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台灣地區資訊電子業國際行銷溝通策略之研究
A Study on the International Marketing Communication
Strategy of
the Electronic Information Industry in Taiwan.
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劉祥熹 Hsiang-Hsi Liu
國立台北大學(原中興大學)合作經濟系教授
Professor Department of Cooperative Cooperative Economics
National Taipei
University
劉致堯 Chi-Yao Liu
國立台北大學(原中興大學)企業管理碩士
MBA Department
of Business Administration
National Taipei University
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| | | 摘要：在全球資訊電子業快速發展下，台灣地區資訊電子廠如何應用國際行銷溝通資源，創造競爭優勢已成為重要課題。本研究以數量方法研究台灣地區資訊電子業國際行銷溝通策略，尋出行銷溝通重要因素、企業結構與行銷溝通決策之分析。經由實證結果發現，台灣地區資訊電子業國際行銷溝通之重要因素可歸納為：在目標顧客閱讀的雜誌刊登廣告、應用媒體建立形象、贈品促銷、舉辦發表會、以電子通訊直接行銷、應用網站直接行銷。在企業結構與行銷溝通決策之分析發現；企業國際行銷經驗與企業國際行銷目的、行銷溝通決策人員、溝通對象均無關。企業規模與企業行銷溝通對象有關，但與行銷溝通目的及行銷溝通決策人員無關。產業別與行銷溝通目的、行銷溝通決策人員無關但與行銷溝通對象有關。資訊電子業可應用國際行銷溝通之重要因素、強化行銷溝通組合，建立企業國際行銷溝通優勢。
關鍵字:資訊電子業、國際行銷、行銷溝通。 |
| | ABSTRACT:It
has become an important issue that Taiwanese manufacturers use their resources
of international marketing communication to create a competitive advantage in
facing the speedy development of the electronic information industry worldwide.
This study studies the international marketing communication strategy of Taiwanese
electronic information industry by means of eco- nometric model, and tries to
find out the key factors of international marketing communication and the influence
of the structure of the corporation on the marketing communication strategy. From
the result of econometric model, we can conclude that the key factors of marketing
communication of Taiwanese electronic information industry are as follows: 1.Advertising
on magazines read by the target audience; 2.Using media to create image; 3.Premier
sales; 4.Promotion events; 5.Direct marketing via electronic facilities; 6.Direct
marketing through Internet. In the analysis of the influence of the structure
of the corporation on the decision making of marketing communication, we discover
that the experience of international marketing has no in- fluence on the purpose
、the decision maker or the communication target of the corporation. The corporation
size has significant relation with the target of marketing communication yet has
no re- lation with the purpose and the decision maker of marketing communication.
Also, the nature of the corporation has no relation with the communication purpose
and communication decision of the maker but has significant influence with communication
target. Electronic information industry may use the important factors of international
marketing communication to strengthen the com- bination of marketing communication,
and create an advantage in international marketing communication.
KEYWORDS:
Electronic Information Industry, International Marketing, Marketing Communication.
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