台灣網際網路多媒體產業公共關係型態探討

The Public Relations Research in Taiwan''s Internet Multimedia Industry

羅珮玟(Maya Llo)

指導教授 ： 廖淑伶

元智大學/資訊學院/資訊傳播學系/碩士(2000年)

摘要

網際網路多媒體產業對臺灣資訊產業重要性不言而喻，本研究針對臺灣網際網路多媒體產業（再細分為：硬體業、軟體業、資訊服務業）之公共關係運作做一深入並且廣泛的探討，利用個案研究法與問卷調查法發現以下結果。
本產業之公共關係運作多為輔助行銷機能，其次為建立企業良好形象。並且對網際網路多媒體產業而言，重要的公關對象不僅限於顧客、媒體，並且還有整體產業上、中、下游之供應商與經銷商、還有傳統產業中較被忽略之組織內部的員工。所以，針對這些公共關係之對象所舉行的公共關係活動，也因為各產業對相關公眾偏重不同而有差異。
在公共關係的工具使用方面，網際網路多媒體產業利用客戶資料庫、電子郵件與公司網站進行公關已成趨勢，不但使用的方式非常多元，使用頻率也非常的高，網際網路上的所有相關運作模式，都成為一股風潮，最重要的是這種工具，不但成本低、方便使用、並且效率高。
與傳統產業相互比較，網際網路多媒體產業本身具有高科技之專業性，所以企業內部之公關人員必須具有專業知識背景與溝通能力，方能將科技語言轉換成普羅文字，讓相關公眾方便瞭解；並且產業本身的良好形象，讓網際網路多媒體產業之公共關係運作起來更為事半功倍。

關鍵字

公共關係 ； 網際網路 ； 多媒體產業

並列摘要

It is no doubt that the importance of the Internet multimedia industry in Taiwan is arising. This research focuses on the public relations practice in Taiwan’s Internet multimedia industry, which includes hardware industry, software industry and information service industry. This study employs two methods of case study of six companies and mailed-questionnaire survey of 110 firms.
The public relations’ main function in this industry found is PRM（public relations marketing）, the second function is to build the better company image. For this industry, the most important public relations target audiences are customers, the press, but also the supply and consignee agents and the employees, so that the company must use the different public relations activities to approach the specific target audience.
Internet has become a very important tool of public relations in this industry. By E-mail, companies’ web sites and the database of customers, new product information and the news of the company can be sent to customers more quickly and efficiently, with lower cost.
Compared to the traditional industries, the public relations professionals in Internet multimedia industry must have professional knowledge and good skill of communications. The good image of the industry can greatly benefit the companies’ public relations.

並列關鍵字

public relations ； internet ； multimedia industry

參考文獻

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