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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/94317

    Title: 跨國企業的網路公關活動及其評估研究 : 以三星電子為例
    Other Titles: Assessment of an international company's E-PR activities : a case study of Samsung Electronics in Taiwan
    Authors: 林亭汶;Lin, Ting-Wen
    Contributors: 淡江大學大眾傳播學系碩士班
    黃振家;Huang, Jenn-Jia
    Keywords: 跨國企業;網路公關;品牌形象;International Companies;E-PR;Brand Image
    Date: 2013
    Issue Date: 2014-01-23 14:20:47 (UTC+8)
    Abstract: 由於網際網路發展的普及化及易接近性,消費者對於產品、品牌的評價或想法能夠透過網路科技在彼此參與的社群中流傳、轉載,進而影響到該產品、品牌的銷售成績或形象。因此,在網際網路中的公關操作更加需要受到重視。本研究針對跨國企業的網路公關活動進行分析,討論跨國性企業如何運用網路公關與消費者建立關係以及進行溝通。
    Due to the development of internet, customers can share their opinions or experiences after using products or services with others in the social nets which they have joined. The products selling or brands’ images may be influenced by those suggestions. Therefore, people should pay more attention to electronic Public Relation (e-PR). This research’s main analysis is about how an international company operates its e-PR activities, and also, discussing the company how to build relationships and communicate with customers.
    This research focuses on how an international company links its inner cultures and working concepts to e-PR activities; furthermore, generalizes the e-PR type and characteristics of Samsung Electronics in Taiwan. Last, uses the customers’ interview data to show the assessment. In this research, researcher uses Case Study method, collecting the case’s data to analyze; meanwhile, uses In-Depth Interview to figure out customers’ views.
    In the research findings, the e-PR of Samsung Electronics in Taiwan has following characteristics: links to current events in its activities, cooperates with other working fields, combines with popular dramas and issues, social care activities. Among the e- PR Models, the Samsung Electronics’ e-PR tactic in Taiwan is classified as Strategic Orientation Model. Researcher also found that customers mainly use company’s products and services to build the brand image. According to personal purposes and free will, company’s e-PR activities have different levels of achievement.
    Appears in Collections:[大眾傳播學系暨研究所] 學位論文

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