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題名 國際促銷策略之研究∼以台灣中小企業為例
作者 陳雅慧
Chen, Ya-Hwei
貢獻者 于卓民
陳雅慧
Chen, Ya-Hwei
關鍵詞 促銷策略
中小企業
日期 1995
上傳時間 28-Apr-2016 14:39:59 (UTC+8)
摘要 本研究的目的旨在針對我國中小企業之國際促銷策略進行整體的探討．具體來說，即是探討我國中小企業在制定國際促銷策略時所考慮的因素及其在最主要海外市場所從事的國際促銷活動與績效評估方式，期望能對台灣中小企業的國際促銷活動有所認識，並整理一些經驗法則供欲拓展海外市場的企業參考．期於上述目的，本研究所欲探討的問題如下：（一）地主國的總體環境､市場特性及公司本身內在因素對國際廣告策略､國際人員推銷､國際銷售促進及國際公共關係的影響．（二）不同規模､不同國際行銷經驗的企業在制定國際促銷策略所考慮的因素是否有所差異．（三）不同產品類型､品牌策略､及不同服務市場方式的企業在國外市場所從事的國際促銷活動及績效評估方式．（四）產品類型､品牌策略及服務國外市場的方式是否顯著影響企業在海外市場所從事的國際促銷活動及績效評估方式．
參考文獻 中文部份
陳正男，國際行銷學，台北:三民書局，民國八十年。
李蘭甫，國際企業論，台北:三民書局，民國八十三年。
鐘朝宏，國際行銷管理，台北:華泰書局，民國七十六年。
施雲寶，我國外銷廠商國際促銷策略之研究，台大商學所未出版碩士論文，
民國七十二年。

英文部份
Abratt, Russell and Anley, Joy M.," The Promotions Mix Pratices of Retail
Pharmacies: Toward an Appropriation Model," International Journal of
Advertising, 1994, Vol.13, pp.367-377.
Belch, G.E. and Belch, M.A., Introduction to Advertising and Promotion
Management, Homewood, III: Richard D. Irwin, 1990.
Belk, R.W. and Pollay, W.," Materialism and Status Appeals in Japanese .and
US Print Advertising," International "Marketing Review, 1985, Vol.2,
pp.38-47.
Berman, B. and Evans, J.R., Retail Management: A Strategic Approach, New
York: Macmillan, 1986.
Berneman, c.," Has NZ contracted promotion-itis?," Marketing Magazine,
1990, Sep., p.62.
Bilkey, Warren J. and Nes, Erik, "Country-of-Origin Effects on Product
Evaluations," Journal of International Business Studies, 1982, Vol.13, No.1,
pp.89-99.
Boddewyn, Jean J. and Leardi, Monica," Sales Promotions: Pratice, Regulation
and Self-Regulation Around the World," International Journal of
Advertising, 1989, Vo1.8, pp.363-374.
Boyd, H.W. and Ray, M.L. and Strong, E. C.," An Attitudinal Framework for
Advertising Strategy," Journal of Marketing, 1972, Vo1.36, pp.27-33.
Bush, R.P. and Hair, J.F. and Ortinan, D.J.," Developing A Behavior-Based
Scale to Asses Retail Salesperson Performance," Journal of Retailing, 1990,
Vol.66, pp.119-136.
Cateora, Philip R. and Hess, John M., International Marketing, Homeword
I,Richard D. Irwin, 1971.
Churchill, Gilbert A., Jr.," A Paradigm for Developing Better Measures of
Marketing Constructs," Journal of Marketing Research, 1979, Vol.16,
pp.64-73.
Cho, Dong-Sung and Choi, Jinah and Yi, Youjae," International Advertising
Strategies by NIC Multinationals: The Case of a Korean Firm,"
International Journal of Advertising, 1994, Vol.13, pp.77-92.
Czinkota, IVI.R. and Ronkainen, LA., International Marketing, the Dryden Press,
1988, pp.251-263.
Douglas, S.P. and Craig, C.S.," Advances in International Marketing,"
International Journal of Research in Marketing, 1992, Vo1.9, pp.291-318.
Davis, G." Retailer advertising strategies," International Journal of Advertising,
1991, Vo1.10, pp.189-203.
