媒體行銷的奇葩：醫療產業的置入性行銷初探

徐梅屏(MAI-PING HSU)

指導教授 ： 陳文華

國立臺灣大學/管理學院/知識管理組/碩士(2004年)

https://doi.org/10.6342/NTU.2004.02478

摘要

論文摘要

置入性行銷近年在新聞媒體上十分風行，但國內尚未見以產業界對新聞的置入性行銷為主題的論文研究。新聞界固然對此一頗有幾分敏感的議題存而不論，熱中此行銷方式的產業界卻也未聞討論其成效。本研究打破兩界雙雙的沉默，選擇最貼近民生的醫療產業為對象，從中央通訊社的新聞稿件裡實地分析置入性行銷的內容。研究發現，置入性行銷的崛起已使醫療產業界運用公共關係行銷組合的生態出現變化；然而，執行手法的粗糙，致使未能充分表達置入性行銷「潛移默化」消費者的特性，醫療產業預期的功能未必達成。研究者建議產業界正視，回歸行銷學上公共報導的專業。

關鍵詞：產品置入、置入性行銷、行銷溝通、醫療產業、公共關係、公共報導

關鍵字

置入性行銷 ； 公共關係 ； 公共報導 ； 行銷溝通 ； 醫療產業 ； 產品置入

並列摘要

THESIS ABSTRACT
GRADUATE INSTITUTE OF BUSINESS ADMINISTRATION
NATIONAL TAIWAN UNIVERSITY

HSU MAI PING JULY, 2004
ADVISER：ANDY CHEN

Product Placement Marketing has been very popular among the news media in recent years. However, no academic research has been conducted on the effect of product placement marketing for the news media in Taiwan. The issue is somewhat sensitive that the media have been avoiding, while the enthusiastic industries do not openly discuss its effectiveness. In our research, we broke the silence and studied the product placement marketing in medical industry through analyzing the news contents from the Central Communication Agency. Our research shows that the rise of product placement marketing has changed the eco-system of the medical industry, which was dominated by relational marketing before. However, the execution has been quite rough that the expected product placement effect has not been successfully achieved. It is our suggestion that the media should return to the marketing method of public reporting.

Keywords: Product Placement, Product Placement Marketing, Marketing Communications, Medical Industry, Public Relations, Public Reporting

並列關鍵字

Marketing Communications ； Public Reporting ； Public Relations ； Medical Industry ； Product Placement ； Product Placement Marketing

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