臺灣博碩士論文加值系統

整合行銷傳播（Integrated Marketing Communication，簡稱IMC）自1990年代即被行銷傳播學界及實務業界所熱烈討論與執行。所謂「整合行銷傳播」，便是評估各種不同的傳播技能，在策略思考中所扮演的角色，例如廣告、促銷活動、及公共關係，並將它們透過縝密的策略思考下進行整合，提供清晰一致的訊息，並發揮最大的傳播效益。

觀察近年來台灣整體環境景氣欠佳，廣告主在行銷廣告的預算縮減，台灣的廣告代理商面臨經營上的困難及角色定位被邊緣化的狀況。然而傳統與非傳統媒體的發達、數位科技的進步以及網路世代的來臨，包含媒體代理商、中小型的廣告代理商以及其他的傳播代理商，都在跟廣告代理商競爭分食整合行銷傳播的這塊市場。在面對市場上廣告主對於整合行銷傳播的迫切需求，扮演支援性產業角色的廣告代理商是否能提供廣告主完善的整合行銷傳播服務或是輔助廣告主執行整合行銷傳播，成為廣告主和廣告代理商合作的重要課題。故本研究從廣告主與廣告代理商的交互觀點來瞭解雙方對於整合行銷傳播的認知情況，並探究雙方對於整合行銷傳播的認知以及執行狀況乃為本研究目的，期望透過本研究，可作為廣告主或廣告代理商執行整合行銷傳播的自我檢視，並透過不同面向的整合檢視，希望能在實務上找出可作為提升雙方執行整合行銷傳播執行效益的參考。

選擇以個案研究公司─全家便利商店全店行銷活動為研究對象，研究結果顯示，個案研究之廣告主與廣告代理商對於整合行銷傳播的認知
1.整合的認知：廣告主與廣告代理商視其為「廣告行銷傳播工具的整合」、
2.形象的整合：管理者與執行者對於「訊息一致性」缺乏共識，影響整合行銷傳播在形象上的整合效果、
3.功能整合：廣告主偏重組織利益導向的思考，廣告代理商亦僅侷限管理廣告相關業務，因而影響整合行銷傳播在「功能整合」的部分無法發揮、
4.協調整合：廣告主與廣告代理商非以平行位階執行整合行銷傳播，廣告主為整合行銷傳播的主導角色、
5.利益關係人與關係管理的整合：廣告主對於利益關係人與關係管裡僅限於內部員工的溝通，缺乏企業以外的利益關係人溝通；廣告代理商則未將此部分視為其工作範疇之內，因而涉入更是有限。

由個案研究中發現廣告主與廣告代理商對於整合行銷傳播的認知仍有偏誤，勢必影響整合行銷傳播的執行效益，企業若欲成功的以品牌搭配靈活的整合行銷傳播策略，使其在競爭激烈的市場中，仍具極高的品牌能見度與高度的成長率，應更加強其對於整合行銷傳播的認知以及導正現行認知和實務執行的偏差，始可讓整合行銷傳播極致發揮其效益。

Integrated Marketing Communication (IMC) is wildly discussed and executed in marketing academics and industry field since 1990. The so-called “Integrated Marketing Communication” is to evaluate various communication tools and skills, and define its role in strategic thinking. For example, how can we deliver clear and consist messages through integrating advertisement、promotional campaign and public relationship and maximize the efficiency of marketing communication.

There are several challenges that advertisement agencies are facing: 1. most of advertisers cut their budget on advertisement which contribute to the market down trend 2. due to the development and popularity of traditional, non-traditional media and digital technology, as well as the popularity of internet, many media agencies and small size advertisement agencies are competing with advertisement agencies. The advertisement agencies need to provide well-designed Integrated Marketing Communication service or support the customers (advertisers) executing Integrated Marketing Communication so as to sustain and grow in the competitive market. This research is to study how the advertisers and advertisement agencies recognize and define Integrated Marketing Communication, and explore how they execute Integrated Marketing Communication. The main objective of this research is to provide applications on Integrated Marketing Communication which could be reference for advertisers and advertisement agencies by integrated self-evaluating in various aspects.

The design of this research is a case-study, and we focus on the marketing campaign of FamilyMart. The results of this research reveal how advertiser and advertisement agency recognize Integrated Marketing Communication in the following aspects:
1. The recognition of integrated marketing communication: both of advertiser and advertisement agency take it as “the integration of marketing communication tools”
2.The integration of corporate image: the of consensus on “consistent messages” between managers and executors is key for the efficiency of IMC
3. The functional integration: the advertiser emphasize the profit of the corporate while the advertisement agency aims to manage the advertisement-related tasks, which results in the difficulty for functional integration
4. Communication integration: advertiser take the lead of integrated marketing communication instead of execute IMC in parallel with advertisement agency
5. Stakeholders’ integration: the lack of communication between advertiser and external stakeholders may impact to the efficiency of IMC, meanwhile, advertisement agency doesn’t take it as their responsibility and doesn’t get involve of it.

The results of this research disclose that there are gaps between advertiser and advertisement agency on IMC, which inevitable affect the efficiency of the execution of Integrated Marketing Communication. The corporations need to strengthen the recognition of Integrated Marketing Communication so as to improve the efficiency of IMC execution. The ability of leveraging Integrated Marketing Communication with flexible brand strategies will be an important success factor for corporate to win in the increasing competitive market.

摘要 2

第一章 緒論 9
第一節 研究背景與動機 9
第二節 研究目的 12

第二章 文獻探討 13
第一節 整合行銷傳播 13
第二節 整合行銷傳播之企劃模式與執行 24

第三章 研究方法 35
第一節 研究架構 35
第二節 研究方法 36
第三節 個案介紹 40

第四章 資料分析 47
第一節 廣告主與廣告代理商在整合行銷傳播計劃中的組織關係與溝通 47
第二節 廣告主與廣告代理商對整合行銷傳播的認知與執行 49

第五章 研究結論 60
第一節 研究結論與發現 60
第二節 研究限制 65
第三節 研究建議 66
參考文獻 67
附錄 71

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