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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/29739
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/29739


    Title: 高科技消費性耐久財品牌整合行銷傳播及其績效之研究:品牌接觸點管理觀點
    Authors: 任文嘉
    Contributors: 陳建維
    任文嘉
    Keywords: 高科技產業
    品牌策略
    整合行銷傳播
    品牌接觸點
    Date: 2008
    Issue Date: 2009-09-11 16:12:50 (UTC+8)
    Abstract:   本研究主要探討高科技產業中消費性耐久財品牌採行高科技產業最常使用的企業品牌策略與副品牌策略時,在IMC的品牌接觸點管理上做法的異同之處,並探討IMC的品牌接觸點管理對於品牌績效的影響,同時亦探討高科技產業特性與產品特性是否會導致特定的IMC品牌接觸點管理做法。

      研究結果發現高科技消費性耐久財品牌採用企業品牌策略與副品牌策略對於IMC的品牌接觸點管理的做法確實有影響,並且IMC品牌接觸點管理對於品牌績效能夠產生正面的影響,同時,高科技產業特性與產品特性對於本研究當中任何一種品牌策略在實行IMC的品牌接觸點管理做法上均無特殊影響。
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    Description: 碩士
    國立政治大學
    廣告研究所
    95452003
    97
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0095452003
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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