大專校院運動社團活動公共關係模式之探討

Public Relations Models for University Sports Clubs and Athletic Activities

孫美蓮(Mei-Lien Sum) ； 康正男(Cheng-Nan Kang) ； 周靈山(Ling-Shan Chou)

《臺大體育學報》 8輯 (2006/03) Pp. 95-109

https://doi.org/10.6569/NTUJPE.200603_(8).0005

摘要

本文旨在探討大專校院運動社團在舉辦體育活動時所採用之公共關係模式的差異情形，並據以提出結論與建議，期能提供大專校院運動社團提昇內部公共關係以改進社團效能的參考。因此，本文針對國內大專校院運動社團負責人與相關人員在舉辦活動時所採用之公共關係模式作深入之探討。透過問卷調查的方法，以隨機抽樣方式收集資料，經由統計分析後，獲得以下結論：（一）不同校院別之運動社團在舉辦體育活動時，所採用之公共關係模式有顯著性差異。（二）不同社團幹部年資、職位別，分別在媒體傳播模式、雙向不對稱的採用傾向上有顯著性差異。

關鍵字

大專校院 ； 運動社團 ； 體育活動 ； 公共關係模式

並列摘要

This paper examines different public relations models adopted for university sports clubs and athletic activities. Conclusions and suggestions are made here in the hopes of serving as a reference for university sports clubs in improving internal public relations and the effectiveness of such clubs. In this paper, we take a close look at public relations models used by the directors of sports clubs in Taiwan's colleges and universities when holding events. Questionnaires were also used to get a better understanding of the current state of sports clubs at the college and university level. After taking a random sampling and running a statistical analysis, we made the following conclusions: (1) there are significant differences in public relations models used by sports clubs at different colleges and universities when holding athletic events, (2) there are significant differences among club staff in terms of experience and position with the public publicity model and two-way asymmetric model, (3) public relations models currently used by colleges and universities in Taiwan when holding athletic events include the press publicity model, the public information model, the two-way asymmetric model, and the two-way symmetric model.

並列關鍵字

collegiate sports club ； public relations models ； collegiate

參考文獻

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劉惠琴()。,未出版。