企業公共關係與形象重塑之研究-以R集團為例

Abstract

摘 要 企業集團所處的經營環境相當複雜，必須面臨及處理的事務甚多，除了「產銷人發財」以外，企業形象與公共關係，也是當前企業集團必須注重的課題。企業集團如何製定企業形象定位、公關行銷策略及執行運作模式，一直是企業經營者所須面對的難題。

因此，本研究即以個人在企業環境的實務執行經驗，以哈佛商學院的案例教學方式，針對台灣R集團，探討當企業在面對企業集團形象危機時，如何重新製定企業形象定位及公關行銷策略，並且透過有效的執行策略，成功轉換企業形象危機，進而形成對有利的經營環境，以達到企業整體價值與效益的提升。藉此，希望透過案例撰寫與問題提出的方式，提供企業管理階層人員參考與研究。

Abstract Enterprise groups’ business environment is quite complex, and must face and deal with a number of issues. Enterprise group not only focus on the company's regular operations including production, sales, human resource, R & D, and financial issues but also needs to pay attention to corporate image and public relations. For enterprise groups, to position a corporate image, public relations and marketing strategies, and implementation of business model are always to be business owners challenges. Therefore, this study is to adopt the Harvard case teaching method and base on my personal experience of the practical implementation in Ruentex Group of Taiwan to research how to re-positioning and make effective public relations and marketing strategy in case enterprise group faces to crisis. Through effective implementation of the strategy, we successful convert the corporate image crisis into a favorable business environment to enhance their overall value and benefits. By this way, I hope to provide corporate management staff for reference and research through case writing and given problems and solutions.