劇場式公關行銷的策略新局

Abstract

數位時代的衝擊，逐漸讓公關、行銷公司等產生了巨大的萎靡，因多數企業可從網路中獲取執行方式皮毛，並效法行之，讓許多企業順理成章地刪除外聘的預算規劃，因此如何在這樣的困境破繭而出，成為了公關行銷業必須面對對的課題。本文以囚犯困境賽局理論，點出公關行銷業的衰退面向，並從中找出特色與組織文化，為突破重圍的可能性切入分析，分別針對員工及顧客產生不同作用力，創造新契機；佐以迪士尼公司的經營之道，寫出自己的魔法劇本，加上MVV(Mission Vision Values)企業核心資源理論點出以'人'為出發點，展出劇場式行銷的模式雛形，探究專業公關公司特色，更創造有別以往的經營模式，並以CCDVTP(創新(Create)、溝通(Communicate)、價值傳遞(Deliver Value)、目標市場(Target)和獲利(Profit))新營銷模型理論作為佐證，評估公關行銷產業的劇場式營銷表現影響，發展自創的造夢方程式，以故事行銷模式，利用數位科技加乘話題操作，針對產業及顧客族群開發創新行銷手法。研究結果顯示，公關行銷業若能以劇場式公關行銷延伸創造顧客黏著度，不僅能擴張原有目標市場，更征服市場死角，兼具開創與鞏固的機制。其企業策略及營運模式期能提供臺灣公關行銷產業開創新局參考。

The impact of the digital age has gradually caused public relations and marketing companies having a great deal of sluggishness. Many companies naturally delete external budget plans due to the benefit extracted from the internet. Therefore, how to get through such difficult situation has become a problem that must be confronted by the public relations and marketing industry. Based on the theory of prisoner's dilemma, this article points out the recession orientation of the public relations and marketing industry, and finds out characteristics and organizational culture from it. Moreover, it analyzes the possibility of breakthrough and creates different opportunities for employees and customers. With Disney Magician's own magic script and MVV(Mission Vision Values) company's core resource theory, the study starts with 'people' and exhibit the prototype of theatre-style marketing and explore the features of professional public relations companies. Besides, the study creates a business model that is different from the past, and supports the new marketing model theory by CCDVTP (Create, Communicate, Deliver Value, Target, and Profit). Finally, we evaluate the impact of theater-style marketing performance in the public relations marketing industry, and develop self-created dream-making equations. Moreover, we use story-based marketing models, digital technology and multi-topic operations to develop innovative marketing techniques for industry and customer groups. The study shows that if public relations and marketing industry can use theater-style public relations marketing to create customer adherence, it will not only expand the existing target market, but also conquer the market's dead ends, creating a mechanism for creating and consolidating. Its corporate strategy and operating model period can provide a innovative reference for public relations marketing industry in Taiwan.