台灣有線電視頻道自1993年開放至今，已經多達上百個頻道可供選擇。多項調查研究顯示，有線電視是台灣觀眾收看電視的主要選擇，其中「最常收看」和「最喜愛」的都以新聞頻道為主。各頻道之間競爭激烈，開始藉由建立品牌，做出區隔，其中也包括藉由品牌代言人來加強閱聽人的印象。然而，代言人在言行出現爭議時，一般企業和媒體企業的處理，卻有所差異。
本研究先從理論歸納出一般企業代言人的選擇、考量的條件，再從實務操作中，修正、整理出有線電視新聞台代言人的選擇、考量條件。再透過個案研究，試圖找出影響有線電視新聞台代言人代言關係的關鍵因素，並對有線電視新聞台的管理者提出經營管理代言人的建議。
研究發現，有線電視新聞台代言人的綜合形象條件與代言關係，並非全部正相關，而且也沒有一致性的關鍵因素，必定導致代言關係受到影響，大多是時空環境、社會氛圍、以及收視績效等綜合考量。儘管如此，代言人與觀眾的契合度，仍是一個重要的參考指標。
因此，有線電視新聞台在經營管理代言人上，應以新聞專業為基礎，以節目品質與代言人形象相互拉抬，建立正面的品牌形象。更明確的規範代言人言行、並藉由文化的養成，將規範內化。培養代言人應以企業策略為導向，知人善任、因材施教，提升與觀眾的契合度，達成企業的策略目標。 / Since the ban on cable television channels was lifted in 1993, there have been more than one hundred channels in Taiwan. According to previous studies and reports, cable TV has been the top choice among local audience, and news channels are often selected as "most watched" and "mostly liked." Due to fierce competition among news channels, many stations began to create their own brand, find a niche market, and even hire spokespersons to attract the audience's attention. However, as far as how to manage a spokesperson's controversial behavior or comments, there seems to have some differences between businesses in general and the media.
Based on existing theories and studies this study built a preliminary understanding of how businesses choose the spokespersons and the bases of their considerations. Then, this study identified, from hands-on experiences, the traits and quality of a spokesperson for cable news stations. Through multiple case studies, this study uncovered the determinant factors in cable news stations' endorsement cases, and provide valuable suggestions to the management of cable news stations as to work with spokespersons.
Findings of this study suggest that there is no correlation between a cable news station's spokesperson's image in general and his or her partnership with the station. Furthermore, there is no single key factor which can lead to an endorsement failure. The affecting factors are combinations of history background, social environment and TV reviews and ratings. Nevertheless, the chemistry between a spokesperson and the audience is still a crucial factor.
Therefore, cable news stations should put the professionalism as the top priority when choosing a spokesperson and try to establish a positive image for the station via promoting program quality and spokesperson image. How should a spokesperson conduct his or her behavior needs to be clearly defined and internalized through cultural development. In order to nurture a spokesperson, a company has to set up its business strategies as guidelines, understand its employees well, encourage them to thrive, train according to one's ability, promote compatibility with the audience, and realize the strategic goals.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0096380013 |
| Creators | 陸剛, Lu, Kang |
| Publisher | 國立政治大學 |
| Source Sets | National Chengchi University Libraries |
| Language | 中文 |
| Detected Language | English |
| Type | text |
| Rights | Copyright © nccu library on behalf of the copyright holders |
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