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研究生:黃君薇
研究生(外文):Huang,chunwei
論文名稱:整合行銷傳播之研究:以Sunny Tech Mall中科購物廣場為例
論文名稱(外文):The Study of Integrated Marketing Communication:The Case of Sunny Tech Mall
指導教授:黃振誼黃振誼引用關係
指導教授(外文):Huang,ChenI
口試委員:劉中平李政宗
口試委員(外文):Liu,ChungpingLi,Chengtsung
口試日期:2012-06-18
學位類別:碩士
校院名稱:育達商業科技大學
系所名稱:行銷與流通管理所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:79
中文關鍵詞:整合行銷中科購物廣場商圈規劃紮根理論商業模式
外文關鍵詞:Integrated MarketingSunny Tech MallDistrict PlanningGrounded TheoryBusiness Model
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順應國民近幾年從事休閒生活所消費之總金額與時間的提升,國民對於服務業之要求逐漸朝高品質與複合式的方向發展。本研究旨在探討中科購物廣場於整合行銷傳播案例之應用,探究其特殊的商業模式為何能夠吸引人潮,說明中科購物廣場不是單純的使用一般商業模式及手法,而是透過整合行銷工具間的整合相輔相成,希望來到中科購物廣場的人們都能夠放鬆心情並且帶著歡樂回家。本研究使用深度訪談並以紮根理論進行編碼,研究中發現,不同於以往的商圈以廣告為主要行銷模式,反而是以團結力量大的方式將整合行銷傳播工具發揮的淋漓盡致,為中科購物廣場開發了許多的潛在消費者,也透過五大行銷傳播工具配合成功,為購物廣場帶來許多的人潮與錢潮。
ABSTRACT
With the development of GDP and leisure activities, people ask more about the quality of entertainment, as a result, multi-functioned trading block has been developed. Tech Mall located in Taichung is a typical case. This research aims at exploring how integrated marketing communication is applied to Tech Mall and investigating why People will be attracted by this particular business model. This research adopts In-depth interviewing and uses Grounded theory to analysis the result. The findings suggest that intergraded marketing communication has attracted many potential consumers, and five tools can be exerted by different approaches. It differs from other district are advertising as the main marketing, but it make the consumers feel relax and have a good time. Finally, it bring the stream of customers and business.
誌謝....................................................................................................................................... I
中文摘要............................................................................................................................... II
英文摘要............................................................................................................................... III
目錄....................................................................................................................................... IV
表目錄................................................................................................................................... VI
圖目錄................................................................................................................................... VII
一、緒論................................................................................................................................. 1
1.1研究背景與動機...................................................................................................... 1
1.2研究目的.................................................................................................................. 2
1.3研究範圍與對象...................................................................................................... 2
1.4研究限制.................................................................................................................. 2
1.5研究流程.................................................................................................................. 3
二、文獻探討………………………………………............................................................. 4
2.1整合行銷傳播的緣起…………………………………………………………...... 4
2.2整合行銷傳播的涵義….......................................................................................... 7
2.3整合行銷傳播的構面與步驟……………….......................................................... 11
2.4整合行銷傳播五大工具………………….............................................................. 14
2.5整合行銷傳播核心概念與層次.............................................................................. 15
2.6整合行銷傳播的策略架構...................................................................................... 17
三、中科購物廣場經營簡介................................................................................................. 20
3.1籌建初期緣由..……………..………….................................................................. 20
3.2中科購物廣場…………………………………….................................................. 22
3.2.1整理規劃方面………………………………………………………………….... 22
3.2.2店家選擇與類別................................................................................................... 24
3.2.3公益空間............................................................................................................... 25
3.2.4停車場規劃........................................................................................................... 26
3.3營運狀態................................................................................................................... 28
3.3.1管理層面............................................................................................................... 28
3.3.2客層範圍................................................................................................................ 28
3.4 Tech Mall商場未來發展的方向............................................................................. 29
四、研究方法.......................................................................................................................... 30
4.1研究架構………………………………................................................................... 30
4.2個案研究………………………............................................................................... 30
4.3深度訪談................................................................................................................... 31
4.4研究設計................................................................................................................... 32
4.5信度與效度............................................................................................................... 33
五、資料分析.......................................................................................................................... 35
5.1整合行銷傳播........................................................................................................... 35
5.2廣告行銷................................................................................................................... 36
5.2.1媒體傳播................................................................................................................ 37
5.2.2建立知名度............................................................................................................ 37
5.3公關行銷................................................................................................................... 38
5.3.1危機處理................................................................................................................ 39
5.3.2宣傳告知................................................................................................................ 40
5.3.3社會服務................................................................................................................ 40
5.3.4認同感.................................................................................................................... 41
5.4事件行銷................................................................................................................... 42
5.4.1新聞報導型............................................................................................................ 43
5.4.2曝光度.................................................................................................................... 44
5.4.3延續性.................................................................................................................... 44
5.5銷售推廣................................................................................................................... 45
5.5.1刺激銷售................................................................................................................ 46
5.5.2額外誘因................................................................................................................ 46
5.6直效行銷................................................................................................................... 47
5.6.1網際網路................................................................................................................ 47
5.6.2電話行銷................................................................................................................ 47
5.7小結........................................................................................................................... 48
六、結論與建議...................................................................................................................... 49
6.1結論........................................................................................................................... 49
6.2建議........................................................................................................................... 50
參考文獻…………………………….................................................................................... 51
附錄……………………………............................................................................................ 54

