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題名：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
書刊名：觀光休閒學報
作者：蘇登呼 引用關係／黃英忠 引用關係
作者(外文)：Su, Teng-hu／Huang, Ing-chung
出版日期：2012
卷期：18:1
頁次：頁47-66
主題關鍵詞：餐飲業；中小企業；媒體關係管理；新聞報導；Food and beverage industry；Small and medium-sized enterprises；SMEs；Media relations management；News reporting
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:72
  • 點閱點閱:72
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。
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.
Other
1.Wu, M-Y & Taylor, M(2003)。Public relations in Taiwan: roles, professionalism and relationship to maeketing。  new window
期刊論文
1.羅文坤(19980700)。媒體對企業形象之影響。民意研究季刊，205，41-66。  延伸查詢new window
2.許順旺、邱瑜婷(20110400)。國際觀光旅館餐飲部門組織正義、員工創新行為與績效表現之相關研究--以組織支持為干擾變項。觀光休閒學報，17(1)，49-74。new window  延伸查詢new window
3.Desiere, S. E.、Sha, B. L.(2007)。Exploring the Development of an Organizational Approach to Media Relationships。Public Relations Review，33(1)，96-98。  new window
4.Siu, W. S.(2005)。An Institutional Analysis of Marketing Practices of Small and Medium-sized Enterprises (SMEs) in China, Hong Kong and Taiwan。Entrepreneurship and Regional Development，17(1)，65-88。  new window
5.Wigley, S.、Zhang, W.(2009)。PR Gets Personal: A Framing Analysis of Coverage Before and After a Source's Criticism of the Media。Public Relations Review，35(3)，304-306。  new window
6.Deephouse, D. L.(2000)。Media Reputation as a Strategic Resource: An Integration of Mass Communication and Resource-based Theories。Journal of Management，26(6)，1091-1112。  new window
7.Pollock, T. G.、Rindova, V. P.(2003)。Media Legitimation Effects in the Market for Initial Public Offering。Academy of Management Journal，46(5)，631-642。  new window
8.Sonnenfeld, S.(1994)。Media Policy: What Media Policy?。Harvard Business Review，72(4)，18-32。  new window
9.蘇蘅、牛隆光、黃美燕、趙曉南(20000700)。臺灣報紙轉型的問題與挑戰--提供讀者更好的選擇？。新聞學研究，64，1-32。new window  延伸查詢new window
10.Eisenhardt, Kathleen M.(1989)。Building Theories from Case Study Research。Academy of Management Review，14(4)，532-550。  new window
11.Kiousis, S.、Popescu, C.、Mitrook, M.(2007)。Understanding influence on corporate reputation: An examination of public relations efforts, media coverage, public opinion, and financial performance from an agenda-building and agenda-setting perspective。Journal of Public Relations Research，19，147-165。  new window
學位論文
1.周冠宏(2009)。報紙消費新聞的產製與變遷：以《自由時報》週末生活版為例(碩士論文)。中山大學。  延伸查詢new window
圖書
1.姚惠忠(2006)。公共關係學：原理與實務。台北市：五南圖書。  延伸查詢new window
2.陳一香(2007)。公共關係：理論、策略與應用。臺北市：雙葉書廊。  延伸查詢new window
3.Maxwell, J. A.(2005)。Qualitative research design: An interactive approach。Thousand Oaks, CA：Sage。  new window
4.Gitlin, Todd(1980)。The Whole World Is Watching: mass media in the making and unmaking of the new left。University of California Press。  new window
5.Lincoln, Yvonna S.、Guba, Egon G.(1985)。Naturalistic Inquiry。Sage。  new window
6.Babbie, Earl Robert(1998)。The Practice of Social Research。International Thomson Publishing：Wadsworth。  new window
7.于宗先、王金利(20000000)。臺灣中小企業的成長。臺北：聯經。new window  延伸查詢new window
其他
1.吳恬儀(2009)。媒體廣告營收大調查(廣播及廣播代理)：積極淘金誰最強？。  延伸查詢new window
2.邱家緯(2009)。媒體廣告營收大調查(雜誌)：營收模式超線戰。  延伸查詢new window
3.柯文華，趙婉瑜，林俊伯(2010)。探討高職餐飲科學生營養知識、態度與飲食行為及影響因素。  延伸查詢new window
4.徐海琳(2009)。媒體廣告營收大調查(電視)：誰最會出賣明星？。  延伸查詢new window
5.梁鴻民(2007)。中小企業經營管理。  延伸查詢new window
6.陳相訓，羅玉潔，林佳蓉，曾瑞君(2007)。嚴重急性呼吸道症候群(SARS)對餐旅業之影響及應變措施分析。  延伸查詢new window
7.黃英傑(19970130)。傑出公關去年營運繳出好成績。  延伸查詢new window
8.經濟部中小企業處(2011)。99 年中小企業重要統計表【線上資料】。  延伸查詢new window
9.詹佩文(2006)。日本來臺旅客餐飲消費體驗對整體旅遊體驗與旅遊行為意圖關係之研究。  延伸查詢new window
10.編輯部(2009)。媒體廣告營收大調查(報紙)：服務多元誰第一？。  延伸查詢new window
11.蕭富峰(1993)。中小企業行銷術(四十二)：媒體運作法。  延伸查詢new window
12.W. C. Adams(1995)。Marrying the functions: The importance of media relations in public affairs planning。  new window
13.B. A. Almanza, D. C. Nelson & M.-L. Lee(2003)。Food service health inspector’s opinions on the reporting of inspections in the media。  new window
14.P. Bansal & I. Clelland(2004)。Talking trash: Legitimacy, impression management, and unsystematic risk in the context of the natural environment。  new window
15.P. S. Bartholomew(1999)。Food safety and the media: The case of vibrio vulnificus。  new window
16.C. E. Carroll & M. McCombs(2003)。Agenda-setting effects of business news on the public’s images and opinions about major corporations。  new window
17.M. Comrie(1997)。Media tactics in New Zealand’s crown health enterprises。  new window
18.D. Dennison(1994)。The advertising handbook for small business: Make a big impact with a small budget。  new window
19.R. G. Eccles & M. Vollbracht(2006)。Media reputation of the insurance industry: An urgent call for strategic communication management。  new window
20.P. Gilkison(1965)。What influences the buying decisions of teen-agers?。  new window
21.S. Jo & Y. Kim(2004)。Media of personal relations? Exploring media relations dimensions in South Korea。  new window
22.A. J. Kuzel(1999)。Sampling in qualitative inquiry。  new window
23.K. Lamertz & J. A. C. Baum(1998)。The legitimacy of organizational downsizing in Canada: An analysis of explanatory media accounts。  new window
24.D. Lupton(2004)。A grim health future: Food risks in the Sydney press。  new window
25.W. L. Miller & B. F. Crabtree(1999)。Depth interviewing。  new window
26.S. Sinaga & C. Callison(2008)。Credibility of PR practitioners: The impact of professional journalism background on trustworthiness, expertness, and homophily evaluations。  new window
27.Y. Yoon(2005)。A scale for measuring media relations efforts。  new window
圖書論文
1.徐宗國(2003)。紮根理論研究法：淵源、原則、技術。質性研究：理論、方法及本土女性研究實例。臺北：巨流出版社。  延伸查詢new window
2.胡幼慧、姚美華(1996)。一些質性方法上的思考：信度與效度？如何抽樣？如何收集資料、登錄與分析？。質性研究：理論、方法及本土女性研究實例。巨流圖書股份有限公司。  延伸查詢new window
 
 
 
 
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