Please use this identifier to cite or link to this item:
https://ah.lib.nccu.edu.tw/handle/140.119/29726| DC Field | Value | Language |
|---|---|---|
| dc.contributor.advisor | 祝鳳岡<br>賴建都<br>趙義隆 | zh_TW |
| dc.contributor.advisor | <br><br> | en_US |
| dc.contributor.author | 陳羽珊 | zh_TW |
| dc.creator | 陳羽珊 | zh_TW |
| dc.date | 2004 | en_US |
| dc.date.accessioned | 2009-09-11T08:11:38Z | - |
| dc.date.available | 2009-09-11T08:11:38Z | - |
| dc.date.issued | 2009-09-11T08:11:38Z | - |
| dc.identifier | G0090452014 | en_US |
| dc.identifier.uri | https://nccur.lib.nccu.edu.tw/handle/140.119/29726 | - |
| dc.description | 碩士 | zh_TW |
| dc.description | 國立政治大學 | zh_TW |
| dc.description | 廣告研究所 | zh_TW |
| dc.description | 90452014 | zh_TW |
| dc.description | 93 | zh_TW |
| dc.description.abstract | 本論文旨在對台灣區企業施行藝文理念行銷活動作實證研究，以建立企業藝文理念行銷行為模式之觀念架構，並以Sull之關鍵成功因素模式，求得企業藝文理念行銷之關鍵成功因素。本研究選定誠品書店、裕隆汽車、Agnes b.、圓神出版事業機構、以及荷蘭銀行等五家施行藝文理念行銷的企業作深度訪談，除提出企業藝文理念行銷修正後之觀念架構，並發現當理念行銷以「藝術文化」為主題時，應將Kotler主張的參與形式重新定義。\r\n 本研究另針對藝文理念行銷的構面影響提出命題，概述如下：企業主題推廣仍為企業建立品牌、知名度塑造時的基本方式，但現有的趨勢漸漸向聯合議題推廣靠攏；企業最在意藝文夥伴與其形象及目標市場是否相合，最重視企業夥伴或公部門夥伴的資源多寡；企業藝文理念行銷動機強調經營者興趣與認同者，活動類型較為多元，最重視議題的獨特性，較不重視議題與產品的關聯性；藝文理念行銷動機強調短期自利或長期自利的企業，活動類型較單一固定，最重視議題的社會顯著性與產品關聯性；另，對議題性質的謹慎選擇搭配靈活的時間運用、整合行銷傳播、本身及合作夥伴的資源分享，為台灣企業施行藝文理念行銷最重視的共同關鍵成功要素。\r\n 本研究並對實務界提出以下建議：1. 具通路特質的企業，可善用體驗行銷並持續性舉辦長期或短期活動；2. 注重與合作夥伴目標市場的分享以擴大市場；3. 掌握整合行銷傳播的關鍵為：快速的內部溝通及不輕易更改的核心策略。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 1\r\n第一節 研究動機…………..………………………………………………………………..1\r\n第二節 研究目的……………………………………………………………...……………2\r\n第三節 研究流程…………………………………………………………………………3\r\n第二章 文獻探討 5\r\n第一節 理念行銷……………………………………………………………………………6\r\n第二節 企業施行藝文理念行銷的定義………………………………………..................15\r\n第三節 理念行銷相關文獻…………………………………………………………….….17\r\n第四節 關鍵成功因素……………………………………………………………………..37\r\n第三章 研究方法 45\r\n第一節 研究架構…………………………………………………………………………..46\r\n第二節 觀念架構…………………………………………………………………………..47\r\n第三節 名詞操作性定義…………………………………………………………………..48\r\n第四節 研究方法…………………………………………………………………………..50\r\n第五節 樣本選擇…………………………………………………………………………..51\r\n第四章 訪談分析與命題發展 53\r\n第一節 個案一：誠品書店……………………………………………………………..…..54\r\n第二節 個案二：裕隆汽車……………………………………………………………..…. 62\r\n第三節 個案三：Agnes b…………………………………………………………...……. 70\r\n第四節 個案四：圓神出版事業機構……………………………………………… ..…… 81\r\n第五節 個案五：荷蘭銀行……………………………………………………………....….91\r\n第六節 關鍵成功因素分析………………………………………………………………..102\r\n第七節 跨個案綜合比較與命題發展……………………………………………………..116\r\n第五章 研究結論與建議 143\r\n附錄一 訪談大綱…………………………………………………………………………..153\r\n附錄二 參考文獻…………………………………………………………………………..154\r\n\r\n\r\n\r\n\r\n圖目錄\r\n\r\n圖1-3-1 研究流程圖………………………………………………………………………...…… 3\r\n圖2-1-1 企業與非營利組織之互動方式………………………………………………….…… 12\r\n圖2-1-2 理念行銷運作方式……………………………………………………………….…… 12\r\n圖2-3-1 企業參與公益活動動機………………………………………………………….…… 18\r\n圖2-3-2 企業金錢贊助的基本價值導向………………………………………………….…… 19\r\n 圖2-3-3 企業公益贊助金額占稅前淨利比例與企業規模之關係圖.