English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 111144/142064 (78%)
Visitors : 48087132      Online Users : 847
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/35091


    Title: 台灣高科技產業新產品上市之整合性行銷溝通─產品、品牌及產業影響因素之探討
    Authors: 胡嘉杰
    Contributors: 陳建維
    胡嘉杰
    Keywords: 高科技產業
    品牌概念
    品牌強度
    產品定位
    整合性行銷溝通
    Date: 2003
    Issue Date: 2009-09-18 14:08:24 (UTC+8)
    Abstract: 隨著企業全球化且技術逐漸進步下,台灣高科技廠商由專業代工慢慢轉變成自行製造且銷售,品牌對於廠商在進行新產品上市的影響將與日鉅增,其也將變成企業重要的資源之一。而台灣高科技廠商在品牌的打造上由於經驗不足,屢見失敗的例子。要順利的打造品牌,整合性行銷溝通策略將是不可或缺的工具,唯有依據產品及品牌的特性來制定整合性行銷溝通策略時,可使溝通策略發揮最大的效果,進而強化品牌並累積品牌權益。
    本研究旨在探討產品、品牌以及產業因素對於整合性行銷溝通策略之影響。在針對台灣的高科技廠商進行問卷調查後,其實證結果如下:
    1.品牌強度越強對於整合性行銷溝通過程有正面的影響,將使得溝通整合程度提高、訊息一致性且清晰度亦提高。
    2.溝通的訊息策略須依照品牌概念或產品定位來決定才能達到有效的溝通。如當品牌或產品為功能性概念或高科技定位時,當以屬性為主的訊息策略為佳。
    3.高科技廠商在進行行銷溝通時,由於所處的環境變動性較高,對於行銷溝通有著負面的影響,如會造成訊息一致性降低、清晰程度降低,因此需加強其在行銷溝通上之努力,如加強溝通之整合或者訊息一致性。
    Reference: 中文部分
    • 毛治國(1985),高科技企業及其戰略面與管理面之特性。現代管理月刊,64~66。
    • 林奐文(2001),國際新產品上市-情境因素與行銷溝通行為之研究,政治大學國貿所碩士論文。
    • 林秋霞(2003),技術機會主義與公司績效之關係,政治大學國貿所碩士論文。
    • 林家慧(2003),溝通策略對關係品質影響之研究,政治大學國貿所碩士論文。
    • 林慕軒(2001),國際新產品上市之行銷溝通行為與績效之研究,政治大學國貿所碩士論文。
    • 經濟部工業局(1991),中華民國工業簡介─十大新興產業。台北市:經濟部工業局。
    • 經濟部技術處(1996),1996產業技術白皮書。台北市:經濟部技術處。
    • 薛琦、張祥憲(1992),我國高科技產業與經濟發展。自由中國之工業,89卷,13~34。
    英文部分
    • Aaker, D.A. (1990), “Brand Extensions: the Good, the Bad and the Ugly,” Sloan Management Review, Vol. 47, pp. 47-56.
    • ______ (1996), Building Strong Brands, N.Y.: The Free Press.
    • ______ and K.L. Keller (1990), ”Consumer Evaluations of Brand Extensions,” Journal of Marketing, Vol. 54, pp. 27-41.
    • Bhat, S. and S.K. Reddy (1998), “Symbolic and Functional Positioning of Brands,” Journal of Consumer Marketing, Vol. 15, pp.32.
    • Bleicher, K., Bleicher, F. and H. Paul (1983), “Managerial Frameworks for Innovative Responses in High-Tech Organizations,” Business Horizons, Vol. 26, pp. 69-78.
    • Booz, Allen and Hamilton (1982), New Product Management for the 1980’s, N.Y.: Booz, Allen and Hamilton Inc.
    • Borestsky, M. (1982), ”The Threat to U.S High Technology Industries,” Economic and National Security Implication Draft International Administration, U.S: Department of Commerce.
    • Bridges, S., Keller, K.L. and S. Sood (2000), “Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links,” Journal of Advertising, Vol. 29, No. 4, pp. 1-11.
    • Carnoy, M. (1985), “High Technology and International Labor Markets,” International Labor Review, Vol. 124, pp. 643-659.
