初探BLOG在企業內部溝通的可行性

• Main Author: 黃國禎
• Language: 中文
• Published: 國立政治大學
• Subjects: 部落格; 網路溝通; BLOG; weblogs; We Media; web communication; web management
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0924520151%22.

　　近年來，以BLOG精神所創造的網路工具機制，逐漸開始被企業重視──除了受到若干訴訟案例與公關危機事件的影響外，運用在企業內部的溝通上，既可能藉由新興媒介增加知名度與影響力，但又須在保障公司利益下防範負面效應。因此，本研究初步探討BLOG在企業內部溝通的可行性，瞭解國外十個企業的觀點與作法，並探訪國內二個企業在面向的意願，以文獻探討與深度訪談的個案研究進行質化分析。 　　研究推論：企業採行BLOG互動溝通模式，受到企業認知態度、體制文化開放性、媒介特性瞭解度、管理制度完善性、組織功能需求以及目標效益的考量限制；其次在軟體介面尚須建立管理規範、網站維護、教育宣導、諮詢審核仲裁等機制。而架構內部BLOG，更須考量功能設定、防護措施、技術支援、網路頻寬與主機容量等硬體條件，如此使工具應用的可行性提高。 　　歸納分析亦提到企業如何因應BLOG趨勢潮流，運用BLOG溝通的利益與可能流弊、內部設定及外部連結的運用作法與優點，以及如何建構優質的溝通內容。最後，本研究期望能以初步深討的基礎，提供未來針對此領域的企業溝通管理、公共關係、傳播效益與媒介創新應用的研究參考。 === 　In recent years, the system of web-tool created by BLOG technology has been applied to business world. The Corporate, which would like to pay a close attention to BLOG, is not only shocked by other companies’ lawsuits or PR crises, but also wants to improve brand awareness and image to public. The question is: how do we know that using such new media can avoid from notorious communication but create value for each company? The researcher will discuss this issue which collects 12 cases of blog guidelines or interviews, and then will analyze the latent construct or meaning of contents by Qualitative study. 　The research infers that the corporate BLOG system can be operated by the prerequisite involving with managers’ attitude, culture acceptance, media understanding, functional request and object efficiency, etc. Then, it should be set well in software environment including web management, internal training, examined or arbitrative institution. It also should be considered to build in hardware structure, technical support and web protection. 　 　Further more, the conclusion contributes some ideas of how corporate faces BLOG trend, what advantages for BLOG using are, what differences in inner-built or outside-linking of BLOG are, and how to create a high-quality communication. 　Finally, the researcher tries to make a feasibility figure of business BLOG communication, hoping that fundamental research will provide further study in business management, public relationship and new media efficiency or application.