上市櫃公司發言人核心能力之探討─以證券商為例

• Main Authors: 高政煌, Kao, Cheng Huang
• Language: 中文
• Published: 國立政治大學
• Subjects: 發言人; 核心能力; 公司治理; 公共關係; spokesperson; core competency; corporate governance; public relations
• Online Access: http://thesis.lib.nccu.edu.tw/cgi-bin/cdrfb3/gsweb.cgi?o=dstdcdr&i=sid=%22G0092932201%22.

本文係以證券商發言人作為研究對象，探討台灣上市櫃公司發言人的核心能力。有鑑於量化研究較難以發掘核心能力的真實面貌，因此本文是採用半結構式的深度訪談做質化研究，再輔以問卷調查進行交叉分析，進而歸納台灣上市櫃公司發言人所應具備的核心能力，並希望利用這項結果，提供研究者對於發言人核心能力及其職場生態的瞭解，以作為今後對相關領域內學術探討與企業實務的參考。 本研究在學術及實務上的目的有四項，分述如下： （一）探索上市櫃公司發言人核心能力的特質，作為比較依據； （二）了解上市櫃公司發言人從業歷程，彌補既有文獻之不足； （三）作為企業界任命及培訓發言人之參考； （四）提供主管機關未來修訂上市櫃公司發言人制度之參考。 儘管目前學術界缺乏企業發言人的相關文獻可供參考，但經過本文對現 有十家上市櫃證券商進行研究之後，大致可以歸納出以下結論： （一）「專業能力」、「溝通能力」及「情緒管理」是大部份受訪的發言人都擁有的核心能力，也是受訪者建議發言人必須具備的主要核心能力；而「掌握公司文化」與「企業倫理」則是另外發現的兩項非常重要的職能，雖然目前各界的定義或認知可能不同，但這兩項職能未來仍將列入核心能力的範疇之中。 （二）上市櫃證券商發言人通常是由位高權重的資深主管所兼任，他們接任之前的平均專業年資是九．七年，而每天真正花在發言人業務上的時間，大約只占辦公時間的十分之一。 （三）上市櫃證券商發言人希望參加正式的在職訓練課程，以學習法令新知，汲取實務案例經驗，並進行經驗交流。 （四）有關企業購併案的資訊揭露，主管機關應該訂定明確的標準作業程序，以免上市櫃公司必須夾在法令的灰色地帶，一方面要設法在保密過程中推動購併案，另一方面又要擔心資訊揭露太慢而遭受法令處罰。 關鍵字：發言人、核心能力、公司治理、公共關係 === This thesis takes the spokespersons of securities companies as an example to discuss the issue regarding core competencies of spokespersons of the listed companies in Taiwan. To have deeper understanding of the issue, this study conducts in-depth interviews as well as questionnaires on spokepersons of the ten listed securities companies. Quantitative and qualitative data were cross-examined to present the overall picture of the spokespersons of Taiwan’s listed securities companies. By conducting empirical research, this thesis aims to contribute to the academic and practical fields. The major findings of this study are: (1)There are three core competencies that most of the interviewed spokespersons own in this research. They are “Professional ability,” “Communication ability,” and “Emotion management.” These factors are also suggested as criteria for qualified spokespersons by the interviewees. In addition, “Grasping the corporate’s culture” and “Corporate ethics” are also two important abilities emphasized by the interviewees. (2)Generally speaking, the position of spokesperson is not a full-time job. It is only part of the senior managers’ concurrent responsibility. Before taking over the positions, these spokespersons have spent an average of 9.7 years in related professions. The senior managers would spend about one-tenth working hours on the spokespersons’ daily duties. (3)The spokespersons of the listed companies would like to participate in professional training programs to learn new regulations and to share practical experience from case studies. (4)For the listed companies in mergers and acquisitions (M&A), the spokespersons have the obligation to disclose the material information to the public as soon as possible, but the M&A cases might be interrupted or fail due to the immature information disclosure. Therefore, the authorities should set up the standard M&A procedure so that the spokespersons could disclose information step by step, in order to take care of the benefit both for companies and investors. Keywords: Spokesperson, Core competency, Corporate governance, Public relations