請用此 Handle URI 來引用此文件:
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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 黃俊堯(Jun-Yao Huang) | |
dc.contributor.author | Huai-Hsuan Huang | en |
dc.contributor.author | 黃懷萱 | zh_TW |
dc.date.accessioned | 2021-06-17T01:40:01Z | - |
dc.date.available | 2017-08-08 | |
dc.date.copyright | 2017-08-08 | |
dc.date.issued | 2017 | |
dc.date.submitted | 2017-07-28 | |
dc.identifier.citation | [1] 'Global Communications Report 2016.' University of Southern California’s Center for Public Relations and The Holmes Report. Web. (http://www.holmesreport.com/docs/default-source/default-document-library/2016-global-communications-report.pdf?sfvrsn=2).
[2] '2017 Global Communications Report Predicts Convergence of Marketing and PR.' 30 Mar. 2017. Web. (https://www.holmesreport.com/latest/article/2017-global-communications-report-predicts-convergence-of-marketing-and-pr). [3] 'Global Communications Report 2017.' USC Annenberg School for Communication and Journalism and The Holmes Report. Web. (http://annenberg.usc.edu/sites/default/files/KOS_2017_GCP_April6.pdf). [4] Post, Jennifer. 'What is Corporate Social Responsibility?' Business News Daily, 3 Apr. 2017. Web. (http://www.businessnewsdaily.com/4679-corporate-social-responsibility.html). [5] White, Sarah E. 'The rising global interest in sustainability and corporate social responsibility reporting.' Thomson Reuters, 5 Oct. 2012. Web. (http://sustainability.thomsonreuters.com/2012/10/05/the-rising-global-interest-in-sustainability-and-corporate-social-responsibility-reporting/). [6] Taiwan Stock Exchange. Web. (http://cgc.twse.com.tw/frontEN/responsibility). [7] RESPECT Index. Web. (http://www.odpowiedzialni.gpw.pl/csr_indices_worldwide). [8] Department of Commerce, MOEA. Web. (http://findbiz.nat.gov.tw/fts/query/QueryBar/queryInit.do). [9] Department of Statistics, MOEA. Web. (http://www.moea.gov.tw/Mns/dos_e/home/Home.aspx). [10] 沈, 婉玉. '企業社會責任關鍵指標 首檔台灣CSR指數誕生.' 聯合報, 28 May 2016. Web. (https://udn.com/news/story/7241/1724704). [11] Rowe, Randi Hicks. 'Public Relations Consultancy Challenges & Prospects in the 21st Century.' Chron. Web. (http://smallbusiness.chron.com/public-relations-consultancy-challenges-prospects-21st-century-73236.html). [12] 葉, 閔宏. '台灣行銷傳播工作調查 常態加班、期待自己更好 .' 動腦Brain. 1 Feb. 2017. Web. (http://www.brain.com.tw/news/articlecontent?ID=44453&sort). [13] Ming-Yi Wu, Maureen Taylor, Mong-Ju Chen (2001). Exploring societal and cultural influences on Taiwanese public relations. Public Relations Review 27 (2001) 3117-336. [14] “GCR17: Students Want Purpose, Worry PR Jobs Won’t Deliver.” The Holmes Report. Web. http://www.holmesreport.com/research/article/students-want-purpose-worry-pr-jobs-won-t-deliver | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/67608 | - |
dc.description.abstract | 企業永續儼然成為全球趨勢,如何搜尋專業卻價錢親民的永續顧問服務成為一種挑戰。根據自身於公共關係、傳播產業經驗,期望透過自身經驗為台灣企業提供專業永續顧問服務。 | zh_TW |
dc.description.abstract | The purpose of this business plan is to showcase the market of a more sustainable Public Relations (PR) consulting service in Taiwan. Based on my own experiences acting as a client representing a major company and professionally as consultant, there are opportunities to create a better ecosystem for the PR industry in Taiwan.
