| Summary: | 碩士 === 國立中正大學 === 企業管理所 === 95 === In the recent years, there is a trend to collect mascots, no matter where the mascots come from. Therefore companies often use mascots to be spokesmen. And these cute mascots also attract large audience. How does a company recognize mascot as a corporate character?
The thesis explores the following questions:
1. The administration of corporate character.
2. The creative process of corporate character.
3. The mass communication of corporate character.
This is an exploratory study which is based on in-depth interviews and secondary data method. Using purposive sampling method to get 5 interviewers who created their own corporate characters. The qualitative data were analyzed concerning: the thought of creation, the process of creation and planning, the mass communication and the utility of corporate character.
Overall, the thesis generalizes some conclusions. Because of the corporate character’s multiple functions, the companies want to create it. Moreover, although the companies think the corporate characters can bring positive utilities, the planning of future is uncertain. Additionally, in the process of creation, the different companies will choose varies methods to make the character according to their own conditions. Besides, the connection between departments in the business will affect the presentation of the corporate character. Finally, the design of the character should work with the communication to achieve the full functions for the corporate character.
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