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研究生:王立民
研究生(外文):Li-Ming Wang
論文名稱:大型傳統製造業及服務業之戰術性行銷模式與經營績效之比較研究─以食品、飲料業、學校與軍隊為例
論文名稱(外文):A Empirical Cases Study of Tactical Marketing Mix and Operational Performance Using by Big Enterprises in Manufacturing and Service Sectors
指導教授:王立民王立民引用關係李南賢李南賢引用關係
指導教授(外文):Yun-Hua SuNan-Hsien Lee
學位類別:碩士
校院名稱:靜宜大學
系所名稱:企業管理研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2005/07/
畢業學年度:93
語文別:中文
論文頁數:141
中文關鍵詞:經營績效戰術性行銷模式關鍵成功因素
外文關鍵詞:Critical Success factorTactical Marketing MixBusiness Performance
相關次數:
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  • 下載下載:196
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過去數十年來,傳統行銷組合中以McCarthy所提出之4Ps行銷組合架構最為大眾所接納,但鮮少有研究將其進行產業間之差異比較。故本研究以大型傳統製造業及服務業為研究範圍,分別採取質化及量化二種方式,進行深入分析其對於戰術性行銷的關鍵成功因素之差異比較。
本研究先經深度訪談歸納出數個關鍵因素,再經問卷調查進行進一步驗證。而因素分析之結果共萃取出六個因素,分別命名為企業核心業務能力、產品及市場區隔策略、價格策略、服務態度、市場資訊及通路掌握與經營績效。而質化及量化之結果對於戰術性行銷模式的關鍵成功因素大致上有一致之看法。相較於以往4P行銷模式而言,在顧客掌握及企業能力兩者為過去所未提出之行銷重要觀點,且顧客掌握及企業能力兩者甚至較通路及推廣更加重要。
For decades, 4Ps marketing mix brought up by McCarthy is the most accepted by the public. However, there are few researches to discuss whether the practical marketing viewpoints are corresponded with academic ones. In this way, our research took large enterprises in manufacturing and service sector, which targets on food products industry, beverages industry, educational institution and military. Researchers both took the qualitative and quantitative analysis to examine the difference on the key factors of tactical marketing strategy.
Firstly, we used the dipper interview method to generalize several key factors then took the questionnaires for further examination. After the factor analysis, it extracted six factors, named core business capability, product and marketing segment strategy, price strategy, service attitude, market information and channel control and business performance. There almost had the same viewpoints on qualitative and quantitative analysis. Compare the traditional 4P marketing mix, this research provided the specific viewpoints on customer control and business capability that different on the channel and promotion key factors in 4P mix.
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究範圍 3
第二章 文獻探討 5
第一節 行銷模式之內涵 5
第二節 4P模式探討 9
第三節 非營利組織行銷 15
第四節 行銷績效探討 28
第五節 深度訪談法、內容分析法與結構方程式 34
第三章 研究方法 38
第一節 研究架構 38
第二節 變數定義 39
第三節 資料收集與分析方法 43
第四節 問卷題項來源 46
第五節 研究對象 49
第六節 研究流程 51
第四章 個案分析結果 53
第一節 個案公司及受訪者資料彙整 53
第二節 個案資料分析 71
第五章 問卷調查分析結果 97
第一節 問卷調查對象 97
第二節 項目分析與因素分析 99
第三節 信度分析 106
第四節 變異數檢定 107
第五節 線性結構模式分析 110
第六章 結論及建議 113
第一節 結論 113
第二節 研究建議 116
第三節 研究限制 117
參考文獻 118
附錄一 個案訪談問卷 125
附錄二 問卷調查題項 128
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