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    政大機構典藏 > 傳播學院 > 新聞學系 > 學位論文 >  Item 140.119/84921
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/84921


    Title: 境外衛星電視頻道國際行銷本土化策略研究
    Authors: 鄭凱元
    Contributors: 彭芸
    鄭凱元
    Keywords: 境外頻道
    衛星電視
    國際行銷
    本土化策略
    Date: 2001
    Issue Date: 2016-04-15 16:01:52 (UTC+8)
    Abstract: 台灣有線電視的市場普及率在全球屬一屬二,超過五百萬的收視戶,使得各家境外頻道不敢忽略台灣市場,不但在亞洲市場中佔有重要地位,更是境外頻道眼中未來開發大陸市場的指標。基於國際市場環境的複雜性,跨國電視國際行銷的本土化策略便成為因地制宜的適應之道,也象徵著境外頻道經營台灣市場的決心與誠意。
    Reference: 一、中文部分
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    李秀珠,〈衛星電視的節目規劃:從文化接近性談起〉,《廣播與電視》,第二卷、第三期:35-58,台北:政大廣電系,1996。
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    曹偉玲,《整合行銷傳播(IMC)在有線電視頻道的應用研究》,台北:政大廣告所碩士論文,1999。
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    彭芸、谷玲玲,《外來文化與衛星外片頻道的經營策略及產品特性研究》,台北:文化總會電研會,1996。
    黃新生,《電視媒介管理》,台北:廣電基金,1995。
    黃營衫等著,《國際行銷學》,台北:空大,1998。
    楊欲奇,《影視節目國際行銷策略及活動研究─以國內無線電視台為例》,台北:政大廣電所碩士論文,1998。
    劉孝喣,《台灣地區衛星電視頻道業事業策略與行銷作為之研究》,台北:文化新聞所碩士論文,1996。
    關尚仁等,《2000年國際華語廣播電視文化性節目觀摩與研討會論文集》,台北:國立政治大學傳播學院,2000。
    簡佩萍,《在台跨國服務業中本土化策略之研究》,台北:政大企研所碩士論文,1995。
    蘇蘅,《開放天空下的文化衝擊:台灣民眾收看外國節目研究報告》,台北:文化總會電研會,1995。
    Barnet, R. J. & Cavanagh, J.著,陳秀娟等譯,《無遠弗屆:跨國企業與世界新秩序》,台北:牛頓,1995。
    Carla B. Johnston著,沈蕾譯,《國際電視合作:從入門到成功》,台北:廣電基金,1998。
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    二、英文部分
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    Description: 碩士
    國立政治大學
    新聞學系
    88451003
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2002001110
    Data Type: thesis
    Appears in Collections:[新聞學系] 學位論文

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