Engel, J.F. and Warshaw, M.R. and Kinnear, J.C., Promotional Strategy,
Homewood, Illinois: Irwin, 1987.
Green, Robert T. and Langeard, Eric," A Cross-National Comparison of
Consumer Habits and Innovator Characteristies," Journal of Marketing,
1975, Vo1.39, pp.34-41.
Haar, Jerry and Marta, Qrtiz-Buonafina," The Internationlization Process and
Marketing Activities: The Case of Brazilian Export Firms," Journal of
Business Research, 1995, V01.32, pp.175-181.
Han,C. Ming and Terpstra, Vern," Country-of-Origin Effects for Uni-National
and Bi-National Products," Journal of International Business Studies, 1988,
Vo1.19, No.2, pp.235-256.
Hill, John S. and Boya, Unal O. ," Consumer Goods Promotions in Developing
Countries: An Emprical Study," International Journal of Advertising,
1987, Vo1.6, pp.249-264.
Javalgi, Rajshekhar and Culter, Bob D. and White, D. Steven," Print
Advertising in the Pacific Basin: An Emprical Investigation," International
IVlarketing Review, 1994, Vol. 11, No.6, pp.48-64.
Jefkins, F. Public Relations for Marketing Management, London: Macmillan,
1992.
Kale, S.H.," Culture-Specific Management Communications: An Analytical
Approach," Internationall`flarketing Review, 1991, Vo1.8, No.2, pp.18-30.
Kanso, Ali," International Advertising Strategies: Global Commitment To Local
Vision," Journal of Advertising Research, 1992, Jan./Feb., pp.l0-14.
Keegan, W.J., Global Marketing Management, N.J. Prentice-Hall, 1989, pp.44-48.
Kolter, Philip, Marketing Management Analysis, Planning, Implemention, and
Control 7th ed., 1994.
Livingstone J.M., International Marketing, The Macmillan Press, 1976.
Malony, John C.,"Attitude Measurement and Formation," paper presented at
the AMA Test Marketing Workshop, 1966.
Massey, A.," Free ... and easy!," Marketing Business, 1992, March, pp.36-39.
Meyer, E.," Sampling Builds better business," Advertising Age, 1982, July.
McCarthy, E.J., Basic Marketing: A Managerial Approach, Von Hoffmann
Press, 1990, pp.377-383.
McGuinness, Dalton and Brennan, Mike and Gendal1, Philip," The Effect of
Product Sampling and Couponing on Purchase Behavior: Some Empirical
Evidence," International Journal of Advertising, 1995, VoI.I4, pp.219-230.
Moynahan, John K.," Salary Plus Commission, Despite Drawbacks, Is Its Right
for Some Situation," Sales and Marketing Management, 1983, VoI.130,
pp.l06-108.
Weitz, B.A.," Effectiveness in Sales Interactions: A Contingency Framework,"
Journal of :Marketing, 1981, Vo1.45, pp.85-103.
Miracle, G.E.," An Assessment of Progress in Research on International
Advertising," Current Issues & Research in Advertising 1984, 1984,
pp.135-166.
McNeal, James V., Reading III Promotion Management, Appletion-Century
Croft, 1966, p.6.
Perry, Michael, Dov Izraeli, and Arnon Perry," Image Change as a Result of
Advertising," Journal of Advertising Research, 1976, Vo1.16, No.1, pp.45-50.
Pollay, R. W. and Tse, D.K. and Wan, Zheng-Yuan," Advertising, Propaganda,
and Value Change in Economic Development: The New Culture
Revolution in China and Attitudes Toward Advertising," Journal of
Business Research, 1990, Vo1.20, pp.83-95.
Pride, W.M. and Ferrell, O.C., Marketing, Boston: Houghton :Mifflin, 1991.
Reierson, Curtis c.," Attitude Changes Toward Foreign Products," Journal of
Marketing Research, 1967, Vol.4, No.4, pp.385-387.
Richs, D.A. and Arpan, J.S. and Fu, M.Y.," Pitfalls in Advertising Overseas,"
Journal of Advertising Research, 1974, Vo1.14, ppA7-51.
- 108 -
Root, F.R., Toward and Enterprise Theory of International Marketing, Boston,
Allyn Bacon Inc., 1971.
