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研究生:涂蝶
研究生(外文):Tieh Tu
論文名稱:國際手機品牌在台灣之整合行銷傳播策略研究-以摩托羅拉為例
論文名稱(外文):Research on the Integrated Marketing Communication Strategy of the Global Mobile Brand in Taiwan A case study on “Motorola”
指導教授:戴國良戴國良引用關係
指導教授(外文):Kuo-Liang Dai
學位類別:碩士
校院名稱:世新大學
系所名稱:傳播管理學研究所(含碩專班)
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:71
中文關鍵詞:整合行銷傳播摩托羅拉
外文關鍵詞:Integrated Marketing CommunicationMotorola
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台灣的行動通訊市場相當活絡,對於手機製造商來說,最為極龐大的商機,摩托羅拉是個歷史久遠的品牌,在市場上有極高的知名度及占有率,摩托羅拉曾經利用行銷策略,以V3產品創造佳績叱吒一時,因摩托羅拉國外總公司的跨國整合措施及產品策略導致2005至2008年共三年間從市佔率第一名跌落第四名,本研究針對台灣摩托羅拉的行銷策略及品牌管理計畫做更深入的探究與分析,探討國內分公司如何因應國外策略進行地區性的整合行銷傳播策略,並期望透過本研究,以提供業者作為行銷策略之參考。

根據深入訪談的結果得知台灣手機產業面臨的主要困難分別為:經銷商補貼的問題、市場及供需問題、政策影響,而台灣手機產業未來的發展方向是短程順應趨勢、長程為第五媒體。

再深究摩托羅拉之整合行銷傳播目標及預算配置原則,可得知銷售與利潤導向並且以Franchise這個系列方式進行產品及消費者需求的切割,進一步達到階段性資源的集中配置以及整體產品生態系統的支援。
摩托羅拉產品設計的概念分為「外型及溝通」、「體驗」、「基礎聯絡」以及手機週邊配備的支援。而其整合行銷傳播操作組合的模式為:先根據市場及策略趨勢、競爭品牌的分析及消費者洞察進而擬定前端策略、核心概念,並依照預算配置的原則依照專業代理商的建議選擇最經濟有效的整合行銷傳播組合。
To mobile phone manufacturers in Taiwan, the prosperity of telecommunication in the market represents opportunity. Among these manufacturers, Motorola owns its long-established identity and high market share. It has once built its V3 dynasty through well-orchestrated marketing strategy. But later Motorola’s market share falls from the top to the fourth place due to regional transnational integration policy and misjudged product strategy. This research is aimed to look into and analyze Motorola’s marketing strategy and brand managing plan in Taiwan, exploring how the local branch correspond to the regional policy and integrate it with the local marketing strategy, and hence providing a reference material to the marketer of the trade.

Through in-depth interviewing, the main difficulties that mobile phone industry in Taiwan are now facing are revealed: the problem of dealer subsidy, the supply-demand chain, and the influence of government policy. The future trend of the industry is also depicted in the research: Conforming to current trends in the short run, but will grow to become a new burgeoning media that stands beside the traditional media.

To elaborate on Motorola’s integrated marketing objective and budget allocation principles, we could learn that by being sales/ profit -oriented and segmental zing product and consumer needs by “Franchising” product lines, Motorola attains accumulated resource and other revenue attribution..
Motorola’s concept of product design are: “phone first”, “experience first”, “everyday communication” and “eco-system”. The strategy of Motorola’s communication mix is to study the market trend first and then to proceed competitors analysis and find out consumer insight. After that, they will come out the whole strategy and creative idea. In the end, Motorola will follow the principle of budget allocation and agencies’ suggestion to choose the most effective media mix.
第一章 緒論
第一節 研究背景與動機
第二節、研究目的與問題
第三節、研究流程
第二章、文獻探討
第一節、行銷策略
第二節、整合行銷傳播
第三章、研究方法
第一節、個案研究方法
第二節、個案研究對象的選取及訪談內容
第四章、研究結果
第一節、摩托羅拉產品特色
第二節、摩托羅拉之整合行銷傳播現況
第三節、摩托羅拉之整合行銷傳播操作組合的手法
第四節、摩托羅拉之整合行銷傳播模式
第五章 研究發現與建議
第一節 研究發現
第二節、研究建議

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