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系統識別號 U0026-2907201018523500
論文名稱(中文) 台灣保健食品之品牌策略與整合行銷傳播(IMC)之研究-以個案公司為例
論文名稱(英文) A Case Study on the IMC (Integrated Marketing Communications) and the Brand Strategy Practiced by Taiwan’s Health Food (dietary supplement) Industry
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 98
學期 2
出版年 99
研究生(中文) 蘇紋巧
研究生(英文) Wen-Chiao Su
學號 R4797122
學位類別 碩士
語文別 中文
論文頁數 119頁
口試委員 指導教授-方世杰
召集委員-楊鎮維
口試委員-高惠松
中文關鍵字 品牌  整合行銷傳播  保健食品  關係行銷  廣告 
英文關鍵字 Integrated Marketing Communication  health food (dietary supplement)  relationship marketing  marketing 
學科別分類
中文摘要 整合行銷傳播(Integrated Marketing Communication,簡稱IMC)自1990年代即被行銷傳播學界及實務業界所熱烈討論與執行。很多廣告公司及消費者公司的行銷活動,都紛紛強調「整合行銷」或「整合行銷傳播」的重要性與運用性。最明顯效益包含:”品牌形象的塑造”及”業績目標的達成”。
整合行銷傳播既是一種思考與企劃的方式,也是一種達成行銷傳播策略的方法。過去幾年來,廣告業已變的多樣化:直效行銷、事件行銷、促銷活動設計,還有許多其他種類;今日,最大的挑戰就是如何使這些林林總總的活動結合起來。
透過本研究來探討目前保健品的企業,都怎麼利用IMC,如何透過行銷整合,來思考策略性的行銷傳播,提升產品或是公司品牌形象,建立口碑,拉近消費者關係,增加品牌信賴度,進而提升公司業績。本研究將以目前台灣機能性保健食品為案例,瞭解當消費者在目前眾多的保健食品中,品牌將成為決定消費者購買的關鍵因素。期望透過本研究,提供相關產業在實務上之參考。
英文摘要 The integrated marketing communication (IMC) was enthusiastically discussed and practiced by the marketing academia and the industries ever since 1990’s. The marketing promotions by many advertising firms and companies that sell consumer products often stressed the importance and applicability of integrated marketing or IMC. The most visible benefits of IMC are the creation of good brand images and the achievement of sales targets.
IMC is not only a method of business planning and a mode of thinking, but it’s also system of successfully implementing the strategy of marketing communication. For the past few years, we saw great diversity in the marketing industry: direct marketing, event marketing, designs for sales promotions, among others; today, the biggest challenge is how to integrate all these various types of marketing methods/activities.
This master thesis studied how Taiwan’s health food (dietary supplement) industry puts IMC into practice, and how they utilize IMC through integration of marketing means to increase company’s business sales by (i) enhancing the brand/product images, (ii) building up the good will by customers’ word of mouth, (iii) improving customer relationship by drawing the functions of the products closer to the needs of the customers, and (iv) strengthening the reliability/trustworthiness of the brand to the customers.
Brand recognition will be a deciding factor in determining and shaping customers’ buying habit and market trend, this master thesis studied a case of one of the foods for specified health use (dietary supplement) in Taiwanese market in the hope of providing relevant Taiwanese industry a useful reference on the applicability of IMC to help the growth and success of their business.
論文目次 中文摘要 III
Abstract IV
致謝 VI
目錄 VII
表目錄 IX
圖目錄 X
第一章 緒論 1
第一節 研究動機 1
第二節 研究問題與目的 1
第三節 研究對象與範圍 2
第四節 研究流程與概念 3
第二章 文獻探討 4
第一節 品牌策略與行銷 4
第二節 整合行銷傳播(IMC) 14
第三節 品牌與IMC之關係 31
第四節 本章小結 36
第三章 研究方法與設計 38
第一節 質化(個案)研究方法 38
第二節 研究對象、工具、流程、架構 46
第三節 資料收集方式 47
第四章 研究結果分析與討論 49
第一節 台灣保健食品產業分析 49
第二節 個案公司簡介 66
第三節 台灣保健食品操作媒體之運用策略 68
第四節 個案公司執行IMC之實務分析 91
第五節 個案公司操作IMC之效應分析 97
第五章 結論與建議 101
第一節 結論 101
第二節 研究限制 109
第三節 未來研究方向 111
參考文獻 112

參考文獻 【中文部份】
壹、學術論文
 惲明珍(2004)。從關係行銷觀點探討IMC應用對顧客忠誠的影響—以資訊通路公司為例。世新大學公共關係暨廣告學系碩士論文。
 張凱鈞(2000)。企業公關與行銷公關運作模式之研究—以高科技產業為例。政治大學企業管理學系碩士論文。(P. 28-32,從溝通觀點來看品牌行銷)
 宋瑜翎(2004)。醫藥產業行銷公關策略之研究-以公關公司的觀點檢視,p.23。
 吳姮憓 (2008/9/1 - 2009/3/31)。台灣本土品牌個案—(子計畫三)多品牌策略:御糖軒 (國科會計畫,NSC97-2410-H-126-026 )。
 余逸玫(1995)。整合行銷傳播模式之研究-以消費性產品為例,政治大學企管研究所碩士論文。
 蔡美瑛、陳蕙芬(1998),整合行銷傳播在高科技產業行銷上的應用,民意研究季刊,第204 期,p.46-62。

