學術產出-Theses
Article View/Open
Publication Export
-
題名 國際廣告授權策略之研究
International Advertising Deligion Staregy作者 蕭文賢
Hsiao, William貢獻者 于卓民
J.C,Yu
蕭文賢
William Hsiao關鍵詞 國際行銷
廣告
授權策略
International Marketing
Advertising
Delegation日期 1994
1993上傳時間 29-Apr-2016 15:15:15 (UTC+8) 摘要 本研究的目的旨在探討多國公司國際廣告過程標準化的程度及其影響因素 參考文獻 1.何穎鍇，多國籍公司在台行銷活動標準化之研究，國立台灣大學商學研究所未出版 碩士論文，民國79年。2.馬翠萱，影響台灣製造業國際行銷標準策略標準化因素之探討，大同工學院事業經 營研究所未出版碩士論文，民國79年。3.陳振燧，國際行銷標準劃期末報告未出版文章，民國82年。6.彭昭英，SAS與統計分析，民國81年，四版，台北儒林圖書有限公司。4.劉竑，影響國際行銷產品及威廣策略標準化程度之因素探討，國立中興大學企業管理研究所未出版碩士論文，民國81年。5.廣告雜誌編輯室，廣告全球化專題報導，廣告雜誌，民國80年12月。6.孫珣恆，多國籍企業廣告策略－本土化V.S標準化，突破雜誌，100期，民國82年11月。1. Assael, H. “Consumer Behavior & Marketing Action,” (Fourth Edition) Pws-Kent Press,1992.2. Baliga, B.R and Jaeger ,J.M., “Multinational Corporation :Control Sysetems and Delegation Issues,” Journal of International Business Studies. ,184,Fall ,pp.26-39.3. Boddewyn, J.J. and Soehl, R. and Picard, J., “Standardization in International Marketing: Is Ted Levitt in Fact Right?,“ Business orizons, 1986.pp.69-75.4. Brand, W.K.and Hulbert,J,M., “Headquarters Guidance in Marketing Strategy in The Multinational Subsidiary,” Columbia Journal of World Business,1977,,Winter,pp.7-31.5. Buzzell, R. D., “Can You Standardize Multinational Marketing?,” Harvard Business Review,1986,Nov./Dec.,pp.102-103.6. Cavusgil, S.T and Zou, S. and naidu, G.M. “Product and Promotion Adaption in Export Ventures: An Empirical Investigation,” Journal of International Business Studies,1993,March,pp.479-503.7. Chakravarthy, B.S. and Perlmutter, H.V., “Strategic Planning for a Global Business,” Columbia Journal of World Business,1985, Summer,pp.5.8. Daniels, J.D., “Bridging National and Global Marketing Strategies Through Regional Operations, “International marketing Review,1987, Aut, pp.29-44.9. Doz, Y.L and Bartlett, C.A. and Prahalad, C.K. “Global Competitive Pressures and Host Country Demands:Managing Tensions in Mncs,” California management Review,1981,pp.63-74.10. Dunn, S.W. “Effect of National Identify on Multinational Promotional Strategy in Europe,” Journal of marketing, Oct.1976.11. Elinder, E. “International Advertisers Must Devise Universal Ads, Dum Separate National Ones, Swedish Adman Avers,” Advertising Age ,1961,.Nov.27,pp.91.12. Engel, J.F. and Blackwell, R.D. and Miniard, P.W. “Consumer Behavior,” (Seventh Edition), Dryden Press,1993.pp.13. Fatt, A.C. “The Danger of ‘Local’ International Advertising,” Journal of Marketing,1967,pp.60-62.14. Friedmann, Roberto, “Psychological Meaning of Products: A Simplification of The Standardization vs. Adaption Debate,” Columbia Journal of World Business, 1986, Summer, pp.97-104.15. Gariner,G. “Context and Decision Making Autonomy in the Foreign Affiliates of U.S Matinational Corporations,” Academy of Management Journal 1982,pp.893-908.16. Gates, S.R. ,and Egelhoff ,W.G,. “Centralization in The Headquarters-Subsidiary Relationships,” Journal of International Business Studies, 1986. Summer.17. Hamel, G. and Prahalad, C.K. “Do You Really Have a Global Strategy?,” Harvard Business Review 1985.18. Hite, R.E and Fraser, G., “International Advertising Strategies of Multinational Corporations,” Journal