English  |  正體中文  |  简体中文  |  Items with full text/Total items : 62020/94645 (66%)
Visitors : 1639380      Online Users : 16
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/74021

    Title: 企業基金會塑造企業形象之研究 : 以某科技集團基金會為例
    Other Titles: The study of the role of corporate foundation on shaping corporate image : an example of technology group foundation
    Authors: 吳羽喬;Wu, Yu-Ciao
    Contributors: 淡江大學國際商學碩士在職專班
    黃哲盛;Huang, Je-sheng
    Keywords: 企業基金會贊助;企業贊助;企業形象;公共關係;Corporate Foundation Sponsorship;Corporate Sponsorship;Corporate Image;Public Relations
    Date: 2011
    Issue Date: 2011-12-28 17:49:14 (UTC+8)
    Abstract: 由於商譽及企業形象的無形性、與企業以永續經營為目標的不可分割性,加上形象行銷觀念的強化,因此企業藉由成立基金進行贊助活動,實踐「取之於社會,用之於社會」的企業社會責任,同時實行理念行銷、提昇企業形象;企業成立基金會這個具有「企業」以及「非營利組織」雙元背景的單位,能夠建立、提昇相輔相成的良好形象亦可能帶來偽善的負面思考。本研究以半結構式的個案研究方法,輔以次級資料的方式,探討企業以及企業基金會如何運用企業資源提昇企業形象。

    Because of goodwill and corporate image of the invisible, business objectives for sustainable management of the indivisibility, and the enhanced concepts of image marketing, businesses sponsor activities by setting up funds to practice the corporate social responsibility of "what is taken from the society, being use on the society" and to implement another type of idea marketing to enhance corporate image. In addition, enterprises are keen on the establishment of corporate foundations, which are units consisting of dual background of the "enterprise" and "non-profit organization", to establish and to enhance the complementary good-image for both companies and foundations. This study used semi-structured case study approach, supplemented by secondary data approach to examine how companies and corporate foundations enhance corporate image with corporate resources.

    It is found that corporate public relations (PR) departments and corporate foundations can achieve the same goals through different approaches: the sponsoring behaviors of corporate PR department tend to the point of view of profits, while the corporate foundations play a role with non-profit image. Furthermore, corporate foundations form a complementary relationship with PR departments through sponsorship: PR departments communicate with the public by business motivations and purposes, but enterprise foundations are able to act through sponsorships to expand the issues that PR departments can reach. At the same time, sponsors communicate with the public through sponsorship to enhance corporate image and corporate popularity, and the sponsored units can supply various business opportunities through the activities. In this sponsorship relationship between sponsors and sponsored units, both obtain the mutual benefit and reciprocity.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

    Files in This Item:

    File SizeFormat

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback