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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/85758
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/85758


    Title: 議題相關行銷對品牌權益影響之研究
    Authors: 顏龍蒂
    Yen, LungTi
    Contributors: 洪順慶
    顏龍蒂
    LungTi Yen
    Keywords: 議題相關行銷
    品牌權益
    公益行銷
    非營利組織
    Date: 1998
    Issue Date: 2016-04-20 16:47:07 (UTC+8)
    Abstract:   在行銷手法日益翻新的今天,各企業為了讓行銷活動可以獲得較大的迴響,因此國內外的企業開始採用一種新的行銷方式,也就是議題相關行銷。此種行銷活動的特點主要是,營利企業結合非營利組織來做推廣活動,包括共同合作、非營利組織授權給營利企業自由使用其名字或組織標誌、營利企業藉由產品銷售捐款給非營利組織..等,國內最有名的例子為花旗銀行的喜憨兒認同卡。本研究鑑於此領域的學術研究論文尚少,試圖以此種行銷活動為研究主題,探討和品牌權益之間的關係,以作為企業在執行議題相關行銷時的考量依據。本研究經由文獻探討以及個案訪談的結果,導出欲研究的變數,包括原品牌形象、非營利組織知名度、以及合作對象非營利組織的關連程度。
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    Description: 碩士
    國立政治大學
    企業管理學系
    86355039
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002001356
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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