| dc.contributor.advisor | 陳建維 | zh_TW |
| dc.contributor.author (Authors) | 任文嘉 | zh_TW |
| dc.creator (作者) | 任文嘉 | zh_TW |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 11-Sep-2009 16:12:50 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 16:12:50 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 16:12:50 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0095452003 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29739 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣告研究所 | zh_TW |
| dc.description (描述) | 95452003 | zh_TW |
| dc.description (描述) | 97 | zh_TW |
| dc.description.abstract (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。 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。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論.....................................................................................................1 第一節 研究背景.....................................................................................1 第二節 研究目的.....................................................................................4 第二章 文獻探討.............................................................................................5 第一節 高科技產業.................................................................................5 第二節 品牌策略...................................................................................17 第三節 整合行銷傳播...........................................................................23 第三章 研究方法...........................................................................................59 第一節 理論架構...................................................................................59 第二節 研究方法...................................................................................66 第四章 個案分析...........................................................................................70 第一節 個案A.......................................................................................70 第二節 個案B.......................................................................................77 第三節 個案C.......................................................................................83 第四節 個案D.......................................................................................89 第五節 個案E.......................................................................................95 第六節 個案比較.................................................................................101 第五章 研究命題.........................................................................................107 第六章 結論與建議.....................................................................................116 第一節 研究結論.................................................................................116 第二節 未來研究建議.........................................................................118 第三節 研究限制.................................................................................119 參考文獻.........................................................................................................120 附錄 訪談大綱.............................................................................................125 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0095452003 | en_US |
| dc.subject (關鍵詞) | 高科技產業 | zh_TW |
| dc.subject (關鍵詞) | 品牌策略 | zh_TW |
| dc.subject (關鍵詞) | 整合行銷傳播 | zh_TW |
| dc.subject (關鍵詞) | 品牌接觸點 | zh_TW |
| dc.title (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 | zh_TW |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 中文部份 | zh_TW |
| dc.relation.reference (參考文獻) | 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。 | zh_TW |
| dc.relation.reference (參考文獻) | 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。 | zh_TW |
| dc.relation.reference (參考文獻) | 呂鴻德（1993）。〈高科技產業經營策略〉，《生產力情報雜誌》，頁15。 | zh_TW |
| dc.relation.reference (參考文獻) | 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. Thousand Oaks, Calif.: Sage.） | zh_TW |
| dc.relation.reference (參考文獻) | 洪儷容（2006）。〈台灣廣告業的未來出路〉，《動腦雜誌》，第359期。 | zh_TW |