The PR industry has been really competitive in this small island, Taiwan. With rising global interest, Taiwan has started to follow global corporate social responsibility initiatives. This gives PR agencies opportunities to use their knowledge and expertise to help companies to catch up with the global trend. More specifically, there is now a market in educating clients how to best publicize their environmental-sustainability initiatives. Services offered in sustainable PR could be offered to clients depending on their current commitment to sustainable practice; client company could range and benefit help from consulting service during the infancy stage where the client has not adopted any global corporate social responsibility initiative. On the other hand of the spectrum, there is the potential sustainable PR agencies to provide valuable/relevant third-party advice to client company entrenched in social responsibility initiatives. Currently, most agencies are offering sustainability consulting services are owned by global holding group or the holding group founded in Taiwan which all have big name and more resources, such as KPMG, Ogilvy, and Elite PR Group. To catch up to global trend, they use their resources to create different brands or teams to be specialized in this field. Therefore, there are no an agency whose main focus is on sustainability consulting service. By positioning ourselves as a mid to high level agency, Huang & Yang aims to offer clients quality services with real professionals who are from their related field; in order to better understand what the clients want all the while offering a more economical price comparing to those big global agencies. Huang & Yang is aware of its vision and well-defined purpose, so Huang & Yang will be able to build its brand and have more clients to join to create an ideal PR ecosystem in Taiwan. | en |
dc.description.provenance | Made available in DSpace on 2021-06-17T01:40:01Z (GMT). No. of bitstreams: 1 ntu-106-R04749029-1.pdf: 2094139 bytes, checksum: 0491824b1f579081cf4fd01f17daba36 (MD5) Previous issue date: 2017 | en |
dc.description.tableofcontents | 1. INTRODUCTION 5
1.1 Background 5 1.2 About Huang & Yang 7 1.3 Location 8 2. MARKET ANALYSIS 9 2.1 Overview of Global PR Industry 9 2.2 Global Interest in Sustainability 11 2.3 Current Situation in Taiwan 12 2.4 Competitors 15 3. SERVICES OF HUANG & YANG 17 3.1 What We Do 17 3.2 Competitive Advantages 18 4. MARKETING PLAN 21 4.1 Positioning 21 4.2 Targeting 21 4.3 SWOT Analysis 23 4.3.1 Strengths 23 4.3.2 Weaknesses 24 4.3.3 Opportunities 25 4.3.4 Threats 26 4.4 Marketing Mix 27 4.4.1 Products (Service) 27 4.4.2 Price 28 4.4.3 Place (Channel) 28 4.4.4 Promotion 29 5. ORGANIZATION MANAGEMENT 30 5.1 Personnel Plan 30 5.1.1 Job Function 31 5.1.2 Salary 32 5.2 Business Scale 32 5.3 Keys to Success 33 6. FINANCIAL PLAN 36 6.1 Projected Income Statement (3-Year) 37 6.2 Projected Profit and Loss (3-Year) 39 6.3 Break-even Analysis (3-Year) 41 7. CONCLUSION 42 8. REFERENCES 43 | |
dc.language.iso | en | |
dc.title | Huang & Yang 整合行銷傳播與永續發展顧問 營運計劃書 | zh_TW |
dc.title | Huang & Yang: Integrated Communications & Sustainability Consulting Services | en |
dc.type | Thesis | |
dc.date.schoolyear | 105-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 練乃華(Nai-Hwa Lien),簡怡雯(Yi-Wen Chien) | |
dc.subject.keyword | 行銷傳播,永續發展,顧問, | zh_TW |
dc.subject.keyword | Marketing Communications,Sustainability,Consulting, | en |
dc.relation.page | 44 | |
dc.identifier.doi | 10.6342/NTU201701888 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2017-07-30 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
顯示於系所單位: | 管理學院企業管理專班(Global MBA) |
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ntu-106-1.pdf 目前未授權公開取用 | 2.05 MB | Adobe PDF |
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