| 摘要: | 企業出版內部刊物的主要目的和功能為傳播公司的理念、產品知識及行銷資訊，其出版品必須能夠為業務同仁所接受，其出版目的方能達成。本研究對南山人壽內部刊物〈南山月刊〉的內容進行分析後，並研究南山人壽外勤主管對月刊內容閱讀動機及滿意度之探討？進而提升從業人員的專業能力、行銷技巧、公司競爭力。 本研究採內容分析法和問卷調查法。內容分析發現，〈南山月刊〉2000年到2009年，這十年的文本呈現架構，從各類目所佔比例來看，其中以風雲榜佔的比例最高，其次是地區動態，再其次是公司形象，顯示〈南山月刊〉為業績導向型的刊物。 問卷調查法，使用人口統計變項、閱讀行為、閱讀動機、閱讀滿意度等變數設計問卷，並以描述性統計分析、卡方檢定、I.P.A等方法進行分析，以驗證各變項之差異性及相關性。結果發現，不同人口統計變項對閱讀行為、閱讀動機、閱讀滿意度有顯著差異。 研究結果發現〈南山月刊〉刊物定位清楚，發揮內部刊物傳達公司理念的功能，主要任務擔任內部溝通、知識傳承分享、激勵士氣、建立強化企業文化與企業形象。業務同仁透過閱讀南山月刊，可以把內容知識轉化成為工作動能。南山月刊對業務同仁的閱讀價值，即在於透過月刊將保險知識深刻內化成為自身意識的一部分，才能真正傳達保險商品的價值。如何將訊息正確無誤的傳遞給第一線業務人員並內化，就必須運用內部刊物當做媒介進行宣達。
The enterprise publication restricted publication, the main purpose and the function, in the dissemination company's idea, the product knowledge and the marketing information, its publication must be able to read listen to the human to accept, its publication goal side can achieve. This research analyzes the Mt. Nan life insurance restricted publication after the content carries on the analysis, and studies the Mt. Nan life insurance field personnel to be in charge to the monthly publication content reading motive, the degree of satisfaction discussion. Then promotion jobholders' specialized ability, marketing skill, company competitive power Then promotion jobholders' specialized ability, marketing skill, company competitive power. This research picks the content analytic method and the questionnaire survey procedure and I.P.A (important - performance degree analytic method). The content analysis discovery, monthly publication these ten years text presents the construction, then promotion jobholders' specialized ability, marketing skill, company competitive power. Accounts for the proportion looking from various categories, sells the proportion which the wind and cloud announcement occupies to be highest, next is the regional dynamics, next is the corporate image again, demonstrates the Mt. Nan monthly publication for the achievement guidance magazine. The questionnaire survey procedure, the use population statistic is variable, variable design questionnaire and so on reading behavior, reading motive, reading degree of satisfaction, and by descriptive statistical analysis, card side examination, I.P.A (important - performance degree analytic method) and so on methods carry on the analysis, confirms each variable difference and the relevance. The result discovered that the different population statistic to reads the behavior, the reading motive, the reading degree of satisfaction to have the remarkable difference variable. |
