| dc.contributor.advisor | 陳建維 | zh_TW |
| dc.contributor.author (作者) | 胡嘉杰 | zh_TW |
| dc.creator (作者) | 胡嘉杰 | zh_TW |
| dc.date (日期) | 2003 | en_US |
| dc.date.accessioned | 18-九月-2009 14:08:24 (UTC+8) | - |
| dc.date.available | 18-九月-2009 14:08:24 (UTC+8) | - |
| dc.date.issued (上傳時間) | 18-九月-2009 14:08:24 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0091351023 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/35091 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 國際經營與貿易研究所 | zh_TW |
| dc.description (描述) | 91351023 | zh_TW |
| dc.description (描述) | 92 | zh_TW |
| dc.description.abstract (摘要) | 隨著企業全球化且技術逐漸進步下，台灣高科技廠商由專業代工慢慢轉變成自行製造且銷售，品牌對於廠商在進行新產品上市的影響將與日鉅增，其也將變成企業重要的資源之一。而台灣高科技廠商在品牌的打造上由於經驗不足，屢見失敗的例子。要順利的打造品牌，整合性行銷溝通策略將是不可或缺的工具，唯有依據產品及品牌的特性來制定整合性行銷溝通策略時，可使溝通策略發揮最大的效果，進而強化品牌並累積品牌權益。本研究旨在探討產品、品牌以及產業因素對於整合性行銷溝通策略之影響。在針對台灣的高科技廠商進行問卷調查後，其實證結果如下：1.品牌強度越強對於整合性行銷溝通過程有正面的影響，將使得溝通整合程度提高、訊息一致性且清晰度亦提高。2.溝通的訊息策略須依照品牌概念或產品定位來決定才能達到有效的溝通。如當品牌或產品為功能性概念或高科技定位時，當以屬性為主的訊息策略為佳。3.高科技廠商在進行行銷溝通時，由於所處的環境變動性較高，對於行銷溝通有著負面的影響，如會造成訊息一致性降低、清晰程度降低，因此需加強其在行銷溝通上之努力，如加強溝通之整合或者訊息一致性。 | zh_TW |
| dc.description.tableofcontents | 第一章 緒論 ………………………………………………………… 1 第一節 研究背景 …………………………………………………… 1 第二節 研究動機 …………………………………………………… 2 第三節 研究目的 …………………………………………………… 3 第四節 全文架構 …………………………………………………… 4 第五節 研究流程 …………………………………………………… 4第二章 文獻探討 …………………………………………………… 6 第一節 高科技產業之定義與特性 ………………………………… 6 第二節 新產品上市策略 ……………………………………………10 第三節 高科技品牌管理 ……………………………………………13 第四節 整合性行銷溝通策略 ………………………………………16 第五節 研究架構 ……………………………………………………22第三章 研究假說 ……………………………………………………24 第一節 品牌與產品特性 ……………………………………………24 第二節 高科技產業之因素 …………………………………………28 第三節 新產品上市之整合行銷溝通策略 …………………………29第四章 研究設計 ……………………………………………………34 第一節 郵寄問卷調查 ………………………………………………34 第二節 抽樣 …………………………………………………………34 第三節 問卷設計 ……………………………………………………35 第四節 變數衡量 ……………………………………………………36 第五節 資料蒐集 ……………………………………………………43 第六節 資料分析流程 ………………………………………………43第五章 資料分析與研究發現 ………………………………………45 第一節 基本資料分析 ………………………………………………45 第二節 信度與效度分析 ……………………………………………48 第三節 迴歸分析 ……………………………………………………54 第四節 研究發現 ……………………………………………………60第六章 結論與建議 …………………………………………………63 第一節 結論 …………………………………………………………63 第二節 管理意涵 ……………………………………………………65 第三節 研究貢獻 ……………………………………………………66 第四節 研究限制 ……………………………………………………67 第五節 研究建議 ……………………………………………………68參考文獻 中文部分 ………………………………………………………………69 英文部分 ………………………………………………………………70附錄：問卷 ……………………………………………………………77圖目錄圖1-1 研究流程 …………………………………………………………… 5圖2-1 新產品分類 …………………………………………………………11圖2-2 品牌定義 ……………………………………………………………14圖2-3 整合行銷傳播之發展模式 …………………………………………20圖2-4 本研究之觀念架構 …………………………………………………23圖4-1 資料分析流程 ………………………………………………………44圖5-1 訊息策略之操作模型 ………………………………………………54圖5-2 溝通執行之操作模型 ………………………………………………57圖5-3 溝通可見度之操作模型 ……………………………………………59表目錄表2-1 高科技產業之量化定義 ………………………………………… 7表2-2 高科技產業概念性定義 ………………………………………… 8表2-3 高科技產業特性 ………………………………………………… 9表2-4 整合性行銷溝通之定義 …………………………………………18表5-1 新產品類別統計表 ………………………………………………45表5-2 新產品種類表 ……………………………………………………46表5-3 新產品上市經驗表 ………………………………………………47表5-4 產業別統計表 ……………………………………………………47表5-5 品牌特性問項之效度檢定表 ……………………………………49表5-6 產業特性問項之效度檢定表 ……………………………………50表5-7 行銷溝通問項之效度檢定表 ……………………………………51表5-8 研究構念之信度分析表 …………………………………………53表5-9 訊息策略之迴歸分析結果表 ……………………………………54表5-10 訊息策略之驗證分析結果表 ……………………………………56表5-11 溝通整合程度之迴歸分析結果表 ………………………………57表5-12 訊息一致性與清晰度之迴歸分析結果表 ………………………58表5-13 中介變數驗證表 …………………………………………………59表5-14 溝通可見度之迴歸分析結果表 …………………………………60表6-1 假說檢定結果表 …………………………………………………64 | zh_TW |
