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題名 整合行銷傳播(IMC)在有線電視頻道的應用研究 作者 曹偉玲 貢獻者 劉美琪
曹偉玲關鍵詞 整合行銷傳播
INTEGRATED MARKETING COMMUNICATION日期 1998 上傳時間 27-Apr-2016 11:14:09 (UTC+8) 摘要 摘 要 參考文獻 參考文獻 1. 吳怡國，錢大慧，林建宏譯(1994),Don E. Schultz, Stanley I. Tannenbaum and Robert F. Lauterborn 著，整合行銷傳播，台北市： 滾石文化。 2. 李清祥譯(1993)，Robin Fairlie著，DM與資料庫行銷-整合性行銷策 略指南，台北市：遠流。 3. 張瑞玲、陳雯麗合譯(1991)， Stan Rapp & Tom Collins著，行銷新十 論，台北市：時報文化。 4.樂以媛(1992)，Drayton Bird著，直效行銷術，台北市：聯經。 5.羅文坤(1996),行銷傳播學，台北市：三民書局，p376-377。 6.謝晶瑩譯(1995),Don Peppers and Martha Rogers,Ph.D 著，1:1行銷，台北市：時報文化。 7.洪淑宜(民86)，整合行銷傳播在媒體行銷上的應用-以台北之音為例。政治大學新聞研究所碩士論文。 8.余逸玫(民84)，整合性行銷傳播規劃模式之研究：以消費性產品為例。政治大學企業管理研究所碩士論文。 9.欒錦榮(民84)，台灣地區衛星電視頻道商經營策略之研究。政治大學企業管理研究所碩士論文。 10.楊凌郡(民85)，臺灣衛星電視產業經營特質與頻道業者國際化之研究。臺灣大學國際企業研究所碩士論文。 11劉孝煦(民85)，頻道業事業策略與行銷作為之研究。文化大學新聞研究所碩士論文。 12.薛朝龍(民83)，服務業關係行銷策略運用程度研究。中山大學企業管理研究所碩士論文。 13.Acheson,K.L.(1993),"Integrated marketing Must Bring 2 Perspectives Together", Marketing News(NMW),Vol:27,Aug.16,1993, p.4-7. 14.Assael,H.(1990),Marketing-Principles and Strategy, The Dryden Press. 15.Boone, L.E.and Kurtz,D.L.(1982), Contemporary Business, 3rd ed.,N.Y.: The Dryden Press,p293. 16. Brown,G.H.(1952),"Brand Loyalty-fact or fiction?",Advertising Age,Vol:23,June19,1952,p32-35. 17.Belch,George E.,"Advertising and Promotion:An integrated Marketing Communications Perspcetive" 4th ed.,1998. 18. Cross,R.(1991),"Profiting From Database Marketing",Direct Marketing, Sep.1991,p24-26. 19.Duncan,T.(1993),"To fathom integrated marketing, dive!", Advertising Age, Vol:64,Oct,11,1993. 20.Duncan,T.and Clarke Caywood,1994 "The Concept,Process,and Evolution of Integrated Marketing Communication",Integrated Communication:Synergy of Persuasive Voices,Publishers Mahwah,New Jersey,1996. 21.Engel,J,F., Warshaw,M.R. and Kinnear,T.C.(1983),Promotional Strategy, 5th ed.(Homewood,Illinois: Richard D. Irwin, Inc.),p34. 22.Goldstein,M.(1993),"Or can Agencies Handle it?", Advertising Age(ADA),Vol:64,Jan.25,1993,p19. 23.Grunig,J.E.and Hunt T.(1984),Managing Public Relations, N.Y.: Holt,Pinehart and Winston. 24.Kotler,P.(1991), Marketing Management-Analysis, Planning , Implementation, and Control, New Jersey : Prentice-Hall, Englewood Cliffs. 25.Liano,T.(1993),"If marketing is warefare, we need new battle plan", Marketing News(NMW),Vol:27,Aug.16,1993,p4,p15. 26.McCarthy,E.J.(1981),Basic Marketing: A Managerial Approach, 7th ed., Homewood ,Illionis: Richard D.Irwin, Inc.,p 431. 27.Moss,G.(1993),"Integrated Marketing : A Client task…", Advertising Age(ADA), Vol:64, Jan.25, 1993 ,p 19. 28.Moriarty E.Sandra(1996),"The Circle of Synergy: Theoretical Perspectives and an Evolving IMC Research Agenda", Integrated Communication:Synergy of Persuasive Voices,Publishers Mahwah,New Jersey,1996. 29. Moriarty E.Sandra and Burnett John(1998),Introduction to Marketing Communication: an Integrated Approach. Prentice-Hall,New Jersey. 