Z世代自媒體行銷後危機處理 職涯發展策略規劃

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題名:	Z世代自媒體行銷後危機處理職涯發展策略規劃 The Strategic Planning of Career Development for Post-Crisis Management in Generation Z Self-Media Marketing
作者:	林佳璇 LIN, CHIA-HSUAN
貢獻者:	經營管理學系碩士在職專班
關鍵詞:	媒體行銷;危機處理;人格特質;策略規劃;安索夫矩陣 Media Marketing;Crisis Management;Personality Traits;Strategic Planning;Ansoff Matrix
日期:	2020
上傳時間:	2022-12-19 02:47:19 (UTC+0)
出版者:	亞洲大學
摘要:	隨網路科技之發展，台灣媒體主流由過去的電視台演變至如今的社群網路，許多素人搖身一變成為家喻戶曉的網紅，走紅之路比起以往需要靠電視圈發展的傳統藝人來得順遂許多；然而在這龐大的商機中，人紅是非多，總是會有人故意挑起話題製造紛爭，導致許多網路紅人出現危機的情況發生。本研究以「自媒體網路紅人」為探討研究對象。首先以該研究對象於日前所遭遇之危機處理做個案探討；並以安索夫矩陣策略之專業開發、轉換產業、技能開發與再訓練四大構面理論完成訪談問卷初稿後，以半結構方式深入訪談3位學者和3位網紅，並修正初稿問卷內容完成問卷專家效度，再經指導教授審查完成後製成第一次結構式的問卷發放。本研究採取修正式德菲(Modified Delphi Method)研究法，等到第一次問卷回收後，將各項數據予以統計，並以此反覆實施，待問卷方向達到相同目標為止。最終研究結果顯示，研究對象對於目前職涯發展策略規劃或未來轉型需要具備之能力在專業開發有7項、轉換產業有6項、技能開發有7項與再訓練有6項。未來研究可將該理論構面運用於企業或探討更多不同類型研究對象發展策略規劃。 The availability of the Internet and social media has moved Taiwanese media mainstream from TV station to personal digital network, and Internet celebrities have sprung up like mushrooms. The way to be famous seems to be much easier, compared with those traditional artists who had to rely on TV promotion in the past. However, the huge business opportunity comes along with destruction. There are always people who deliberately stir up troubles and provoke disputes, leading to the emergence of crises among many Internet celebrities.Using "Self-Media Internet celebrities" as the research objects, the research firstly conducted the case study on the crisis management they had been working on. The preliminary questionnaire was completed based on the four aspects of Ansoff Matrix – expert development, industry transfer, skill development and retraining. By employing semi-structured interviews with 3 scholars and 3 Internet celebrities, the fore-mentioned preliminary questionnaire was revised to meet the expert validity. After the review by the supervisor, the first structured questionnaire was issued.The Modified Delphi Method used in this study consisted of multiple rounds of questionnaire surveys and statistics analyses, until reaching the consensus. The final research results show that, in terms of current career development strategy planning or further transformation, research objects have to enhance 7 abilities in expert development, 6 in industry transfer, 7 in skill development and 6 in retraining. It is advised that future research can apply this theoretical framework to enterprises or explore development strategy planning for different categories of research object.
顯示於類別:	[經營管理學系 ] 博碩士論文

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