of Advertising Research, August/September,1988.19. Jain, S.C., “Standardization of International marketing Strategy:Some Research Hypotheses, “Journal of Marketing, 1989,Jan20. Jarillo, J.C. and Martinez, J. I., “Different Role for Subsidiaries: The Case of Multiuational Corporations in Spain, “Strategic Management Journal, 1990,pp.501-512.21. Kassarjian, H.H., “Contenet Analysis in Consumer Research,” Journal of Consumer Research, 1977,June.22. Killough, James, “Improved Payoffs From Transnational Advertising,” Harvard Business Review, Juty/August, 1978.pp.102-110.23. Kirpalani, V.H. and Laroche M. and Darmon R. Y., “Role of Headquarter Control by Mutinationals in International Advertising Decision,”, International Journal of Advertising, 1988,pp.323-333.24. Kolter, Philip, “Global Standardization-Courting Danger,” The Journal of Customer Marketing, 1986,pp.13-15.25. Kolter, Philip, “Marketing Managent Analysis,Planning,Implemention, and Control,” (Seventh Edition), 1991,pp.597-615.26. Lawrence, P. & Lorsch .J. “Differetiation and Integration in Complex Organizations, “Administrative Science Quarterly,1967,pp.1-47.27. Levitt, Theodore, “The Globalization of Market, “Harvard Business Review, 1983, May/June,92-102.28. Miles, R.E. and Snow, C.C., “Organization Strategy,Structer and process,”, Mcgraw-Hill Book Company,1978.29. Miracle, G. “International Advertising Principles and Strategies,” MSU Business Topics, 1968,pp.29-36.30. Onkvisit,S.and Shaw, J.J, “Standardized International Advertising :A Review and Critical Evaluation of the Theoretical and Emirical Evidence,” Columbia journal of World business, 1987,Fall.31. Ozsomer, A. and Bodur, M. and Cavusgil, S.T., “Marketing Standardisation by multinational in an Emerging Market, “European Journal of Marketing, 1990,pp.50-64.32. Peebles, D.M. and Rayans, J.K. and Vernon, I.R., “Coordinating International Advertising, “Journal of Marketing, 1978,January,28-34.33. Perry, Michael, Dov Izraeli , and Arnon Perry, “Image Change As a Result of Advertising,” Journal of Advertising Research, 1976,vol.16.no.l,45-50.34. Picard, J. “Factors of Varience in Multinational Marketing Control in L.G.,” Matson and F.Widersheim-Paul (eds.)Recent Research on the International of Business. 1977.35. Porter, M., “Competition in Global Industries:A Conceptual Framework,” Competition in Global Industries, Porter, M., Ed. Boston, MA: Harvard University Press,1986.36. Prahald, C.K., “Strategic Choices in Diversified MNCs,”, Harvard Business Review, 1976,55,7-78.37. Quelch, J. A and Hoff,E.J, “Customizing Global Marketing?,” Harvard business Review, 1986,May-June.38. Rau ,P.A. and Prebie, J.F. ”Standardization of Marketing Strategy by Multinational, “International marketing Review ,1987,pp18-28.39. Rosenzweig ,P. M.and Singh, J.V. “Organizational Enviroments and The multinational Fnterpriese,” Academy of Mamagement Review,1991,No.2.40. Roostal, I. “Standardization of Advertising for Western Europe,” Journal of marketing Oct. 1963.41. Ryans, J.D. and Donnelly, J.H., “Standardized Global ad.:A Call as Yet Unanswered,” Journal of marketing, 1969,Aprial,pp.57-60.42. Ryans, J.K., Jr. and