臺灣博碩士論文加值系統

在全球化的時代來臨之際，來自於全球性的競爭壓力更加的排山倒海而來。每一家想要在世界激烈競爭的市場中生存的廠商，除了要增強本身的產品競爭優勢以外，出色的行銷策略，及有效的廣告手法，是生存的不二法門。毫無疑問的，廠商所賦予廣告的角色與份量，也較以往扮演著更多的期待與重要角色，也造就了每年廠商投入更多的廣告預算，然而，這些廣告到底給廠商帶來了多大的回饋與收益呢?投入跟預算間，是否存在著平衡點呢?一個成功的廣告，有著什麼樣的關鍵成功因素?
為了要提供廠商跟學術研究領域中，對於上述問題的疑慮，因此有了本研究的產生，希冀能夠提供下列問題的深入探討與了解:
1.期望能夠了解到在國際性的產品當中，何謂影響廣告有效性與否的關鍵因素?
2.期望能夠透過本研究所提供的廣告當中，企圖了解最重要的廣告資訊內容為何? 這些內容又將如何影響廣告的有效性?
3.透過本研究所使用的資料包絡分析法，企圖能夠尋找出最佳廣告的群體，並且在透過這樣一個分析之後，能夠找出最佳廣告所具備與眾不同之處。
4.透過本研究分析之後所得到的無效率廣告群體，企圖爲其找出可改進之處，並且提供改進的空間與方向。
本研究將提供50篇具有代表性的廣告作為研究的標的，並且運用專家的意見作為衡量一致性標準的研究方式。本研究將使用資料包絡分析法來作為分析的主幹，此研究分法為一新興的管理研究方法，並且以被廣泛的運用在許多的管理領域，主要可提供給研究者提供標竿學習的對象與方法。
透過本研究的結果，可得知在分析的目標群體之間，有哪一些的廣告是處於標竿廣告的境界，有哪一些廣告又是可以讓其他廣告成為學習的對象，哪一些廣告在達成效率的境界前，還在哪一些方面有著更多的進步空間。本研究也提供給實務界一個客觀的參考標的，以其能夠靈活運用可掌握的廣告資訊內容，爲企業增加更多的競爭優勢，補足企業的弱勢，增進企業的競爭力與市場佔有率。最終，將提供企業如何衡量本身廣告競爭力強弱之衡量以期達到最終成為標竿企業之目標。

In the coming ages of globalization, there are more and more competitive in today’s world. Companies which want to survive in the serious competition and win the market place must pay more attention on their marketing strategy. It is no doubt that advertising plays an even more important role in marketing than ever before. But how does the advertising works? Are they efficient enough as they cost? What are the influential success factors in the advertisings?
This study is subject to fill the void of following questions:
1.To verify the key influential factors of advertising effectiveness with commercials of multinational products.
2.Through the advertisings offered in this study, to explore the major information contents that are deemed to be crucial to affect the validity of advertisings.
3.To investigate the results directed by the method of DEA, and identify the peer group among the advertisings, through the concept of benchmarking efficiency.
4.For the advertisings whose performance are inefficient, to recommend some benchmarking partners and the ways and rooms to eliminate their slacks, in order to improve the advertising effectiveness.
The study proceeds the study by selecting 50 advertisings as the target group of advertisings, using experts opinions as the respondents. Proceeds the study with the analysis of DEA, which is a popular methodology for discussing the benchmarking practices. Through the analysis, the results showed the benchmarking advertising groups and showed the efficiency frontiers, which can tell the ideal volume of each advertising’s input volume and the slack of every advertising, moreover, the practitioners will get the useful information through the study, and realize more about the strength & weakness of their advertisings. Finally, they could learn from their benchmarking partners and search for the better performance of their advertisings.

CHAPTER ONE INTRODUCTION1
1.1RESEARCH BACKGROUND AND MOTIVATION1
1.2RESEARCH OBJECTIVE4
1.3THE ORGANIZATION OF THIS STUDY5
CHAPTER TWO LITERATURE REVIEW6
2.1 ADVERTISING BACKGROUND6
2.1.1The Information Content of Advertisings:9
2.1.2 The Standardized vs. Specialized of Advertising Information Content in Multinational Advertisings11
2.2 PRODUCT CLASSIFICATION —THE FCB GRID13
2.3 BENCHMARKING17
2.3.1 Introduction17
2.3.2 The Definitions of“Benchmarking”18
2.3.3 Benchmarking Classification19
2.3.4The Process of Benchmarking21
2.4 DEA AND THE MEASUREMENT OF EFFICIENCY23
CHAPTER THREE RESEARCH FRAMEWORK AND RESEARCH DESIGN39
3.1 RESEARCH FRAMEWORK39
3.2 RESEARCH DESIGN40
3.2.1. Product Category40
3.2.2. Selections of Advertising Samples40
3.3 RESEARCH VARIABLES41
3.3.1 Input Variables42
3.3.2 Output variable definitions43
3.4 DATA COLLECTION44
3.5 DATA ANALYSIS45
CHAPTER FOUR RESEARCH AND DISCUSSIONS46
4.1FACTOR AND RELIABILITY ANALYSIS46
4.2 DATA ENVELOPMENT ANALYSIS OF 50 ADVERTISINGS50
4.3 CLUSTER ANALYSIS AND ANOVA ANALYSIS60
CHAPTER FIVE CONCLUSION AND SUGGESTIONS62
5.1 RESEARCH CONCLUSIONS62
5.2 RESEARCH RESULTS64
5.2.1 The Advertisings of Group 164
5.2.2 Advertisings of Group 266
5.2.3 Advertisings of Group 367
5.2.4 Advertisings of Group 468
5.3 RESEARCH SUGGESTIONS70
REFERENCES71
APPENDIX Ⅰ: 50 COSMETIC ADVERTISINGS75
APPENDIX Ⅱ: RESEARCH QUESTIONNAIRE81

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