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題名 直效行銷體系建立及發展之研究
作者 張俊銘
貢獻者 周文賢
張俊銘
關鍵詞 直效行銷
直接行銷
日期 2001
上傳時間 18-Apr-2016 16:22:46 (UTC+8)
摘要 隨著經濟發展進步，國民生活水準提高，消費型態由重視機能、價格轉變成為重視感性、流行以及個性化，消費者的購買行為也變成少量、多樣，多次購買的現象；加上企業經營環境面臨外資加入挑戰人事、土地成本提高等多項壓力。對於這些變化，相對的行銷通路也需要做調整適應。
參考文獻 中文部份
1. 行政院主計處 (2001)，2001年第一季公報。
2. 余朝權 (1991)，現代行銷管理, 1st ed.，台北：五南，pp.728-734。
3. 李惠芳 (1993)，廣告雜誌，1993年1月，p.67。
4. 周文賢 (1999)，行銷管理：市場分析與策略規劃，台北：智勝。
5. 周文賢與吳金潮 (1996)，碩士論文撰寫方法，台北：華泰。
6. 林宏偉 (1984)，「出版業配銷通路之研究」，台北：中國文化大學企業管理研究所未出版碩士論文。
7. 林雄川 (1993)，「工業產品通路策略與通路選擇之研究—以塑膠產業為例」，台北：國立中興大學企業管理研究所未出版碩士論文。
8. 林隆儀 (1990)，「多重批發通路策略—台灣清涼飲料業之研究」，台北：國立中興大學企業管理研究所未出版碩士論文。
9. 姜仲倩 (1998)譯，行銷學, 1st ed.，台北：台灣西書。譯自Nickels, William G. “ Marketing Principles” , (1982)。
10. 洪順慶 (1999)，行銷管理, 1st ed.，台北：新陸。
11. 陳文彬 (1986)譯，直接行銷技術，台北：前程企管。譯自江尻弘源“行銷管理”(1986)。
12. 陳學怡 (1991)，「新企業建立配銷通路之研究」，台北：中國文化大學企業管理研究所未出版碩士論文。
13. 捷音公司電話行銷中心 (1997)，「電話行銷創佳績」，動腦雜誌，1997年5月，pp.68-70。
14. 范慶南 (1993)，「郵購通路－一個看不見的戰場」，廣告雜誌，1993年1月，pp.66-68。
15. 黃育智 (1994)，直效行銷Q&A，台北：商周文化。
16. 黃思明 (1995)，「資料庫行銷及其應用」，第一屆直銷學術研討會。
17. 張瑞玲、陳雯麗 (1992)譯，行銷新十論，台北：時報文化。譯自Rapp, Stan and Thomas L. Collins “ The great marketing turnaround” (1987)。
18. 張錫元 (1994)，「通路結構決策之研究—以台北地區鞋廠內銷為例」，台北：國立中興大學企業管理研究所未出版碩士論文。
19. 樂以媛 (1997)譯，直效行銷術，台北：聯經。譯自Drayton, Bird “Commonsense direct marketing”（1989）。
20. 樊志育 (1980)，廣告學新論，台北：三民，p.21。
21. 葉慶輝 (2000)，「綜合性生活產業將掀起21世紀產業的大革命」，物流科技與戰略，2000年四月，pp.75-78。
22. 龍其祥 (2001)，「網路交易有無消保法郵購買賣規定之適用？」，新竹律師會刊，第五卷，第四期，pp.28-30。
23. 穆信喻 (1997)，「台灣直效行銷市場機會」，動腦雜誌，1997年7月，pp.92-96。
英文部份
1. Alderson, Wroe (1985), “The Analytical Framework for Marketing”,Procedings—Conference of Marketing Teachers Far Western States, Berkeley: University of California Press.
