BLOG feasibility study in business communication

• Main Author: 黃國禎
• Other Authors: 郭貞
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/86735338938171479705

碩士 === 國立政治大學 === 廣告研究所 === 94 === 　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.