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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/34950


    Title: 主題廣告、促銷活動與品牌層級之綜效研究 — 考慮產品類別之調節效果
    Research of synergies between feature advertisements, promotional activities, and brand tiers — considering the moderating effect of product type
    Authors: 張馨云
    Contributors: 張愛華
    張馨云
    Keywords: 主題廣告
    促銷活動
    品牌層級
    產品類別
    推廣組合
    feature advertisement
    promotional activity
    brand tier
    product type
    promotional mix
    Date: 2002
    Issue Date: 2009-09-18 13:24:16 (UTC+8)
    Abstract: 推廣活動的種類繁多，但是究竟推廣組合的綜效如何，是值得探討的問題，近年來學界與實務界開始重視這個問題，提出「整合行銷溝通」（integrated marketing communication；簡稱IMC）之重要性，顯示在市場競爭日趨激烈的今日，規劃整合性的推廣策略才能有效運用行銷資源達到最大的綜效。
    因此本研究主要探討「促銷與否及活動類型」（價格促銷、贈品促銷、無促銷）、「品牌呈現方式」（直接比較、分開比較--有主題廣告）、「品牌層級」（高品質/高價格品牌、低品質/低價格品牌）對於「消費者選擇率之變化」的影響，並且加入「產品類別」（功能性產品、享樂性產品）作為調節變數。
    經過分析的結果發現：
    一、享樂性產品提供享樂性贈品的促銷效果比價格促銷的效果更佳，但不顯著。
    二、功能性產品提供功能性贈品的促銷效果與價格促銷的效果相若，甚至更好。
    三、在直接比較時，低品質/低價格品牌進行價格促銷的效果皆比高品質/高價格品牌的效果更佳。此發現與過去的研究結論相反。
    四、主題廣告與贈品促銷同時進行時（亦即在分開比較的情況下），低品質/低價格品牌進行價格促銷後所增加的選擇率與高品質/高價格品牌所增加的選擇率差不多，但在直接比較的情況下，低品質/低價格品牌所增加的選擇率卻明顯大於高品質/高價格品牌增加的選擇率，亦與過去的研究結論相反。
    五、在直接比較時，低品質/低價格品牌進行贈品促銷的效果比高品質/高價格品牌進行贈品促銷的效果佳。
    六、主題廣告與贈品促銷同時進行對高品質/高價格品牌較有利。
    七、不論是功能性產品或享樂性產品，贈品促銷的效果皆比價格促銷的效果佳。
    There are many kinds of promotional activities. It is a worthwhile problem to investigate the synergy between promotional mixes. Recently, the academia and business start to pay attention to this problem and brought up the importance of “Integrated Marketing Communication”. It means that only integrated promotional strategy can effectively utilize marketing resources to reach the greatest synergy in today’s increasingly competitive market.
    Therefore, the purpose of this study is to examine the effects of “presence and types of promotion” (price promotion, premium promotion, and no promotion), the “types of presentation of the brand” (directly compare and separately compare — with feature advertisement), and “brand tier”（high quality/price brand and low quality/price brand）on ”the variation of consumer choice rate”, including the moderator of “product type”（functional product and hedonic product）.
    The conclusions are as follows：
    1.The effect of hedonic premium of hedonic products is better than price promotion, but it’s not significant.
    2.The effect of functional premium of functional products is equal to price promotion and even better.
    3.When directly compared, the price promotion effect of low quality/price brand is better than that of high quality/price brand. This finding is opposite with the research conclusions drawn before.
    4.When feature advertisements and premium promotions are proceeding simultaneously（that is, in the separate comparison condition）, the amount of increase in consumers’ choice rate after the price promotion is about the same for low quality/price brand and for high quality/price brand. However, in the direct comparison condition, the amount of increase in consumers’ choice rate is significantly greater for the low quality/price brand than that for the high quality/price brand. This finding is opposite from the research conclusions drawn before.
    5.In the direct comparison condition, the effect of premium promotion of low quality/price brand is better than that of high quality/price brand.
    6.Proceeding feature advertisements and premium promotions simultaneously is more advantageous for the high quality/price brand than for the low quality/price brand.
    7.For Both functional and hedonic product, the effect of premium promotion is better than price promotion.
    Reference: 中文部份
    1、朱家賢（民89），促銷性廣告、產品品牌聯想形象、消費者屬性對廣告效果影響之研究，東吳大學企業管理學系碩士論文
    2、呂芳洲（民86），品牌聯盟對品牌權益影響之研究，國立雲林科技大學企業管理研究所碩士論文
    3、林怡君（民91），贈品-主產品利益一致性與品牌權益對促銷效果影響之研究，國立臺灣大學商學研究所碩士論文
    4、高啟震（民84），品牌聯盟的品質訊號傳遞效果之研究，大同工學院事業經營學系碩士論文
    5、徐心怡（民89），消費者促銷知覺價值與促銷偏好程度之研究－產品類別干擾效果之探討，元智大學管理研究所碩士論文
    6、袁愛亭（民87），從產品互補性、品牌聲望一致性與訂價方式探討品牌聯盟之效果，輔仁大學管理學研究所碩士論文
    7、殷仲華（民86），品牌聯盟動機、聯盟型態與品牌權益關係之研究—資源基礎觀點之研究，中原大學企業管理學系碩士論文
    8、陳靜瑩（民84），影響消費者對品牌聯盟評價因素之研究，國立中央大學企業管理學系碩士論文
    9、康凱雯(民89)，產品屬性、消費者評估參考點與評估情境對購買評價之影嚮，國立臺灣大學商學研究所碩士論文
    10、黃麗霞（民91），贈品促銷型式對消費者的知覺價值與購買意願之影響，國立臺灣大學商學研究所博士論文
    11、趙欣宜（民90），品牌聯盟對品牌權益之影響--以網路購物為例，實踐大學企業管理研究所碩士論文
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    Description: 碩士
    國立政治大學
    企業管理研究所
    90355038
    91
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0090355038
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

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