30.Ozimek,J.(1991),"Marketing Guide 20:Database Marketing", Marketing,May,1991,p21-24 31.Pesmen,S.(1993),"Kotler Foresees Integrated Future-Databases Will Be Cornerstones of a New Approach to Marketing", Business Marketing (IMR), Vol:78,Sep.1993,p85. 32.Prensky David and McCarty A.John(1996),"Integrated Marketing communication: An Organizational Perspective", Integrated Communication:Synergy of Persuasive Voices,Publishers Mahwah,New Jersey,1996. 33.Rothschild,M.L.(1987),Advertising, Toronto, D.C.:Heathand. 34.Schultz, D.E.(1993),"The customer and data base are the integrating forces", Marketing News, Vol:27,Nov.22,1993,p 14. 35.Schultz, D.E.(1993),"Integration Helps you plan communications from ouside-in, Marketing News, Vol: 27,Mar.15,1993,p 12. 36.Schultz, D.E.(1993),"Integrated marketing communications: Maybe definition is in the point view ", Marketing news, Vol:27, Jan.18, 1993,p17. 37.Schultz,D.E.(1993),"Technology Putting an End to Mass Marketing", Business Marketing(IMR), Vol:78,Iss:6,June 1993, P.56. 38.Schultz,D.E.(1993),"We simply can`t afford to go back to mass marketing", Marketing News(MNW),Vol:27, Feb.15,1993,p20. 39.Schultz,D.E.(1994),"Trying to determine ROI for IMC ", Marketing Mews(MNW), Vol:28, Jan.13,1994,p18. 40.Schultz,D.E.(1996),"The inevitability of integrated communication", Marketing Mews(MNW), Vol:30, Jan.13,1996,p21. 41.Schultz,D.E.(1996),"IMC has become a global concept",Marketing Mews(MNW), Vol:30, Jan.13,1996,p28. 42.Schultz,D.E.(1997),"Organize IMC Program from ourside-in", Marketing Mews(MNW), Vol:31, Mar.18,1997,p12. 43.Schultz,D.E.(1998),"New century needs new marcom methods",Marketing Mews(MNW), Vol:31, Jan.13,1998,p22 44.Shaw,R.and Stone, M.(1990), Database Marketing: Strategy and Implementation, New York : John Wiley & Sons. 45.Sheldon,K,A.(1993),"Bookmark-integrated Marketing Communication", Communication World(CMW),Vol:10,May 1993, P40. 46.Terence, A.Shimp ,(1997) Advertising, Promotion, and Supplemental Aspects of Integrated Marketing communication,4th ed., The Dr 描述 碩士
國立政治大學
廣告學系
86452014資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002001667 資料類型 thesis dc.contributor.advisor 劉美琪 zh_TW dc.contributor.author (Authors) 曹偉玲 zh_TW dc.creator (作者) 曹偉玲 zh_TW dc.date (日期) 1998 en_US dc.date.accessioned 27-Apr-2016 11:14:09 (UTC+8) - dc.date.available 27-Apr-2016 11:14:09 (UTC+8) - dc.date.issued (上傳時間) 27-Apr-2016 11:14:09 (UTC+8) - dc.identifier (Other Identifiers) B2002001667 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/86244 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 廣告學系 zh_TW dc.description (描述) 86452014 zh_TW dc.description.abstract (摘要) 摘 要 zh_TW dc.description.tableofcontents 目次 第一章 緒論 第一節 研究動機 …………………………………………2 第二節 研究目的 …………………………………………4 