2. Allen, Margaret (1997), Direct Marketing, London : Kogan Page.
3. American Direct Marketing Association (1976), Reference for Direct Marketing, Diamond Books.
4. Bird, Drayton (1989), Commonsense Direct Marketing, NTC Business Books.
5. Bowersox, D. J., M. B. Cooper, D. M. Lambert, and D. A. Taylor (1980), Management in Marketing Channels, N.Y.: McGraw-Hill, pp.192-196.
6. Bucklin, L.P. (1966), A Theory of Distribution Channel Structure, Berkeley, CA: IBER Special Publications, p.107.
7. Cespeds, F.V. (1988), ”Control VS Resources in Channel Design Distrubution Differences in One Industry”, Industrial Marketing Management , 17,1988, pp.215-227.
8. Cox, Reavis and Thomas F. Schutte (1969), “A Look at Channel Management”, Philip R. Mcdonald (ed.), Marketing Involvement in Society and the Economy, Chicago: American Marketing Association, p.101.
9. Dessler, Gary (2000), Human Resource Management, 8th ed. Upper saddle river, N.J.: Prentice-Hall.
10. El-Ansary, Adel I. (1979), “Perspectives on Channel System Performance”, in Robert F. Lush and Paul H. Zinser, Contemporary Issues in Marketing Channels, Norman: The University of Oklahoma Printing Servies, p.51.
11. Fairlie, Robin (1993), Database Marketing and Direct Mail : A practical Guide to The Techniques amd Applications, London : Kogan Page.
12. Fenvessy, Stanley J. (1988), Fenvessy on fulfillment, Catalog Publishing Corporation, pp.2-3.
13. Fisk, George (1967), Marketing Systems, N.Y.: Harper and Row Publisher, p.67.
14. French, John R. P. and Betram Raven (1959), “The Bases of Social Power”, in Studies in Social Power, ed. Dorwin Cartwright, Ann Arbor: University of Michigan Press, pp.612-613.
15. Guirdham, Maureen (1972), Marketing: The Management of Distribution Channels, Oxford, N.Y.: Program Press.
16. Hahn, Mini and Dae R. Chang (1992), ”An Extended Framework for Adjusting Channel Startegies in Industrial Markets”, Joural of Bussiness & Industrial Marketing, vol.7, No.2, Spring 1992, pp.31-43.
17. Hanson, Ward (2000), Principles of Internet Marketing, Cincinnati Ohio:South-Western College Publishing , p21.
18. Jain, Subhash C. (1990), Marketing Planning & Strategy, 6th ed,. Cincinnati, Ohio: South-Western College Publishing, p.443.
19. Kotler, Philip (2000), Marketings Management, The millenniun ed., Prentice-Hall, Upper Saddle River, N.J.
20. Kumar, Nirmalya (1991), A Methodolagy for Assessing Channel Intermediary Perfomrance from the Supplier’s Perspective, Northwestern University Ph.D. Dissertiation, Evanston, III, June, p.924.
21. Lambert, Douglas M. (1978), The Distribution Channel Decision, N.Y.: National association of accountant; and Hamilton, ontario; The Society of Management Accounts of Canada.
22. Magrath, A.J. and Kenneth G. Hardy (1987), “Selecting Sales and Distribution Channels”, Industrial Marketing Management, Vol.16, 1987, pp.273-278.
23. Mandell, M.I. and L.J. Rosenberg (1985), Marketing, 3th ed. Englewood cliffs, N.J.：Prentice-Hall, p.426.
24. Michman, Ronald D. (1983), “Marketing Channels: A Strategic Planning Approach”, Managerial Planning, 11-12, 1983, pp.38-42.
25. Nickels, William G. (1982), Marketing Principles , Englewood Cliffs, N.Y.: Prentice-Hall 2nd ed.
26. Pegram, Roger M. (1965), “Selecting and Evaluating Distributors”, N.Y., The Conference Board Record, Business Policy Study, No. 116, 1965, pp.21-91.