    • Chen, Chien-Wei (1999), “New Product Preannouncement: A Model of Situational Factor, Strategic Behavior, and Effectiveness,” Unpublished Doctoral Dissertation, University of Warwick, U.K.
    • Crowley, E. and J. Zajas (1996), “Evidence Supporting the Importance of Brands in Marketing Computer Products,” Journal of Professional Services Marketing, Vol. 14, pp. 121-137.
    • Dinopoulos, E., Oehmke, J.F. and Segerstrom (1993), “High-Tech: Industry Trade and Investment,” Journal of International Economics, pp. 49-71.
    • Domzal, T.J. and L.S. Unger (1987), “Emerging Positioning Strategies In Global Marketing,” Journal of Consumer Marketing, Vol. 4, No. 4, pp. 23-40.
    • Duncan, T. (1993), “To Fathom Integrated Marketing, Drive,” Advertising Age, Vol. 64, pp. 18.
    • ______ and S.E. Moriarty (1994), “A Communication-Based Marketing Model for Managing Relationships,” Journal of Marketing, Vol. 62, pp. 1-13.
    • ______ and C. Caywood (1996), “The Concept, Process & Evolution of Integrated Marketing Communication,” Integrated in Communications: Synergy of Persuative Voices, Mahwah N.J.: Lawrence Erlbaum Associates.
    • Elizabeth, G. and L. Smith (1998), “Proximity and Complexity in the Emergence of High Technology Industry: The Oxbridge Comparison,” Geoforum, Vol. 29, pp. 433-450.
    • Feldwick, P. (1996), ”Do We Really Need Brand Equity ?,” Journal of Brand Management, Vol. 4, pp. 9-28.
    • Fill, C. (1995), Marketing Communications: Frameworks, Theories and Applications, Prentice Hall.
    • Gerbing, D.W. and J.C. Anderson (1988), “An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment,” Journal of Marketing Research, Vol. 25, pp. 186-92.
    • Griffin, A. (1997), “The Effect of Project and Process Characteristic on Product Development Cycle Time,” Journal of Marketing Research, Vol. 34, pp. 24-35.
    • Grupp, H. (1996), ”Knowledge-Intensive and Resource-Concerned Growth in Germany,” Research Evaluation, Vol. 2.
    • Guiltinan, J.P. (1999), “Launch Strategy, Launch Tactics and Demand Outcomes,” Journal of Product Innovation Management, Vol. l6, pp. 509-529.
    • Heil, O.P. and T.S. Robertson (1991), “Toward A Theory of Competitive Market Signaling: A Research Agenda,“ Strategic Management Journal, Vol. 12,pp. 403-418.
    • Hornik, J. (1982), “Impact of Pre-call Request Form and Gender Interaction on Response to a Mail Survey,” Journal of Marketing Research, Vol. 14, pp. 374-378.
    • Hultink, E.J., Griffin, A., Hart, S. and H.S.J. Robben (1997), “Industrial New Product Launch Strategies and Product Development Performance,” Journal of Product Innovation Management, Vol. 14, pp. 243-257.
    • Jaworski, B.J. and A.K. Kohli (1993), “Market Orientation: Antecedents and Consequences,” Journal of Marketing, Vol. 57, pp. 53-70.
    • Jervis, R. (1970), The Logic of Images in International Relations, Princeton, N.J.: Princeton University Press.
    • Jobber, D. and J. Saunders (1986), The Specification and Estimation of a Robust Mail Survey Response Model Proceedings of the 15th Annual Conference of the European Marketing Academy, pp. 865-880.
    • Keller, K.K. (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, Vol. 57, pp.1-22.
    • Kelly, T. (1986), The Location and Spatial Organization of High Technology Industry in Britain: Computer Electronics, Ph.D. dissertation, Dept. of Geography, University of Cambridge.
    • Kolter, P. (1997), Marketing Management: Analysis, Planning, Implementation, and Control, N.J.: Prentice Hall.
    • Lievens, F. and Scott Highhouse (2003), “The Relation of Instrumental and Symbolic Attributes to A Company’s Attractiveness As An Employer,” Personnel Psychology, Vol. 56, No.1, pp. 75-102.
    • Mar, B.W., Newell, B.T. and B.O. Saxbergy (1985), Managing High Technology: An Interdisciplinary Perspect, N.Y.: Elsevier Science Publishing.