第三節 章節結構 …………………………………………5 第二章 文獻探討 第一節 整合行銷傳播之定義與核心概念………………7 (一) 定義探討……………………………………………7 (二) 核心概念探討………………………………………10 第二節 整合行銷傳播之應用……………………………16 (一) 執行模式分析………………………………………16 (二) 整合行銷傳播之組織觀點…………………………25 (三) 效果評估……………………………………………27 第三節 資料庫行銷………………………………………31 第四節 臺灣有線電視頻道之媒介管理…………………36 (一) 產業特性……………………………………………36 (二) 經營與管理…………………………………………38 (三) 產業趨勢……………………………………………47 第三章 研究方法 第一節 研究流程…………………………………………49 第二節 研究內容…………………………………………52 第四章 個案實證 第一節 個案一--三立電視台……………………………54 第二節 個案二--迪士尼頻道……………………………72 第三節 個案三--太陽衛星電視…………………………90 第五章 結論與建議 第一節 研究發現…………………………………………110 第二節 研究結論…………………………………………120 第三節 研究限制…………………………………………124 第四節 後續發展與建議…………………………………125 附錄 參考文獻 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002001667 en_US dc.subject (關鍵詞) 整合行銷傳播 zh_TW dc.subject (關鍵詞) INTEGRATED MARKETING COMMUNICATION en_US dc.title (題名) 整合行銷傳播(IMC)在有線電視頻道的應用研究 zh_TW dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 參考文獻 1. 吳怡國，錢大慧，林建宏譯(1994),Don E. Schultz, Stanley I. Tannenbaum and Robert F. Lauterborn 著，整合行銷傳播，台北市： 滾石文化。 2. 李清祥譯(1993)，Robin Fairlie著，DM與資料庫行銷-整合性行銷策 略指南，台北市：遠流。 3. 張瑞玲、陳雯麗合譯(1991)， Stan Rapp & Tom Collins著，行銷新十 論，台北市：時報文化。 4.樂以媛(1992)，Drayton Bird著，直效行銷術，台北市：聯經。 5.羅文坤(1996),行銷傳播學，台北市：三民書局，p376-377。 6.謝晶瑩譯(1995),Don Peppers and Martha Rogers,Ph.D 著，1:1行銷，台北市：時報文化。 7.洪淑宜(民86)，整合行銷傳播在媒體行銷上的應用-以台北之音為例。政治大學新聞研究所碩士論文。 8.余逸玫(民84)，整合性行銷傳播規劃模式之研究：以消費性產品為例。政治大學企業管理研究所碩士論文。 9.欒錦榮(民84)，台灣地區衛星電視頻道商經營策略之研究。政治大學企業管理研究所碩士論文。 10.楊凌郡(民85)，臺灣衛星電視產業經營特質與頻道業者國際化之研究。臺灣大學國際企業研究所碩士論文。 11劉孝煦(民85)，頻道業事業策略與行銷作為之研究。文化大學新聞研究所碩士論文。 12.薛朝龍(民83)，服務業關係行銷策略運用程度研究。中山大學企業管理研究所碩士論文。 13.Acheson,K.L.(1993),"Integrated marketing Must Bring 2 Perspectives Together", Marketing News(NMW),Vol:27,Aug.16,1993, p.4-7. 14.Assael,H.(1990),Marketing-Principles and Strategy, The Dryden Press. 15.Boone, L.E.and Kurtz,D.L.(1982), Contemporary Business, 3rd ed.,N.Y.: The Dryden Press,p293. 16. Brown,G.H.(1952),"Brand Loyalty-fact or fiction?",Advertising Age,Vol:23,June19,1952,p32-35. 17.Belch,George E.,"Advertising and Promotion:An integrated Marketing Communications Perspcetive" 4th ed.,1998. 18. Cross,R.(1991),"Profiting From Database Marketing",Direct Marketing, Sep.1991,p24-26. 19.Duncan,T.(1993),"To fathom integrated marketing, dive!", Advertising Age, Vol:64,Oct,11,1993. 20.Duncan,T.and Clarke Caywood,1994 "The Concept,Process,and Evolution of Integrated Marketing Communication",Integrated Communication:Synergy of Persuasive Voices,Publishers Mahwah,New Jersey,1996. 21.Engel,J,F., Warshaw,M.R. and Kinnear,T.C.(1983),Promotional Strategy, 5th ed.(Homewood,Illinois: Richard D. Irwin, Inc.),p34. 22.Goldstein,M.(1993),"Or can Agencies Handle it?", Advertising Age(ADA),Vol:64,Jan.25,1993,p19. 23.Grunig,J.E.and Hunt T.(1984),Managing Public Relations, N.Y.: Holt,Pinehart and Winston. 24.Kotler,P.