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整合行銷企業經營模式之研究－以茶具業之「品味生活有限公司」為例 = An...

國立高雄大學國際高階經營管理碩士在職專班(IEMBA)

整合行銷企業經營模式之研究－以茶具業之「品味生活有限公司」為例 = An Empirical Study on the Integrated Marketing Strategy－ The Case of the Tasteful Life Corporative Company

Record Type:	Language materials, printed : monographic
Paralel Title:	An Empirical Study on the Integrated Marketing Strategy－ The Case of the Tasteful Life Corporative Company
Author:	張永林,
Secondary Intellectual Responsibility:	國立高雄大學
Place of Publication:	[高雄市]
Published:	撰者;
Year of Publication:	2009[民98]
Description:	63面圖、表 : 30公分;
Subject:	整合行銷
Subject:	IM
Notes:	參考書目：面
Notes:	指導教授：黃明新、李亭林
Summary:	本研究動機在於觀之1980年代中期整合行銷傳播（IMC）開始浮上台面，至二十一世紀的企業者，紛紛從舊的行銷4P思維轉向新的行銷整合脈絡，企圖研擬一套整合性的行銷策略活動，使所生產的產品能在整合性的策略下，創造出最高的銷售量，進而獲得最佳利潤。因此，本研究基於上述整體商業環境之脈絡改變，以品味生活有限公司為個案，採用量化之問卷調查方式，以SPSS15.0為統計分析方法，探討「實體店舖」之情況，瞭解顧客購買行為及是否有顧客忠誠度之產生，以明瞭公司未來在實體店舖之行銷策略為何。二為，研究茶具業於網路販售之潛在情況為何，以作為公司未來結合實體店舖與虛擬網路銷售之依據。研究結果顯示：在整合行銷策略理論方面，要以顧客觀點出發，並整合內部流程和外部作業，以強化「組織行銷團隊」，如此才能在互動、全球連線、顧客主導的服務型經濟時代獲得最佳商機與利潤。而在品味生活公司之整合行銷策略方面，由於產品本身之特性不足因此須著重品牌力的建構，以加強顧客忠誠度；再者強化雙向溝通服務的建立，創造與顧客零距離之效益；並購買網路廣告以擴展網路行銷之業績，進而實現網路銷售之目標。 The aim of this study is to examine the phenomenon that Integrated Marketing Communication began to bubble up in the middle of the 1980s, and then the enterprises in the 21 century have intended to transfer the 4P marketing into new arrangement of integrated marketing to design a set of integrative marketing strategies. On the basis of integrated strategies, manufactured products can be increased to the maximum of sales, and then to the best profits.Based on the shift of business environment discussed above, the present study selects the Tasteful Life Corporative Company as the sample case and adopts questionnaires to conduct a qualitative analysis by using SPSS 15.0 as the analysis tool to examine the situation of the physical shops for the realization of the consumer conduct and consumer loyalty. And further, this study aims to find out the potential condition on manufactures of Tea Sets for the future marketing of the integration between the physical shops and visual shops.The results of the study are presented that on the theory of Integrated Marketing, think as if you are the customer, and integrate internal process and external work to strengthen the Integrated Marketing Team, the best business opportunities and profits will be obtained in the consumer-oriented service world that includes diverse interaction, global communication, and customer-predominance. Based on the integrated marketing strategy of the Tasteful Life Corporative Company and the quality insufficiency of the products, the company be supposed to emphasize construction of the brand image to reinforce the consumer loyalty,build mutual communication service to decrease the distance toward the consumers, and purchase the Internet commercials to realize the future marketing on the Internet.

整合行銷企業經營模式之研究－以茶具業之「品味生活有限公司」為例 = An Empirical Study on the Integrated Marketing Strategy－ The Case of the Tasteful Life Corporative Company
張, 永林

整合行銷企業經營模式之研究－以茶具業之「品味生活有限公司」為例 = An Empirical Study on the Integrated Marketing Strategy－ The Case of the Tasteful Life Corporative Company / 張永林撰 - [高雄市] : 撰者, 2009[民98]. - 63面 ; 圖、表 ; 30公分.
參考書目：面指導教授：黃明新、李亭林.
整合行銷IM

整合行銷企業經營模式之研究－以茶具業之「品味生活有限公司」為例 = An Empirical Study on the Integrated Marketing Strategy－ The Case of the Tasteful Life Corporative Company
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