Rossiter, J.R. and Percy, L., Advertising and Promotion Management, New
York: McGraw-Hill, 1987.
Ryan, Jr. and John K. And Victoria Berger," Use of Advertising to Improve
MNC`s Overseas Image," Journal of Advertising, 1978, Vo1.7, No.3, pp.40-47.
Schultz, D.E. and Robinson, W.A., Sales Promotion Essentials, Chicago, 111;
Crain Communications Inc., 1982.
Schimp, T.A. , Promotion Management and Marketing Communications 2nd ed.,
Orlando, Fl: Holt, Rinehart & Winston Inc., 1989.
Stewart, Sally and Campbell, Nigel," Advertising in China and Hong Kong: A
Preliminary Attempt at Some Comparisons of Style," International
Journal of Advertising, 1988, Vo1.7, pp.149-154.
Terpstra, V., International Marketing 3rd ed., Holt-Saunders International Edi,
1983.
Walker, O.C., G.A. Chunchill, Jr. and N.M. Ford," Where Do We Go From
Here? Selected Conceptual and Empirical Issues Concerning the
Motivation and Performance of the Industrial Salesforce," Critical Issues
in Sales Management: State-of-the-Art and Future Research Needs,
Eugene, OR: University of Oregon, 1979, pp.l0-75.
描述 碩士
國立政治大學
企業管理學系
83355015
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002002647
資料類型 thesis
dc.contributor.advisor 于卓民zh_TW
dc.contributor.author (Authors) 陳雅慧zh_TW
dc.contributor.author (Authors) Chen, Ya-Hweien_US
dc.creator (作者) 陳雅慧zh_TW
dc.creator (作者) Chen, Ya-Hweien_US
dc.date (日期) 1995en_US
dc.date.accessioned 28-Apr-2016 14:39:59 (UTC+8)-
dc.date.available 28-Apr-2016 14:39:59 (UTC+8)-
dc.date.issued (上傳時間) 28-Apr-2016 14:39:59 (UTC+8)-
dc.identifier (Other Identifiers) B2002002647en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/87438-
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) 83355015zh_TW
dc.description.abstract (摘要) 本研究的目的旨在針對我國中小企業之國際促銷策略進行整體的探討．具體來說，即是探討我國中小企業在制定國際促銷策略時所考慮的因素及其在最主要海外市場所從事的國際促銷活動與績效評估方式，期望能對台灣中小企業的國際促銷活動有所認識，並整理一些經驗法則供欲拓展海外市場的企業參考．期於上述目的，本研究所欲探討的問題如下：（一）地主國的總體環境､市場特性及公司本身內在因素對國際廣告策略､國際人員推銷､國際銷售促進及國際公共關係的影響．（二）不同規模､不同國際行銷經驗的企業在制定國際促銷策略所考慮的因素是否有所差異．（三）不同產品類型､品牌策略､及不同服務市場方式的企業在國外市場所從事的國際促銷活動及績效評估方式．（四）產品類型､品牌策略及服務國外市場的方式是否顯著影響企業在海外市場所從事的國際促銷活動及績效評估方式．zh_TW
dc.description.tableofcontents 第一章緒論..........1
第一節研究背景及動機..........1
第二節研究目的..........3
第三節研究限制..........4
第二章文獻探討..........5
第一節國際行銷的意義、型態與規劃..........5
第二節國際促銷組合..........10
第三節國際促銷組合影響因素之探討..........18
第三章研究方法..........30
第一節研究架構..........30
第二節研究假說..........33
第三節研究變數的定義與衡量..........36
第四節研究設計..........41
第五節資料分析方法..........45
第四章研究發現..........46
第一節國際促銷策略之影響因素..........46
第二節國際促銷活動及績效評估之基本資料分析..........50
第三節國際促銷活動與績效評估之交叉分析..........55
第四節實際假說結果..........87
第五章研究結論與建議..........89
第一節研究結果..........89
第二節研究建議..........98
參考文獻-中文部份..........105
參考文獻-英文部份..........106
附錄：問卷..........110		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002002647en_US
dc.subject (關鍵詞) 促銷策略zh_TW
dc.subject (關鍵詞) 中小企業zh_TW
dc.title (題名) 國際促銷策略之研究∼以台灣中小企業為例zh_TW
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 中文部份
陳正男，國際行銷學，台北:三民書局，民國八十年。
李蘭甫，國際企業論，台北:三民書局，民國八十三年。
鐘朝宏，國際行銷管理，台北:華泰書局，民國七十六年。
施雲寶，我國外銷廠商國際促銷策略之研究，台大商學所未出版碩士論文，
民國七十二年。

英文部份
Abratt, Russell and Anley, Joy M.," The Promotions Mix Pratices of Retail
Pharmacies: Toward an Appropriation Model," International Journal of
Advertising, 1994, Vol.13, pp.367-377.
