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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/29726
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29726


    Title: 企業藝文理念行銷——台灣區初探性研究
    Authors: 陳羽珊
    Contributors: 祝鳳岡
    賴建都
    趙義隆




    陳羽珊
    Keywords: 藝術文化
    理念行銷
    Arts & Culture
    cause-related marketing
    Date: 2004
    Issue Date: 2009-09-11 16:11:38 (UTC+8)
    Abstract: 本論文旨在對台灣區企業施行藝文理念行銷活動作實證研究,以建立企業藝文理念行銷行為模式之觀念架構,並以Sull之關鍵成功因素模式,求得企業藝文理念行銷之關鍵成功因素。本研究選定誠品書店、裕隆汽車、Agnes b.、圓神出版事業機構、以及荷蘭銀行等五家施行藝文理念行銷的企業作深度訪談,除提出企業藝文理念行銷修正後之觀念架構,並發現當理念行銷以「藝術文化」為主題時,應將Kotler主張的參與形式重新定義。
    本研究另針對藝文理念行銷的構面影響提出命題,概述如下:企業主題推廣仍為企業建立品牌、知名度塑造時的基本方式,但現有的趨勢漸漸向聯合議題推廣靠攏;企業最在意藝文夥伴與其形象及目標市場是否相合,最重視企業夥伴或公部門夥伴的資源多寡;企業藝文理念行銷動機強調經營者興趣與認同者,活動類型較為多元,最重視議題的獨特性,較不重視議題與產品的關聯性;藝文理念行銷動機強調短期自利或長期自利的企業,活動類型較單一固定,最重視議題的社會顯著性與產品關聯性;另,對議題性質的謹慎選擇搭配靈活的時間運用、整合行銷傳播、本身及合作夥伴的資源分享,為台灣企業施行藝文理念行銷最重視的共同關鍵成功要素。
    本研究並對實務界提出以下建議:1. 具通路特質的企業,可善用體驗行銷並持續性舉辦長期或短期活動;2. 注重與合作夥伴目標市場的分享以擴大市場;3. 掌握整合行銷傳播的關鍵為:快速的內部溝通及不輕易更改的核心策略。
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    Description: 碩士
    國立政治大學
    廣告研究所
    90452014
    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0090452014
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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