Ratz, D.G.”Advertising Standardization,” International Journal of Advertising, 1987,pp.45-158.43. Samiee, S. and Roth, K. “The Influence of Global marketing Standardization on Performance,” Journal of Marketing, 1992.pp.1-17.44. Sorenson, Ralph Z. and Wiechmann, U.E., “How Multinationals View Standardization,” Harvard Business Review, 1975,May/June,pp.38.45. Synodinos, N.E. and Keown, C.F. and Jacobs, L.W., “Transnational Advertising Practices:A Survey of Leading Brand Advertisers in Fifteen Countries,” Journal of Advertising Research, 1989, April/May,pp.43-49.46. Terpstra, V. and Sarathy, R., “International marketing”, (Fifth Edition), 1991,pp.449-485.47. Walker, O.C. and Ruekert, R.W. “Marketing’s Role in the Implementation of Business Strategies:A Critical Review and Conceptual Framework,” Journal Marketing,1987.pp.15-33.48. Walters, Peter G.P., “International Marketing Policy : A Dicussion of The Standardization Construct and Its Relevance for Corporate Policy,” Journal of International business Strategies, 1986,Summer,pp.55-69.49. Whitelock ,J. and Chung, D. “Cross-Cultural Advertising:An Empirical Study,” International Journal of Advertising, 1989,pp.291-310.50. Wind, Y. “The Myth of Globalization,” The Journal of Consumer Marketing, 1986, No2.Spring.51. Yu, C.J. and Yi, C. “Print Advertising Strategies of Korea multinational Firms,” Development in Pacific-Asian Business:Education and Research”,1990.pp.8-10.52. Yu, C.J. “International Advertising Strategies of Taiwaness Firms,” Interim report submitted to the National Science Council,R.O.C,1993.pp.8-10. 描述 碩士
國立政治大學
企業管理學系
81355029資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002003651 資料類型 thesis dc.contributor.advisor 于卓民 zh_TW dc.contributor.advisor J.C,Yu en_US dc.contributor.author (Authors) 蕭文賢 zh_TW dc.contributor.author (Authors) William Hsiao en_US dc.creator (作者) 蕭文賢 zh_TW dc.creator (作者) Hsiao, William en_US dc.date (日期) 1994 en_US dc.date (日期) 1993 en_US dc.date.accessioned 29-Apr-2016 15:15:15 (UTC+8) - dc.date.available 29-Apr-2016 15:15:15 (UTC+8) - dc.date.issued (上傳時間) 29-Apr-2016 15:15:15 (UTC+8) - dc.identifier (Other Identifiers) B2002003651 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/88269 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理學系 zh_TW dc.description (描述) 81355029 zh_TW dc.description.abstract (摘要) 本研究的目的旨在探討多國公司國際廣告過程標準化的程度及其影響因素 zh_TW dc.description.tableofcontents 第壹章 緒論第一節 研究背景……………………………………………………………………..………………….1第二節 研究動機與目的……………………………………………………..………………………1第三節 研究範圍…………………………………………………………………………………………3第四節 研究限制…………………………………………………………………………………………7第貳章 文獻探討9第一節 國際廣告決策活動…………………………………….…………………………………11第二節 廣告標準化的爭論………………………………………………………….……………16第三節 多國企業母－子公司的關係…………………………………………..……..……23第四節 影響國際廣告決策授權的因素……………………………………………………32第參章 研究方法………………………………………………………………..………………………….………41第一節 觀念性架構………………………………………………………………………………….…43第二節 研究假說……………………………………………………….……………………………..…53第三節 研究設計……………………………………………………….……………………………..…59第四節 抽樣與資料分析方法………………………………………………………………..……64第肆章 實證結果分析……………………………………………………………….….…………………..……70第一節 國際廣告決策內容…………………………………………….………………………..…70第二節 影響廣告決策授權的因素…………………………………………………………..…76第三節 國內外公司國際廣告決策之比較…………………….………………….…..