企業網站形象之公關行銷管理策略

Public Relations and Marketing Management Strategy of Corporate Website Image

丁勁丞(Ching-Cheng Ting)

《管理科學研究》 12卷2期 (2018/12) Pp. 1-22

https://doi.org/10.6873/MSR.201812_12(2).0001

摘要

網路時代來臨，面對網路多樣性與快速發展，企業勢必要顧及形象，才能擴大營銷與獲利，於是策略性地找專人負責公關、形象，或相關網站行銷與管理，已經成為必要條件。營造企業形象與做好公關，建置網站的行銷與管理策略，可謂企業最快立竿見影、最常使用生財工具之一。「企業網站形象之公關行銷管理策略」能成為企業永續經營的重要指標，也能翻轉整個企業的生產及過程；企業在面臨傳統媒體瀕臨解體的大潮，豈能不提早因應媒體劇烈變化後的行銷管理策略？有鑑於此，本研究以今日「企業網站形象之公關行銷管理策略」為研究核心，除探究「企業」如何透過網站形象來增進與消費者間關係、網站公關運作機制、企業公關與媒體互動性，網路公關行銷管理策略對今之消費者影響，及此網站形象是否會因此對企業品牌或其社群的認同而有差異。本研究以質性為主，採立意抽樣方式挑選五家有網站的企業公關人員，再以非結構及半結構化深入訪談，針對訪談採集更多資料進行研析，研究發現目前企業網站形象及網站公關的應用，同時比較企業網站公關行銷、管理策略差異，了解當前企業網站形象及公關運用與網站現況，歸納出網站形象、公關未來發展方向與建議，作為未來實務應用參考。

關鍵字

網路公關行銷管理 ； 公關行銷與管理 ； 行銷與管理策略 ； 企業網站形象管理策略

並列摘要

With the advent of the Internet age, enterprises must take their images into consideration so that they can expand the marketing and profits. Hence, looking for people who are in charge of running public relations and images or related marketing and management of websites strategically has become an indispensable condition. Building the image of a enterprises and running public relations, the marketing and management strategy of setting up websites are one of the most used and efficient tools to earn profits. ＂Public relation marketing management strategy of enterprises websites images＂ is a significant indicator of enterprise sustainable operation and it can also overturn the whole production and process of an enterprise and set up the relationship between the sending information part and the receiving information part. Furthermore, it becomes a new media that public relation personnel fully make use of. When enterprises are facing the trend of debacle of traditional media, can't they face and respond to the marketing management strategies after the drastic changes of media? Websites, Net groups and a variety of platforms are around customers and ausiences' life, so enterprises' manipulation of public relation of ＂online image marketing management strategy＂ cannot only be runned through activities, posting posters or giving out DMs. Only public relations that sustain the enterprise images can help enterprises self-level-up and pave a new way for enterprises websites. Therefore, this study centers on the public relation marketing and management strategy of enterprise website images.It not only explores how ＂enterprise＂ public relations get a closer relationship with customers by website images, the website public relation functional apparatus, the interaction between enterprise puclic relation and media, the influence of online public relation marketing management strategy on customers and the audiences and whether the website image has differences on enterprise brands and their group identities. I choose five enterprise public personnel with website and take qualitative non-structural and semi-structural to interview in depth, aiming at analyzing the interview for more information and find out current enterprise website images and the application of online public relations to compare the difference between enterprise websites public relation marketing and management strategy, hoping to understand enterprise websites image and the usage of public relation and current situation of websites. Hope this research could further induce the future development and suggestions of website images and public relations and serve as a reference for practical usage.

並列關鍵字

Internet PR Marketing ； PR Marketing and Management ； Marketing and Management Strategies ； Corporate Website Image Management Strategies