議題設定之整合行銷傳播研究-以馬拉威國際服務學習專案為例

The Study of Integrated Marketing Communication for Agenda Setting- An Action Research of International Service-Learning Project for Malawi.

鄭羽絜(Yu-Chieh Cheng)

指導教授 ： 吳肇銘

中原大學/商學院/資訊管理研究所/碩士(2009年)

https://doi.org/10.6840/cycu200900489

摘要

在全球化的浪潮下，台灣的國際事務參與觀念日趨加深，而其中透過國際志工參與，更是結合志願服務理念，擴大與國際社會接軌交流。過去「議題設定」(Agenda Setting)乃是透過大眾傳播的方式來推動，多以電視與報紙媒體來傳遞，大眾散佈的傳遞效果佳，但卻無法針對特定對象進行多元、深入的影響，多只能強化閱聽人原先既有的態度、立場。
然而，透過「整合行銷傳播」(Integrated Marketing Communication, IMC)方式，來整合、協調不同的訊息和媒體，讓消費者/閱聽人有一個有系統且一致性的訊息，將可達到具有優勢的行銷傳播效果。本研究希望以「國際志工」為目標議題，探討如何以「整合行銷傳播」方式，來達到「議題設定」之傳播效果。
本研究採用行動研究法(Action Reserach)，研究者本身投入國際志工議題行銷傳播規劃與執行，並針對中原大學馬拉威國際服務專案之推廣，進行深入剖析。根據行動與研究之結合，本研究歸納以下幾點結論：
一、 行銷傳播策略：
1、 規劃行銷傳播方案前，制定明確目標閱聽人、行銷傳播目標，並搭配適合之傳播媒介，有助於引導行銷傳播策略執行之方向。
2、 訊息策略應根據傳播媒介選擇的不同，不單只是一個「議題提供」的策略，更是一個「議題的包裝」策略。
3、 促銷策略根據傳播媒介的不同，結合不同「外在機制」，有助於促使議題曝光。
4、 互動策略強調設計有效互動機制並主動與閱聽人接觸，有助於提昇互動效果。
5、 網路策略應善用網路部落格，有助於輔助實體行銷傳播策略執行。
二、 歷程式整合行銷傳播：採用「自導性傳播媒介」提昇知名度後，有助於引起非自導性傳播媒關注採用，加強「議題設定」效果，進而達到整合行銷傳播的綜效。
三、 行銷傳播成效評估
1、 成效評估工具/指標：可採取知曉、態度、行為層面，設計「國際志工評量問卷」作為評估工具，衡量目標閱聽人對於議題整合行銷傳播之成效。
2、 成效評估機制：
(1) 大眾傳播：觀察其他大眾媒體的曝光度，有助於評估議題是否有效傳播。
(2) 面對面傳播：採取問卷量表機制，並藉由互動機制，有助於評估閱聽人對於議題的認知程度。

關鍵字

整合行銷傳播 ； 國際志工 ； 議題設定 ； 服務學習

並列摘要

Under the trend of globalization, the concept of Taiwan’s participation in international affairs has been strengthened. Among the affairs, international volunteer participation can combine the idea of voluntary service and exchange with the international society. In the past, “agenda setting” is promoted by mass media, mostly television and newspapers. Although the effect of information communication by mass media is effect, it is unable to provide diverse and in-depth influence on specific targets, but only strengthens the existing attitudes and standpoints of the audience.
However, by integrating and coordinating different information and media by Integrated Marketing Communication (IMC) could bring consumers/audience systematic and consistent information, and achieve the effect the advantageous marketing communication of “Agenda Setting”. This research, based on the issue of “international volunteer”, explored how to use IMC to achieve the communication effect of “agenda setting”.
By adopting the method of Action Research, the researcher participated in the planning and execution of marketing communication on issues of international volunteers, and probed into the promotion of international service project in Malawi at Chung Yuan Christian University. The conclusions are as follows:
1. Marketing communication strategies:
1) Before planning the marketing communication project, it is necessary to specify the target audience and marketing goals, and choose appropriate media, in order to facilitate the execution of the marketing communication strategies.
2) Information strategies should vary with the choice of media; it is not only a strategy for “agenda setting”, but also a strategy for “agenda positioning”.
3) Promotional strategies should combine with different “external mechanism” according to the choice of media, in order to enhance the exposure of issues.
4) The interactive strategies should emphasize on designing interactive mechanism and approach the audience actively, in order to produce better interactive results.
5) Internet strategies should utilize online blogs to execute the marketing communication strategies more effectively.
2. Progressive IMC: Using “self-guided communication media” to promote the popularity can help to draw the attention of non-self-guided media, thus enhancing the effect of “agenda setting” and achieving the effect of IMC.
3. Evaluation of the outcome of marketing communication
1) Evaluation tools/indexes: Using aspects of awareness, attitude, and behavior to design the “Scale Survey of International Volunteers” for the evaluation tool, in order to measure the effect of IMC on the target audience.
2) Evaluation mechanism:
(1) Mass media: Observe the exposure on other mass media, thus helping to understand whether the issues are effectively communicated.
(2) Face-to-face communication: Use questionnaire and scale as the mechanism , along with interactive mechanism, thus helping to evaluate the awareness of the audience on the issues.

並列關鍵字

Agenda Setting ； Integrated Marketing Communication ； Service Learning ； International Volunteer

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