以Q方法探討企業公關服務美學認知類型

Using Q Methodology to Explore the Cognitive Styles of Public Relations Service Aesthetics of Corporate

劉仲矩(Chung-Chu, Liu) ； 連宇婷(Yu-Ting, Lien)

《美容科技學刊》 15卷2期 (2018/12) Pp. 5-22

https://doi.org/10.30001/JIES.201812_15(2).0001

摘要

隨著經濟貿易全球化，各公司日漸重視企業公關的發展，企業公關在企業中扮演著極為重要的角色，是企業在商業活動中所需面對和處理的課題。其中，企業公關又可分成對內與對外兩部分，對內包括與員工、各部門主管、股東間透過雙向互動來進行溝通與交流，以提升企業內部素養與向心力；對外則是與媒體、社會大眾間透過訊息溝通來建立企業形象、協調彼此之利害關係，進而排除可能發生的矛盾與衝突。本研究透過服務美學的角度來探討企業公關，採用Q方法來收集與分析資料，以過去曾與企業公關服務相關之人為受訪對象，共有18份有效問卷，研究結果經歸納將企業公關分成四種類型來進行探討，並根據不同類型給予相關建議，以期提供企業公關服務改善之方向。

關鍵字

企業公關 ； 美學 ； Q方法

並列摘要

With the globalization of economic and trade, companies are paying more and more attention to the development of corporate public relations. Corporate public relations plays an extremely important role in enterprises and it is a subject that enterprises need to face and deal with in business activities. Among them, corporate public relations can be divided into internal and external parts, including internal communication with employees, department heads, and shareholders through two-way interaction to enhance internal literacy and centripetal force; external is with the media, society. The public communicates through message communication to establish a corporate image, coordinate their interests, and eliminate possible conflicts and conflicts. This study explores corporate public relations through the perspective of service aesthetics. The Q method is used to collect and analyze data. There are 18 valid questionnaires for people who have been related to corporate public relations services in the past. The research results are summarized into four. The types are discussed, and relevant recommendations are given according to different types, in order to provide directions for the improvement of corporate public relations services.

並列關鍵字

Corporate Public Relations ； Aesthetics ； Q Methodology

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