| Summary: | 碩士 === 輔仁大學 === 大眾傳播學研究所 === 98 === The recession influenced Taiwan’s PR service industry in the last few years. It made the competition of these PR angencies more violent, and other communication industries, such as media service agencies, advertising agencies and media companies started to provide PR service. These situations have changed the order of Taiwan’s PR service industry.
This study arranged documents, and divided Taiwan’s PR service industry which has developed more than sixty years into four periods: “germinative stage”, from 1946 to 1987 when was the martial law time; “take-off stage”, from 1987 when declared martial law end to 1995; “vigorous stage”, from 1996 to 2000; “shaked stage”, from 2001 to 2009. Also, this study surveyed the development of every stage by five indexes, including politics, economic, society, media and talent, to understand the evolution of Taiwan’s PR service industry.
This study intertviewed managers and observers of PR service industry to discuss present situations. And, it used SCP model to survey PR agencies which is the main provider of PR service. This study considered that present market structure is loose oligopoly, market conduct of enterprises is polarization tendency, and that performance of enterprises has three indexes, including “the percentage of retainer and project clients, and their characters”, “the output-value of every person or every team”, and “the field public praise”.
Besides, using five-competitive-force model to survey media service agencies, advertisting agencies, media companies, and so on, which are the secondary providers of PR service. This study considered that media service agencies are the major entry and have high threat, and that media companies are the major substitute service. However, threat is weaken by another role, the supplier. It has different bargaining power depended upon the buyers’ respect level for PR.
This study discovered that the shaked stage of Taiwan’s PR service industry will be finished by the improvement economics and changed to a new stage, and that Taiwan’s PR service industry always provides the executive service because of the market demand. Moreover, PR value and orientation are indistinct because of that other communication industries invaded. It also discovred that PR talent is losing because attracted by China economics and stole by other communication industries. All of the discoveries hinderded the upgrade of Taiwan’s PR service industry.
In conclusion, it suggests that the government should establish license system to project quality of PR specialty, and the industry should cooperate with academic to increase the quality and quantity of PR talent. Besides, the industry must educate clients the correct PR concepts, and multi-service to increase own competitiveness.
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