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    Title: 整合行銷傳播在推廣策略上之應用－以行動電話預付卡為例
    Authors: 楊佳蓉
    Yang, Chia-Jung
    Contributors: 祝鳳岡
    楊佳蓉
    Yang, Chia-Jung
    Keywords: 整合行銷傳播
    行動電話
    預付卡
    推廣策略
    Date: 2000
    Issue Date: 2016-04-18 16:21:19 (UTC+8)
    Abstract: 近年來，「整合行銷傳播(IMC;Integrated Marketing Communication)」在國內外蔚為風潮，許多企業及廣告代理商都將其應用於實務；以國內電信市場為例，自從開放民營以來，各家廠商投入大筆預算，多方運用各項傳播工具，成為應用整合行銷傳播最徹底的產業。有鑑於市場趨勢如此，於是本研究將討論焦點放在熱門電信商品之一－行動電話預付卡，分析預付卡的推廣策略，以探討電信業者應用整合行銷傳播於實務的可行性與效果。
    Reference: 一、中文部分
    劉美琪（2000年4月）：〈整合行銷傳播在國內廣告代理業的應用情形研究〉，「政治大學------論文研討會」論文。台北，木柵。
    甯俊銘（1999）：《我國行動電話系統業行銷策略之研究》。國立中興大學企業管理研究所碩士論文。
    盧玉玲（1999）：《網際網路與基督教傳播機構的跨媒體結合——從整合行銷傳播的角度探討》。國立政治大學廣播電視研究所碩士論文
    曹偉玲(1999)，整合行銷傳播(IMC)在有線電視頻道之應用研究，政治大學廣告研究所碩士論文。
    郭瓊隆(1998)，整合行銷傳播規劃在網路行銷上應用——以台灣電子商店為例，輔仁大學大眾傳播研究所碩士論文。
    黃筱娟(1998)，整合行銷傳播組織調適方式之研究——以實施高層級整合為例，輔仁大學大眾傳播研究所碩士論文。
    蔡美瑛、陳蕙芬(1998)，整合行銷傳播在高科技產業行銷上之應用——以Computex Taipei ‘96英代爾公司參展個案為例，民意研究季刊，204：pp.46-62
    何明彥（1997）：《從電信自由化看電信服務產業之發展》。新竹：工研院電通所，經濟部ITIS計劃
    孫秀蕙（1997）：《公共關係：理論、策略與研究實例》。台北：正中，p4, pp8-13。
    周文賢、吳金潮（1996），《碩士論文撰寫方法》，初版。台北市：華泰
    余逸玫(1995)，整合性行銷傳播規劃模式之研究——以消費品為例，政治大學企業管理研究所碩士論文。
    洪淑宜（1996）：《整合行銷傳播在媒體行銷上的應用—以台北之音為例》。台北：政大新聞研究所碩士論文。
    舒茲等著，吳怡國等譯（1997）：《整合行銷傳播：21世紀企業決勝關鍵》。台北：滾石文化。
    二、英文部分
    Center, A. H. & P. Jackson(1995). Public relations Practices: Managerial Case Studies and Problems, 5th Edition. Englewood Cliffs, NJ:Prentice Hall.
    Duncan T. & Moriatry, S.E.(1998),”A Communication-Based Marketing Model for Managing Relationship”, Journal of Marketing, Vol:62, pp.1-13.
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    Duncan, Tom(1993), Integrated marketing? It’s synergy, Advertising Age, 64: 10, p.22.
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    Esther Thorson,Jeri Moore(1999)Integrated Communication——Synergy ofpersuasive voice, 整合行銷傳播，吳宜蓁、李素卿譯。台北：五南。
    Foster,James(1990),”Working Together: how companies are integrating their corporate communications”, Public Relations Journal, pp.18-19.
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    Goldstein, Mark(1993), ……Or can agencies handle it?, Advertising Age, 64:4,p.19.
    Grunig, J.E. and Hunt T.(1984), Managing Public Relations, N.Y.: Holt, Pinehart and Winston.
    Haytko L.D.(1996), “Integrated Marketing Communication in a Public Service Contex : The Indiana Middle Grades Reading Program”, Integrated in Communication : synergy of persuasive voices, N. Y.: Lawtrnce Erlbaum Associates. Pp.233-250.
    Liano.T.(1993),”If marketing is warefare, we need new battle plan”, Marketing News(MNW), Vol:27, Aug.16, 1993, p.4,p15.
    McArther, D.N.&Griffin, T.(1997), Amarketing management view of integrated marketing communication. Journal of Advertising Research, Sep./Oct.:p.19-26.
    Nolte, L.W.(1974), Public Relations Professionnel Guide-lines:Concepts and Integrations, 3rd Ed., Pergamon Press Inc.
    Ozimek, J.(1991), “Marketing Guide 20 : Database Marketing“, Marketing, May, 1991,pp.21-24.
    Petrison, L. A. & Wang, P.(1996). Integrated marketing communication : Examining planning and cutionalconsiderations, in Integrated in Communication: Synergy of persuasive voices(Thorson, E. & Moore, J., Eds.). Mahwah N. J. : Lawrence Erlbaum Associates.
    Shimp, Terence, A.(1997), Advertising, Promotion and Supplemental Aspects of Integrated Communication Marketing, 4th ed, The Dryden Press.
    Schultz, Don E.(1994), “Trying to determine ROI for IMC” Marketing News(MNW), Vol:28, Jan. 3, 1994, p.18.
    Schultz, Don E.(1993), Integrated marketing communications : Maybe definition is in the point of view, Marketing News, 27:2, p.17.
    Schultz, Don E.(1993), Integration helps you plan communications outside-in, Marketing News, 27:9, p.12.
    Schultz, Don E.(1993), Just what are we integrating?And who should benefit?, Marketing News, 27:11, p.10.
    Schultz, Don E.(1993), How to overcome the barriers to integration, Marketing News, 27:15, p.16.
    Schultz, Don E.(1993), Four basic rules lay groundwork for integration, Marketing News, 27:17, p.10.
    Schultz, Don E.(1993), Mangers still face substantial IMC questions, Marketing News 27:20, p.10.
    Schultz, Don E.(1993), Maybe we should start all over with an IMC organization, Marketing News, 27:22, p.8.
    Sheldon,K.A.(1993),”Bookmark-integrated Marketing Communication”, Communication World(CMW),Vol:10, May 1993, p40.
    Shaw, R. and Stone, M.(1990), Database Marketing : Strategy and Implementation, New York : John Wiley & Sons.
    Description: 碩士
    國立政治大學
    廣告學系
    87452013
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2002001734
    Data Type: thesis
    Appears in Collections:[Department of Advertising] Theses

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