27. Porter,M.E.(1985), Competitive Advantage, New York : free press, p.6.
28. Pride, William M. (2000), Marketing Concepts and Strategies, Boston: Houghton Mifflin, 2000(ed).
29. Rangan, V. Kasturi, Andris A. Zoltners, and Robert J. Becker (1986), “The Channel Intermediary Selection Decision: A Model and an Application”, Management Science, Vol. 32, September 1986, pp.114-123.
30. Rangan, V. Kasturi, Melvyn A. J. Menezes, and E.p. Maier (1992), “Channel Selection for New Industrial Products : A Framework, Method, and Application”, Journal of Marketing, Vol. 56, July 1992, pp.69-82.
31. Rapp, Stan and Thomas L. Collins (1987), Maximarketing : The new direction in advertising promotion and marketing strategy, N.Y.:McGraw-Hill.
32. Rapp, Stan and Thomas L. Collins (1987), The great marketing turnaround, N.Y.:Prentice Hill.
33. Raven, Betram H. and Arie W. Kruglanski (1970), Conflict and Power in The Structure of Conflict, Paul Swingle, N.Y.: Academic Press, pp.69-109.
34. Roman, Ernan (1988), Integrated direct marketing: techniques and strategies for success, N.Y. : McGraw-Hill.
35. Rosenbloom, Bert (1973), “Conflict and Channel Efficiency: Some Conceptual Models for the Decision Maker”, Journal of Marketing, July 1973, pp.26-30.
36. Rosenbloom, Bert (1999), Marketing Channels: A Management View, 6th ed. The Dryden Press, New York, pp.143-146.
37. Rosenbloom, Bert (1978), “Motivating Independent Channel Member”, Industrial Marketing Management, Vol.7, 1978, pp.275-281.
38. Russell, Abratt and Leyland F. Pitt (1989), “Selection and Motivation of Industrial Distributors: A Comparative Analysis”, European Journal of Marketing, Vol. 23-2, 1989, pp.144-153.
39. Schewe, Charles D. and Reuben M. Smith (1983), Marketing: Concepts and Applications, N.Y. : McGraw-Hill 2nd ed.
40. Shipley, D. , Colin Egan, and Scott Edgett (1991), ”Meeting Source Selection Criteria: Direct VS Distributor Channels”, Industrial Marketing Management, Vol. 20, 1991, p.297.
41. Simmons, David (1986), Direct Marketing-Direct Mail, ed. By Nigel Dyer BA, FCII, and Roger Anderson BSc(Econ), Great Britain Detesios Ltd, pp.238-239.
42. Stern, L. W. , A. I. El-Ansary, and Anne T. Coughlan (1996), Marketing Channels, 5th ed. Upper Saddle River, N.J.: Prentice- Hall.
43. Stern, L. W. and Frederick D. Sturivant (1987), “Customer-driven Distribution Systems”, Harvard Business Review, July-August 1987,pp34-41.
44. Stone, Bob (1997), Successful Direct Marketing Methods, 6th ed. Lincolnwood, III. : NTC Business Books, p.4.
45. Webster, Frederick E. (1994), Market-driven Management : using the new marketing concept to create a customer-oriented company, N.Y. : John Wiley and Sons.
