企業公共關係與口碑傳播之研究-以汽車產業為例

CCUR > College of Business > Department of Business Administration & Graduate Institute of International Business Administration > Thesis > Item 987654321/23605

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/23605

Title:	企業公共關係與口碑傳播之研究-以汽車產業為例
Authors:	陳堂萱
Contributors:	國際企管管理研究所碩士在職專班
Keywords:	公共關係 word-of-mouth 口碑傳播 Public Relations
Date:	2012
Issue Date:	2012-11-01 11:23:03 (UTC+8)
Abstract:	在現今各企業激烈競爭及客戶意識高漲之下，口碑傳播對於企業經營及客戶購買行為而言具有相當重要的影響力及重要性，不但是企業在經營上的競爭優勢資源，更是顧客在消費前的重要依據。本研究主要探討公共關係的良好建立是否會影響口碑傳播意願。本研究以汽車消費者或欲購買汽車之潛在消費者為對象，以結構式問卷採便利抽樣。總共發出250份，有效問卷200份，回答率為80%。根據研究結果顯示，公共關係與口碑意願影響呈顯著正關係，符合本研究之假說。根據研究結果，提出行銷之意涵與後續研究之建議。 The consciousness of each enterprise fierce competition and customer upsurges at present under, the public praise dissemination purchase the influence and importance that behavior and speech have equal importance on the enterprise management and the customer, not only is an enterprise in the competitive advantage resource on the management, also a customer the importance before consumption basis. Whether the good establishment of this research main study public relations will influence a public praise to spread will. This research with car consumer or want a latent consumer who purchase the car for object, adopt to make a convenience of a sampling by structure type questionnaire .Altogether sending out is 250, the effective questionnaire is 200, and the answer leads to 80%.Suggest as a result according to the research, public relations and public praise will influence present notable is relating to, hypothesis according to this research. According to research result, put forth the meaning of the marketing and the suggestion of the follow-up research.
Appears in Collections:	[Department of Business Administration & Graduate Institute of International Business Administration ] Thesis

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	120	View/Open

View Licence

Loading...