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題名 國際新產品上市－情境因素與行銷溝通行為之研究
作者 林奐文
貢獻者 陳建維
林奐文
關鍵詞 新產品管理
自創品牌
行銷溝通行為
情境因素
國際市場
marketing communication
brand
new product
new product development
日期 2001
上傳時間 18-Apr-2016 16:24:17 (UTC+8)
摘要 對於台灣的自創品牌廠商來說，當其上市新產品時，除了生產的技術面之外，如何透過行銷活動在國際市場上建立品牌知名度，將產品銷售給顧客也同樣非常重要。本研究主要之目的即在確認影響台灣廠商行銷溝通行為之情境因素，並且探討這些情境因素如何來影響廠商之行銷溝通行為。
參考文獻 中文部分
     1.司徒達賢(民84)，策略管理，台北，遠流出版公司
     2.李秋慧（民81），台灣廠商國際化下之品牌策略-產業條件與自創品牌之個案分析，國立台灣大學商學研究所未出版碩士論文
     3.汪昱誠（民88），多角化和國際化與企業經營績效關係之研究，國立政治大學國際貿易研究所未出版碩士論文
     4.洪順慶、吳長生 (民88)，地主國特性與自創國際品牌績效之關係研究-以台灣廠商為例，國立政治大學學報，第七十八期，197-220
     5.許士軍（民72），現代行銷管理，台北，商務印書館
     6.郭崑謨（民73），行銷管理，台北：三民書局
     7.張永賢（民82），國際市場進入策略與經營績效關係之研究，私立中原大學企業管理研究所未出版碩士論文
     8.陳德釗 （民86），企業國際化程度與組織因素之關係，國立中央大學企業管理研究所碩士論文
     9.劉綠萍（民87），技術策略、行銷策略與產品創新績效關係之研究—以我國積體電路製造業為例，國立中興大學企業管理研究所未出版碩士論文
     10.賴士葆（民76），企業技術特性與新產品發展績效相關之研究，國立政治大學企業管理研究所管理評論：102-14
     11.------（民80 ) ，研究發展/行銷/製造三部門互動與新產品績效相關之研究，台北，華泰書局
     12.鐘志明（民88），新產品發展過程之資源配置與績效之關係-以國內製藥業為例，國立政治大學企業管理研究所未出版碩士論文
     13.魏啟林、陳建維 (1994)，美、日、歐跨國性企業之發展策略分析，管理科學學報，第11卷，第3期，339-69
     英文資料
     1.Aaker, David A. (1991), “Capitalizing on the Value of a Brand Name,”Managing Brand Equity
     2.Atuahene-Gima, Kwaku (1995), “An Exploratory Analysis of the Impact of Market Orientation on New Product Performance: A Contingency Approach,”Journal of Product Innovation Management, 12, 275-93
     3.Baker, M. J., C.D. Black, and S.J. Hart (1988), “ the Competitiveness of British Industry: What Really Makes the Difference?” European Journal of Marketing, 70-85
     4. Chakravarthy, Balaji S. and Howard V. Perlmutter (1985), ” Strategic Planning for a Global Business “ Columbia Journal of World Business, Summer, 3-10
     5.Chen, Chien-Wei (1999), “New Product Preannouncement: A Model of Situational Factor, Strategic Behavior, and Effectiveness,” Unpublished Doctoral Dissertation, University of Warwick, U.K.
     6.Booz, Allen and Hamilton (1982), New Products Management for the 1980s, New York
     7. Calantone, Roger J. and Robert G. Cooper (1981), “New Product Scenarios: Prospects for Success,” Journal of Marketing, 45, 48-60
     8.------------------, C. Anthony Di Benedetto and Sriraman Bhoovaraghavan (1994), “Examining the Relationship between Degree of Innovation and New Product Success,” Journal of Business Research, 30, 43-48
     9.------------------, Jeffery B. Schmidt, and C. Anthony Di Benedetto (1997),“New Product Activities and Performance: The Moderating Role of Environmental Hostility,” Journal of Product Innovation Management, 14, 179-89.