(1991), Marketing Management-Analysis, Planning , Implementation, and Control, New Jersey : Prentice-Hall, Englewood Cliffs. 25.Liano,T.(1993),"If marketing is warefare, we need new battle plan", Marketing News(NMW),Vol:27,Aug.16,1993,p4,p15. 26.McCarthy,E.J.(1981),Basic Marketing: A Managerial Approach, 7th ed., Homewood ,Illionis: Richard D.Irwin, Inc.,p 431. 27.Moss,G.(1993),"Integrated Marketing : A Client task…", Advertising Age(ADA), Vol:64, Jan.25, 1993 ,p 19. 28.Moriarty E.Sandra(1996),"The Circle of Synergy: Theoretical Perspectives and an Evolving IMC Research Agenda", Integrated Communication:Synergy of Persuasive Voices,Publishers Mahwah,New Jersey,1996. 29. Moriarty E.Sandra and Burnett John(1998),Introduction to Marketing Communication: an Integrated Approach. Prentice-Hall,New Jersey. 30.Ozimek,J.(1991),"Marketing Guide 20:Database Marketing", Marketing,May,1991,p21-24 31.Pesmen,S.(1993),"Kotler Foresees Integrated Future-Databases Will Be Cornerstones of a New Approach to Marketing", Business Marketing (IMR), Vol:78,Sep.1993,p85. 32.Prensky David and McCarty A.John(1996),"Integrated Marketing communication: An Organizational Perspective", Integrated Communication:Synergy of Persuasive Voices,Publishers Mahwah,New Jersey,1996. 33.Rothschild,M.L.(1987),Advertising, Toronto, D.C.:Heathand. 34.Schultz, D.E.(1993),"The customer and data base are the integrating forces", Marketing News, Vol:27,Nov.22,1993,p 14. 35.Schultz, D.E.(1993),"Integration Helps you plan communications from ouside-in, Marketing News, Vol: 27,Mar.15,1993,p 12. 36.Schultz, D.E.(1993),"Integrated marketing communications: Maybe definition is in the point view ", Marketing news, Vol:27, Jan.18, 1993,p17. 37.Schultz,D.E.(1993),"Technology Putting an End to Mass Marketing", Business Marketing(IMR), Vol:78,Iss:6,June 1993, P.56. 38.Schultz,D.E.(1993),"We simply can`t afford to go back to mass marketing", Marketing News(MNW),Vol:27, Feb.15,1993,p20. 39.Schultz,D.E.(1994),"Trying to determine ROI for IMC ", Marketing Mews(MNW), Vol:28, Jan.13,1994,p18. 40.Schultz,D.E.(1996),"The inevitability of integrated communication", Marketing Mews(MNW), Vol:30, Jan.13,1996,p21. 41.Schultz,D.E.(1996),"IMC has become a global concept",Marketing Mews(MNW), Vol:30, Jan.13,1996,p28. 42.Schultz,D.E.(1997),"Organize IMC Program from ourside-in", Marketing Mews(MNW), Vol:31, Mar.18,1997,p12. 43.Schultz,D.E.(1998),"New century needs new marcom methods",Marketing Mews(MNW), Vol:31, Jan.13,1998,p22 44.Shaw,R.and Stone, M.(1990), Database Marketing: Strategy and Implementation, New York : John Wiley & Sons. 45.Sheldon,K,A.(1993),"Bookmark-integrated Marketing Communication", Communication World(CMW),Vol:10,May 1993, P40. 46.Terence, A.Shimp ,(1997) Advertising, Promotion, and Supplemental Aspects of Integrated Marketing communication,4th ed., The Dr zh_TW
