Integrated Marketing Communication Study In R&D Service Industry

• Main Authors: Shu-Pei Hsu, 許淑珮
• Other Authors: 蕭仁傑
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/57676592191960977990

碩士 === 國立中興大學 === 行銷學系所 === 101 === R&D service industry was listed as important emerging industry by Taiwan’s government since the year of 2004. Due to global competition and shorter product life cycle, manufacturers looked for R&D resources more efficiently from outside R&D service providers. However, the most important thing in this topic was how to set up a good contact channel between companies and R&D service providers. Therefore, by using integrated marketing communication (IMC) tools for effectively communicated messages between companies and R&D service providers as well as enhance brand awareness and willingness become critical. In this study, five IMC tools, advertising, direct marketing, sales promotion, public relation, and personal selling were used to measure messages spread performance, evaluate brand awareness and impact of companies willingness to cooperate. There were 250 R&D service providers and 600 companies participated in questionnaire survey. The results shown that: (1) by using integrated marketing communication tools, R&D service providers delivered messages to the service recipients effectively; (2) advertising was the most effective communication tool for R&D service providers and could improve the brand awareness for R&D services providers; (3) service recipients preferred public relation, personal selling, and advertising as effective tools to improve companies’ willingness to cooperate with R&D services providers.