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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

跨國運動商品企業網站傳播策略之內容分析—美國、中國與台灣之比較

黃啟鈞 Unknown Date (has links)
本研究以網際網路做為企業行銷溝通之互動性媒介為觀點,以內容分析法進行兩部分之研究。第一部份以分析跨國運動商品企業網站首頁為題;第二部分則測度傳播策略呈現在跨文化運動商品網頁中的標準化程度,以期對跨國運動商品企業建置各國家地區網站與網頁之現況有一概括性的瞭解。 第一部份將運動商品企業網站首頁劃分為「內容」與「設計」兩項架構,分析12家跨國運動商品企業在美國、中國與台灣共計33個首頁樣本,發現中國與台灣併計為大中華地區所列載之內容項目與功能設計,與美國運動商品網站首頁之差異不大;但在線上購物機制上則仍未有成熟的環境與建置,此結果可呼應於其他跨文化行銷傳播研究的相關論述。 第二部分研究植基於傳統廣告內容的分析技術,變項涵括:「資訊內容」、「文化價值」與「創意策略」等三面向,檢測跨國運動商品企業設置於美國、中國與台灣地區共計211個網頁樣本。結果發現運動商品網頁確實是涉入度高、資訊承載量大的互動性媒體,偏向使用「獨立性文化價值」以傳達個體性而非集體性的文化概念。然而大中華區在廣告運用與網路媒體的開放性,複雜紛呈的文化價值表現,亦造成運動商品網頁的跨文化差異化。創意策略則使用商品的論點與細節,結合象徵性聯想與品牌熟悉度的方式,同時傳達品牌名稱、商標符號與名人代言的情境,以行銷每一季推陳出新的運動商品。 / This study regards the Internet as an interactive medium of corporate marketing communication, engages in two parts of studies by content analysis method. The first part analyzes sports-commodity multinational corporations’ home pages; the second part evaluates the degree of standardizations’ online communication strategies across differing cultures. And to comprehend summarized about how the sports-commodity MNCs set up regional websites. Divides into two frames of “content” and “design” categories, the first part analyzes 33 home-page samples in 12 sports-commodity MNCs among USA, China, and Taiwan. So that sports-commodity home pages’ content items and design functions have no remarkable difference. But the systems of online shopping environment are not mature in China and Taiwan. The result is coherent with past cross-cultural studies that compared marketing communications. On the basis of traditional advertising content study techniques, three explanatory variables are conducted, i.e. “information content”, “culture value” and “creative strategies”. Examining the 211 web-page samples in sports-commodity MNCs among USA, China, and Taiwan, the finding suggests that the high involvement nature of interactive medium is closely related to the informative web pages. And the predominant usage of “independent culture value” conveys individualism but collectivism cultural concepts. However, the liberalization of the Internet media and advertising usage; representation of complicated culture values, are the reasons to cause the cross-cultural diversity between localized sports-commodity MNCs’ web pages. To weed through the old to bring forth the new sports commodity every season, the MNCs have adapted their web creative strategies by products’ arguments and specifics, and integrating symbolic association and brand familiarization, with context of brand name, trademark and celebrity endorsers.
2

從運動產業複合體看運動節目的性別偏差-以SBL及WSBL為例

連思晨 Unknown Date (has links)
本論文旨在探討台灣運動節目性別偏差之成因,從運動產業複合體運作過程的角度切入,了解運動產業中資本流動對於節目性別偏差的影響為何。本論文主要有兩個研究問題:(一)了解台灣的運動產業複合體的運作情況;(二)台灣的運動產業複合體架構對運動節目性別偏差之影響。本論文所採用的研究方法為深度訪談法,來了解運動產業複合體三者(運動組織-媒體組織-企業組織)之間的互動關係,針對性別偏差的部分則是以文本分析為主、深度訪談為輔。  本論文以SBL及WSBL為研究案例。研究結果發現,台灣運動產業複合體的運作邏輯,大致符合西方文獻中所述的運動與資本的關係,三者間的資金流動造成其相互依賴;而性別偏差的部分,從量與質兩大面向的分析結果,發現台灣運動轉播節目確實有性別偏差的現象,且造成此一現象的原因,是因為運動產業三者間存有「群眾≒利潤」的思考邏輯,使得運動組織、媒體組織、企業組織皆以男籃為主、忽視女籃,而形成了節目偏異的結果。 / This paper purposes to discuss the reasons of the gender disproportion of the sports programs in Taiwan. The main direction of this paper is the sport/industry complex, and this paper tried to understand how the capital circulating in the complex effects the gender disproportion of sports programs. The two main questions include: (1) How the Taiwan sport/industry complex works? (2) How the framework of Taiwan sport/industry complex influences the gender disproportion of sports programs? I used the method of in-depth interviewing to find out the relationship within the three parts of sport/industry complex (sport organizations-media organizations-enterprise organizations). Text analysis is the major method to analyze the gender deviation, and the secondary method is in-depth interviewing.  The study cases are SBL and WSBL in this paper. The result reveals that the logic of working sport/industry complex approximately conforms with the relationship of sport and capital described in the west literature. From two directions of quality and quantity, the observing results show that there is gender disproportion in Taiwan sport programs. More important, the logic “audience≒profit” within the three kinds of organizations is the reason of gender deviation. It also makes the sport, media, enterprise organizations put their resources on the male basketball games and ignore the female basketball games. Therefore, the gender disproportion in the Taiwan sport programs forms.
3

台灣運動商品化過程中的大眾傳播媒體角色 / The Role of Mass Media in the Commercializational Process of Sports in Taiwan

劉昌德, Liu, Chang-De Unknown Date (has links)
近年來,台灣運動商品化的趨勢愈演愈烈,儼然成為一個新興且醒目的文化與經濟活動。本文希冀經由資料的蒐集整理,並佐以對相關業者的訪談,勾勒大眾傳播媒體在其間所扮演的角色。首先,透過針對社會、運動與媒體等方面理論的探討,說明本文為何採取政治經濟學角度來分析此一問題;同時也嘗試與國內相關論述展開對話,指出本文認為有所不足之處。其次,藉著對於英、美經驗的初步剖析,歸納資本主義社會中媒體╱運動產製複合體的運作邏輯,大體來說不過是為了創造更多的利潤。媒體依靠運動轉播與報導,增加本身的發行量與廣告收入;運動組織則仰賴媒體增進其三種主要收入來源(門票、贊助商、轉播權利金),擴大本身的利基。另外,媒體以掌握運動組織經濟來源的方式,逐漸發揮對運動不可忽視的影響力。本文從這樣的認識出發,探究分析一九九○年代台灣本土職業運動產業草創以來,傳播媒體所發揮各項推波助瀾的功能,並描述媒體╱運動複合體的概況。由於市場結構的改變(尤其是廣電媒體),使得台灣的媒體與職業運動的結合,基於二者的利潤追求而愈發緊密。最後,本文提出一些關於媒體╱運動複合體利潤產生的觀點,以及限於時間與篇幅未能碰觸的相關面向,希望能作為將來進一步探討研究之用。

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