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    题名: 台灣高科技產業產品上市行銷溝通訊息策略與績效之研究
    作者: 邱婉瑜
    贡献者: 陳建維
    邱婉瑜
    关键词: 資訊性訊息
    轉換性訊息
    推敲性訊息
    關係性訊息
    日期: 2003
    上传时间: 2009-09-18 14:08:32 (UTC+8)
    摘要: 由於不同產業具有不同特性，導致各產業的行銷溝通方式與所釋放的訊息屬性有所差異，鑑於以往的研究鮮少著墨高科技產業的行銷溝通作法，本研究針對高科技產業，探討新產品上市時，行銷溝通活動訊息策略之效果。

    本研究將高科技產業新產品上市之行銷溝通訊息策略分為以下幾種：第一種是依照訊息本質而將訊息而分為「資訊性（Informational）」與「轉換性（Transformational）」訊息；第二種是依照公司延伸品牌時所採取的策略而將訊息分為「推敲性（Elaborational）」與「關係性（Relational）」訊息。並根據國內高科技廠商所回覆之問卷分析的結果，找出較適合高科技產業所採用的行銷溝通訊息策略，另外，在訊息策略影響溝通與銷售績效的過程中亦會受到訊息操弄的影響，分為訊息一致性、訊息清晰程度以及行銷溝通整合程度的調節影響。因此本研究同時探究高科技產業最佳之訊息策略，以及在訊息特性的操弄下，訊息如何影響新產品上市之溝通與銷售績效。實證結果如下：


    1.高科技廠商使用資訊性訊息比使用轉換性訊息有較高的溝通與銷售績效。
    2.高科技廠商使用關係性訊息比使用推敲性訊息有較高的溝通與銷售績效。
    3.訊息清晰度顯著增強資訊性訊息與關係性訊息對溝通及銷售績效的影響。
    4.訊息一致性顯著增強資訊性訊息及關係性訊息對銷售績效的影響，但對溝通績效之調節影響並不顯著。
    5.行銷溝通整合程度顯著增強資訊性與關係性訊息對溝通與銷售績效的影響。
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