貳、書籍
 吳怡國、錢大慧、林建宏譯(1997)。《整合行銷傳播—21世紀企業決勝關鍵》。台北:滾石文化。(原書Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F.〔1993〕. Integrated Marketing Communications:Putting it together and making it work. IL: NTC Business Books.)
 吳宜蓁、李素卿(1999)。《整合行銷傳播》。台北:五南。(原書Thorson, E. & Moore, J.(1996). Integrated Communication—Synergy ofpersuasive voice.)
 戴國良(2008)。整合行銷傳播-全方位理論架構與本土實務個案(第二版)。五南書局。
 方世榮譯(2005)。《關係行銷(第二版)》。台北:五南。(原書Egan, J.〔2004〕. Relationship Marketing:Exploring Relationship Strategies in Marketing. FT Prentice Hall.)
 李芳齡譯(2003)。《啊哈!公關—行銷策略大師Al Ries談公關與廣告的新定位》。台北:遠流。(原書Ries, A & Ries L.〔2001〕. The Fall Of Advertising & The Rise Of PR. Collins.)
 許安琪(2001)。《整合行銷傳播引論—全球化與在地化行銷大趨勢》。台北:學富文化。
 陳瑞峰、林靜慧譯(2008)。活動行銷Event Marketing : 節慶、會議、展覽與觀光專案。原著:Leonard H. Hoyle.。
 孫德萍譯(2008)。B2B品牌管理勝經:顧客永遠是對的。(原著:Philip Kotler.Waldemar Pfoertsch)。寶鼎 。
 廖宜怡譯(1999),品牌至尊-利用整合行銷創造終極價值,台北,美商麥格羅希爾國際股份有限公司-台灣分公司。
 周泰華(1999),行銷研究方法與個案,高雄,復文圖書。
 林東泰(1997),大眾傳播理論,師大書苑。
 IMC整合行銷傳播:創造行銷價值、評估投資報酬的5大關鍵步驟 (原書:IMC, The Next Generation : Five Steps for Delivering Value and Measuring Financial Returns)
 整合行銷傳播策略 :從企劃、廣告、促銷、通路到媒體整合(2000) / 佩斯/王鏑/洪敏莉/(Percy, Larry)
 品牌行銷與管理 = Brand marketing and management / 彭建彰/呂旺坤
 李永清,圖解品牌,日本博報堂品牌諮詢顧問公司
 戴國良,整合行銷傳播關鍵報告 : 主管沒有教的行銷手法
 贏在品牌 : 品牌優勢就是企業的搖錢樹 / 金恩/金恩堯/(King, Marshall)
 品牌行銷與管理 = Brand marketing and management,彭建彰/呂旺坤
 「特別活動:二十一世紀的全球活動管理」。原書:Special Events: Twenty-First Century Global Event Management (The Wiley Event Management Series),by Joe Jeff Goldblatt (Dec. 28, 2001)
 祝鳳崗(1996),整合行銷傳播之應用:觀念與問題,傳播研究簡訊,第6期,頁6-8。

參、政府資料與學術期刊
 「台灣保健食品產業現況分析與趨勢」,財團法人食品工業發展研究所 企劃室經濟分析單元,陳淑芬副研究員之報導。
 「2007 年國內保健食品產業概況分析」,中華穀類食品工業技術研究所,曾馨誼、許瑞瑱、盧訓。
 「2008 年國內保健食品產業概況分析」,中華穀類食品工業技術研究所。
 「2009 年國內保健食品產業概況分析」,中華穀類食品工業技術研究所。
 2008年經濟部工業局保健食品工業技術推廣與輔導計畫 執行成果
 「財團法人食品工業發展研究所」2008 ITIS調查計畫。
 中華徵信所企業股份有限公司(2005)。〈產業標竿—行銷出版業〉,《2005
 劉美琪(1999)。〈整合行銷傳播—說的比做的多〉,《廣告學研究》,12:117。

肆、報章雜誌及線上資料
 天下雜誌
 動腦雜誌
 動腦網站 (www.brain.com.tw)
 康健雜誌 (www.commonhealth.com.tw)
 電通國華(http://www.dentsu-kuohua.com.tw)
 美商方策形象設計公司(Direction Design Group,DDG) (http://www.ddg.com.tw/)
 美國TrueBrand品牌顧問公司 (http://www.truebrand.com/)
 標竿學院(http://www.aspireacademy.com/index.aspx)
 台灣品牌學院 (http://brandingtaiwan.org/college.aspx)
 臺灣精品品牌協會 (http://www.teba.org.tw/)
 Nielsen Media Research,尼爾森行銷研究顧問股份有限公司。(http://tw.nielsen.com/site/index.shtml)
 達摩傳媒BloggerAds (http://www.bloggerads.net/)
 EOLembrain東方快線網路市調研究部(http://www.eolembrain.com)
 Journal of Integrated Marketing Communications (JIMC) (http://jimc.medill.northwestern.edu/JIMCWebsite/site.htm

