運動健身俱樂部公共關係運作模式分析－以佳姿氧身工程館為例

Abstract

本研究主要目的在瞭解佳姿氧身工程館的公關運作模式，且經由研究對象相關資料分析及深度訪談等研究方法，探討實際公關運作情況。研究結果發現如下： 一、佳姿氧身工程館的發展歷程與現況部分：目前已有二十四家連鎖店的佳姿氧身工程館，成立於一九九七年，佳姿氧身工程館設有行銷教育中心，下設整合行銷處、營業部及財務部三大部門，整合行銷處設有公關部、活動部 、製作部及企劃部。 二、佳姿氧身工程館的公關部門職權結構與功能部分：公關部門具有溝通、議題管理、媒體關係、社區關係、危機管理及提升形象等功能。 三、佳姿氧身工程館公關運作模式部分： （一）公關運用工具有記者會、發表會、贊助活動、對外表演、參加社區活動、邀請政商名流擔任代言人、發行刊物、配合媒體專題報導、演講及網站。 （二）公關活動類型有記者會、節目表演、發行刊物、贊助體育運動。對內公關目標對象為企業各部門員工、營業單位、會員；對外目標對象為媒體、社會大眾、政府機關、政黨、贊助對象及社會菁英人士等，黨政關係維繫由協理以上層級負責。 （三）對外宣傳，屬於單向溝通的公共資訊模式，佳姿氧身工程館成立，進行組織變革時，面對勞資對立，亦採公共資訊模式。公關部門內部溝通偏向雙向對等溝通模式，與企業相關部門溝通傾向雙向不對等方式。 （四）由議題設定、代言人、選舉活動、媒體關係維持等層面擬定媒體宣傳策略，媒體種類涵蓋平面媒體、電子媒體及網路。 （五）由傳播媒體露出量與露出品質、顧客來店人數、電話詢問頻率及顧客購買行為等構面，進行績效評估。

The subjects of this research were the operation model of public relations of Youth- camp Health Club. Through in-depth interviews and breakdown of related data, to confer actual operations for Youth-camp Health Club PR : 1. The develop process and current situation of Youth-camp Health Club. Youth-camp Health Club was established in 1997, now have twenty-four chain stores. The Youth-Camp Health Club has a Marketing Education Center, which includes divisions of Integrated Marketing , sales and finance. The structure of the Integrated Marketing division covers public relations, activity, production and planning.

2.The functions of PR department have communication, issue-management, media relations, community relations, crisis management and the upgrade of image. 3. The operation model of public relations of Youth-camp Health Club were： (1)Tools for PR have press conferences, presentations, sponsor parties, public performances, participation in community activities, inviting celebrities for product endorsement, publications, media special report, speeches and internet websites. (2)PR operations have press conferences, public performance for government agencies or political parties, publishing periodicals, sponsoring sporting events. Internal target groups are fellow employees from various departments, sales department, client members. External target groups include media, general public, government agencies, political parties, sponsors and social elite. PR with important political parties and agencies is conducted by managerial levels. (3)External propaganda falls in one-way public information model. The founding of Youth-camp Health Club and corporate re-structure in the wake of labor confrontations all follow public information model. Internal communication tends to be two-way symmetric model. Communication with third-party corporations tends to be two-way asymmetrical model. (4)Media propaganda strategy is determined by issue-setting, endorsers, campaign activities, and media relations. Types of media include print, electronic and internet. Youth-camp Health Club is frequently invited to campaign parties as politicians make up a significant percentage of its endorsers. (5)Effects of propaganda strategies and issue-setting are assessed by the quality and quantity of media exposure, number and frequency of telephone inquiries, as well as actual product purchase.