描述 碩士
國立政治大學
企業管理學系
87360030
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002001427
資料類型 thesis
dc.contributor.advisor 周文賢zh_TW
dc.contributor.author (Authors) 張俊銘zh_TW
dc.creator (作者) 張俊銘zh_TW
dc.date (日期) 2001en_US
dc.date.accessioned 18-Apr-2016 16:22:46 (UTC+8)-
dc.date.available 18-Apr-2016 16:22:46 (UTC+8)-
dc.date.issued (上傳時間) 18-Apr-2016 16:22:46 (UTC+8)-
dc.identifier (Other Identifiers) A2002001427en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/85257-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 87360030zh_TW
dc.description.abstract (摘要) 隨著經濟發展進步，國民生活水準提高，消費型態由重視機能、價格轉變成為重視感性、流行以及個性化，消費者的購買行為也變成少量、多樣，多次購買的現象；加上企業經營環境面臨外資加入挑戰人事、土地成本提高等多項壓力。對於這些變化，相對的行銷通路也需要做調整適應。zh_TW
dc.description.tableofcontents 封面頁
證明書
致謝詞
論文摘要
目錄
表目錄
圖目錄
第一章 緒論
1.1 研究背景
1.2 研究動機
1.3 研究目的
1.4 研究方法
1.5 章節結構
第二章 相關文獻探討
2.1 行銷通路性質與功能
2.2 行銷通路結構
2.3 行銷通路設計
2.4 行銷通路執行與評核
2.5 直效行銷性質與功能
2.6 直效行銷運用
2.7 直效行銷後勤處理
2.8 文獻彙整
第三章 研究架構
3.1 名詞操作性定義
3.2 觀念性架構
3.3 通路策略規劃
3.4 計劃擬定與策略選擇
3.5 活動展開與管理
3.6 資訊電腦化管理
3.7 行政支援管理
3.8 績效評核與改善
第四章 個案研究
4.1 個案選擇標準
4.2 個案分析─遠雄人壽
4.3 個案分析─讀者文摘亞洲有限公司台灣分公司
4.4 個案分析─聯邦銀行
4.5 個案分析─惠台實業
4.6 個案比較
第五章 命題發展
5.1 策略階段
5.2 方案階段
5.3 執行階段
5.4 評核階段
第六章 結論與建議
6.1 研究發現
6.2 策略涵義
6.3 研究貢獻
6.4 研究限制
6.5 後續研究建議
參考資料
中文部份
英文部份		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002001427en_US
dc.subject (關鍵詞) 直效行銷zh_TW
dc.subject (關鍵詞) 直接行銷zh_TW
dc.title (題名) 直效行銷體系建立及發展之研究zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部份
1. 行政院主計處 (2001)，2001年第一季公報。
2. 余朝權 (1991)，現代行銷管理, 1st ed.，台北：五南，pp.728-734。
3. 李惠芳 (1993)，廣告雜誌，1993年1月，p.67。
4. 周文賢 (1999)，行銷管理：市場分析與策略規劃，台北：智勝。
5. 周文賢與吳金潮 (1996)，碩士論文撰寫方法，台北：華泰。
6. 林宏偉 (1984)，「出版業配銷通路之研究」，台北：中國文化大學企業管理研究所未出版碩士論文。
7. 林雄川 (1993)，「工業產品通路策略與通路選擇之研究—以塑膠產業為例」，台北：國立中興大學企業管理研究所未出版碩士論文。
8. 林隆儀 (1990)，「多重批發通路策略—台灣清涼飲料業之研究」，台北：國立中興大學企業管理研究所未出版碩士論文。
9. 姜仲倩 (1998)譯，行銷學, 1st ed.，台北：台灣西書。譯自Nickels, William G. “ Marketing Principles” , (1982)。
10. 洪順慶 (1999)，行銷管理, 1st ed.，台北：新陸。
11. 陳文彬 (1986)譯，直接行銷技術，台北：前程企管。譯自江尻弘源“行銷管理”(1986)。
12. 陳學怡 (1991)，「新企業建立配銷通路之研究」，台北：中國文化大學企業管理研究所未出版碩士論文。
13. 捷音公司電話行銷中心 (1997)，「電話行銷創佳績」，動腦雜誌，1997年5月，pp.68-70。
14. 范慶南 (1993)，「郵購通路－一個看不見的戰場」，廣告雜誌，1993年1月，pp.66-68。
15. 黃育智 (1994)，直效行銷Q&A，台北：商周文化。
16. 黃思明 (1995)，「資料庫行銷及其應用」，第一屆直銷學術研討會。
17. 張瑞玲、陳雯麗 (1992)譯，行銷新十論，台北：時報文化。譯自Rapp, Stan and Thomas L. Collins “ The great marketing turnaround” (1987)。
18. 張錫元 (1994)，「通路結構決策之研究—以台北地區鞋廠內銷為例」，台北：國立中興大學企業管理研究所未出版碩士論文。
19. 樂以媛 (1997)譯，直效行銷術，台北：聯經。譯自Drayton, Bird “Commonsense direct marketing”（1989）。
20. 樊志育 (1980)，廣告學新論，台北：三民，p.21。
21. 葉慶輝 (2000)，「綜合性生活產業將掀起21世紀產業的大革命」，物流科技與戰略，2000年四月，pp.75-78。
22. 龍其祥 (2001)，「網路交易有無消保法郵購買賣規定之適用？」，新竹律師會刊，第五卷，第四期，pp.28-30。
23. 穆信喻 (1997)，「台灣直效行銷市場機會」，動腦雜誌，1997年7月，pp.92-96。
英文部份
1. Alderson, Wroe (1985), “The Analytical Framework for Marketing”,Procedings—Conference of Marketing Teachers Far Western States, Berkeley: University of California Press.
