羅旭華

Shi-Hwa Lo

策略傳播、策略傳播特性、策略傳播模式、媒體產業購併、媒體購併動機

strategic communication, strategic communication feature, strategic communication model, media industry merger, media merger motive

本文探索迪士尼購併皮克斯之經典個案，提出媒體產業購併各階段之四項策略傳播模式與其特性，按發展歷程依序為:啟動模式、回饋暨深思模式、危機管理模式，與公共關係模式。就媒體購併階段言，本文爬梳「發想-對外宣布成功」之過程，與購併之12起重要事件對照，將其分為六階段，分別為:發想與試探期、內部溝通期一、內部溝通期二與外部溝通期一、內部溝通期三與外部溝通期二、內部與外部危機排除、公共關係準備與對外宣布成功。

Probing the quintessential merger and acquisition case of Disney merging Pixar, this study reviews and conceptualizes the case developing process. The four strategic communication models and features of media industry merger are sequentially proposed: (1) start up mode; (2) feedback and contemplation mode; (3) risk management mode; (4) public relationship mode. In terms of media merger stages, this paper sorts the M&A case from the idea pop-up to the public announcement of successful deal making, the comparison with twelve major events of merger and divided by six different stages:(1) ideating and exploring,(2)internal communication I;(3)internal communication II and external communication I,(4)international communication III and external communication II,(5)internal and external risk management,(6)public relationship preparation and announcement.