| dc.format.extent | 76746 bytes | - |
| dc.format.extent | 101283 bytes | - |
| dc.format.extent | 102181 bytes | - |
| dc.format.extent | 95767 bytes | - |
| dc.format.extent | 138735 bytes | - |
| dc.format.extent | 234768 bytes | - |
| dc.format.extent | 163027 bytes | - |
| dc.format.extent | 207399 bytes | - |
| dc.format.extent | 265852 bytes | - |
| dc.format.extent | 140575 bytes | - |
| dc.format.extent | 108572 bytes | - |
| dc.format.extent | 156020 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0091351023 | en_US |
| dc.subject (關鍵詞) | 高科技產業 | zh_TW |
| dc.subject (關鍵詞) | 品牌概念 | zh_TW |
| dc.subject (關鍵詞) | 品牌強度 | zh_TW |
| dc.subject (關鍵詞) | 產品定位 | zh_TW |
| dc.subject (關鍵詞) | 整合性行銷溝通 | zh_TW |
| dc.title (題名) | 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 | zh_TW |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 中文部分 | zh_TW |
| dc.relation.reference (參考文獻) | • 毛治國(1985)，高科技企業及其戰略面與管理面之特性。現代管理月刊，64~66。 | zh_TW |
| dc.relation.reference (參考文獻) | • 林奐文(2001)，國際新產品上市－情境因素與行銷溝通行為之研究，政治大學國貿所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | • 林秋霞(2003)，技術機會主義與公司績效之關係，政治大學國貿所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | • 林家慧(2003)，溝通策略對關係品質影響之研究，政治大學國貿所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | • 林慕軒(2001)，國際新產品上市之行銷溝通行為與績效之研究，政治大學國貿所碩士論文。 | zh_TW |
| dc.relation.reference (參考文獻) | • 經濟部工業局(1991)，中華民國工業簡介─十大新興產業。台北市：經濟部工業局。 | zh_TW |
| dc.relation.reference (參考文獻) | • 經濟部技術處(1996)，1996產業技術白皮書。台北市：經濟部技術處。 | zh_TW |
| dc.relation.reference (參考文獻) | • 薛琦、張祥憲(1992)，我國高科技產業與經濟發展。自由中國之工業，89卷，13~34。 | zh_TW |
| dc.relation.reference (參考文獻) | 英文部分 | zh_TW |
| dc.relation.reference (參考文獻) | • Aaker, D.A. (1990), “Brand Extensions: the Good, the Bad and the Ugly,” Sloan Management Review, Vol. 47, pp. 47-56. | zh_TW |
| dc.relation.reference (參考文獻) | • ______ (1996), Building Strong Brands, N.Y.: The Free Press. | zh_TW |
| dc.relation.reference (參考文獻) | • ______ and K.L. Keller (1990), ”Consumer Evaluations of Brand Extensions,” Journal of Marketing, Vol. 54, pp. 27-41. | zh_TW |
| dc.relation.reference (參考文獻) | • Bhat, S. and S.K. Reddy (1998), “Symbolic and Functional Positioning of Brands,” Journal of Consumer Marketing, Vol. 15, pp.32. | zh_TW |
| dc.relation.reference (參考文獻) | • Bleicher, K., Bleicher, F. and H. Paul (1983), “Managerial Frameworks for Innovative Responses in High-Tech Organizations,” Business Horizons, Vol. 26, pp. 69-78. | zh_TW |
| dc.relation.reference (參考文獻) | • Booz, Allen and Hamilton (1982), New Product Management for the 1980’s, N.Y.: Booz, Allen and Hamilton Inc. | zh_TW |
| dc.relation.reference (參考文獻) | • Borestsky, M. (1982), ”The Threat to U.S High Technology Industries,” Economic and National Security Implication Draft International Administration, U.S: Department of Commerce. | zh_TW |
