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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/29828


    Title: 電視廣告標準化之研究
    Authors: 陳宏隆
    Contributors: 于卓民
    陳宏隆
    Keywords: 電視廣告
    標準化
    TVC
    Standardized
    Date: 2004
    Issue Date: 2009-09-11 16:41:36 (UTC+8)
    Abstract: 以多國公司電視廣告為例，會隨進入的時期不同，隨時間調整其廣告所要表達的重點，來達到所要傳遞給消費者不同的訊息。另外一方面，則是隨產品的生命週期也會有所不同，在不同的階段，電視廣告要替產品表達不同的訊息，需要作一些調整來跟消費者有更好的溝通，而這些差異都可以顯示出多國公司的策略，所以決定從這些外顯的表現，探討影響的因素，來研究多國公司品牌在電視廣告的決策思考模式。研究電視廣告的標準化，盼能對品牌經營有更佳的了解。
    本研究先從文獻探討開始，由收集關於多國企業之行銷標準化、廣告理論、電視廣告理論等，綜合起來整理出完善的電視廣告標準化文獻，藉由此文獻，發展出十點電視廣告標準化的推論，之後藉由個案訪談的方式驗證理論推論。與各品牌之公司簡介、歷史、組織發展現況，以及訪談內容的整理歸納，針對該品牌的電視廣告研究為主，盡可能包括電視廣告製作的流程、拍攝手法與目的、合作廣告代理商、公司策略目標等因素，來驗證探討廣告標準化決定的因素。
    從個案訪談與理論推論驗證中，經過整理發現，電視廣告標準化的取決與產品本質、品牌精神、高級品或消費品、工業品與非工業品等因素有關；其中以『產品本質』與『品牌精神』最為影響關鍵，特別是在現今行銷以品牌為主體的市場中，品牌因素決定了行銷策略的絕大部分，包括電視廣告的標準化。
    Reference: 1. Banerjee,Ashish,”Transnational advertising development and management ：an account planning approach and a process framework.”,International Journal of Advertising,Vol.13, 1994, pp.1
    2. Chase Dennis ,”Global Marketing：The New Wave”,Advertising Age,Vol.25,1984,pp.49.
    3. David M. Szymanski, Sundar G. Bharadwaj,& P. Rajan Varadarajan,”Standardization versus Adaptation of International Marketing Strategy：An Empirical Investigation”,Journal of Marketing,Vol.57,1993, pp.1-17.
    4. Douglas, Susan P. and Yoram Wind,”The Myth of Globalization”,Columbia Journal of World Business,Vol.22,1987,pp.19-29.
    5. Elinder, Erik,”How International Can Advertising Be？”,International Advertiser,1961,pp.12-16.
    6. Hovell,P. J. and P. G. Walters,”Interbational Marketing Presentations：Some Options”,European Journal of Marketing, Vol.6,1972,pp.69-79.
    7. Kaynak ,Erdener and S. Tamar Cavusgil,”Consumer Attitude Towards Products of foreign Origin：Do They Vary Across Product Classes？”,Internatioanl Journal of Advertising,Vol.2,1983,pp.147-157.
    8. Levitt, Theodore,”The Globalization of Markets”,Harvard Business Review,Vol.61,1983, pp.92-102.
    9. Michel Laroche, V. H. Kirpalani, Frank Pons,& Lianxi Zhou,”A Model of Advertising Standardization in Multinational Corporations”,Journal of International business Studies, Vol.32 No.2,2001,pp.249-265.
    10. Miracle, Gordon E. ,”International Advertising Principles and Strategies”,MSU Business Topics,Vol.6, 1968, pp.29-36.
    11. Peterson Blyth Cato Associates,Inc, and Cheskin & Masten, “Survey on Global Brands and Global Marketing”,Empirical Report,New York,1985.
    12. Prahalad, C. K. and Yves L. Doz,”The Mutlinational Mission”,New York, The Free Press,1987,pp.157-168.
    13. Quelch, J. A.and E. J. Hoff,“Customizing Global Marketing“,Harvard Business Review,Vol.64,1986, pp.59-68.
    14. Reynolds, John I.”Developing Policy Responses to Culture Difference”,Business Horizons,Vol.21,1978,pp.4-30.
    15. Roostal, I.,”Standardization of Advertising for Western Europe”,Journal of Marketing,Vol.27,1963, pp.15-20.
    16. Saeed Samiee & Kendall Roth,”The Influence of Global Marketing Standardization on Performance”,Journal of Marketing, Vol.56, April 1992, pp.1-17.
    17.Susan H.C. Tai,”Advertising in Asia：Localize or Regionalize？”,International Journal of Advertising, Vol.16,1997,pp.48-61.
    18. Subhash C. Jain,”Standardization of International Marketing Strategy：Some Research Hypotheses”,Journal of Marketing, Vol.53,1989,pp.70-79.
    19. Soreason, Ralph Z.and Ulrich E. Wiechmann,”How Mutlinationals View Marketing Standardization”,Harvard Business Review,Vol.53,1975,pp.38.
    20.www.Garnier.com.tw
    21.www.Maybelline.com.tw
    22.www.nike.com.tw
    23.www.lexus.com.tw
    24.www.wantwant.com.tw
    25.www.benq.com
    26.www.microsoft.com.tw
    Description: 碩士
    國立政治大學
    企業管理研究所
    90355003
    93
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0090355003
    Data Type: thesis
    Appears in Collections:[Department of Business Administation] Theses

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