| dc.contributor.advisor | 洪順慶 | zh_TW |
| dc.contributor.advisor | Horng, Shun Ching | en_US |
| dc.contributor.author (作者) | 翁銘隆 | zh_TW |
| dc.contributor.author (作者) | Weng, Ming Lung | en_US |
| dc.creator (作者) | 翁銘隆 | zh_TW |
| dc.creator (作者) | Weng, Ming Lung | en_US |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 5-十月-2011 14:33:41 (UTC+8) | - |
| dc.date.available | 5-十月-2011 14:33:41 (UTC+8) | - |
| dc.date.issued (上傳時間) | 5-十月-2011 14:33:41 (UTC+8) | - |
| dc.identifier (其他 識別碼) | G0097932048 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/51223 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 經營管理碩士學程(EMBA) | zh_TW |
| dc.description (描述) | 97932048 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | 台灣整合行銷產業受限於市場規模小及與市場景氣連動性高的因素下，面臨利潤被壓縮的挑戰，提出創新服務勢必為未來發展的趨勢。另一方面，雖然政府大力投入資源於文化創意產業，民國一百年甚至被馬總統宣告為台灣設計年，但多數的創意品牌設計卻無法面臨市場機制的挑戰。本研究試圖探討能否導入整合行銷傳播模式於文化創意產業鏈，發揮以市場為導向的價值建置跨業資源整合平台，改變過往的產業開發商品模式。 本研究架構以「新視紀整合行銷集團」及其建置的「有藝氏創意商品整合平台」為例，綜合交易成本理論分析和透過與「有藝氏創意商品整合平台」實際運作成效，分析整合行銷傳播模式應用在文化創意產業的可行性與綜效。 研究結論發現，導入整合行銷傳播模式的「有藝氏創意商品整合平台」有效降低整體現在文化創意產業鏈開發商品過程中發生的交易成本，除提高創意商品化的可能性之外，亦加快商品從研發到上市的速度，而消費者則是整體產業鏈交易成本降低的最大受益者。 | zh_TW |
| dc.description.abstract (摘要) | The integrated marketing industry in Taiwan faces a low gross-profit challenge because the limited market share and its growth is highly relevant to the worldwide economy. Providing a creative service becomes a trend for the industry to respond those tough situations. Although the Taiwan government has been putting a lot of resources into the cultural and creative industry and President Ma Ying-Jeou announced that the year of Taiwan centenary (2011) is “Taiwan Design Year,” most of Taiwanese design companies could not cross through a marketing chasm successfully. Most creative products could not been accepted by mass consumers. Thus, this research seeks to explore the application of integrated marketing communications in cross-disciplinary and then analysis the feasibility of changing creative product developing processes with the integrated marketing communications model.This research uses the transaction cost theory and takes New Vision Integrated Marketing Communications Group and its subsidiary company, Unique Art Integrated Platform of Creative Products, as case study to evaluate the efficiency in creative product developing processes.This research concludes that “Unique Art Integrated Platform of Creative Products” which applied the integrated marketing communications model into the cultural and creative industry in Taiwan, indeed increased the possibility of developing creative products, decreased transaction costs in developing creative products, and shortened the whole developing process, from searching for a design to launching a product. Most importantly, consumers are beneficiaries, spend less money to buy creative products, because of this new business model. | en_US |
| dc.description.tableofcontents | 摘要..... IIABSTRACT....... III目錄..... IV表目錄... VI圖目錄... VII壹、緒論 .................1第一節 研究背景與動機.... 1第二節 研究問題與目的.... 3第三節 研究方法與架構.... 4貳、文獻探討..............6第一節 台灣整合行銷產業概況....... 6第二節 台灣文化創意產業概況....... 15第三節 交易成本理論.............. 21第四節 小結..................... 24參、導入整合行銷模式於跨業資源整合.. 25第一節 整合行銷服務鏈............ 25第二節 構建跨業資源整合平台....... 28第三節 跨業資源整合平台之品牌策略.. 32第四節 小結..................... 35肆、跨業資源整合平台建置－以有藝氏創意商品整合平台為例.36第一節 有藝氏創意商品整合平台介紹.................. 36第二節 有藝氏創意商品整合平台商品開發與整合模式..... 37第三節 有藝氏創意商品整合平台的優勢............... 41第四節 藉由跨業資源整合平台經營共同品牌之策略....... 44第五節 建置跨業資源整合平台的效益................. 47伍、有藝氏創意商品整合平台運作－以TRASH.KNOW商品開發與推廣為例 49第一節 TRASH. KNOW 商品特色介紹.......... 49第二節 TRASH. KNOW 商品開發程序.......... 52第三節 有藝氏創意商品整合平台扮演的角色.... 57第四節 有藝氏創意商品整合平台實際運作機制(程序)..... 59第五節 合作夥伴訪談...................... 62陸、結論與建議... 65第一節 結論..... 65第二節 研究限制與未來研究建議..... 67參考文獻........................ 68附錄一 2010台灣整合行銷公司概況 73附錄二 TRASH.KNOW 得獎記錄 75附錄三 TRASH.KNOW媒體報導 80附錄四 TRASH.KNOW通路一覽表 85 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0097932048 | en_US |
| dc.subject (關鍵詞) | 整合行銷 | zh_TW |
| dc.subject (關鍵詞) | 異業結盟 | zh_TW |
| dc.subject (關鍵詞) | 文化創意產業 | zh_TW |
| dc.subject (關鍵詞) | 交易成本 | zh_TW |
| dc.subject (關鍵詞) | integrated marketing and communications | en_US |
| dc.subject (關鍵詞) | cultural and creative industry, | en_US |
| dc.subject (關鍵詞) | cross-disciplinary integration | en_US |
| dc.subject (關鍵詞) | transaction cost | en_US |
| dc.title (題名) | 應用整合行銷模式於跨業資源整合平台之建置-以新視紀整合行銷集團為例 | zh_TW |
| dc.title (題名) | The application of integrated marketing communications in cross-disciplinary integrated platform–new vision integrated marketing communication co., ltd. as a case study | en_US |
| dc.type (資料類型) | thesis | en |
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