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題名 消費品類型、創新類型與新產品行銷策略關係研究
作者 林靈宏
貢獻者 劉水深<br>洪順慶
林靈宏
日期 1993
上傳時間 10-May-2016 18:52:06 (UTC+8)
摘要 論文摘要
參考文獻 參考文獻
一、中文部份
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6. 尹啟銘著，產品創新自由度、企業策略與技術政策之關係一台灣資訊電子業實証研究，政大企研所未出版博士論文，民國七十八年元月。
7. 司徒達賢、李仁芳、吳思華合著，企業概論，（台北:教育部空中教學委員會）民國74 年，528 頁。
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描述 博士
國立政治大學
企業管理學系
資料來源 http://thesis.lib.nccu.edu.tw/record/#G91NCCW0192012
資料類型 thesis
dc.contributor.advisor 劉水深<br>洪順慶zh_TW
dc.contributor.author (Authors) 林靈宏zh_TW
dc.creator (作者) 林靈宏zh_TW
dc.date (日期) 1993en_US
dc.date.accessioned 10-May-2016 18:52:06 (UTC+8)-
dc.date.available 10-May-2016 18:52:06 (UTC+8)-
dc.date.issued (上傳時間) 10-May-2016 18:52:06 (UTC+8)-
dc.identifier (Other Identifiers) G91NCCW0192012en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/96254-
dc.description (描述) 博士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.abstract (摘要) 論文摘要zh_TW
dc.description.tableofcontents 目錄．．．．．．．．．．Ⅰ
圖目錄．．．．．．．．．．Ⅱ
表目錄．．．．．．．．．．Ⅲ
第一章緒論
第一節研究動機．．．．．．．．．．1
第二節研究目的．．．．．．．．．．7
第三節研究範圍．．．．．．．．．．8
第一章註解．．．．．．．．．．9
第二章文獻探討
第一節消費品類型與符號社會．．．．．．．．．．11
第二節產品創新策略．．．．．．．．．．28
第三節行銷策略．．．．．．．．．．45
第四節產品創新類型．．．．．．．．．．54
第五節本研究理論的推論過程．．．．．．．．．．59
第二章註解．．．．．．．．．．62
第三章研究架構與研究設計
第一節研究架構及研究假設．．．．．．．．．．65
第二節問卷設計與變數衡量方法．．．．．．．．．．79
第三節樣本選擇．．．．．．．．．．89
第四節資料分析方法．．．．．．．．．．91
第五節研究限制．．．．．．．．．．92
第三章註解．．．．．．．．．．93
第四章消費品類型
第一節消費者問卷回收情況．．．．．．．．．．95
第二節消費者購買產品時的考慮因素．．．．．．．．．．96
第三節依理性及感性因素將產品分類．．．．．．．．．．100
第四節消費品類型與產品特性．．．．．．．．．．104
第五節典型產品的選擇．．．．．．．．．．109
第五章廠商問卷分析
第一節樣本回收．．．．．．．．．．110
第二節消費品類型與創新類型．．．．．．．．．．112
第三節消費品類型與行銷策略．．．．．．．．．．125
第四節創新類型與新產品行銷策略．．．．．．．．．．133
第五章註解．．．．．．．．．．137
第六章結論與建議
第一節研究結論．．．．．．．．．．138
第二節本研究之貢獻．．．．．．．．．．141
第三節對後續研究的建議．．．．．．．．．．145
參考文獻．．．．．．．．．．147
附錄一消費品消費行為問卷．．．．．．．．．．161
附錄二產品創新類型與行銷策略問卷．．．．．．．．．．165
附錄三個案研究
個案一Y公司的S新車．．．．．．．．．．170
個案二A公司的個人電腦．．．．．．．．．．173
個案三C公司的U牌休閒服．．．．．．．．．．176
個案四M公司「全效」洗衣精．．．．．．．．．．179		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G91NCCW0192012en_US
dc.title (題名) 消費品類型、創新類型與新產品行銷策略關係研究zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 參考文獻
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