【英文部份】
 John R. Rossiter & Larry Percy (1997), ”Advertising Communications and Promotion Management”, McGraw-Hill/Irwin, 2nd edition.
 Larry Percy (1997), “Strategies For Implementing Integrated Marketing Communications”, McGraw-Hill Trade, Figure1.1, p11.
 Burnett,J & Moriarty,S(1998). Introduction to Marketing Communication. New Jersey:Perentice-Hall.
 Don E. Schultz (1997), “Check Out Your Level of Integration.”, Marketing News, 8(18), p10.
 Don E. Schultz (1993), “We Simply Can’t Afford to go back to mass.”, Marketing News, p20.
 Sandra Moriarty (1994), “PR & IMC: The Benefits of Integration.” Public Relations Quarterly, Fall, p38-44.
 Terence A. Shimp (1997), “Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications”, South-Western College Pub., 4th edition.
 Tom Duncan & Sandra Moriarty (1998), “A Communication-Based Marketing Model for Managing Relationships.” Journal of Marketing, Vol.62, p1-13.
 Tom Duncan (1994), ” Is your marketing communications integrated?”, Advertising Age 65.4. p26.
 Tom Duncan (1993),”To fathom integrated marketing, dive!”, Advertising Age 64.43. p18.
 Minichiello V., Aroni R., Timewell E. & Alexander L. (1995) In-depth Interviewing, Second Edition. South Melbourne: Longman.
 Tetteh, Vanessa A.(2008). “Future of Integrated Marketing Communications “. Full Text Available Future of Integrated Marketing Communications. Research Starters Business, 2008, p1-1, 13p; (AN 29964526)
 Wienclaw, Ruth A.(2008). “Integrated Marketing Communications.Full Text Available”.. Integrated Marketing Communications -- Research Starters Business, 2008, p1-1, 10p, 1 Diagram; (AN 27577684)
 Wienclaw, Ruth A.(2009).”Advertising Management.. Advertising Management” -- Research Starters Business, 2009, p1-6, 6p, 1 Diagram; (AN 47669175)
 Wienclaw, Ruth A.(2009). “Product Innovation”.. Product Innovation -- Research Starters Business, 2009, p1-6, 6p; (AN 47669183)
 McGrath, John M.(2005).”A Pilot Study Testing Aspects of the Integrated Marketing Communications Concept”. Journal of Marketing Communications, Sep2005, Vol. 11 Issue 3, p191-214, 24p; DOI: 0.1080/1352726042000333199; (AN 17926963)
 Smith, Timothy M; Gopalakrishna, Srinath; Chatterjee, Rabikar.(2006).” A Three-Stage Model of Integrated Marketing Communications at the Marketing”–Sales Interface. Journal of Marketing Research (JMR), Nov2006, Vol. 43 Issue 4, p564-579, 16p, 6 charts, 1 diagram, 4 graphs; (AN 22754671)
 Cornelissen, Joep P.(2003).”Change, continuity and progress: the concept of integrated marketing communications and marketing communications practice”. Journal of Strategic Marketing, Dec2003, Vol. 11 Issue 4, p217-234, 18p, 2 charts; (AN 11763013)
 Ilchul Kim; Dongsub Han; Schultz, Don E.(2004).”Understanding the Diffusion of Integrated Marketing Communications.” Journal of Advertising Research, Mar2004, Vol. 44 Issue 1, p31-45, 15p, 11 charts, 2 diagrams; (AN 13045723)
 Kitchen, Philip J.; Tao Li.(2005).”Perceptions of Integrated Marketing Communications: a Chinese ad and PR agency perspective”. International Journal of Advertising, 2005, Vol. 24 Issue 1, p51-78, 28p, 3 charts, 1 diagram; (AN 16626096)
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 Kreidler, Michele L.(2008).”Health Care Strategy.” Research Starters Business, 2008, p1-10, 10p; (AN 31962710)
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 Low, George S.(2000).”Correlates of Integrated Marketing Communications.” Journal of Advertising Research, May/Jun2000, Vol. 40 Issue 3, p27-39, 13p, 7 charts, 1 diagram, 1 bw; (AN 3351535)
 Fill, Chris.(2001).”Essentially a Matter of Consistency: Integrated Marketing Communications”. Marketing Review, Summer 2001, Vol. 1 Issue 4, p409, 17p; (AN 5776082)
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 Taylor CR.(2010)Integrated Marketing Communications in 2010 and Beyond.INTERNATIONAL JOURNAL OF ADVERTISING, 29(2), p161-164
 Kerr, Gayle & Drennan, Judy.(2009) “Same But Different—Perceptions of Integrated Marketing Communication Among Marketing Communication Partners in Australia”. Journal of Promotion Management, 16(1/2), 19p., p6-24
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