中文部份
1.方世榮譯(2004):行銷學原理(Kotler, Philip &Armstrong, Gary,1999著)。台北:東華。
2.王鏑、洪敏莉譯(2000):整合行銷傳播策略:從企劃、廣告、促銷通路到媒體整合(Percy, Larry,1997著)。台北市:遠流。
3.田祖武、魏上凌、李美慧(2005):整合行銷傳播績效指標之建構與衡量。行銷評論,2005年夏季,2(2),193-218。
4.吳宜蓁、李素卿譯(1999):整合行銷傳播(Thorson, Esther & Moore, Jeri,1996著)。台北:五南。
5.呂長民(2004):行銷研究:研究方法與實例應用。台北:前程企業。
6.宋秩銘、莊淑芬、黃復華、白崇亮等(1997):奧美的觀點。台北巿:滾石文化。
7.沈宜蓉(2005):台灣流行音樂市場之整合行銷傳播策略研究。世新大學傳播管理學系碩士論文。
8.洪淑宜(1996):整合行銷傳播在媒體行銷上的應用:以臺北之音為例。政治大學新聞研究所碩士論文。
9.祝鳳岡(1996):整合行銷傳播之應用:觀念與問題。傳播研究簡訊,(6),6-7。
10.祝鳳岡(1996):整合行銷傳播之應用:觀念與問題。傳播研究簡訊,6,6-8
11.張瑞玲、陳雯麗譯(1991):行銷新十論(Rapp, Stan & Collins, Tom,1990著)。台北市:時報文化。
12.深耕實業股份有限公司(2007):深耕Tech Mall 結案報告題綱。台中市:深耕實業股份有限公司。
13.深耕實業股份有限公司(2008):深耕實業股份有限公司。台中市:深耕實業股份有限公司。
14.許安琪(1999):活動新主張。震旦月刊,(337),36。
15.許安琪(2001):整合行銷傳播引論:全球化與在地化行銷大趨勢。台北:學富文化。
16.許安琪(2001):整合行銷傳播新趨勢(收錄自郭良文主編,《臺灣的廣告發展頁》)。台北:學富。
17.許安琪(2003):綜效與整合行銷傳播研究。台北:揚智文化。
18.陳琇玲譯(2000):完全搞懂整合行銷傳播(Brannan, Tom著)。台北市:麥格羅希爾。
19.黃葳葳(2004):閱聽人與媒體文化。台北:五南。
20.劉美琪(2004):行銷傳播概論。台北市:雙葉書廊。
21.蔡美瑛、陳惠芬(1998):整合行銷傳播在高科技產業行銷上之應用:以Computex Taipei’96英代爾(Intel)公司參展個案為例。民意研究季刊,204,46-62。
22.戴至中、袁世珮譯(2007):IMC整合行銷傳播 : 創造行銷價值、評估投資報酬的5大關鍵步驟(Schultz, Don E. & Schultz, Heidi,2004著)。台北市:麥格羅希爾。
23.羅文坤(1991):九○年代廣告代理商之我見。中國廣告學刊,2,96-99。

英文部份
1.Caywood, Clarke, Ewing, Raymond (1991). Integrated Marketing Communications: A New Master’s Degree Concept. Public Relations Review, 17(3), 237-244.
2.Cuneo, Alice Z. (1993). High-tech CKS sees beyond media ads. Advertising Age, 64(36), 22.
3.Duncan,T & Moriarty,S.E. (1997). Driving brand value. New York: McGraw-Hill.
4.Foster,James (1990). Working together: How companies are integrating corporate comes. Public Relation Journal.
5.Harlow, Rex. (1976).Building a Public Relations Definition. Public Relations Review, 36.
6. Kotler, Philip & Armstrong, Gary (2004).Principles of marketing (10th ed ). Upper Saddle River, NJ: Pearson Education, 425.
7.Moriarty, S. E. & Burnett John (1998). Introduction to Marketing Communication : an Integrated Approach. Pretice-Hall,New Jersey
8.Novelli D. William. (1989-1990). One-stop shopping: Some Thoughts on Integrated Marketing Communications. Public Relations Quarterly, 34(4), 7-9.
9.Percy, Larry (1997) Schultz, D.E.(1993). Integrated marketing communications: Maybe definition is the point view. Marketing news, 27(18), 17.
10.Schultz, Don E (1996). Problem that Practitioners have with IMC. Marketing News, 30(23), 11.
11.Schultz, Don E. (1996). The inevitability of integrated communications. Journal of Business Research, 37(3), 139-146.
12.Shimp, Terence A. (1997). Advertising, promotion, and supplemental aspects of integrated marketing communications. The Dryden press.

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