The applied empirical research of integrated marketing communication - Five hundred A Broadband Plan of Chunghwa Telecom as an example
| Autor: | Chen Ching-Hua, 陳慶華 |
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| Rok vydání: | 2002 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 90 Integrated Marketing Communication (IMC) provides customers and potential customers with a clear and consistent image to exert the communication more efficiently by the integration of synergy and spur the revolutionary change of marketing concept and way which is a trend that now and future industry can''t resist. Therefore, this research will plan to make an arrange and analysis the IMC theory with regard to internal and international scholars to become this research theory''s basis and choose“Five hundred A Broadband Plan of Chunghwa Telecom” which Chunghwa Telecom match 6th anniversary of Hinet to execute as an applied empirical example. This research‘s major purpose is to study the applied empirical research of IMC by three dimensions of IMC theory - the integration of marketing communication tools, resources and stakeholders analysis. The first research ongoing mode is to aim directly at this broadband plan to make a case explanation by relative information collection of three mentioned above dimensions. Besides, the sequential mode is to make questionnaire investigation to residents of Taipei city in order to realize the customers‘ cognition, attitude, behavior of communication effects toward this broadband plan, then, through statistics analysis to validate whether there are significant differences between the use of marketing communication tools and demographics in this broadband plan of Chunghwa Telecom and the communication effects of residents of Taipei city or not. Concluded above data of case study and questionnaire investigation, analyze using effects of three dimensions of the integration of marketing communication tools, resources and stakeholders analysis in Five hundred A Broadband Plan of Chunghwa Telecom to examine IMC applied effects and give suggestions of relative management. According to the case and questionnaire data, the suggestions of this research are as follows： 1.Make the consumer-oriented marketing process continuously. 2.Use the resources of database continuously to push IMC. 3.Establish an interdepartmental mechanism of IMC. 4.Build up the integration of the stakeholders. 5.Give marketing suggestions of products in future: (1)Additional application, service development of broadband networks. (2)Active to make use of each marketing communication tools to achieve maximum promotion effects. (3)To aim directly at different customer groups enact communication stratagems to achieve the effects of marketing stratagems. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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