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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/85298


    Title: 國際新產品上市－情境因素與行銷溝通行為之研究
    Authors: 林奐文
    Contributors: 陳建維
    林奐文
    Keywords: 新產品管理
    自創品牌
    行銷溝通行為
    情境因素
    國際市場
    marketing communication
    brand
    new product
    new product development
    Date: 2001
    Issue Date: 2016-04-18 16:24:17 (UTC+8)
    Abstract: 對於台灣的自創品牌廠商來說，當其上市新產品時，除了生產的技術面之外，如何透過行銷活動在國際市場上建立品牌知名度，將產品銷售給顧客也同樣非常重要。本研究主要之目的即在確認影響台灣廠商行銷溝通行為之情境因素，並且探討這些情境因素如何來影響廠商之行銷溝通行為。
    Reference: 中文部分
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    3.汪昱誠（民88），多角化和國際化與企業經營績效關係之研究，國立政治大學國際貿易研究所未出版碩士論文
    4.洪順慶、吳長生 (民88)，地主國特性與自創國際品牌績效之關係研究-以台灣廠商為例，國立政治大學學報，第七十八期，197-220
    5.許士軍（民72），現代行銷管理，台北，商務印書館
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    7.張永賢（民82），國際市場進入策略與經營績效關係之研究，私立中原大學企業管理研究所未出版碩士論文
    8.陳德釗 （民86），企業國際化程度與組織因素之關係，國立中央大學企業管理研究所碩士論文
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    11.------（民80 ) ，研究發展/行銷/製造三部門互動與新產品績效相關之研究，台北，華泰書局
    12.鐘志明（民88），新產品發展過程之資源配置與績效之關係-以國內製藥業為例，國立政治大學企業管理研究所未出版碩士論文
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    Description: 碩士
    國立政治大學
    國際經營與貿易學系
    88351033
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2002001510
    Data Type: thesis
    Appears in Collections:[Department of International Business] Theses

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