| Summary: | 碩士 === 國立臺灣科技大學 === 管理研究所 === 94 === Face the rapid changes of enterprise's internal and external environments, such
as global economy, politics, society and humanity, etc. Now, in order to promote the
key competitiveness of enterprises continuously, and accord with the trend that
enterprises globalize, the public relations have already become one of the great key
strategy of enterprises. No matter the corporate image molding, the expansion of
marketing, the brand building, the enterprise’s crisis handling, etc. relevantly in the
great topic of enterprise's development prospect, the operation of the public relations
is an indispensable important key. The work of public relations of enterprises is the
important bridge where enterprises communicate with the public and the government.
Its main purpose that can grasp the customer's demand focus, and can grasp the
marketing trend, environment changing, status of the relevant competitor and request
from the government decree, to build the favorable business environment for
enterprises, and then create the situations of three wins among the enterprise,
consumers and government.
The function of the activity of public relations is closely linked with the
performance of enterprise's management that there are great influence on
development of enterprises. The personnel of public relations are persons who mould
the corporate image and spread the enterprise's information in the public relations of
enterprises, and it is an important key to enterprise's brand image even more.
Therefore, in this research is a focal point what are required core competencies while
the enterprise is choosing the personnel of public relations. Among the thesis, to
research with the four aspects of core competency for the targets studied, and
building the three hierarchies structure of decision analysis, using the analysis
III
hierarchy process (AHP) method to analyze the choosing priority about the core
competency of the personnel of public relations. Its result of study gets the selecting
index of thirteen core competences with consistency and effective priority. The first
three-core competency having priorities in this result of study those are the ability of
crisis treatment, the ability to grasp intentions of customer, and the ability of
organizational management, its meaning appeared of back is exactly " the demand", "
the purpose" and "the function" that modern enterprises strengthen the public
relations.
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