碩士 / 銘傳大學 / 公共事務學系碩士班 / 96 / The operating type of OT（operate-transfer）& BOT(Built-Operate-Transfer) between NMMBA（National Museum of Marine Biology & Aquarium）and Hi-Scene（Hi-Scene World Enterprise CO,LTD）faces the competition pressure of the market, by the way of humoring the mass market to attract people to visit. Importing the Belugas from Russian, NMMBA becomes the unique public museum that has the animal performs the demonstration, and causes the dispute about the animal demonstration. NMMBA faces these disputes, at the same time for publicizing marketing and reducing the negative image that these disputes become. It''s interesting to understand that NMMBA is how to proceed the outward public relations.
This research takes NMMBA as the research object, by the method of participant observation in NMMBA to collect the related data and sorting, and to interview related staffs by the method of in-depth interview to get the further research data for generalizing and analyzing. The period of research in progress, by the method of purposive sampling to choice TVBS（Television Broadcasts Limited Super Channel）news concerning Beluga''s messages to analyze by the method of secondary analysis. From the viewpoint of NMMBA, the research wants to understand the strategies of public relations in the environment of the Beluga''s disputes.
From the result of this research, we know the differences that the communication type of public relations between public department and private department. The former major type of the public relations communication is Public information、Two-way asymmetric、Two-way symmetric, the latter is Press publicity、Public information、Two-way asymmetric. The public department is more open and reciprocal than the private department. Apart from this, the focal point of NMMBA''s strategies of public relations for Beluga isn''t the reciprocal communication with the media or the animal protection groups, but makes the molded news of public relations can be reported on the media constantly. In addition to promote and strengthen the positive image of NMMBA, and reduce the adverse Influence of Beluga''s disputes, too.
| Identifer | oai:union.ndltd.org:TW/096MCU05636047 |
| Date | January 2008 |
| Creators | Shun-Lee Hsu, 徐順利 |
| Contributors | Ching-Rong Lin, 林青蓉 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 130 |
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