| dc.relation.reference (參考文獻) | • Bridges, S., Keller, K.L. and S. Sood (2000), “Communication Strategies for Brand Extensions: Enhancing Perceived Fit by Establishing Explanatory Links,” Journal of Advertising, Vol. 29, No. 4, pp. 1-11. | zh_TW |
| dc.relation.reference (參考文獻) | • Carnoy, M. (1985), “High Technology and International Labor Markets,” International Labor Review, Vol. 124, pp. 643-659. | zh_TW |
| dc.relation.reference (參考文獻) | • Chen, Chien-Wei (1999), “New Product Preannouncement: A Model of Situational Factor, Strategic Behavior, and Effectiveness,” Unpublished Doctoral Dissertation, University of Warwick, U.K. | zh_TW |
| dc.relation.reference (參考文獻) | • Crowley, E. and J. Zajas (1996), “Evidence Supporting the Importance of Brands in Marketing Computer Products,” Journal of Professional Services Marketing, Vol. 14, pp. 121-137. | zh_TW |
| dc.relation.reference (參考文獻) | • Dinopoulos, E., Oehmke, J.F. and Segerstrom (1993), “High-Tech: Industry Trade and Investment,” Journal of International Economics, pp. 49-71. | zh_TW |
| dc.relation.reference (參考文獻) | • Domzal, T.J. and L.S. Unger (1987), “Emerging Positioning Strategies In Global Marketing,” Journal of Consumer Marketing, Vol. 4, No. 4, pp. 23-40. | zh_TW |
| dc.relation.reference (參考文獻) | • Duncan, T. (1993), “To Fathom Integrated Marketing, Drive,” Advertising Age, Vol. 64, pp. 18. | zh_TW |
| dc.relation.reference (參考文獻) | • ______ and S.E. Moriarty (1994), “A Communication-Based Marketing Model for Managing Relationships,” Journal of Marketing, Vol. 62, pp. 1-13. | zh_TW |
| dc.relation.reference (參考文獻) | • ______ and C. Caywood (1996), “The Concept, Process & Evolution of Integrated Marketing Communication,” Integrated in Communications: Synergy of Persuative Voices, Mahwah N.J.: Lawrence Erlbaum Associates. | zh_TW |
| dc.relation.reference (參考文獻) | • Elizabeth, G. and L. Smith (1998), “Proximity and Complexity in the Emergence of High Technology Industry: The Oxbridge Comparison,” Geoforum, Vol. 29, pp. 433-450. | zh_TW |
| dc.relation.reference (參考文獻) | • Feldwick, P. (1996), ”Do We Really Need Brand Equity ?,” Journal of Brand Management, Vol. 4, pp. 9-28. | zh_TW |
| dc.relation.reference (參考文獻) | • Fill, C. (1995), Marketing Communications: Frameworks, Theories and Applications, Prentice Hall. | zh_TW |
| dc.relation.reference (參考文獻) | • Gerbing, D.W. and J.C. Anderson (1988), “An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment,” Journal of Marketing Research, Vol. 25, pp. 186-92. | zh_TW |
| dc.relation.reference (參考文獻) | • Griffin, A. (1997), “The Effect of Project and Process Characteristic on Product Development Cycle Time,” Journal of Marketing Research, Vol. 34, pp. 24-35. | zh_TW |
| dc.relation.reference (參考文獻) | • Grupp, H. (1996), ”Knowledge-Intensive and Resource-Concerned Growth in Germany,” Research Evaluation, Vol. 2. | zh_TW |
| dc.relation.reference (參考文獻) | • Guiltinan, J.P. (1999), “Launch Strategy, Launch Tactics and Demand Outcomes,” Journal of Product Innovation Management, Vol. l6, pp. 509-529. | zh_TW |
| dc.relation.reference (參考文獻) | • Heil, O.P. and T.S. Robertson (1991), “Toward A Theory of Competitive Market Signaling: A Research Agenda,“ Strategic Management Journal, Vol. 12,pp. 403-418. | zh_TW |
| dc.relation.reference (參考文獻) | • Hornik, J. (1982), “Impact of Pre-call Request Form and Gender Interaction on Response to a Mail Survey,” Journal of Marketing Research, Vol. 14, pp. 374-378. | zh_TW |
| dc.relation.reference (參考文獻) | • Hultink, E.J., Griffin, A., Hart, S. and H.S.J. Robben (1997), “Industrial New Product Launch Strategies and Product Development Performance,” Journal of Product Innovation Management, Vol. 14, pp. 243-257. | zh_TW |
| dc.relation.reference (參考文獻) | • Jaworski, B.J. and A.K. Kohli (1993), “Market Orientation: Antecedents and Consequences,” Journal of Marketing, Vol. 57, pp. 53-70. | zh_TW |
| dc.relation.reference (參考文獻) | • Jervis, R. (1970), The Logic of Images in International Relations, Princeton, N.J.: Princeton University Press. | zh_TW |
| dc.relation.reference (參考文獻) | • Jobber, D. and J. Saunders (1986), The Specification and Estimation of a Robust Mail Survey Response Model Proceedings of the 15th Annual Conference of the European Marketing Academy, pp. 865-880. | zh_TW |
| dc.relation.reference (參考文獻) | • Keller, K.K. (1993), “Conceptualizing, Measuring, and Managing Customer-Based Brand Equity,” Journal of Marketing, Vol. 57, pp.1-22. | zh_TW |
| dc.relation.reference (參考文獻) | • Kelly, T. (1986), The Location and Spatial Organization of High Technology Industry in Britain: Computer Electronics, Ph.D. dissertation, Dept. of Geography, University of Cambridge. | zh_TW |
| dc.relation.reference (參考文獻) | • Kolter, P. (1997), Marketing Management: Analysis, Planning, Implementation, and Control, N.J.: Prentice Hall. | zh_TW |
| dc.relation.reference (參考文獻) | • Lievens, F. and Scott Highhouse (2003), “The Relation of Instrumental and Symbolic Attributes to A Company’s Attractiveness As An Employer,” Personnel Psychology, Vol. 56, No.1, pp. 75-102. | zh_TW |
| dc.relation.reference (參考文獻) | • Mar, B.W., Newell, B.T. and B.O. Saxbergy (1985), Managing High Technology: An Interdisciplinary Perspect, N.Y.: Elsevier Science Publishing. | zh_TW |
| dc.relation.reference (參考文獻) | • Marketing Science Institute Research Topics 1988-1990 (1988), Cambridge, MA: Marketing Science Institute. | zh_TW |
| dc.relation.reference (參考文獻) | • McKenna, R. (1985), “The Regis Touch: Million-Dollar Advice from America’s Top Marketing Consultant,” MA: Addison-Wesley. | zh_TW |
| dc.relation.reference (參考文獻) | • Moriarty, R.T. and T.J. Kosnik (1989), “High-Tech Marketing: Concepts, Continuity, and Change,” MIT Sloan Management Review, Vol. 30, pp. 7-17. | zh_TW |
| dc.relation.reference (參考文獻) | • Park, C.W., Jaworski, B.J. and D.J. Maclnnis (1986), “Strategic Brand Concept-Image Management,” Journal of Marketing, Vol. 50, pp. 135-145. | zh_TW |
