台灣中小型企業溝通效益分析

Benefit of Corporate Communication for SMEs in Taiwan

林雅蔚(Lin Belle)

指導教授 ： 尚孝純

國立政治大學/商學院/國際經營管理英語碩士學位學程(IMBA)/碩士(2020年)

https://doi.org/10.6814/NCCU202000546

摘要

本論文以英文書寫，作者無提供中文摘要。

關鍵字

中小企業 ； 溝通 ； 優點 ； 學科

並列摘要

Small and Medium Enterprises (SMEs) make up the vast majority of businesses in most countries. Corporate communication is one of the functions that has not been well examined in small and medium enterprises. In order to gain a deeper understanding of corporate communication in small and medium enterprises this study reviewed literature of corporate communication and analyzed corporate communication operations in selected cases. The objective is to learn the advantages, challenges, and actual practice of corporate communication in small and medium enterprises in Taiwan.
Based on cross-case analysis, the study results show that the advantages of corporate communication are enhanced branding, increased customer base, positive society acceptance, and improved recruitment. It is important to note that corporate communication is a management discipline rather than technical proficiency. In real practice, corporate communication tends to be neglected in daily operations due to difficulties in measuring the return on investment.

並列關鍵字

SMEs ； communication ； advantages ； discipline

參考文獻

Beger, R. (2018). Present-Day Corporate Communication: A Practice-Oriented, State-of-the-Art Guide.

Belasen, A. T. (2007). The Theory and Practice of Corporate Communication: A Competing Values Perspective.

Brand Story. (2020). Retrieved from DR.WU: https://en.drwu.com/website_content.php?sn=84

Cornelissen, J. (2014). Corporate Communication: A Guide to Theory and Practice. SAGE.

Costco Today. (2020). Retrieved from Facebook: https://www.facebook.com/costcotoday/photos/a.138906942841098/2790977000967399/?type=3&theater