     10.Cooper. Robert.G. and E.J. Kleinschrnidt (1986), “An Investigation into the New Product Process: Steps, Deficiencies and Impact”, Journal of Product Innovation Management, Vol. 3, 71-85
     11.-----------------and-------------------(1988),” Resource Allocation in the New Product Process,” Industrial Marketing Management, Vol.17, 249-62
     12.Crawford, C.M. (1979), “New Product Failure Rates-Facts and Fallacies,”Research Management, September, 9-13
     13.Deresky, Helen (1994), International Management: Managing across Boarders and cultures, New York: Haper Collins College Publisher
     14.Dunning, John H.(1980), “Toward an Eclectic Theory of International Production,” Journal of International Business Studies, 11(1), 9-31.
     15.Fiske, John and John Hartley (1980), Reading Television (London: Methuen,) 79
     16.Heil, Oliver P. and Thomas S. Robertson (1991), “Toward A Theory of Competitive Market Signaling: A Research Agenda,“ Strategic Management Journal, 12, 403-18
     17.Hornik, J. (1982), “Impact of Pre-call Request Form and Gender Interaction on Response to a Mail Survey,” Journal of Marketing Research, 14, 374-78
     18.Gatignon, Hubert, Barton Weitz, and Pradeep Bansal (1990), “Brand Introduction Strategies and Competitive Environments,” Journal of Marketing Research, 27, 390-401
     19.Jobber, D and J. Saunders (1986), The Specification and Estimation of a Robust Mail Survey Response Model Proceedings of the XVth Annual Conferen ce of the European Marketing Academy. 865-80
     20.Johanson, J. and J-E. Vahlne (1977), “The Internationalization Process of the Firm - A Model of Knowledge Development and Increasing Foreign Market Commitments.” Journal of International Business Studies, 8(1), 23-32
     21.-------------and F. Wiedersheim-Paul (1975). “The Internationalization of the Firm - Four Swedish Cases,” Journal of Management Studies, October, 305-22
     22. Kerin, Roger A., Michael G. Harvey, and James T. Rothe (1978), “Cannibalism and New Product Development,” Business Horizons
     23.Kohli, Ajay K. and Bernard J. Jaworski (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications,” Journal of Marketing, 54, 1-18
     24.Kotler, Philip (2000), Marketing Management, the Millennium ed. Prentice Hall
     25.Maidique, Modesto A. and Billie Jo Ziger (1984), “A Study of Success and Failure in Product Innovation:The Case of the U.S Electronics Industry,” IEEE Transactions on Engineering Management, EM-31 (4), 192-203
     26.Miller, D and P.H. Friesen (1983), “Strategy-Making and Environment: The Third Link,” Strategic Management Journal, 4, 221-25
     27.Mortensen. D.C. (1972), “Communication.” New York: McGraw-Hill
     28.Narver, John C. and Stanley F. Slater (1990), “The Effect of a Market Orientation on Business Profitability,” Journal of Marketing, 54, 20-35.
     29.Nunnally, Jum C. (1978), Psychometric Theory, 2d ed. New York: McGraw-Hill
     30.Roth, Kendall and Allen J, Morrison (1990), “An Empirical Analysis of The Integration-Responsiveness Framework in Global Industries,” Journal of International Business Studies, Fourth Quarter, 541-64
     31.Sampson, P. (1970), “Can Consumer Create New Products? ”, Journal of the Market Research Society, Vol.12, No 1, 40-52
     32.Shannon, C and W. Weaver (1949),”The Mathematical Theory of Communication,” University of Illinois Press, Urbana, IL
     33.Smith, Ken G. and Curtis M. Grimm (1991), ”A Communication Information Model of Competitive Response Timing,” Journal of Management, Vol. 17, 5-23
     34.Souder, W.E. (1988), “Managing Relations Between R&D and Marketing in New Product Development Projects”, Journal of product Innovation Management, No.5,
     35.Sullivan, D. (1994), “Measuring the Degree of Internationalization of a Firm,“ Journal of International Business Studies, 325-42
     36.Taylor, Mark (1986), “ Cannibalism In Multibrand Firms,” Journal of Consumer Marketing, 3, 69-75
     37.Vernon, R. (1966), “International Investment and International Trade in the Product Cycle.” Quarterly Journal of Economics, 80, 190-207.
