The Impact of Stakeholder Management, Organizational and Resource Integration Mechanism on Integrated Marketing Communication Performance
碩士 === 義守大學 === 管理科學研究所 === 92 === The purpose of the study focuses on finding the effective factor of Integrated Marketing Communication (IMC). First, we clarified the definition, influence factors, constructs, outcomes and measurement of IMC. Then we built the relationships between sttakeholder ma...
Main Authors: | , |
---|---|
Other Authors: | |
Format: | Others |
Language: | zh-TW |
Published: |
2004
|
Online Access: | http://ndltd.ncl.edu.tw/handle/84319246215063271888 |
id |
ndltd-TW-092ISU00457024 |
---|---|
record_format |
oai_dc |
spelling |
ndltd-TW-092ISU004570242016-01-04T04:09:17Z http://ndltd.ncl.edu.tw/handle/84319246215063271888 The Impact of Stakeholder Management, Organizational and Resource Integration Mechanism on Integrated Marketing Communication Performance 利益關係人管理、組織及資源整合機制對整合行銷傳播績效之影響 Wang, Ying-Chung 王盈中 碩士 義守大學 管理科學研究所 92 The purpose of the study focuses on finding the effective factor of Integrated Marketing Communication (IMC). First, we clarified the definition, influence factors, constructs, outcomes and measurement of IMC. Then we built the relationships between sttakeholder management, organization and resource integration mechanism, IMC effect and marketing performance via literature review. In this study, we validated our research hypotheses and attempted to understand how to perform IMC concept in the industry. Sampling population of our study is the 500 advertisers in Taiwan area provided by 2004 rainmaker database. Total 350 questionnaires launched out and the effective respond rate is about 11.71%. The data analysis methods we used are reliability analysis, validity test, multiple regression and path analysis. Based on the result of path analysis, it showed that path coefficient and path model are significant, so the research framwork is supported. Practitioner identifies with the effect of IMC concept. According to the structure, the results are summarized as follow: 1. Stakeholder management, organizational and resource integration mechanism could affect IMC effect positive directly. 2. In our model, stakeholder management affects IMC effect much more than organizational integration mechanism, and IMC effect affects marketing performance. Rresource integration mechanism affects IMC effect much less. 3. IMC effect could affect marketing performce positive directly. 4. IMC effect is a mediator in our model. Tien, Tsu-Wu Han, Pi-Chung 田祖武 韓必忠 2004 學位論文 ; thesis 106 zh-TW |
collection |
NDLTD |
language |
zh-TW |
format |
Others
|
sources |
NDLTD |
description |
碩士 === 義守大學 === 管理科學研究所 === 92 === The purpose of the study focuses on finding the effective factor of Integrated Marketing Communication (IMC). First, we clarified the definition, influence factors, constructs, outcomes and measurement of IMC. Then we built the relationships between sttakeholder management, organization and resource integration mechanism, IMC effect and marketing performance via literature review. In this study, we validated our research hypotheses and attempted to understand how to perform IMC concept in the industry.
Sampling population of our study is the 500 advertisers in Taiwan area provided by 2004 rainmaker database. Total 350 questionnaires launched out and the effective respond rate is about 11.71%. The data analysis methods we used are reliability analysis, validity test, multiple regression and path analysis.
Based on the result of path analysis, it showed that path coefficient and path model are significant, so the research framwork is supported. Practitioner identifies with the effect of IMC concept. According to the structure, the results are summarized as follow:
1. Stakeholder management, organizational and resource integration mechanism could affect IMC effect positive directly.
2. In our model, stakeholder management affects IMC effect much more than organizational integration mechanism, and IMC effect affects marketing performance. Rresource integration mechanism affects IMC effect much less.
3. IMC effect could affect marketing performce positive directly.
4. IMC effect is a mediator in our model.
|
author2 |
Tien, Tsu-Wu |
author_facet |
Tien, Tsu-Wu Wang, Ying-Chung 王盈中 |
author |
Wang, Ying-Chung 王盈中 |
spellingShingle |
Wang, Ying-Chung 王盈中 The Impact of Stakeholder Management, Organizational and Resource Integration Mechanism on Integrated Marketing Communication Performance |
author_sort |
Wang, Ying-Chung |
title |
The Impact of Stakeholder Management, Organizational and Resource Integration Mechanism on Integrated Marketing Communication Performance |
title_short |
The Impact of Stakeholder Management, Organizational and Resource Integration Mechanism on Integrated Marketing Communication Performance |
title_full |
The Impact of Stakeholder Management, Organizational and Resource Integration Mechanism on Integrated Marketing Communication Performance |
title_fullStr |
The Impact of Stakeholder Management, Organizational and Resource Integration Mechanism on Integrated Marketing Communication Performance |
title_full_unstemmed |
The Impact of Stakeholder Management, Organizational and Resource Integration Mechanism on Integrated Marketing Communication Performance |
title_sort |
impact of stakeholder management, organizational and resource integration mechanism on integrated marketing communication performance |
publishDate |
2004 |
url |
http://ndltd.ncl.edu.tw/handle/84319246215063271888 |
work_keys_str_mv |
AT wangyingchung theimpactofstakeholdermanagementorganizationalandresourceintegrationmechanismonintegratedmarketingcommunicationperformance AT wángyíngzhōng theimpactofstakeholdermanagementorganizationalandresourceintegrationmechanismonintegratedmarketingcommunicationperformance AT wangyingchung lìyìguānxìrénguǎnlǐzǔzhījízīyuánzhěnghéjīzhìduìzhěnghéxíngxiāochuánbōjīxiàozhīyǐngxiǎng AT wángyíngzhōng lìyìguānxìrénguǎnlǐzǔzhījízīyuánzhěnghéjīzhìduìzhěnghéxíngxiāochuánbōjīxiàozhīyǐngxiǎng AT wangyingchung impactofstakeholdermanagementorganizationalandresourceintegrationmechanismonintegratedmarketingcommunicationperformance AT wángyíngzhōng impactofstakeholdermanagementorganizationalandresourceintegrationmechanismonintegratedmarketingcommunicationperformance |
_version_ |
1718160232567275520 |