketing is paying attention to plan process. The preparatory meeting with agricultural marketing is emphasis on marketing, and policy advocacy is the most important with regional. Three types of activities always add to the policy advocacy. The needs of target groups were proposed and satisfied in agricultural marketing and regional. In addition, it found that more attention to media campaigns always exist in more major activities. Finally, three types of activities will improve after the event. This study has also proposed certain policies and suggestions for follow-up researches as the basis for the further theoretical and practical development.

政府公共關係活動之分析-以K公司政府標案為例 = An Analysis of Public Relations Activities for Government Projects- The Case of K Firm
朱, 玉珠

政府公共關係活動之分析-以K公司政府標案為例 = An Analysis of Public Relations Activities for Government Projects- The Case of K Firm / 朱玉珠撰 - [高雄市] : 撰者, 2015[民104]. - 92面 ; 圖，表 ; 30公分.
參考書目：面83-86104年3月25日公開.
公共關係Public Relations

政府公共關係活動之分析-以K公司政府標案為例 = An Analysis of Public Relations Activities for Government Projects- The Case of K Firm
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