    • Marketing Science Institute Research Topics 1988-1990 (1988), Cambridge, MA: Marketing Science Institute.
    • McKenna, R. (1985), “The Regis Touch: Million-Dollar Advice from America’s Top Marketing Consultant,” MA: Addison-Wesley.
    • Moriarty, R.T. and T.J. Kosnik (1989), “High-Tech Marketing: Concepts, Continuity, and Change,” MIT Sloan Management Review, Vol. 30, pp. 7-17.
    • Park, C.W., Jaworski, B.J. and D.J. Maclnnis (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, Vol. 50, pp. 135-145.
    • Patrison, L.S. and P. Wang (1996), “Integrated Marketing Communication: Examining Planning and Executional Considerations,” Integrated Communication: Synergy of Persuasive Voices, Mahwah N.J.: Lawrence Erlbaym Associates.
    • Rabino, S. (1989), “High-Technology Firms and Factors Influencing Transfer of R&D Facilities,” Journal of Business Research, pp. 195-205.
    • Ries, A. and R. Ries (1998), “Checking The Brandbook,” Brandweek, Vol. 39, pp. 46-51.
    • Riggs, E.H. (1985), Managing High-Tech Companies, N.Y.: Van Nostrano Reinhold.
    • Rochford, L. (1991), “Generating and Screening New Product Ideas,” Industrial Marketing Management, Vol. 20, No. 4, pp. 287-297.
    • Sampson, P. (1970), “Can Consumer Create New Products?” Journal of the Market Research Society, Vol. 12, pp. 40-52.
    • Schultz, D.E. (1993), “How to Overcome the Barriers to Integration,” Marketing News, Vol. 27, pp. 16.
    • ______ (1997), “Check Out Your Level of Integration,” Marketing News, Vol. 31, pp. 10-11.
    • ______ (1997), “IMC in the Hyper-Competitive Marketplace,” Marketing News, Vol. 31, pp. 37.
    • Shanklin, W.L. and J.K. Ryans (1984), “Organizing for High-Tech Marketing,” Harvard Business Review, Nov-Dec, pp. 26.
    • Shannon, C. and W. Weaver (1949),”The Mathematical Theory of Communication,” University of Illinois Press, Urbana, I.L.
    • Shimp, T.A. (1997), Advertising Promotion and Supplemental Aspects of Integrated Marketing Communications, 4th(ed), Dryedn Press.
    • Smith, D.C. and C.W. Park (1992), “The Effects of Brand Extensions on Market Share and Advertising Efficiency,” Journal of Marketing, Vol. 29, pp. 296-313.
    • Smith, K.G.. and C.M. Grimm (1991), ”A Communication Information Model of Competitive Response Timing,” Journal of Management, Vol. 17,pp. 5-23.
    • Souder, W.E. (1988), ”Managing Relation Between R&D and Marketing in New Product Development Projects,” Journal of Product Innovation Management, Vol. 5, pp. 6-14.
    • Tauber, E.M. (1981), ”Brand Leverage: Strategy For Growth in a Cost-Control World,” Journal of Advertising Research, Vol. 28, pp. 26-30.
    • Von Glinow, M.A. and S.A. Mohrman (1990), Managing in Complexity in High Technology Organization, N.Y.: Oxford University Press.
    Description: 碩士
    國立政治大學
    國際經營與貿易研究所
    91351023
    92
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0091351023
    Data Type: thesis
    Appears in Collections:[國際經營與貿易學系 ] 學位論文

    Files in This Item:

    File Description SizeFormat
    35102301.pdf74KbAdobe PDF21104View/Open
    35102302.pdf98KbAdobe PDF2875View/Open
    35102303.pdf99KbAdobe PDF21007View/Open
    35102304.pdf93KbAdobe PDF2971View/Open
    35102305.pdf135KbAdobe PDF2983View/Open
    35102306.pdf229KbAdobe PDF25235View/Open
    35102307.pdf159KbAdobe PDF21261View/Open
    35102308.pdf202KbAdobe PDF21082View/Open
    35102309.pdf259KbAdobe PDF2958View/Open
    35102310.pdf137KbAdobe PDF2924View/Open
    35102311.pdf106KbAdobe PDF21208View/Open
    35102312.pdf152KbAdobe PDF21041View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback