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題名 台灣高科技產業產品上市行銷溝通訊息策略與績效之研究
作者 邱婉瑜
貢獻者 陳建維
邱婉瑜
關鍵詞 資訊性訊息
轉換性訊息
推敲性訊息
關係性訊息
日期 2003
上傳時間 18-Sep-2009 14:08:32 (UTC+8)
摘要 由於不同產業具有不同特性，導致各產業的行銷溝通方式與所釋放的訊息屬性有所差異，鑑於以往的研究鮮少著墨高科技產業的行銷溝通作法，本研究針對高科技產業，探討新產品上市時，行銷溝通活動訊息策略之效果。

本研究將高科技產業新產品上市之行銷溝通訊息策略分為以下幾種：第一種是依照訊息本質而將訊息而分為「資訊性（Informational）」與「轉換性（Transformational）」訊息；第二種是依照公司延伸品牌時所採取的策略而將訊息分為「推敲性（Elaborational）」與「關係性（Relational）」訊息。並根據國內高科技廠商所回覆之問卷分析的結果，找出較適合高科技產業所採用的行銷溝通訊息策略，另外，在訊息策略影響溝通與銷售績效的過程中亦會受到訊息操弄的影響，分為訊息一致性、訊息清晰程度以及行銷溝通整合程度的調節影響。因此本研究同時探究高科技產業最佳之訊息策略，以及在訊息特性的操弄下，訊息如何影響新產品上市之溝通與銷售績效。實證結果如下：


1.高科技廠商使用資訊性訊息比使用轉換性訊息有較高的溝通與銷售績效。
2.高科技廠商使用關係性訊息比使用推敲性訊息有較高的溝通與銷售績效。
3.訊息清晰度顯著增強資訊性訊息與關係性訊息對溝通及銷售績效的影響。
4.訊息一致性顯著增強資訊性訊息及關係性訊息對銷售績效的影響，但對溝通績效之調節影響並不顯著。
5.行銷溝通整合程度顯著增強資訊性與關係性訊息對溝通與銷售績效的影響。
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描述 碩士
國立政治大學
國際經營與貿易研究所
91351024
92
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0091351024
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 邱婉瑜zh_TW
dc.creator (作者) 邱婉瑜zh_TW
dc.date (日期) 2003en_US
dc.date.accessioned 18-Sep-2009 14:08:32 (UTC+8)-
dc.date.available 18-Sep-2009 14:08:32 (UTC+8)-
dc.date.issued (上傳時間) 18-Sep-2009 14:08:32 (UTC+8)-
dc.identifier (Other Identifiers) G0091351024en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35092-
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) 91351024zh_TW
dc.description (描述) 92zh_TW
dc.description.abstract (摘要) 由於不同產業具有不同特性，導致各產業的行銷溝通方式與所釋放的訊息屬性有所差異，鑑於以往的研究鮮少著墨高科技產業的行銷溝通作法，本研究針對高科技產業，探討新產品上市時，行銷溝通活動訊息策略之效果。

本研究將高科技產業新產品上市之行銷溝通訊息策略分為以下幾種：第一種是依照訊息本質而將訊息而分為「資訊性（Informational）」與「轉換性（Transformational）」訊息；第二種是依照公司延伸品牌時所採取的策略而將訊息分為「推敲性（Elaborational）」與「關係性（Relational）」訊息。並根據國內高科技廠商所回覆之問卷分析的結果，找出較適合高科技產業所採用的行銷溝通訊息策略，另外，在訊息策略影響溝通與銷售績效的過程中亦會受到訊息操弄的影響，分為訊息一致性、訊息清晰程度以及行銷溝通整合程度的調節影響。因此本研究同時探究高科技產業最佳之訊息策略，以及在訊息特性的操弄下，訊息如何影響新產品上市之溝通與銷售績效。實證結果如下：


1.高科技廠商使用資訊性訊息比使用轉換性訊息有較高的溝通與銷售績效。
2.高科技廠商使用關係性訊息比使用推敲性訊息有較高的溝通與銷售績效。
3.訊息清晰度顯著增強資訊性訊息與關係性訊息對溝通及銷售績效的影響。
4.訊息一致性顯著增強資訊性訊息及關係性訊息對銷售績效的影響，但對溝通績效之調節影響並不顯著。
5.行銷溝通整合程度顯著增強資訊性與關係性訊息對溝通與銷售績效的影響。		zh_TW
dc.description.tableofcontents 第一章 緒論………………………………………………………………01
第一節 研究動機…………………………………………………………01
第二節 研究目的…………………………………………………………04
第三節 研究流程…………………………………………………………05
第二章 文獻探討…………………………………………………………07
第一節 高科技產業定義與特性…………………………………………07
第二節 新產品上市策略與活動…………………………………………12
第三節 整合性行銷溝通…………………………………………………17
第四節 行銷溝通訊息策略………………………………………………20
第五節 行銷溝通及其績效………………………………………………26
第三章 研究假設…………………………………………………………28
第一節 研究架構…………………………………………………………28
第二節 新產品上市訊息策略與績效……………………………………32
第三節 行銷溝通執行之調節效果………………………………………36
第四章 研究方法…………………………………………………………38
第一節 研究方法…………………………………………………………38
第二節 抽樣………………………………………………………………38
第三節 問卷設計…………………………………………………………38
第四節 變數定義與衡量…………………………………………………39
第五節 資料蒐集…………………………………………………………46
第五章 研究結果…………………………………………………………47
第一節 資料分析方法……………………………………………………47
第二節 實證結果…………………………………………………………48
第三節 假設驗證與研究發現……………………………………………75
第六章 結論與建議………………………………………………………82
第一節 研究結論…………………………………………………………82
第二節 學術貢獻…………………………………………………………84
第三節 管理意涵…………………………………………………………85
第四節 研究限制…………………………………………………………86
第五節 後續研究建議……………………………………………………88
參考文獻……………………………………………………………………89
附錄：問卷…………………………………………………………………99		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/#G0091351024en_US
dc.subject (關鍵詞) 資訊性訊息zh_TW
dc.subject (關鍵詞) 轉換性訊息zh_TW
dc.subject (關鍵詞) 推敲性訊息zh_TW
dc.subject (關鍵詞) 關係性訊息zh_TW
dc.title (題名) 台灣高科技產業產品上市行銷溝通訊息策略與績效之研究zh_TW
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文文獻zh_TW
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