………………………… 33\r\n圖2-4-1 Sull關鍵成功因素之觀念架構………………………….…………………………… 43\r\n圖3-1-1 研究架構圖……………………………………………….…………………………… 46\r\n圖3-1-2 觀念架構圖……………………………………………….…………………………… 47\r\n圖 4-7-1 修正後之觀念架構圖……………….……………………………………….……… 142\r\n\r\n\r\n表目錄\r\n表 2-1-1歷年理念行銷定義彙整…………………………………………..…………………….….10\r\n表 2-1-2歷年理念行銷特性彙整……………………………………….……………………….…..13\r\n表 2-2-1 Cause related marketing 相關翻譯列表……………………………………………….15\r\n表 2-3-1 影響理念選擇之因素………………………………………………………………………21\r\n表 2-3-2 歷年企業參與公益活動與理念行銷參與形式彙整………………………………………24\r\n表 2-3-3 非營利組織與企業的合作階層表…………………………………………………………26\r\n表 2-4-1 八種確認CSF的分析技術整理表………………………………………………………..39\r\n表 2-4-2 實證研究上確認關鍵成功因素的統計方法………………………………………………43\r\n表 3-3-1 受訪企業背景分析…………………………………………………………………………52\r\n表 4-1-1 誠品書店藝文理念行銷重要案例彙整……………………………………………………55\r\n表 4-1-2 誠品書店藝文理念行銷考量之合作夥伴因素……………………………………………60\r\n表 4-2-1 裕隆汽車藝文理念行銷重要案例彙整……………………………………………………63表 4-2-2 裕隆汽車藝文理念行銷考量之合作夥伴因素……………………………………………68\r\n表 4-3-1 Agnes b.藝文理念行銷重要案例彙整……………………………………………………71表 4-3-2 Agnes b.藝文理念行銷考量之合作夥伴因素………..……………………………….…78\r\n表 4-4-1 圓神出版事業機構藝文理念行銷重要案例彙整…………………………………………82表 4-4-2 圓神出版事業機構藝文理念行銷考量之合作夥伴因素…………………………………88\r\n表 4-5-1 荷蘭銀行藝文理念行銷重要案例彙整……………………………………………………92表 4-5-2 荷蘭銀行藝文理念行銷考量之合作夥伴因素………………………….………………...99表 4-6-1 誠品書店施行藝文理念行銷成功因素整理表…………………………………………..103表 4-6-2 誠品書店施行藝文理念行銷之SWOT分析表……………………………………….…104\r\n表 4-6-3 裕隆汽車施行藝文理念行銷成功因素整理表…………………………………………..106表 4-6-4 裕隆書店施行藝文理念行銷之SWOT分析表……………………………………….…107\r\n表 4-6-5 Agnes b. 施行藝文理念行銷成功因素整理表…………………………..……...…....109表 4-6-6 Agnes b. 施行藝文理念行銷之SWOT分析表……………………….…….………..110\r\n表 4-6-7 圓神出版施行藝文理念行銷成功因素整理表……………..……………….………….112\r\n表 4-6-8 圓神出版施行藝文理念行銷之SWOT分析表…………….………..………….……..112\r\n表 4-6-9 荷蘭銀行施行藝文理念行銷成功因素整理表………..………………………………..115\r\n表 4-6-10 荷蘭銀行施行藝文理念行銷之SWOT分析表………………………………….........115\r\n表4-7-1 企業施行藝文理念行銷之動機比較表…………………………………………………116\r\n表4-7-2 誠品書店藝文理念行銷活動行動決策概表……………………………………...........117\r\n表4-7-3 裕隆汽車藝文理念行銷活動行動決策概表….……………..………………………....118\r\n表4-7-4 Agnes b. 藝文理念行銷活動行動決策概表………..……….………………………..119\r\n表4-7-5 圓神出版藝文理念行銷活動行動決策概表……………………………………………120\r\n表4-7-6 荷蘭銀行藝文理念行銷活動行動決策概表…………………………….………….….120\r\n表4-7-7 企業施行藝文理念行銷之影響因素比較表……………………………………………131\r\n表4-7-8 企業藝文理念行銷之行銷傳播工具組合………….……………………..……………134\r\n表4-7-9 企業施行藝文理念行銷之績效評估方式……………………….……………..………135\r\n表4-7-10 台灣企業藝文理念行銷命題發展總表…………………………………………..…….138\r\n表4-7-11 台灣企業施行藝文理念行銷之關鍵成功因素綜合整理表………..…….………..…..140\r\n表4-7-12 台灣企業施行藝文理念行銷之SWOT綜合整理表……………………………..…141 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri | http://thesis.lib.nccu.edu.tw/record/#G0090452014 | en_US |
| dc.subject | 藝術文化 | zh_TW |
| dc.subject | 理念行銷 | zh_TW |
| dc.subject | Arts & Culture | en_US |
| dc.subject | cause-related marketing | en_US |
| dc.title | 企業藝文理念行銷——台灣區初探性研究 | zh_TW |
| dc.type | thesis | en |
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| item.openairetype | thesis | - |
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