     38.Welch, Lawrence S. and Reijo Luostarinen (1988), “Internationalization: Evolution of a Concept,” Journal of General Management, 14, 34-55
     39.Wind, Jerry and Vijay Mahajan (1987), “Marketing Hype: A New Perspective for New Product Research and Introduction,” Journal of Product Innovation Management, 4, 43-49
描述 碩士
國立政治大學
國際經營與貿易學系
88351033
資料來源 http://thesis.lib.nccu.edu.tw/record/#A2002001510
資料類型 thesis
dc.contributor.advisor 陳建維zh_TW
dc.contributor.author (Authors) 林奐文zh_TW
dc.creator (作者) 林奐文zh_TW
dc.date (日期) 2001en_US
dc.date.accessioned 18-Apr-2016 16:24:17 (UTC+8)-
dc.date.available 18-Apr-2016 16:24:17 (UTC+8)-
dc.date.issued (上傳時間) 18-Apr-2016 16:24:17 (UTC+8)-
dc.identifier (Other Identifiers) A2002001510en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/85298-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營與貿易學系zh_TW
dc.description (描述) 88351033zh_TW
dc.description.abstract (摘要) 對於台灣的自創品牌廠商來說，當其上市新產品時，除了生產的技術面之外，如何透過行銷活動在國際市場上建立品牌知名度，將產品銷售給顧客也同樣非常重要。本研究主要之目的即在確認影響台灣廠商行銷溝通行為之情境因素，並且探討這些情境因素如何來影響廠商之行銷溝通行為。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
     第一節 研究背景
     第二節 研究動機與目的
     第三節 全文結構
     第二章 文獻探討
     第一節 新產品管理
     第二節 行銷溝通及其影響因素
     第三節 公司之市場導向與行銷能力
     第四節 企業的國際化
     第五節 產品之競食效應
     第六節 研究架構
     第三章 研究假設
     第一節 新產品上市之行銷溝通行為
     第二節 影響行銷溝通策略之情境因素
     第四章 研究設計
     第一節 郵寄問卷調查
     第二節 抽樣
     第三節 問卷設計
     第四節 變數衡量
     第五節 資料蒐集
     第五章 研究發現
     第一節 樣本結構分析
     第二節 效度與信度分析
     第三節 整體概念結構模型
     第四節 假說驗證結果
     第五節 模型修正
     第六節 討論
     第六章 結論與建議
     第一節 結論
     第二節 學術意涵
     第三節 實務建議
     第四節 研究建議
     第五節 後續研究建議
     參考文獻
     附錄
     附錄一
     附錄二		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#A2002001510en_US
dc.subject (關鍵詞) 新產品管理zh_TW
dc.subject (關鍵詞) 自創品牌zh_TW
dc.subject (關鍵詞) 行銷溝通行為zh_TW
dc.subject (關鍵詞) 情境因素zh_TW
dc.subject (關鍵詞) 國際市場zh_TW
dc.subject (關鍵詞) marketing communicationen_US
dc.subject (關鍵詞) branden_US
dc.subject (關鍵詞) new producten_US
dc.subject (關鍵詞) new product developmenten_US
dc.title (題名) 國際新產品上市－情境因素與行銷溝通行為之研究zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部分
     1.司徒達賢(民84)，策略管理，台北，遠流出版公司
     2.李秋慧（民81），台灣廠商國際化下之品牌策略-產業條件與自創品牌之個案分析，國立台灣大學商學研究所未出版碩士論文
     3.汪昱誠（民88），多角化和國際化與企業經營績效關係之研究，國立政治大學國際貿易研究所未出版碩士論文
     4.洪順慶、吳長生 (民88)，地主國特性與自創國際品牌績效之關係研究-以台灣廠商為例，國立政治大學學報，第七十八期，197-220
     5.許士軍（民72），現代行銷管理，台北，商務印書館
     6.郭崑謨（民73），行銷管理，台北：三民書局
     7.張永賢（民82），國際市場進入策略與經營績效關係之研究，私立中原大學企業管理研究所未出版碩士論文
     8.陳德釗 （民86），企業國際化程度與組織因素之關係，國立中央大學企業管理研究所碩士論文