……80第四節 實證假說的結果………………………………….……………………………….……..…91第伍章 研究結論與建議…………………………………………………..………………………..……93 第一節 研究結論……………………………………………………………………..……………..…93 第二節 研究建議…………………………………………………………………………………..…103參考文獻…………………………………………………………………………………………….………………106表目錄表2.1 不同管理導向下廠商的導向………………………………………………………….………30表3.1 樣本基本特徵表1………………………………………………………………………….………68表3.2 樣本基本特徵表2………………………………………………………………………….………69表4.1 國際廣告代理商型式比較表…………………………………………………………………71表4.2 國際廣告預算制定方式比較表………………………………………….…………………72表4.3 國際廣告媒體型式比較表……………………………………………………………..………73表4.4 國際廣告效果評估方式比較表………………………………………………………..……74表4.5 國內與國外公司廣告標準化分析表………………………………………….…….……75表4.6 因素分析表1…………………………………………………………………………………………76表4.7 因素分析表2……………………………………………………………………………..….………77表4.8 因素分析表3…………………………………………………………………………………………77表4.9 國內外公司廣告決策授權程度比較表…………………………………………………80表4.10 迴歸模式－影響國際廣告決策授權的因素表……………………..………………82表4.11 迴歸模式－影響國際廣告代理商決策授權因素表……………………..………83表4.12 迴歸模式－影響國際廣告預算制定決策授權因素表…………….……………85表4.13 迴歸模式－影響國際廣告人物角色決策授權因素表……………….…………86表4.14 迴歸模式－影響國際廣告基本訴求決策授權因素表………………….………87表4.15 迴歸模式－影響際廣告媒體決策授權因素表……………………….……….……88表4.16 迴歸模式－影響國際廣告效果評估決策授權因素表…….……………………90表4.17 假說實證結果分析表……………………………………….……………………………………91表5.1 影響廣告過程與方案標準化因素之比較表…………………………………………98表5.2 影響國內與國外廣告授權因素之比較表……………………………………………102附錄…………………………………………………….………………………………………………………………106圖目錄圖2.1 廣告管理決策程序圖……………………………………………………………………………11國2.2 國際廣告管理方法架構圖……………………………………………………...……………24圖2.3 廣告標準化決策架構圖………………………….…………………………………….………26圖2.4 國際企業分公司策略的不同型態圖……………………………………..………………29圖3.1 研究觀念性架構圖…………………………………………………………………………………43 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002003651 en_US dc.subject (關鍵詞) 國際行銷 zh_TW dc.subject (關鍵詞) 廣告 zh_TW dc.subject (關鍵詞) 授權策略 zh_TW dc.subject (關鍵詞) International Marketing en_US dc.subject (關鍵詞) Advertising en_US dc.subject (關鍵詞) Delegation en_US dc.title (題名) 國際廣告授權策略之研究 zh_TW dc.title (題名) International Advertising Deligion Staregy en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 1.何穎鍇，多國籍公司在台行銷活動標準化之研究，國立台灣大學商學研究所未出版 碩士論文，民國79年。2.馬翠萱，影響台灣製造業國際行銷標準策略標準化因素之探討，大同工學院事業經 營研究所未出版碩士論文，民國79年。3.陳振燧，國際行銷標準劃期末報告未出版文章，民國82年。6.彭昭英，SAS與統計分析，民國81年，四版，台北儒林圖書有限公司。4.劉竑，影響國際行銷產品及威廣策略標準化程度之因素探討，國立中興大學企業管理研究所未出版碩士論文，民國81年。5.廣告雜誌編輯室，廣告全球化專題報導，廣告雜誌，民國80年12月。6.孫珣恆，多國籍企業廣告策略－本土化V.S標準化，突破雜誌，100期，民國82年11月。1. Assael, H. “Consumer Behavior & Marketing Action,” (Fourth Edition) Pws-Kent Press,1992.2. Baliga, B.R and Jaeger ,J.M., “Multinational Corporation :Control Sysetems and Delegation Issues,” Journal of International Business Studies. ,184,Fall ,pp.26-39.3. Boddewyn, J.J. and Soehl, R. and Picard, J., “Standardization in International Marketing: Is Ted Levitt in Fact Right?,“ Business orizons, 1986.pp.69-75.4. Brand, W.K.and Hulbert,J,M., “Headquarters Guidance in Marketing Strategy in The Multinational Subsidiary,” Columbia Journal of World Business,1977,,Winter,pp.7-31.5. Buzzell, R. D., “Can You Standardize Multinational Marketing?,” Harvard Business Review,1986,Nov./Dec.,pp.102-103.6. Cavusgil, S.T and Zou, S. and naidu, G.M. “Product and Promotion Adaption in Export Ventures: An Empirical Investigation,” Journal of International Business Studies,1993,March,pp.479-503.7. Chakravarthy, B.S. and Perlmutter, H.V., “Strategic Planning for a Global