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https://ah.lib.nccu.edu.tw/handle/140.119/29739| 題名: | 高科技消費性耐久財品牌整合行銷傳播及其績效之研究：品牌接觸點管理觀點 | 作者: | 任文嘉 | 貢獻者: | 陳建維 任文嘉 |
關鍵詞: | 高科技產業 品牌策略 整合行銷傳播 品牌接觸點 |
日期: | 2008 | 上傳時間: | 11-Sep-2009 | 摘要: | 本研究主要探討高科技產業中消費性耐久財品牌採行高科技產業最常使用的企業品牌策略與副品牌策略時，在IMC的品牌接觸點管理上做法的異同之處，並探討IMC的品牌接觸點管理對於品牌績效的影響，同時亦探討高科技產業特性與產品特性是否會導致特定的IMC品牌接觸點管理做法。\r\n\r\n 研究結果發現高科技消費性耐久財品牌採用企業品牌策略與副品牌策略對於IMC的品牌接觸點管理的做法確實有影響，並且IMC品牌接觸點管理對於品牌績效能夠產生正面的影響，同時，高科技產業特性與產品特性對於本研究當中任何一種品牌策略在實行IMC的品牌接觸點管理做法上均無特殊影響。 | 參考文獻: | 中文部份 毛治國（1985）。〈高科技企業之戰略面與管理面的特性〉，《現代管理月刊》，96期，頁64-66。 朱祐蒂（2006）。《整合行銷傳播對手機品牌權益影響之研究》。政治大學企業管理研究所碩士論文。 呂鴻德（1993）。〈高科技產業經營策略〉，《生產力情報雜誌》，頁15。 尚榮安譯（2001）。《個案研究法》。台北：弘智文化。（原書Yin R. K. [1994]. Case study research : design and methods. 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描述: | 碩士 國立政治大學 廣告研究所 95452003 97 |
資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0095452003 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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