     9.劉綠萍（民87），技術策略、行銷策略與產品創新績效關係之研究—以我國積體電路製造業為例，國立中興大學企業管理研究所未出版碩士論文
     10.賴士葆（民76），企業技術特性與新產品發展績效相關之研究，國立政治大學企業管理研究所管理評論：102-14
     11.------（民80 ) ，研究發展/行銷/製造三部門互動與新產品績效相關之研究，台北，華泰書局
     12.鐘志明（民88），新產品發展過程之資源配置與績效之關係-以國內製藥業為例，國立政治大學企業管理研究所未出版碩士論文
     13.魏啟林、陳建維 (1994)，美、日、歐跨國性企業之發展策略分析，管理科學學報，第11卷，第3期，339-69
     英文資料
     1.Aaker, David A. (1991), “Capitalizing on the Value of a Brand Name,”Managing Brand Equity
     2.Atuahene-Gima, Kwaku (1995), “An Exploratory Analysis of the Impact of Market Orientation on New Product Performance: A Contingency Approach,”Journal of Product Innovation Management, 12, 275-93
     3.Baker, M. J., C.D. Black, and S.J. Hart (1988), “ the Competitiveness of British Industry: What Really Makes the Difference?” European Journal of Marketing, 70-85
     4. Chakravarthy, Balaji S. and Howard V. Perlmutter (1985), ” Strategic Planning for a Global Business “ Columbia Journal of World Business, Summer, 3-10
     5.Chen, Chien-Wei (1999), “New Product Preannouncement: A Model of Situational Factor, Strategic Behavior, and Effectiveness,” Unpublished Doctoral Dissertation, University of Warwick, U.K.
     6.Booz, Allen and Hamilton (1982), New Products Management for the 1980s, New York
     7. Calantone, Roger J. and Robert G. Cooper (1981), “New Product Scenarios: Prospects for Success,” Journal of Marketing, 45, 48-60
     8.------------------, C. Anthony Di Benedetto and Sriraman Bhoovaraghavan (1994), “Examining the Relationship between Degree of Innovation and New Product Success,” Journal of Business Research, 30, 43-48
     9.------------------, Jeffery B. Schmidt, and C. Anthony Di Benedetto (1997),“New Product Activities and Performance: The Moderating Role of Environmental Hostility,” Journal of Product Innovation Management, 14, 179-89.
     10.Cooper. Robert.G. and E.J. Kleinschrnidt (1986), “An Investigation into the New Product Process: Steps, Deficiencies and Impact”, Journal of Product Innovation Management, Vol. 3, 71-85
     11.-----------------and-------------------(1988),” Resource Allocation in the New Product Process,” Industrial Marketing Management, Vol.17, 249-62
     12.Crawford, C.M. (1979), “New Product Failure Rates-Facts and Fallacies,”Research Management, September, 9-13
     13.Deresky, Helen (1994), International Management: Managing across Boarders and cultures, New York: Haper Collins College Publisher
     14.Dunning, John H.(1980), “Toward an Eclectic Theory of International Production,” Journal of International Business Studies, 11(1), 9-31.
