臺灣博碩士論文加值系統

近幾年來，無論是品牌或是人物常會利用不同的行銷手法創造廣大的行銷效益，而「事件行銷」即是運用既有的事件亦或是開創另一個嶄新的話題引起社會大眾注目的行銷方法，成功的達到宣傳行銷的效果。例如:知名的澳洲大堡礁就運用資訊媒體的管道招募保育員，此議題成功引起全球對這座島嶼所擁有的自然風景高度關注，進而為澳洲觀光休閒旅遊業創造高行銷收益；而旅美棒球選手王建名從洋基轉戰國民隊新球隊也引起全球球迷們的熱門話題，並掀起球迷們收藏其代言的相關商品。
但是對於要成功的創造事件行銷的議題，每一項針對顧客服務的創新元素對事件行銷是不可或缺，所以本研究想要了解，假設的服務創新類型對消費者而言是影響極具的成敗關鍵，能否對事件行銷最終價值提升有無影響的，又如何運用不同的「服務創新」來提升事件行銷對每一位顧客的價值。
本研究以問卷方式進行檢定，研究不同的消費者為調查對象，總共發放400份問卷，取得有效問卷為311份。研究結果發現(1) 資訊系統創新事件行銷有正向的影響(2) 服務創新對事件行銷有正向的影響 (3) 體驗創新顧客對事件行銷有正向的影響( (4)顧客預期對事件行銷有正向的影響 (5) 代言人對事件行銷有正向的影響。
最後再根據研究結果與研究發現提出一些實務建議與行銷策略，期能為業者帶來有效的制定策略並可利用此來增加消費者對此創新類型對事件行銷的認同感，此外也提供未來研究方向，以供後續學者參考。

Recently, the brand and the figure often use the different ways to promote or marketing them. Just like “event marketing” what is a way to create a new topic and to catch everyone’s eyes. Finally, it will make a great advertisement for the products. For example, the well knows issue-the famous island “Great Barrier Reef” recruits an employee who needed to introduce the sightseeing and the wonderful view. And it becomes a popular place to travel there after release the news. The great event marketing brings about the higher benefit in tourism.
Another successful example is the famous baseball player- Wang, Chien-Ming transfer the contract from Yankees to Nationals. It becomes a hot new at Taiwan society at that time. Every fan was crazy to collect the products about him, and then they arose the passion on Major League Baseball.
But how to successfully create event marketing is not an easy thing, and “Service Innovation” plays an important factor on this research. So the main aspects of this study want to figure out that what the hypothesis really work for the customers, and whether they was effect or not. Finally, get to know how to use the “service innovation” to reach the expectation.
The study is an empirical study was conducted to survey people who provide their experience for the six aspects. Totally provide 400 samples and 341 were retrieved. Finally, the study has 311 effective samples been collected. The research findings are summarized as follows: (1) it was positive effect on “Information’s Systems Innovation” (2) it was positive effect on “Service Innovation” (3) it was positive on “Customer Expectations” (4) it was positive affect on “Experience Marketing Innovation” (5) it was positive effect on “Endorsement/ Spokesman By Celebrity Innovation”。
In final, the conceptual of this study may provide some insights and strategies to practitioner, make their more realize and identify of service innovation on event marketing performance; furthermore, future research directions and limitations are also addressed.

Chapter 1 Introduction
1.1Research Background
1.2 Purpose of the Study
1.3 Process of the Study
Chapter 2 Literature Review
2.1 Innovation
2.2 Service Innovation
2.3 Event 9
2.4 Event Marketing
2.5 Customer Value
2.6 Case study
Chapter 3 Methodology
3.1 Research Framework and Model
3.2Variable and Operational Definitions
3.3 Data Analysis
3.4 Data Collection
3.5Analysis Method 28
Chapter 4 Research analysis and results
4.1 Sample Descriptive
4.2 Descriptive statistics
4.3 Reliability
4.4Analysis of variance (ANOVA)
4.5 T test
4.6 Regression
Chapter 5 Conclusion & Suggestion
5.1 Conclusion
5.2 Suggestion
5.3 Limitations and Future Research Directions

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Website:
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