房地產堪稱人們一生中最重大的交易商品，很多人投入畢生積蓄，背負二三十年的房貸，方能一圓購屋夢，可說是關係一輩子的重大決定，在選購房屋時，更需格外慎重與小心，事先蒐集行情資訊就顯得十分重要。房仲業在台灣發展至今已有三十餘年，其產業特質也因此異於一般服務業。
本研究採深度訪談及資料分析法並用，並蒐集相關文獻，以個案公司—信義房屋、永慶房屋及住商不動產為例。除了解各房仲公司公關人員與媒體雙方在互動關係的運作方式及意見，並蒐集房仲業者發布的新聞報導加以分析討論，內容包括公關策略及新聞運作方式的差異，以及是否對新聞呈現或媒體關係造成影響，進而探討房仲業企業公關的特性、差異性，以及個案公司的媒體策略、公關危機處理等課題，從研究中建構企業公關運作的正確模式。
經過資料分析，本研究主要結論有五項，分別陳述如下：
一、房仲業倚賴公關新聞稿的程度不下於其他產業，房仲公關與記者的互動頻
率更明顯高於其他產業。
二、各大房仲業均設有「不動產企劃研究室」等單位，藉由公關把影響房市的
因素以訊息包裝方式傳遞出去。
三、記者室漸為企業近用媒體最便捷的方式。
四、記者在改寫公關稿時偏愛官方提供的數據，認為較有公信度而會保留並引
用。
五、品牌印象其實是消費者決定由哪家房仲業為其服務的重要參考，而品牌指
名度往往建立於口碑及媒體能見度。
本研究為一初探性研究，透過深度訪談及資料分析法蒐集資料，因此研究結果僅能整理出一初步的媒體策略模式。針對消費者對品牌的認知、品牌關鍵因素對消費決策的影響，以及品牌與媒體曝光率的關聯性，並未進行深入討論，是本研究深感不足之處。
本研究針對房仲公關實務及媒體策略提供了概略的分析與研究，但內容仍侷限於媒體策略的探討，例如新聞稿的撰寫、與記者的互動等。實際上企業公關的工作領域何其多，舉凡企業形象、行銷溝通、員工關係等皆是負責的範疇，媒體策略僅是其中主要的一項工作。綜合以上建議，期待未來能夠有更多相關的研究出現，讓企業公關研究更臻完備！ / Property can be the most important purchasing in one’s life. To make this dream come true, many people spend their life-long saving and carry to a 20-to-30 -year mortgage. Therefore, to collect effective information in advance is crucial to help and make a significant decision.
This study employed the tactics of deep interview and data analysis. By gathering the information of 3 major Realty in Taiwan, I want to construct an applicable model of corporative PR operation for Real Estate Agencies. The cases are Sinyi Real Estate, Yungching Real Estates and HB Housing. Information regarding agencies’ PR policies, PR programs, and crisis management strategies is collected and analyzed to see how those factors affect the relationship among agencies and the media.
Our study shows:
1.The dependence of PR practices is very much comparable with other sectors. The interaction between PR practitioners and reporters are even more frequent than other sectors.
2.Most agencies establish “Real Estate Research Lab” to deliver the market information with PR practices.
3.Press room is the most convenient practice for corporate to serve the needs of media.
4.Reporters are most likely to quote “Official statistics” since it’s more reliable.
5.Brand image is an important reference in the consumers’ decision-making process. Brand specification is depending the public praise and media publicity.
This report is a exploratory study and thus is limited to an elementary model of media strategy. The topics regarding the brand recognition, key factors on consumers’ decision making process, and link of brand and media coverage are not discussed in this report.
The result of this research provides a general analysis and study for media strategy of PR practices in Realty industry. However, it still limited to the writing of news release and the interaction with reporters. In fact, corporative PR covers far more issues, including corporative image, marketing communication, and internal relations. In the future, we hope to see more related research covering the topics of corporative PR and help us to understand more.
| Identifer | oai:union.ndltd.org:CHENGCHI/G0919410132 |
| Creators | 洪子雅 |
| 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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