2. Allen, Margaret (1997), Direct Marketing, London : Kogan Page.
3. American Direct Marketing Association (1976), Reference for Direct Marketing, Diamond Books.
4. Bird, Drayton (1989), Commonsense Direct Marketing, NTC Business Books.
5. Bowersox, D. J., M. B. Cooper, D. M. Lambert, and D. A. Taylor (1980), Management in Marketing Channels, N.Y.: McGraw-Hill, pp.192-196.
6. Bucklin, L.P. (1966), A Theory of Distribution Channel Structure, Berkeley, CA: IBER Special Publications, p.107.
7. Cespeds, F.V. (1988), ”Control VS Resources in Channel Design Distrubution Differences in One Industry”, Industrial Marketing Management , 17,1988, pp.215-227.
8. Cox, Reavis and Thomas F. Schutte (1969), “A Look at Channel Management”, Philip R. Mcdonald (ed.), Marketing Involvement in Society and the Economy, Chicago: American Marketing Association, p.101.
9. Dessler, Gary (2000), Human Resource Management, 8th ed. Upper saddle river, N.J.: Prentice-Hall.
10. El-Ansary, Adel I. (1979), “Perspectives on Channel System Performance”, in Robert F. Lush and Paul H. Zinser, Contemporary Issues in Marketing Channels, Norman: The University of Oklahoma Printing Servies, p.51.
11. Fairlie, Robin (1993), Database Marketing and Direct Mail : A practical Guide to The Techniques amd Applications, London : Kogan Page.
12. Fenvessy, Stanley J. (1988), Fenvessy on fulfillment, Catalog Publishing Corporation, pp.2-3.
13. Fisk, George (1967), Marketing Systems, N.Y.: Harper and Row Publisher, p.67.
14. French, John R. P. and Betram Raven (1959), “The Bases of Social Power”, in Studies in Social Power, ed. Dorwin Cartwright, Ann Arbor: University of Michigan Press, pp.612-613.
15. Guirdham, Maureen (1972), Marketing: The Management of Distribution Channels, Oxford, N.Y.: Program Press.
16. Hahn, Mini and Dae R. Chang (1992), ”An Extended Framework for Adjusting Channel Startegies in Industrial Markets”, Joural of Bussiness & Industrial Marketing, vol.7, No.2, Spring 1992, pp.31-43.
17. Hanson, Ward (2000), Principles of Internet Marketing, Cincinnati Ohio:South-Western College Publishing , p21.
18. Jain, Subhash C. (1990), Marketing Planning & Strategy, 6th ed,. Cincinnati, Ohio: South-Western College Publishing, p.443.
19. Kotler, Philip (2000), Marketings Management, The millenniun ed., Prentice-Hall, Upper Saddle River, N.J.
20. Kumar, Nirmalya (1991), A Methodolagy for Assessing Channel Intermediary Perfomrance from the Supplier’s Perspective, Northwestern University Ph.D. Dissertiation, Evanston, III, June, p.924.
