網路時代的大學公關：台灣地區大學校院官方網站的公共關係功\能之分析
Using the Web as a Public Relations Tool for School Excellence:Comparative Analysis on the Universities ’ Official Websites in Taiwan

侯政男、蔡宗哲
Cheng-Nan Hou、Tzung-je Tsai

本研究探討台灣地區大學校院官方網站，並與美國大學網站相比較來分析學術機構運用網路來達成公關目標的程度。研究結果發現，相對美國網站整體性的活潑化，台灣地區大學網頁在跨平台的互動雙向溝通上似乎相對薄弱，未來應該建構一個真正可以與學校對話的機制。研究上也顯示台灣地區大學官方網站的內外部公眾，在界定上也太過單調，應該重新思索學校可能接觸到的受眾，尤其是學校的社區公關，是學校應該迫切且及需要接觸的外部公眾，但台灣地區大專校院網頁似乎尚無這面向的規劃與設計。台灣地區大學網站公關功\能的發揮，仍有許\多待努力的面向與空間。

In this study, we examine how schools use the Web as an important public relations tool for school excellence. This study explores college and university websites to determine the extent institutions utilize the Web to accomplish public relations goals. The samples of universities in Taiwan were used for analysis and comparison with US ones. The study examines the university websites excelling in ease of interface functions and largely acceptable in information provider capabilities, and finds the difference between academic cultures. Compared to US, the results show that schools with the small-medium level of student recruitment and staff/faculty communication in school characteristics are more likely than schools with high levels of these characteristics to actively utilize the Web to reach prospective students. In this point, schools behind in school excellence need to strive to use the Web as an important public relations tool to overcome their inferiority to superior schools in Taiwan.

大學，網站，網站特性，公關

colleges and universities， website， web characteristics， public relations

2009.07.07

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能之分析.pdf