Integrated Marketing Communication Study In R&D Service Industry
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 pr...
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ndltd-TW-101NCHU54020322017-10-29T04:34:19Z http://ndltd.ncl.edu.tw/handle/57676592191960977990 Integrated Marketing Communication Study In R&D Service Industry 研發服務業應用整合行銷溝通之研究 Shu-Pei Hsu 許淑珮 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. 蕭仁傑 2013 學位論文 ; thesis 110 zh-TW |
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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.
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author2 |
蕭仁傑 |
author_facet |
蕭仁傑 Shu-Pei Hsu 許淑珮 |
author |
Shu-Pei Hsu 許淑珮 |
spellingShingle |
Shu-Pei Hsu 許淑珮 Integrated Marketing Communication Study In R&D Service Industry |
author_sort |
Shu-Pei Hsu |
title |
Integrated Marketing Communication Study In R&D Service Industry |
title_short |
Integrated Marketing Communication Study In R&D Service Industry |
title_full |
Integrated Marketing Communication Study In R&D Service Industry |
title_fullStr |
Integrated Marketing Communication Study In R&D Service Industry |
title_full_unstemmed |
Integrated Marketing Communication Study In R&D Service Industry |
title_sort |
integrated marketing communication study in r&d service industry |
publishDate |
2013 |
url |
http://ndltd.ncl.edu.tw/handle/57676592191960977990 |
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