Belch, G.E. and Belch, M.A., Introduction to Advertising and Promotion
Management, Homewood, III: Richard D. Irwin, 1990.
Belk, R.W. and Pollay, W.," Materialism and Status Appeals in Japanese .and
US Print Advertising," International "Marketing Review, 1985, Vol.2,
pp.38-47.
Berman, B. and Evans, J.R., Retail Management: A Strategic Approach, New
York: Macmillan, 1986.
Berneman, c.," Has NZ contracted promotion-itis?," Marketing Magazine,
1990, Sep., p.62.
Bilkey, Warren J. and Nes, Erik, "Country-of-Origin Effects on Product
Evaluations," Journal of International Business Studies, 1982, Vol.13, No.1,
pp.89-99.
Boddewyn, Jean J. and Leardi, Monica," Sales Promotions: Pratice, Regulation
and Self-Regulation Around the World," International Journal of
Advertising, 1989, Vo1.8, pp.363-374.
Boyd, H.W. and Ray, M.L. and Strong, E. C.," An Attitudinal Framework for
Advertising Strategy," Journal of Marketing, 1972, Vo1.36, pp.27-33.
Bush, R.P. and Hair, J.F. and Ortinan, D.J.," Developing A Behavior-Based
Scale to Asses Retail Salesperson Performance," Journal of Retailing, 1990,
Vol.66, pp.119-136.
Cateora, Philip R. and Hess, John M., International Marketing, Homeword
I,Richard D. Irwin, 1971.
Churchill, Gilbert A., Jr.," A Paradigm for Developing Better Measures of
Marketing Constructs," Journal of Marketing Research, 1979, Vol.16,
pp.64-73.
Cho, Dong-Sung and Choi, Jinah and Yi, Youjae," International Advertising
Strategies by NIC Multinationals: The Case of a Korean Firm,"
International Journal of Advertising, 1994, Vol.13, pp.77-92.
Czinkota, IVI.R. and Ronkainen, LA., International Marketing, the Dryden Press,
1988, pp.251-263.
Douglas, S.P. and Craig, C.S.," Advances in International Marketing,"
International Journal of Research in Marketing, 1992, Vo1.9, pp.291-318.
Davis, G." Retailer advertising strategies," International Journal of Advertising,
1991, Vo1.10, pp.189-203.
Engel, J.F. and Warshaw, M.R. and Kinnear, J.C., Promotional Strategy,
Homewood, Illinois: Irwin, 1987.
Green, Robert T. and Langeard, Eric," A Cross-National Comparison of
Consumer Habits and Innovator Characteristies," Journal of Marketing,
1975, Vo1.39, pp.34-41.
Haar, Jerry and Marta, Qrtiz-Buonafina," The Internationlization Process and
Marketing Activities: The Case of Brazilian Export Firms," Journal of
Business Research, 1995, V01.32, pp.175-181.
Han,C. Ming and Terpstra, Vern," Country-of-Origin Effects for Uni-National
and Bi-National Products," Journal of International Business Studies, 1988,
Vo1.19, No.2, pp.235-256.
Hill, John S. and Boya, Unal O. ," Consumer Goods Promotions in Developing
Countries: An Emprical Study," International Journal of Advertising,
1987, Vo1.6, pp.249-264.
Javalgi, Rajshekhar and Culter, Bob D. and White, D. Steven," Print
Advertising in the Pacific Basin: An Emprical Investigation," International
IVlarketing Review, 1994, Vol. 11, No.6, pp.48-64.
Jefkins, F. Public Relations for Marketing Management, London: Macmillan,
1992.