Business,” Columbia Journal of World Business,1985, Summer,pp.5.8. Daniels, J.D., “Bridging National and Global Marketing Strategies Through Regional Operations, “International marketing Review,1987, Aut, pp.29-44.9. Doz, Y.L and Bartlett, C.A. and Prahalad, C.K. “Global Competitive Pressures and Host Country Demands:Managing Tensions in Mncs,” California management Review,1981,pp.63-74.10. Dunn, S.W. “Effect of National Identify on Multinational Promotional Strategy in Europe,” Journal of marketing, Oct.1976.11. Elinder, E. “International Advertisers Must Devise Universal Ads, Dum Separate National Ones, Swedish Adman Avers,” Advertising Age ,1961,.Nov.27,pp.91.12. Engel, J.F. and Blackwell, R.D. and Miniard, P.W. “Consumer Behavior,” (Seventh Edition), Dryden Press,1993.pp.13. Fatt, A.C. “The Danger of ‘Local’ International Advertising,” Journal of Marketing,1967,pp.60-62.14. Friedmann, Roberto, “Psychological Meaning of Products: A Simplification of The Standardization vs. Adaption Debate,” Columbia Journal of World Business, 1986, Summer, pp.97-104.15. Gariner,G. “Context and Decision Making Autonomy in the Foreign Affiliates of U.S Matinational Corporations,” Academy of Management Journal 1982,pp.893-908.16. Gates, S.R. ,and Egelhoff ,W.G,. “Centralization in The Headquarters-Subsidiary Relationships,” Journal of International Business Studies, 1986. Summer.17. Hamel, G. and Prahalad, C.K. “Do You Really Have a Global Strategy?,” Harvard Business Review 1985.18. Hite, R.E and Fraser, G., “International Advertising Strategies of Multinational Corporations,” Journal of Advertising Research, August/September,1988.19. Jain, S.C., “Standardization of International marketing Strategy:Some Research Hypotheses, “Journal of Marketing, 1989,Jan20. Jarillo, J.C. and Martinez, J. I., “Different Role for Subsidiaries: The Case of Multiuational Corporations in Spain, “Strategic Management Journal, 1990,pp.501-512.21. Kassarjian, H.H., “Contenet Analysis in Consumer Research,” Journal of Consumer Research, 1977,June.22. Killough, James, “Improved Payoffs From Transnational Advertising,” Harvard Business Review, Juty/August, 1978.pp.102-110.23. Kirpalani, V.H. and Laroche M. and Darmon R. Y., “Role of Headquarter Control by Mutinationals in International Advertising Decision,”, International Journal of Advertising, 1988,pp.323-333.24. Kolter, Philip, “Global Standardization-Courting Danger,” The Journal of Customer Marketing, 1986,pp.13-15.25. Kolter, Philip, “Marketing Managent Analysis,Planning,Implemention, and Control,” (Seventh Edition), 1991,pp.597-615.26. Lawrence, P. & Lorsch .J. “Differetiation and Integration in Complex Organizations, “Administrative Science Quarterly,1967,pp.1-47.27. Levitt, Theodore, “The Globalization of Market, “Harvard Business Review, 1983, May/June,92-102.28. Miles, R.E. and Snow, C.C., “Organization Strategy,Structer and process,”, Mcgraw-Hill Book Company,1978.29. Miracle, G. “International Advertising Principles and Strategies,” MSU Business Topics, 1968,pp.29-36.30. Onkvisit,S.and Shaw, J.J, “Standardized International Advertising :A Review and Critical Evaluation of the Theoretical and Emirical