法人研究機構行銷傳播單位之智慧資本—以財團法人車輛研究測試中心為例

公設財團法人中的法人研究機構是政府政策執行下特殊的組織單位，其透過執行經濟部技術處法人科技專案，進行與其機構所相關之產業專利技術科技研發工作，並將此些專利技術透過授權與移轉方式予產業，進一步協助產業升級發展；因而法人研究機構的績效產出格外獲得重視與關注，對其而言如何讓讓外界知曉績效成果亦是重要一大課題。故法人研究機構中負責行銷傳播之單位便擔負重要角色，本研究便以財團法人車輛研究測試中心為例，探討分析主責行銷傳播業務的公共業務課所擁有之智慧資本，了解與觀察其在組織中運用智慧資本及整合行銷傳播之過程，發覺其智慧資本在行銷傳播過程執行中對於整合及轉化上的助力甚多。主因為其在人力資本、結構資本、關係資本上均有良好的本質內涵，故展現出之績效，不論在知識的質量、流程的效率、關係的長久面向上有相對之產出；無形中為車輛中心組織團隊加分，而在其整合運作下所展現之行銷傳播成效更是獲得內外的肯定，足可作為組織內智慧資本之典範，也使該法人研究機構之成果讓更多外部產業與民眾了解。

關鍵字

法人研究機構；智慧資本；整合行銷傳播

並列摘要

The Public Research Organization (PRO) is a special organizational unit under the government policy. Through the implementation of the Ministry of Economic Affairs Technology Project, the Institute conducts R & D work on the patented technology of the related industry, and through the authorization of these patented technologies and transfer to the industry to further assist the industrial upgrading and development. Public always pay particularly attention to the performance of Public Research Organization and therefore how to promote the performance results is also an important issue. This research will take the Automotive Research & Testing Center (ARTC) as an example, to analyze the Intellectual Capital of the Public Affairs Section which is responsible for public communication, and observe its role of how to process Intellectual Capital and Integrated Marketing Communication in ARTC. This Research discovers Intellectual Capital in the marketing communication process do a lot of help for the integration and transformation. Because of its human capital, structural capital, and relationship capital have a good intrinsic meaning, it shows the excellent performance that adds ARTC’s values on the quality of knowledge, process efficiency, long-term relationship, and obtains internal and external recognition when operates the Integrated Marketing Communication. It is a model of Intellectual Capital in their organization, and also makes more industries and people know them.