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    題名: 國際新產品上市－情境因素與行銷溝通行為之研究
    作者: 林奐文
    貢獻者: 陳建維
    林奐文
    關鍵詞: 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
    日期: 2001
    上傳時間: 2016-04-18 16:24:17 (UTC+8)
    摘要: 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。
    參考文獻: 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
    6.郭崑謨（民73），行銷管理，台北：三民書局
    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
    9.劉綠萍（民87），技術策略、行銷策略與產品創新績效關係之研究—以我國積體電路製造業為例，國立中興大學企業管理研究所未出版碩士論文
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    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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    描述: 碩士
    國立政治大學
    國際經營與貿易學系
    88351033
    資料來源: http://thesis.lib.nccu.edu.tw/record/#A2002001510
    資料類型: thesis
    顯示於類別:[國際經營與貿易學系 ] 學位論文

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