| dc.contributor.advisor | 陳建維 | zh_TW |
| dc.contributor.author (作者) | 任文嘉 | zh_TW |
| dc.creator (作者) | 任文嘉 | zh_TW |
| dc.date (日期) | 2008 | en_US |
| dc.date.accessioned | 11-九月-2009 16:12:50 (UTC+8) | - |
| dc.date.available | 11-九月-2009 16:12:50 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-九月-2009 16:12:50 (UTC+8) | - |
| dc.identifier (其他 識別碼) | 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 |
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