Evidence,” Columbia journal of World business, 1987,Fall.31. Ozsomer, A. and Bodur, M. and Cavusgil, S.T., “Marketing Standardisation by multinational in an Emerging Market, “European Journal of Marketing, 1990,pp.50-64.32. Peebles, D.M. and Rayans, J.K. and Vernon, I.R., “Coordinating International Advertising, “Journal of Marketing, 1978,January,28-34.33. Perry, Michael, Dov Izraeli , and Arnon Perry, “Image Change As a Result of Advertising,” Journal of Advertising Research, 1976,vol.16.no.l,45-50.34. Picard, J. “Factors of Varience in Multinational Marketing Control in L.G.,” Matson and F.Widersheim-Paul (eds.)Recent Research on the International of Business. 1977.35. Porter, M., “Competition in Global Industries:A Conceptual Framework,” Competition in Global Industries, Porter, M., Ed. Boston, MA: Harvard University Press,1986.36. Prahald, C.K., “Strategic Choices in Diversified MNCs,”, Harvard Business Review, 1976,55,7-78.37. Quelch, J. A and Hoff,E.J, “Customizing Global Marketing?,” Harvard business Review, 1986,May-June.38. Rau ,P.A. and Prebie, J.F. ”Standardization of Marketing Strategy by Multinational, “International marketing Review ,1987,pp18-28.39. Rosenzweig ,P. M.and Singh, J.V. “Organizational Enviroments and The multinational Fnterpriese,” Academy of Mamagement Review,1991,No.2.40. Roostal, I. “Standardization of Advertising for Western Europe,” Journal of marketing Oct. 1963.41. Ryans, J.D. and Donnelly, J.H., “Standardized Global ad.:A Call as Yet Unanswered,” Journal of marketing, 1969,Aprial,pp.57-60.42. Ryans, J.K., Jr. and Ratz, D.G.”Advertising Standardization,” International Journal of Advertising, 1987,pp.45-158.43. Samiee, S. and Roth, K. “The Influence of Global marketing Standardization on Performance,” Journal of Marketing, 1992.pp.1-17.44. Sorenson, Ralph Z. and Wiechmann, U.E., “How Multinationals View Standardization,” Harvard Business Review, 1975,May/June,pp.38.45. Synodinos, N.E. and Keown, C.F. and Jacobs, L.W., “Transnational Advertising Practices:A Survey of Leading Brand Advertisers in Fifteen Countries,” Journal of Advertising Research, 1989, April/May,pp.43-49.46. Terpstra, V. and Sarathy, R., “International marketing”, (Fifth Edition), 1991,pp.449-485.47. Walker, O.C. and Ruekert, R.W. “Marketing’s Role in the Implementation of Business Strategies:A Critical Review and Conceptual Framework,” Journal Marketing,1987.pp.15-33.48. Walters, Peter G.P., “International Marketing Policy : A Dicussion of The Standardization Construct and Its Relevance for Corporate Policy,” Journal of International business Strategies, 1986,Summer,pp.55-69.49. Whitelock ,J. and Chung, D. “Cross-Cultural Advertising:An Empirical Study,” International Journal of Advertising, 1989,pp.291-310.50. Wind, Y. “The Myth of Globalization,” The Journal of Consumer Marketing, 1986, No2.Spring.51. Yu, C.J. and Yi, C. “Print Advertising Strategies of Korea multinational Firms,” Development in Pacific-Asian Business:Education and Research”,1990.pp.8-10.52. Yu, C.J. “International Advertising Strategies of Taiwaness Firms,” Interim report submitted to the National Science Council,R.O.C,1993.pp.8-10. zh_TW
