- 期刊
時尚品牌公關活動關鍵成功因素之研究
A Study of the Key Success Factors of Fashion Brand Public Relations Campaign
摘要
隨著科技進步與網路時代來臨，時尚產業在全球媒體的推波助瀾下，成為一種新經濟動力。然而，一個時尚品牌企業要在眾多競爭者中保持領先，要能長久經營，必須與消費者進行良好的溝通及互動，而公關活動便是提供這種契機與趨勢的重大推手。透過媒體傳播等各式操作，能讓品牌曝光最大化，更有效地與消費者進行溝通，讓品牌形象更深植於消費者心中。因此，本研究之目的便在探討時尚品牌公關活動的關鍵成功因素。在研究方法方面，首先，藉由文獻分析法，彙整出時尚品牌、公關活動的相關研究，初步建構出時尚品牌公關活動的關鍵成功因素，再透過5位時尚品牌公關的專家訪談方式，針對各因素進行增加、刪除與修改，確認整理出適合於時尚產業的因素。接著，藉由AHP分析法，透過12位業者產生出因素排序。資料分析結果顯示，時尚品牌公關活動的關鍵成功因素有品牌形象、商品特色、名人效益、媒體傳達效益、活動場域、社群互動、消費者參與度等7項主要構面及31項次要評估因素。研究結果亦顯示，前三項重要因素分別為，媒體傳達效果的媒體露出量、品牌形象的價值、名人效應的可視性。經由關鍵成功因素的掌握，本研究提供時尚公關產業人士更完整的思考架構及實作發展方向參考。
並列摘要
With the advancement of science and technology and the advent of the Internet era, the fashion industry has become a new economic power driven by the global media. However, the brand image is one of the keys for companies to be able to lead the crowd among many competitors. For a fashion brand to be able to operate for a long time, it must have good communication and interaction with consumers. Public relations campaigns are a major promoter of this opportunity and trend. Through various operations such as media communication, it maximizes brand exposure, communicates with consumers more effectively, and makes the brand image more deeply rooted in consumers' minds. Therefore, the purpose of this study is to explore the key success factors of public relations campaign. In order to achieve research purpose, this study first through the literature to explore the theory of understanding fashion brands and public relations campaign, initially construct the key success factors of fashion brand public relations campaign, and then through expert interviews with 5 fashion brand public relations methods, through the addition, deletion and modification of factors, confirm that they are suitable for fashion industry the elements of. Then, issue 12 questionnaires and use the AHP analysis method to find out the order of various factors in the actual operation of public relations campaign in the industry. The results of data analysis show that the key success factors of fashion brand public relations campaign include 7 dimensions and 31 criteria including brand image, product features, celebrity benefits, media communication benefits, event venues, community interaction, and consumer participation. Evaluation factors. The research results also show that the top three important factors are: the media exposure of the media communication effect, the value of the brand image, and the visibility of the celebrity effect. Through the mastery of key success factors, this study provides a more complete thinking structure and development direction reference for the fashion public relations industry professionals.