行銷策略與公司績效關係之研究-以平版印刷業為例

• Main Author: 陳進德
• Other Authors: 王祿旺
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/73607247523504504438

碩士 === 中國文化大學 === 印刷傳播研究所 === 87 === The purpose of this study was to investigate between marketing-strategy and company performance in off-set printing factory. The marketing-strategy including marketing policy and competitive advantage. This research marketing policy has nine factors, including namely product and service strategy, pricing strategy, place strategy, image strategy, promotion strategy, physical facility strategy, process strategy, personnel strategy and marketing research. Competitive advantage has three factors, including cost leadership advantage, differentiation advantage, focus advantage. Company performance has four factors, including return on assets, increment on operating, net profit, marketing-shares. The result of this study were as follow: In main effect, the marketing policy and competitive advantage will affect return on assets when they integrated. In return on assets, it will not affect by the marketing policy and competitive advantage. In increment on operating, it will affect by the marketing policy. In net profit, it will affect by the marketing policy. In marketing-shares, it will not affect by the marketing policy and competitive advantage.