| dc.relation.reference (參考文獻) | • Patrison, L.S. and P. Wang (1996), “Integrated Marketing Communication: Examining Planning and Executional Considerations,” Integrated Communication: Synergy of Persuasive Voices, Mahwah N.J.: Lawrence Erlbaym Associates. | zh_TW |
| dc.relation.reference (參考文獻) | • Rabino, S. (1989), “High-Technology Firms and Factors Influencing Transfer of R&D Facilities,” Journal of Business Research, pp. 195-205. | zh_TW |
| dc.relation.reference (參考文獻) | • Ries, A. and R. Ries (1998), “Checking The Brandbook,” Brandweek, Vol. 39, pp. 46-51. | zh_TW |
| dc.relation.reference (參考文獻) | • Riggs, E.H. (1985), Managing High-Tech Companies, N.Y.: Van Nostrano Reinhold. | zh_TW |
| dc.relation.reference (參考文獻) | • Rochford, L. (1991), “Generating and Screening New Product Ideas,” Industrial Marketing Management, Vol. 20, No. 4, pp. 287-297. | zh_TW |
| dc.relation.reference (參考文獻) | • Sampson, P. (1970), “Can Consumer Create New Products?” Journal of the Market Research Society, Vol. 12, pp. 40-52. | zh_TW |
| dc.relation.reference (參考文獻) | • Schultz, D.E. (1993), “How to Overcome the Barriers to Integration,” Marketing News, Vol. 27, pp. 16. | zh_TW |
| dc.relation.reference (參考文獻) | • ______ (1997), “Check Out Your Level of Integration,” Marketing News, Vol. 31, pp. 10-11. | zh_TW |
| dc.relation.reference (參考文獻) | • ______ (1997), “IMC in the Hyper-Competitive Marketplace,” Marketing News, Vol. 31, pp. 37. | zh_TW |
| dc.relation.reference (參考文獻) | • Shanklin, W.L. and J.K. Ryans (1984), “Organizing for High-Tech Marketing,” Harvard Business Review, Nov-Dec, pp. 26. | zh_TW |
| dc.relation.reference (參考文獻) | • Shannon, C. and W. Weaver (1949),”The Mathematical Theory of Communication,” University of Illinois Press, Urbana, I.L. | zh_TW |
| dc.relation.reference (參考文獻) | • Shimp, T.A. (1997), Advertising Promotion and Supplemental Aspects of Integrated Marketing Communications, 4th(ed), Dryedn Press. | zh_TW |
| dc.relation.reference (參考文獻) | • Smith, D.C. and C.W. Park (1992), “The Effects of Brand Extensions on Market Share and Advertising Efficiency,” Journal of Marketing, Vol. 29, pp. 296-313. | zh_TW |
| dc.relation.reference (參考文獻) | • Smith, K.G.. and C.M. Grimm (1991), ”A Communication Information Model of Competitive Response Timing,” Journal of Management, Vol. 17,pp. 5-23. | zh_TW |
| dc.relation.reference (參考文獻) | • Souder, W.E. (1988), ”Managing Relation Between R&D and Marketing in New Product Development Projects,” Journal of Product Innovation Management, Vol. 5, pp. 6-14. | zh_TW |
| dc.relation.reference (參考文獻) | • Tauber, E.M. (1981), ”Brand Leverage: Strategy For Growth in a Cost-Control World,” Journal of Advertising Research, Vol. 28, pp. 26-30. | zh_TW |
| dc.relation.reference (參考文獻) | • Von Glinow, M.A. and S.A. Mohrman (1990), Managing in Complexity in High Technology Organization, N.Y.: Oxford University Press. | zh_TW |
