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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/87438
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/87438


    Title: 國際促銷策略之研究∼以台灣中小企業為例
    Authors: 陳雅慧
    Chen, Ya-Hwei
    Contributors: 于卓民
    陳雅慧
    Chen, Ya-Hwei
    Keywords: 促銷策略
    中小企業
    Date: 1995
    Issue Date: 2016-04-28 14:39:59 (UTC+8)
    Abstract: 本研究的目的旨在針對我國中小企業之國際促銷策略進行整體的探討.具體來說,即是探討我國中小企業在制定國際促銷策略時所考慮的因素及其在最主要海外市場所從事的國際促銷活動與績效評估方式,期望能對台灣中小企業的國際促銷活動有所認識,並整理一些經驗法則供欲拓展海外市場的企業參考.期於上述目的,本研究所欲探討的問題如下:(一)地主國的總體環境、市場特性及公司本身內在因素對國際廣告策略、國際人員推銷、國際銷售促進及國際公共關係的影響.(二)不同規模、不同國際行銷經驗的企業在制定國際促銷策略所考慮的因素是否有所差異.(三)不同產品類型、品牌策略、及不同服務市場方式的企業在國外市場所從事的國際促銷活動及績效評估方式.(四)產品類型、品牌策略及服務國外市場的方式是否顯著影響企業在海外市場所從事的國際促銷活動及績效評估方式.
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    Description: 碩士
    國立政治大學
    企業管理學系
    83355015
    Source URI: http://thesis.lib.nccu.edu.tw/record/#B2002002647
    Data Type: thesis
    Appears in Collections:[企業管理學系] 學位論文

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