| dc.relation.reference (參考文獻) | 胡嘉杰（2004）。《台灣高科技產業新產品上市之整合性行銷溝通－產品、品牌及產業影響因素之探討》。政治大學國際經營與貿易研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 祝鳳岡（1996）。〈整合行銷傳播之應用：觀念與問題〉，《傳播研究簡訊》，第6期，頁6-8。 | zh_TW |
| dc.relation.reference (參考文獻) | 張重昭（1989），〈高科技產品特質、行銷問題與行銷決策〉，《台北市銀月刊》，20卷12期，頁38-56。 | zh_TW |
| dc.relation.reference (參考文獻) | 張郁敏（2004）。〈整合行銷傳播 vs. 品牌權益：One Voice 策略的應用〉，第一屆輔仁大學廣告傳播研討會。 | zh_TW |
| dc.relation.reference (參考文獻) | 黃俊英（1986）。〈高科技產品的行銷〉，《現代管理月刊》，108卷，頁18-20。 | zh_TW |
| dc.relation.reference (參考文獻) | 黃宏銘（2004）。《整合行銷傳播在唱片產業之應用研究-以兩唱片公司為例》。政治大學廣告研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 蔡美瑛、陳蕙芬（1998），〈整合行銷傳播在高科技產業行銷上之應用：以Computex Taipei ‘96 英代爾（Intel）公司參展個案為例〉，《民意研究季刊》，204期，頁46-62。 | zh_TW |
| dc.relation.reference (參考文獻) | 蕭峯雄譯（1984）。〈高度技術密集產業之定義〉，《工業簡訊》，14卷3期，頁9-11。 | zh_TW |
| dc.relation.reference (參考文獻) | 鄭秀倫（2000）。《品牌傘的企業背書效果》。政治大學企業管理研究所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | 劉美琪（2004）。《行銷傳播概論》。台北：雙葉書廊。 | zh_TW |
| dc.relation.reference (參考文獻) | 英文部分 | zh_TW |
| dc.relation.reference (參考文獻) | Aaker, David A. (1996), Building Strong Brands, New York: Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | Aaker, David A. and Erich Joachimsthaler (2000), Brand Leadership, New York: Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | Aaker, David A. and Erich Joachimsthaler (2000), “The Brand Relationship Spectrum : The Key to the Brand Architecture Challenge,” California Management Review, 42 (4), 8-23. | zh_TW |
| dc.relation.reference (參考文獻) | Belch, George E. and Michael A. Belch (2007), Advertising and Promotion:An integrated marketing communications perspective, New York:McGraw- Hill. | zh_TW |
| dc.relation.reference (參考文獻) | Bhat, Subodh, Gail E. Kelly, and Kathleen A. O’Donnell (1998), “An investigation of consumer reactions to the use of different brand name,” Journal of Product and Brand Management, 7 (1), 41-50. | zh_TW |
| dc.relation.reference (參考文獻) | Chattopadhyay, Amitava and Jean-Louis Laborie (2005), “Managing brand Experience: The Market Contact Audit ” Journal of Advertising Research, 45 (1), 9-16. | zh_TW |
| dc.relation.reference (參考文獻) | Duncan, Tom and Clarke Caywood (1996), The Concept, Process, and Evolution of Integrated Marketing Communication. In Thorson, E. and Moore, J.(Eds.）, Integrated Communication:Synergy of Persuasive Voice, 13-34, Mahwah, N.J.:Lawrence Erlbaum Associates. | zh_TW |
| dc.relation.reference (參考文獻) | Duncan, Tom and Moriarty Sandra (1997), Driving brand value:Using integrated marketing to manage profitable stakeholder relationships, New York:McGraw- Hill. | zh_TW |
| dc.relation.reference (參考文獻) | Duncan, Tom (2002), IMC: Using Advertising and Promotion to Build Brands, New York:McGraw- Hill. | zh_TW |
| dc.relation.reference (參考文獻) | Duncan, Tom (2005), Principles of Advertising and IMC, New York:McGraw- Hill. | zh_TW |
| dc.relation.reference (參考文獻) | Duncan, Tom (2005), “IMC In Industry: More Talk Than Walk,” In Laczniak, Russell N., Don Schultz, Charles Patti, “From The Editor,” Journal of Advertising Research, 45 (3), 314-327. | zh_TW |
| dc.relation.reference (參考文獻) | Haytko, Diana L.(1996),Integrated Marketing Communication in a Public | zh_TW |
| dc.relation.reference (參考文獻) | Service Context:The Indiana Middle Grades Reading Program. In Thorson, E. and Moore, J.（Eds.）, Integrated Communication: Synergy of Persuasive Voice, 233-242, Mahwah, N.J.:Lawrence Erlbaum Associates. | zh_TW |
| dc.relation.reference (參考文獻) | Jenkinson, Angus (2007), “Evolutionary implications for touchpoint planning as a result of neuroscience: A practical fusion of database marketing and advertising,” Database Marketing & Customer Strategy Management, 14 (3), 164-185. | zh_TW |
| dc.relation.reference (參考文獻) | Keller, Kevin. L. (2008), Strategic Brand Management: Building, Measuring, and Managing Brand Equity, N.J.: Pearson Prentice Hall. | zh_TW |
