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博碩士論文 etd-0711116-155836 詳細資訊
Title page for etd-0711116-155836
論文名稱
Title
事業功能與競爭優勢的關聯性探討─以活動公關公司為例
A Study of the Relationship between Business Functions and Competitive Advantage - Taking the Activities Planning Consultant Company as an Example
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
112
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2016-06-23
繳交日期
Date of Submission
2016-08-11
關鍵字
Keywords
公關產業、競爭優勢、事業功能
Competitive advantage, Public relation industry, Business functions
統計
Statistics
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The thesis/dissertation has been browsed 5784 times, has been downloaded 0 times.
中文摘要
近年來,公關產業為因應顧客多元的需求而衍生出更為精細的產業分工態勢。而活動公關顧問在整體公關產業中,資金需求與技術不高,進入障礙較低,相對來說競爭對手也較多。如此競爭的產業環境,使得許多活動公關顧問公司因缺乏競爭優勢進而倒閉。而競爭優勢卻是公司是否能存在於市場的關鍵因素。因此,本研究係以活動公關顧問公司為研究對象,並由事業功能的角度來探討活動公關顧問公司的競爭優勢。經由訪談4間中小型活動公關顧問公司後,透過質性研究歸納總結活動公關顧問公司所追求之競爭優勢及其來源。研究結果指出活動公關顧問公司經由策略管理中的核心價值、核心能力、競合與多角化策略;行銷管理中的多樣化產品服務、完全客製化、與市場趨勢預測;人力資源與創新管理中的徵選標準、師徒制訓練機制、與觀摩法激勵創新,來取得或增強差異化之競爭優勢。
Abstract
Recently, the division of whole PR industry become more and more dedicate due to diverse customer’s demand. However, for activities planning consultant companies, the requirement of fund and skills is low. Low entry berries, results in more competitors in the industry. Within such competitive environment, many activities planning consultant companies stop business because they lack of competitive advantage. But, the key element which companies can survive in the industry is competitive advantage. Therefore, this study takes activities planning consultant companies as target and discuss the competitive advantage within viewpoint of business functions. After interviewing four small and medium size of activities planning consultant companies, it uses qualitative research techniques to conclude the type of competitive advantage and the source of competitive advantage that activities planning consultant companies pursue. The result of this research is that companies acquire or enhance differentiation advantage by core value, core capability, collaboration strategy, and diversification strategy in strategic management; through diverse products and services, full customization, and prediction of market trend in marketing management; by selection criteria, coaching and mentoring, observation and emulation in HRM and innovation management.
目次 Table of Contents
論文審定書 i
摘要 ii
Abstract iii
Table of Contents iv
List of Tables v
List of Figures vi
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 4
Chapter 2 Literature Review 5
2.1 Public Relation Industry 5
2.1.1 Definition of Public Relations 5
2.1.2 PR industry in Taiwan 6
2.1.3 Services of PR and Categories of PR Agencies 8
2.2 Business function 11
2.3 Competitive Advantage 14
2.3.1 The definition of competitive advantage 14
2.3.2 The sources of competitive advantage and extended competitive theories 15
2.3.3 The connections between competitive advantage and business functions 21
Chapter 3 Research Method 27
3.1 Research structure 27
3.2 Research method 30
3.3 Research process and design 31
Chapter 4 Case Study 37
4.1 Introduction of target companies and interviewers 37
4.2 Strategic management 40
4.3 Marketing management 50
4.4 Human resource management and innovation management 61
4.5 Competitive Advantage 68
4.6 Result 70
Chapter 5 Conclusion and Suggestion 87
5.1 Conclusion 87
5.2 Limitation and suggestion for future study 93
Reference 95
Appendix I: Interview Questions 105
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