21. Lambert, Douglas M. (1978), The Distribution Channel Decision, N.Y.: National association of accountant; and Hamilton, ontario; The Society of Management Accounts of Canada.
22. Magrath, A.J. and Kenneth G. Hardy (1987), “Selecting Sales and Distribution Channels”, Industrial Marketing Management, Vol.16, 1987, pp.273-278.
23. Mandell, M.I. and L.J. Rosenberg (1985), Marketing, 3th ed. Englewood cliffs, N.J.：Prentice-Hall, p.426.
24. Michman, Ronald D. (1983), “Marketing Channels: A Strategic Planning Approach”, Managerial Planning, 11-12, 1983, pp.38-42.
25. Nickels, William G. (1982), Marketing Principles , Englewood Cliffs, N.Y.: Prentice-Hall 2nd ed.
26. Pegram, Roger M. (1965), “Selecting and Evaluating Distributors”, N.Y., The Conference Board Record, Business Policy Study, No. 116, 1965, pp.21-91.
27. Porter,M.E.(1985), Competitive Advantage, New York : free press, p.6.
28. Pride, William M. (2000), Marketing Concepts and Strategies, Boston: Houghton Mifflin, 2000(ed).
29. Rangan, V. Kasturi, Andris A. Zoltners, and Robert J. Becker (1986), “The Channel Intermediary Selection Decision: A Model and an Application”, Management Science, Vol. 32, September 1986, pp.114-123.
30. Rangan, V. Kasturi, Melvyn A. J. Menezes, and E.p. Maier (1992), “Channel Selection for New Industrial Products : A Framework, Method, and Application”, Journal of Marketing, Vol. 56, July 1992, pp.69-82.
31. Rapp, Stan and Thomas L. Collins (1987), Maximarketing : The new direction in advertising promotion and marketing strategy, N.Y.:McGraw-Hill.
32. Rapp, Stan and Thomas L. Collins (1987), The great marketing turnaround, N.Y.:Prentice Hill.
33. Raven, Betram H. and Arie W. Kruglanski (1970), Conflict and Power in The Structure of Conflict, Paul Swingle, N.Y.: Academic Press, pp.69-109.
34. Roman, Ernan (1988), Integrated direct marketing: techniques and strategies for success, N.Y. : McGraw-Hill.
35. Rosenbloom, Bert (1973), “Conflict and Channel Efficiency: Some Conceptual Models for the Decision Maker”, Journal of Marketing, July 1973, pp.26-30.
36. Rosenbloom, Bert (1999), Marketing Channels: A Management View, 6th ed. The Dryden Press, New York, pp.143-146.
37. Rosenbloom, Bert (1978), “Motivating Independent Channel Member”, Industrial Marketing Management, Vol.7, 1978, pp.275-281.
38. Russell, Abratt and Leyland F. Pitt (1989), “Selection and Motivation of Industrial Distributors: A Comparative Analysis”, European Journal of Marketing, Vol. 23-2, 1989, pp.144-153.
39. Schewe, Charles D. and Reuben M. Smith (1983), Marketing: Concepts and Applications, N.Y. : McGraw-Hill 2nd ed.
40. Shipley, D. , Colin Egan, and Scott Edgett (1991), ”Meeting Source Selection Criteria: Direct VS Distributor Channels”, Industrial Marketing Management, Vol. 20, 1991, p.297.
41. Simmons, David (1986), Direct Marketing-Direct Mail, ed. By Nigel Dyer BA, FCII, and Roger Anderson BSc(Econ), Great Britain Detesios Ltd, pp.238-239.
42. Stern, L. W. , A. I. El-Ansary, and Anne T. Coughlan (1996), Marketing Channels, 5th ed. Upper Saddle River, N.J.: Prentice- Hall.
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