| dc.relation.reference (參考文獻) | Laforet, Sylvie and John Saunders (1994), “Managing brand portfolios: The leaders do it,” Journal of Advertising Research, 34 (September / October), 64-76. | zh_TW |
| dc.relation.reference (參考文獻) | Laforet, Sylvie and John Saunders (2005), “Managing brand portfolios: How strategies have changed,” Journal of Advertising Research, 45 (3), 314-327. | zh_TW |
| dc.relation.reference (參考文獻) | Laforet, Sylvie and John Saunders (2007), “How brand portfolios have changed: A study of grocery suppliers brands from 1994 to 2004,” Journal of Marketing Management, 23 (1/2), 39-58. | zh_TW |
| dc.relation.reference (參考文獻) | Low, George S. (2000), “Correlates of Integrated Marketing Communications” Journal of Advertising Research, 40 (3), 27-39. | zh_TW |
| dc.relation.reference (參考文獻) | Madhavaram, Sreedhar, Vishag Badrinarayanan, and Robert E. McDonald (2005), “Integrated Marketing Communication (IMC) and Brand Identity as Critical Components of Brand Equity Strategy,” Journal of Advertising, 34(4),69-80. | zh_TW |
| dc.relation.reference (參考文獻) | Miller, Danny and Friesen, Peter H. (1983), “Strategy-Making and Environment: The Third Link,” Strategic Management Journal, 4(3), 221-236. | zh_TW |
| dc.relation.reference (參考文獻) | Mohr Jakki, Sanjit Sengupta, and Stanley Slater (2005), Marketing of High-technology Products and Innovations,Upper Saddle River, NJ: Pearson Prentice Hall. | zh_TW |
| dc.relation.reference (參考文獻) | Moriarty, R.T. and T.J. Kosnik (1989), “High-Tech Marketing: Concepts, Continuity, and Change,” Sloan Management Review, 30(4), 7-17. | zh_TW |
| dc.relation.reference (參考文獻) | Moriarty, Sandra E. (1994), “PR and IMC:The benefits of integration,” Public Relations Quarterly, 39(3), 38-44. | zh_TW |
| dc.relation.reference (參考文獻) | Olins, Wally (1989), Corporate Identity: Making Business Strategy Visible Through Design, London: Thames & Hudson. | zh_TW |
| dc.relation.reference (參考文獻) | Osler, Rob (2007),“The type-role-purpose taxonomy,” Journal of Brand Management, 14 (6), 430-441. | zh_TW |
| dc.relation.reference (參考文獻) | Petrison, L. and Wang, P. (1996). Integrated Marketing Communication: | zh_TW |
| dc.relation.reference (參考文獻) | Examining Planning and Executive Considerations. In Thorson, E. and Moore, J.（Eds.）, Integrated Communication: Synergy of Persuasive Voice, 153-166, Mahwah, N.J. :Lawrence Erlbaum Associates. | zh_TW |
| dc.relation.reference (參考文獻) | Pitta, Dennis A. and Lea Prevel Katsanis (1995), “Understanding brand equity for successful brand extension,” Journal of Consumer Marketing, 12 (4), 51-64. | zh_TW |
| dc.relation.reference (參考文獻) | Reid, Mike (2003). “IMC-performance relationship: Further insight and evidence from the Australian marketplace,” International Journal of Advertising, 22 (2), 227-248. | zh_TW |
| dc.relation.reference (參考文獻) | Reid, Mike, Sandra Luxton, and Felix Mavondo (2005), “The Relationship Between Integrated Marketing Communication, Market Orientation, and Brand Orientation,” Journal of Advertising, 34(4), 11-23. | zh_TW |
| dc.relation.reference (參考文獻) | Sawhney, Mohanbir (2005), Branding in Technology Markets. In Tybout, Alice E. and Tim Calkins (Eds.), Kellogg on Branding, 201-225, Hoboken, N.J.:Wiley. | zh_TW |
| dc.relation.reference (參考文獻) | Schultz, Don E., Tannenbaum S. I., and Lauterborn R. F. (1993), Integrated | zh_TW |
| dc.relation.reference (參考文獻) | Marketing Communications, Lincolnwood, Ill：NTC Business Books. | zh_TW |
| dc.relation.reference (參考文獻) | Schultz, Don E. (1997). “Integrated marketing communications in U.S. Advertising Agency:An exploratory study,” Journal of Advertising Research, 37(5), 7-18. | zh_TW |
| dc.relation.reference (參考文獻) | Schultz, Don E. (2004). “IMC receives more appropriate definition,” Marketing News, 38(15), 8. | zh_TW |
| dc.relation.reference (參考文獻) | Shimp, Terence A. (2000), Advertising, promotion, supplemental aspects of | zh_TW |
| dc.relation.reference (參考文獻) | integrated marketing communications（5th ed）, Fort Worth,Tex.:Dryden Press. | zh_TW |
