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題名:IMC、策略聯盟與中小企業行銷
書刊名:中小企業發展季刊
作者:黃俊寧 引用關係
作者(外文):Hwang, Junne-ning
出版日期:2009
卷期:11
頁次:頁197-226
主題關鍵詞:中小企業策略聯盟整合行銷傳播IMCSmall and medium enterprisesSMEsStrategic allianceIntegrated marketing Communication
原始連結:連回原系統網址new window
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  • 共同引用共同引用:551
  • 點閱點閱:135
本文主要以文獻探討的方式,首先從行銷的觀點切入,說明行銷的觀念以及發展 過程,主要在強調行銷的思維已經從由內而外轉向由外而內;其次,將針對整合行銷 傳播相關內容闡述,包括整合行銷傳播提出及發展的背景、意義、在今日競爭環境中 的重要性,以及選擇一個適當的整合行銷傳播模式企劃過程來描述;接著本文將針對 可能可以憑藉之以彌補中小企業行銷資源缺口之策略聯盟進行探討,並以研究案例說 明策略聯盟在今日行銷環境的重要性;最後,針對台灣中小企業目前的狀況,以整合 行銷傳播、策略聯盟之觀念就行銷方面問題提出概念性的解決方法。文中所言部分與 政府施政有關,也期望所提出之些許建設性的建議,可以作為未來規劃協助中小企業 發展之參考。
In this paper, we explore how SMEs (Small and Medium Enterprises) to implement IMC by the way of documents review. We start with the viewpoint of marketing and describe the concept and the developments of marketing. What we want to emphasize is that the core thought of marketing has changed from inside-out to outside-in. Secondly, we describe something about IMC, and the importance of IMC in today’s competitive environment, and introduce a reference IMC model for interpretation. Thirdly, we discuss strategic alliance which is considered a solution in strengthening the gap of marketing resource of SMEs in implementing IMC. We also use some cases to explain the importance of strategic alliance in marketing environment today. Finally, we propose a conceptive model to solve the problem that the SMEs in Taiwan encountered in implementing IMC. Some proposed suggestions are related to the government administration, and we hope these suggestions are helpful for government in establishing SME policies.
期刊論文
1.Schultz D. E.(1993)。How to Overcome the Barriers to Integration。Marketing News,7(19),16-17。  new window
2.Lee, Alder(1966)。Symbiotic Marketing。Harvard Business Review,44,59-71。  new window
3.Magrath, A. J.(1991)。Collaborative Marketing Comes of Age-Again。Sales and Marketing Mangement,143,61-64。  new window
4.Varadarajan, P. R.、Rajaratnam, Daniel(1986)。Symbiotic Marketing Revisited。Journal of Marketing,50(1),7-17。  new window
5.吳青松(19961100)。策略聯盟之國際發展趨勢。經濟情勢暨評論,2(3),8-13。  延伸查詢new window
6.蔡美瑛、陳蕙芬(1998)。整合行銷傳播在高科技產業行銷上之應用--以Computer Taipei'96 英代爾 (Intel) 公司參展個案為例。民意研究季刊,204,46-62。  延伸查詢new window
7.Bleeke, J.、Ernst, D.(1991)。The Way to Win in Cross-border Alliances。Harvard Business Review,69(6),127-135。  new window
8.Bucklin, L. P.、Sengupta, S.(1993)。Organizing Successful Co-marketing Alliances。Journal of Marketing,57(2),32-46。  new window
9.Killing, J. P.(198205)。How to make a global joint venture work。Harvard Business Review,60(3),120-127。  new window
10.James, B. P.(1986)。Alliances: The New Strategic Focus。Long Range Planning,18(3),76-81。  new window
11.Lewis, J. D.(1990)。Using Alliances to Build Market Power。Planning Review,18(5),4-48。  new window
12.Aaker, David A.(1989)。Managing assets and skills: The key to a sustainable competitive advantage。California Management Review,31(2),91-106。  new window