     15.Fiske, John and John Hartley (1980), Reading Television (London: Methuen,) 79
     16.Heil, Oliver P. and Thomas S. Robertson (1991), “Toward A Theory of Competitive Market Signaling: A Research Agenda,“ Strategic Management Journal, 12, 403-18
     17.Hornik, J. (1982), “Impact of Pre-call Request Form and Gender Interaction on Response to a Mail Survey,” Journal of Marketing Research, 14, 374-78
     18.Gatignon, Hubert, Barton Weitz, and Pradeep Bansal (1990), “Brand Introduction Strategies and Competitive Environments,” Journal of Marketing Research, 27, 390-401
     19.Jobber, D and J. Saunders (1986), The Specification and Estimation of a Robust Mail Survey Response Model Proceedings of the XVth Annual Conferen ce of the European Marketing Academy. 865-80
     20.Johanson, J. and J-E. Vahlne (1977), “The Internationalization Process of the Firm - A Model of Knowledge Development and Increasing Foreign Market Commitments.” Journal of International Business Studies, 8(1), 23-32
     21.-------------and F. Wiedersheim-Paul (1975). “The Internationalization of the Firm - Four Swedish Cases,” Journal of Management Studies, October, 305-22
     22. Kerin, Roger A., Michael G. Harvey, and James T. Rothe (1978), “Cannibalism and New Product Development,” Business Horizons
     23.Kohli, Ajay K. and Bernard J. Jaworski (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications,” Journal of Marketing, 54, 1-18
     24.Kotler, Philip (2000), Marketing Management, the Millennium ed. Prentice Hall
     25.Maidique, Modesto A. and Billie Jo Ziger (1984), “A Study of Success and Failure in Product Innovation:The Case of the U.S Electronics Industry,” IEEE Transactions on Engineering Management, EM-31 (4), 192-203
     26.Miller, D and P.H. Friesen (1983), “Strategy-Making and Environment: The Third Link,” Strategic Management Journal, 4, 221-25
     27.Mortensen. D.C. (1972), “Communication.” New York: McGraw-Hill
     28.Narver, John C. and Stanley F. Slater (1990), “The Effect of a Market Orientation on Business Profitability,” Journal of Marketing, 54, 20-35.
     29.Nunnally, Jum C. (1978), Psychometric Theory, 2d ed. New York: McGraw-Hill
     30.Roth, Kendall and Allen J, Morrison (1990), “An Empirical Analysis of The Integration-Responsiveness Framework in Global Industries,” Journal of International Business Studies, Fourth Quarter, 541-64
     31.Sampson, P. (1970), “Can Consumer Create New Products? ”, Journal of the Market Research Society, Vol.12, No 1, 40-52
     32.Shannon, C and W. Weaver (1949),”The Mathematical Theory of Communication,” University of Illinois Press, Urbana, IL
     33.Smith, Ken G. and Curtis M. Grimm (1991), ”A Communication Information Model of Competitive Response Timing,” Journal of Management, Vol. 17, 5-23
     34.Souder, W.E. (1988), “Managing Relations Between R&D and Marketing in New Product Development Projects”, Journal of product Innovation Management, No.5,
     35.Sullivan, D. (1994), “Measuring the Degree of Internationalization of a Firm,“ Journal of International Business Studies, 325-42
     36.Taylor, Mark (1986), “ Cannibalism In Multibrand Firms,” Journal of Consumer Marketing, 3, 69-75
     37.Vernon, R. (1966), “International Investment and International Trade in the Product Cycle.” Quarterly Journal of Economics, 80, 190-207.
     38.Welch, Lawrence S. and Reijo Luostarinen (1988), “Internationalization: Evolution of a Concept,” Journal of General Management, 14, 34-55
     39.Wind, Jerry and Vijay Mahajan (1987), “Marketing Hype: A New Perspective for New Product Research and Introduction,” Journal of Product Innovation Management, 4, 43-49		zh_TW