| dc.contributor.advisor | 郭更生 | zh_TW |
| dc.contributor.author (作者) | 鄭茹憶 | zh_TW |
| dc.creator (作者) | 鄭茹憶 | zh_TW |
| dc.date (日期) | 2005 | en_US |
| dc.date.accessioned | 18-九月-2009 13:43:22 (UTC+8) | - |
| dc.date.available | 18-九月-2009 13:43:22 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-九月-2009 13:43:22 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0933550281 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35070 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所 | zh_TW |
| dc.description (描述) | 93355028 | zh_TW |
| dc.description (描述) | 94 | zh_TW |
| dc.description.abstract (摘要) | 行動行銷將為行銷的未來(Rick, 2005)，透過無線科技的應用，消費者可以以隨時隨地接收到廣告主所發送的行銷活動訊息，並產生即時的互動，研究也顯示此科技應用的有效性，雖這群使用者目前正在增加，但仍為少數，在台灣更是如此。本研究主要目的從創新擴散觀點探討台灣行動行銷為何擴散如此緩慢，此解釋性個案研究將對同件事件提出對立的解釋，並指出如何應用此解釋到其他的創新擴散過程中；以組織層級為主，針對行銷部門，本研究將以多重及嵌入式個案研究，藉由主要影響科技採用與擴散的四因素，包括高階主管的支持、採用單位的專業程度、外界資訊的來源與外部環境所致的壓力，加上與該組織內部與外部環境(包括組織給予的資源與預算、科技廠商給予的專業知識支援、科技廠商對科技環境的教育與訓練，及組織的外部環境對組織策略的影響)來瞭解行動行銷在台灣綜合廣告代理產業的型態。 | zh_TW |
| dc.description.abstract (摘要) | Mobile marketing would be the future of marketing. (Rick, 2005). Consumers can receive messages of marketing campaigns from advertisers anywhere and anytime, and make interactions instantly. Studies also show the effectiveness of this new marketing mix tool. The adopters have continually emerged, though there are still few, Taiwan, in particular. The aim of this study is to explain why mobile marketing in Taiwan diffuse slowly from the perspective of innovation diffusion. The research is an explanatory case study, which would pose competing explanations for the same set of events and to indicate how such explanations may apply to other innovation diffusion processes. Conducted at entire organization level, marketing department in particular, an embedded, multiple case study would be used to describe the pattern of mobile marketing diffusion in Taiwan advertising agencies by utilizing four important facilitating factors(including Top management support, Professionalism of adopting unit, External information sources, and External pressure), and a diffusion circuit(including Resources and budget, Expertise from the professional unit, Education and training to the host environment, and Strategic impact to the host organization). | en_US |
| dc.description.tableofcontents | CHAPTER 1 INTRODUCTION 11.1 Motivation 11.2 Research objectives 21.3 Research questions 21.4 The research process 21.5 Organization 3CHAPTER 2 LITERATURE REVIEWS 42.1 Innovation 52.2 Mobile Marketing 122.3 Taiwan Advertising Industry 19CHAPTER 3 RESEARCH DESIGN AND METHOD 223.1 Research boundary 223.2 Research method 223.3 Research Model 24CHAPTER 4 CASE AND FINDINGS 264.1 Case background 264.2 Case findings 274.3 Propositions 31CHAPTER 5 DISCUSSION AND IMPLICATIONS 335.1 Discussion 335.2 Implications 36CHAPTER 6 CONCLUSIONS AND LIMITATIONS 376.1 Conclusions 376.2 Limitations 376.3 Suggestions for Future Studies 38REFERANCES 39APPENDICES 42Appendix 1 ─ Guide questions used during the interview 42Appendix 2 ─ Interview transcript 43 | zh_TW |
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| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0933550281 | en_US |
| dc.subject (關鍵詞) | 行動行銷 | zh_TW |
| dc.subject (關鍵詞) | 創新擴散 | zh_TW |
| dc.subject (關鍵詞) | 採用 | zh_TW |
| dc.subject (關鍵詞) | 多重個案研究 | zh_TW |
| dc.subject (關鍵詞) | mobile marketing | en_US |
| dc.subject (關鍵詞) | innovation diffusion | en_US |
| dc.subject (關鍵詞) | adoption | en_US |
| dc.subject (關鍵詞) | multiple case study | en_US |
| dc.title (題名) | 從創新擴散觀點探討行動行銷─台灣綜合廣告代理商多重個案 | zh_TW |
| dc.title (題名) | Research on Mobile Marketing from the Perspective of Innovation Diffusion: Multiple cases of Taiwan Advertising Agencies | en_US |
| dc.type (資料類型) | thesis | en |
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