13.Baranson, Jack(1990)。Transnational strategic alliances: Why, what, where and how。Multinational Business,2,54-61。  new window
14.Dilenschneider, R. L.(1991)。Marketing Communications in the Post-Advertising Era。Public Relations Review,17,227-236。  new window
15.Schultz, D. E.(1997)。IMC in the Hyper-Competitive Marketplace。Marketing News,7(5),21-37。  new window
16.Schultz, Don E.(1997)。Organize IMC Program form Outside-In。Marketing News,31(10),12。  new window
17.Schultz, D. E.(1998)。New Century Needs New Marcom Methods。Marketing News,2(2),12-13。  new window
18.Kalb, C. C.(1988)。Joint Marketing or Co-Marketing: Co-operations or Competition。Medical Marketing & Media,112-119。  new window
19.Magsaysay, J.(1989)。Strategic Why Compete? Collaborate!。World Executive's Digest,1989(Oct.),29-34。  new window
學位論文
1.廖文華(200107)。台灣布袋戲電影「聖石傳說」之行銷傳播策略個案研究(碩士論文)。中國文化大學。  延伸查詢new window
2.詹力權(2001)。影響整合行銷傳播績效因素之探討--以服務業為例(碩士論文)。淡江大學。  延伸查詢new window
3.何玉婷(2000)。公共電視台的整合行銷傳播應用研究(碩士論文)。國立臺灣師範大學。  延伸查詢new window
4.鄭凱元(2001)。境外衛星電視頻道國際行銷本土化策略研究(碩士論文)。國立政治大學。  延伸查詢new window
5.林玲君(1991)。策略聯盟形成因素與績效之研究:資訊電子業之實證(碩士論文)。國立臺灣大學。  延伸查詢new window
6.許瓊方(2001)。以關係管理及資料庫行銷來探討對IMC 績效之影響。雲林科技大學。  延伸查詢new window
7.楊雯芩(2000)。國內行銷策略聯盟模式之探討。國立東華大學。  延伸查詢new window
8.蔡宜良(1996)。策略聯盟統治類型之研究--以服務業為例。國立台灣大學。  延伸查詢new window
圖書
1.Bronder, C.、Pritzl, R.(1992)。Developing Strategic Alliances: A Conceptual Framework for Successful Co-operation。European。  new window
2.許安琪(2001)。整合行銷傳播引論:全球化與在地化行銷大趨勢。臺北:學富文化事業有限公司。  延伸查詢new window
3.廖宜怡、Duncan, Tom、Moriarty, Sandra(1999)。品牌至尊:利用整合行銷創造終極價值。臺北:美商麥格羅希爾台灣分公司。  延伸查詢new window
4.Thorson, Esther、Moore, Jeri、吳宜蓁、李素卿(1999)。整合行銷傳播。臺北:五南。  延伸查詢new window
5.Porter, M. E.(1986)。Competition in Global Industries: a Conceptual Framework in Competition in Global Industries。Boston MA:Harvard Business School Press。  new window
6.Lorange, P.、Roos, J.(1992)。Strategic Alliance–Formation, Implementation and Evolution。Massachusetts:Blackwell。  new window
7.呂鴻德(1996)。企業策略聯盟:提升競爭力的經營利器。台北:商周文化公司。  延伸查詢new window
8.Duncan, T.、Caywood, C.(1996)。The Concept, Process, and Evolution of Integrated Marketing Communication。Mahwah N.J.:Lawrence Erlbaum Associates, Inc.。  new window
9.吳思華(1996)。策略九說:策略思考的本質。臺北:麥田出版社。new window  延伸查詢new window
10.Kotler, Philip、Ang, Swee Hoon、Leong, Siew Meng、Tan, Chin Tiong(1999)。Marketing Management: An Asian Perspective。Prentice-Hall。  new window
11.郭煌常(1990)。國際化的合縱連橫--技術移轉和策略聯盟。  延伸查詢new window
12.郭崑謨、張五岳(1995)。台商與大陸鄉鎮企業關係之發展--策略聯盟之需求與意向探討。  延伸查詢new window
13.樓永間、方世榮、Kolter, Philp、Keller, Kevin Lane(2006)。行銷管理學。台北。  延伸查詢new window
14.黃孝寬(1993)。推動企業策略聯盟擴大開發國際市場。  延伸查詢new window
15.Rapp, S.、Collins, T.(1990)。The Great Marketing Turnaround: The Age of the Individual and How to Profit from It。N.J.。  new window
16.Lynch, R. P.(1990)。The Practical Guide to Joint Ventures and Corporate Alliance。  new window
 
 
 
 
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