政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/64254
English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  全文筆數/總筆數 : 113318/144297 (79%)
造訪人次 : 51016750      線上人數 : 898
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋
    政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 >  Item 140.119/64254


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/64254


    題名: 公司特性、地主國特性、標準化策略與國際行銷績效之關係
    其他題名: The Effects of Firm Characteristics and Host Country Characteristics on Standardization Strategy and International Marketing Performance
    作者: 吳長生;洪順慶
    Wu, Paul C. S.;Horng, Shun-Ching
    貢獻者: 企管系
    關鍵詞: 標準化策略;國外市場導向;國際化程度;來源國;國際行銷績效
    marketing standardization strategy;foreign market orientation;the degree of internationalization;country-of-origin;international marketing performance
    日期: 2006-06
    上傳時間: 2014-02-26 16:03:53 (UTC+8)
    摘要: 本研究旨在探討公司特性與地主國特性對國際行銷方案標準化程度與國際行銷績效之影響，以及標準化程度和公司特性、地主國特性配合對國際行銷績效之影響。以中華民國自創品牌協會會員、第一至六屆台灣精品標誌廠商及媒體報導自創品牌廠商為抽樣架構。共418家廠商採全部調查方式，以郵寄問卷收集資料，並以廠商之自創品牌最大營業額國外市場為分析單位，共回收有效問卷77份。 實證結果，國外市場導向與標準化之關係會受到地主國總體經濟規模與總體環境相似性之干擾，國外銷售比率對廣告標準化有負向影響，來源國形象對產品定位和通路標準化有正向影響，地主國總體環境相似性對廣告標準化有正向影響。其次，廠商國際行銷績效的主要影響因素為國外市場導向、行銷國家數、主觀國際行銷經驗、及地主國總體環境相似性與產品定位標準化之交互作用，均有正向影響。
    The purpose of this study is to investigate the influences of firm characteristics and host country characteristics on the degree of standardization (DOS) as well as international marketing performance, and the influences of fit between DOS and firm characteristics as well as host country characteristics on international marketing performance. The sampling frame are the members of BIPA, the award receivers of the first to the sixth "It`s very well made in Taiwan" mark, and the firms creating own brand reported by media, totally 418 firms. Data are collected by mail surveys to all these firms, and the unit of analysis is the major (the biggest foreign sales amount market) foreign product-market venture. 77 useful samples data were collected. Results of the study show that the relationship between foreign market orientation and DOS is moderated by host country`s macro economic scale and macro environment similarity. Foreign sales ratio has negative influence on the degree of advertising standardization. The image of country-of-origin has positive influence on the degree of product positioning and place standardization. Host country`s macro environment similarity has positive influence on the degree of advertising standardization. And the major factors influencing international marketing performance are foreign market orientation, the number of host countries, subjective international marketing experience, and the interaction of host country`s macro environment similarity and the degree of product standardization, all have positive influences.
    關聯: 中山管理評論, 14(2), 451-486+312
    資料類型: article
    顯示於類別:[企業管理學系] 期刊論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    451486.pdf542KbAdobe PDF2938檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