中小型餐飲業者之媒體關係管理：報導原因、互動模式、與報導之影響

Media Relations Management of Small and Medium-Sized Enterprises in Food and Beverage Industry: Cause of Reporting, Interaction Model, and the Reporting's Influence

蘇登呼(Teng-Hu Su) ； 黃英忠(Ing-Chung Huang)

《觀光休閒學報》 18卷1期 (2012/04) Pp. 47-66

https://doi.org/10.6267/JTLS.2012.18(1)3

摘要

媒體報導有助中小型餐飲業者突破行銷資源不足的困境，隨著媒體對中小型餐飲業者的報導愈來愈多，中小型餐飲業者的媒體關係管理成為值得探究的議題，但過往並未對此進行研究。本研究旨在分析媒體報導中小型餐飲業者的原因、業者與媒體的互動模式、及報導對業者營運的影響。透過深度訪談16家中小型餐飲業者，本研究發現媒體報導的主因是業者的產品與特色以及後續衍生的消費者口碑與媒體口碑，業者採取被動配合媒體採訪的互動模式，缺乏主動跟媒體建立更深層關係的認知，而媒體報導雖然帶給業者許多營運上的正面效益，也帶來意外的負面效應。本研究歸納訪談結果提出11個研究推論供後續研究參考，最後則探討本研究的學術貢獻與實務管理意涵。

關鍵字

餐飲業 ； 中小企業 ； 媒體關係管理 ； 新聞報導

並列摘要

The mass media's news reporting is helpful for small and medium-sized enterprises (SMEs) from food and beverage industry to break the problem of lack of marketing resources. As the mass media pay more and more attention to SMEs from food and beverage industry, the study of these enterprises' media relations management becomes worthwhile. However, this issue has been overlooked by previous researchers. This study aims to analyze why some SMEs from food and beverage industry are chosen to be reported by the mass media, interaction model between the enterprise and the mass media, and the reporting's influence on the enterprise's operation. By interviewing with 16 SMEs from food and beverage industry, we found word-of-mouths of customer and mass media resulting from the enterprises' products and characteristics are main reasons that attract the mass media to report. The enterprises intend to follow the mass media's arrangement of interviews and don't try to establish deeper relations with the mass media after the reporting. Although the reporting brings some advantages to the enterprise's operation, it results in some unexpected disadvantages, too. According to the results, this study provides 11 research propositions for future studies and finally discusses the study's theoretical contributions and management implications.

並列關鍵字

food and beverage industry ； small and medium-sized enterprises (SMEs) ； media relations management ； news reporting

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