學校體育行政組織之公共關係

The Study of Public Relations in School Physical Education Administration Organization

蘇懋坤(Mao-Kun Su)

《大專體育》 120期 (2012/06) Pp. 8-13

https://doi.org/10.6162/SRR.2012.120.02

摘要

近年來公共關係在體育與運動領域受到青睞，致使體育與運動組織運作之方式有所改變，造成與公眾間的關係有所提升。因此，公共關係在學校體育行政組織運作的議題亦開始受到關注。本文旨在探討公共關係在學校體育行政組織之應用，首先介紹公共關係的定義、目的與特點，進而探討公共關係在學校體育行政組織的應用，最後如何運用各種行銷媒介以營造良好之公共關係。

關鍵字

行銷媒介 ； 行銷策略 ； 溝通

並列摘要

Recently, public relations became popular in the field of physical education and sports. Owing to this, the physical education and sports organizations changed their operations and as a result, the public relations were improved. Therefore, the subject of applying public relations in physical education administration was drawn attention at schools. The purpose of this study was to discuss the application of public relations on school physical education administrative organizations. Starting with the introduction of the definition, purpose, and characteristics of public relations, the researcher then discussed the application of public relations on school physical education administration system. Last, this study illustrated how to use different marketing strategies to create well public relations.

並列關鍵字

marketing intermediary ； marketing strategy ； communication

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