陳文華臺灣大學：知識管理組徐梅屏2007-11-262018-06-292007-11-262018-06-292004http://ntur.lib.ntu.edu.tw//handle/246246/54452論文摘要 置入性行銷近年在新聞媒體上十分風行，但國內尚未見以產業界對新聞的置入性行銷為主題的論文研究。新聞界固然對此一頗有幾分敏感的議題存而不論，熱中此行銷方式的產業界卻也未聞討論其成效。本研究打破兩界雙雙的沉默，選擇最貼近民生的醫療產業為對象，從中央通訊社的新聞稿件裡實地分析置入性行銷的內容。研究發現，置入性行銷的崛起已使醫療產業界運用公共關係行銷組合的生態出現變化；然而，執行手法的粗糙，致使未能充分表達置入性行銷「潛移默化」消費者的特性，醫療產業預期的功能未必達成。研究者建議產業界正視，回歸行銷學上公共報導的專業。 關鍵詞：產品置入、置入性行銷、行銷溝通、醫療產業、公共關係、公共報導THESIS ABSTRACT GRADUATE INSTITUTE OF BUSINESS ADMINISTRATION NATIONAL TAIWAN UNIVERSITY HSU MAI PING JULY, 2004 ADVISER：ANDY CHEN Product Placement Marketing has been very popular among the news media in recent years. However, no academic research has been conducted on the effect of product placement marketing for the news media in Taiwan. The issue is somewhat sensitive that the media have been avoiding, while the enthusiastic industries do not openly discuss its effectiveness. In our research, we broke the silence and studied the product placement marketing in medical industry through analyzing the news contents from the Central Communication Agency. Our research shows that the rise of product placement marketing has changed the eco-system of the medical industry, which was dominated by relational marketing before. However, the execution has been quite rough that the expected product placement effect has not been successfully achieved. It is our suggestion that the media should return to the marketing method of public reporting. Keywords: Product Placement, Product Placement Marketing, Marketing Communications, Medical Industry, Public Relations, Public Reporting目 錄 第一章 緒論.................................................................................................1 第一節 研究動機.................................................................................1 第二節 研究背景.................................................................................6 第三節 研究目的...............................................................................18 第二章 文獻探討.........................................................................20 第一節 產品置入……………….......................................................20 第二節 行銷溝通...............................................................................26 第三節 新聞報導...............................................................................43 第三章 研究方法.......................................................................................48 第一節 樣本的選取…………….......................................................48 第二節 樣本的內容分析法………..................................................52 第四章 置入行銷之樣本的內容分析與發現...........................................55 第一節 樣本分類之界定...................................................................55 第二節 各類型樣本之行銷策略觀點...............................................59 第三節 從行銷溝通學理整體檢視置入之樣本...............................66 第四節 綜觀樣本的發現...................................................................67 第五章 結論與建議...................................................................................72 第一節 研究結論...............................................................................72 第二節 研究建議...............................................................................75 參考書目...........................................................................................................77 附錄一 篩檢自中央社之置入性醫療產業新聞.............................................79 附錄二 以九個類別匯整置入之醫療產業新聞.............................................85 附錄三 醫療產業新聞中置入所佔比率.........................................................92en-US置入性行銷公共關係公共報導行銷溝通醫療產業產品置入Marketing CommunicationsPublic ReportingPublic RelationsMedical IndustryProduct PlacementProduct Placement Marketingother