Kale, S.H.," Culture-Specific Management Communications: An Analytical
Approach," Internationall`flarketing Review, 1991, Vo1.8, No.2, pp.18-30.
Kanso, Ali," International Advertising Strategies: Global Commitment To Local
Vision," Journal of Advertising Research, 1992, Jan./Feb., pp.l0-14.
Keegan, W.J., Global Marketing Management, N.J. Prentice-Hall, 1989, pp.44-48.
Kolter, Philip, Marketing Management Analysis, Planning, Implemention, and
Control 7th ed., 1994.
Livingstone J.M., International Marketing, The Macmillan Press, 1976.
Malony, John C.,"Attitude Measurement and Formation," paper presented at
the AMA Test Marketing Workshop, 1966.
Massey, A.," Free ... and easy!," Marketing Business, 1992, March, pp.36-39.
Meyer, E.," Sampling Builds better business," Advertising Age, 1982, July.
McCarthy, E.J., Basic Marketing: A Managerial Approach, Von Hoffmann
Press, 1990, pp.377-383.
McGuinness, Dalton and Brennan, Mike and Gendal1, Philip," The Effect of
Product Sampling and Couponing on Purchase Behavior: Some Empirical
Evidence," International Journal of Advertising, 1995, VoI.I4, pp.219-230.
Moynahan, John K.," Salary Plus Commission, Despite Drawbacks, Is Its Right
for Some Situation," Sales and Marketing Management, 1983, VoI.130,
pp.l06-108.
Weitz, B.A.," Effectiveness in Sales Interactions: A Contingency Framework,"
Journal of :Marketing, 1981, Vo1.45, pp.85-103.
Miracle, G.E.," An Assessment of Progress in Research on International
Advertising," Current Issues & Research in Advertising 1984, 1984,
pp.135-166.
McNeal, James V., Reading III Promotion Management, Appletion-Century
Croft, 1966, p.6.
Perry, Michael, Dov Izraeli, and Arnon Perry," Image Change as a Result of
Advertising," Journal of Advertising Research, 1976, Vo1.16, No.1, pp.45-50.
Pollay, R. W. and Tse, D.K. and Wan, Zheng-Yuan," Advertising, Propaganda,
and Value Change in Economic Development: The New Culture
Revolution in China and Attitudes Toward Advertising," Journal of
Business Research, 1990, Vo1.20, pp.83-95.
Pride, W.M. and Ferrell, O.C., Marketing, Boston: Houghton :Mifflin, 1991.
Reierson, Curtis c.," Attitude Changes Toward Foreign Products," Journal of
Marketing Research, 1967, Vol.4, No.4, pp.385-387.
Richs, D.A. and Arpan, J.S. and Fu, M.Y.," Pitfalls in Advertising Overseas,"
Journal of Advertising Research, 1974, Vo1.14, ppA7-51.
- 108 -
Root, F.R., Toward and Enterprise Theory of International Marketing, Boston,
Allyn Bacon Inc., 1971.
Rossiter, J.R. and Percy, L., Advertising and Promotion Management, New
York: McGraw-Hill, 1987.
Ryan, Jr. and John K. And Victoria Berger," Use of Advertising to Improve
MNC`s Overseas Image," Journal of Advertising, 1978, Vo1.7, No.3, pp.40-47.
Schultz, D.E. and Robinson, W.A., Sales Promotion Essentials, Chicago, 111;
Crain Communications Inc., 1982.
Schimp, T.A. , Promotion Management and Marketing Communications 2nd ed.,
Orlando, Fl: Holt, Rinehart & Winston Inc., 1989.
Stewart, Sally and Campbell, Nigel," Advertising in China and Hong Kong: A
Preliminary Attempt at Some Comparisons of Style," International
Journal of Advertising, 1988, Vo1.7, pp.149-154.
Terpstra, V., International Marketing 3rd ed., Holt-Saunders International Edi,
1983.
Walker, O.C., G.A. Chunchill, Jr. and N.M. Ford," Where Do We Go From
Here? Selected Conceptual and Empirical Issues Concerning the
Motivation and Performance of the Industrial Salesforce," Critical Issues
in Sales Management: State-of-the-Art and Future Research Needs,
Eugene, OR: University of Oregon, 1979, pp.l0-75.		zh_TW