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    题名: 台灣企業國際廣告活動之研究
    其它题名: The International Advertising Activities of Taiwanese Firms.
    作者: 于卓民
    贡献者: 企業管理研究所
    关键词: 台灣企業;廣告活動
    Taiwan enterprise;Advertising activity
    日期: 1993
    上传时间: 2014-09-11 17:43:29 (UTC+8)
    摘要: Advertising in foreign markets plays the same role it does in domestic operations; that is, providing information to potential customers and persuading them to buy a firm`s products. However, due to the differences in perceptions of consumers, the advertising strategies used in foreign markets may be different from those at home. The purpose of this paper is to further our understanding of international advertising strategies of multinational corporations from developing countries. Due to their reputation as successful international competitors, we focused on Taiwanese firms. The international advertising activities of six companies, Giant Manufacturing Co., Hongson Inc., Acer Inc., Liang Chi Industry International Groups, Lang Kuan Co., Ltd., and Asia Kingdom Machinery Industry Co., Ltd., are reported in this paper. These firms are in different stages of internationalization, so do their international advertising strategies. The international advertising strategies of these firms can be characterized as three distinctive approaches: a market-by-market approach, a middle-of-the-road approach, and a global approach. The interviewed firms adopt different approaches to determine the brand names and prefer to use the same brand names worldwide. The brand name can highlight or conceal the country of origin and can be created externally or internally. These findings should be helpful to those firms from developing countries interested in international promotion.
    關聯: 行政院國家科學委員會
    計畫編號NSC82-0301-H004-031-T
    数据类型: report
    显示于类别:[企業管理學系] 國科會研究計畫

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