| Summary: | 碩士 === 靜宜大學 === 企業管理研究所 === 93 === Models and concepts related to strategic marketing---such as STP, competitor analysis, consumer analysis and corporate internal analysis ---have been widely accepted by scholars in the research field. However, a comprehensive framework of the Strategic Marketing is still undefined and there are few researches made comparison of emphasis levels of strategic marketing framework applied in different industries and the academia as well as how Strategic Marketing theories contributing to operational performances. Therefore, this research attempts to probe into practices of Strategic Marketing framework applied within the context of large traditional service Industries in Taiwan with the aim of clarifying ambiguous practices of marketing theories in service industries. The range of this research is limited to the traditional service industries and focuses on multiple retail trade, hotels, transportation services for passengers, and banking. In-depth interview and one-way ANOVA were conducted.
The results show that banking paid more attention to “Attraction of Market” and “Execution of Strategy” than multiple retail trade and transportation services for passengers respectively. And firms with revenues over two billion NT dollars emphasized “Attraction of Market” more than firms with revenues below half billion NT dollars. In addition, firms with revenues between one to two billion NT dollars paid much more attention to “Execution of Strategy” than firms with revenues between half and one billion NT dollars. However, the three-year averaged profit ratio showed no significant differences among firms in different industries in emphasis of “Execution of Strategy”.
|
|---|
