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題名 | 有線電視節目供應商促銷策略與經營績效之研究=A Study of Promotion Strategy and Operational Performance for Cable Television Program Providers |
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作者 | 胡同來; Hu, Tung-lai; |
期刊 | 臺北科技大學學報 |
出版日期 | 20010300 |
卷期 | 34:1 2001.03[民90.03] |
頁次 | 頁175-187 |
分類號 | 557.77 |
語文 | chi |
關鍵詞 | 節目供應商; 促銷策略; 經營績效; Program providers; Promotion strategy; Operational performance; |
中文摘要 | 有線電視業以節目供應商間的競爭最為激烈,而在廠商的行銷競爭中,以促銷策略影響經營績效甚鉅,故本研究以節目供應商的促銷策略對經營績效關係進行研究,建構一理論架構並實證之。本研究用調查研究法,以郵寄問卷收集節目供應商資料後,進行皮爾森相關分析與多元逐級迴歸分析。研究發現,促銷組合對績效有顯著影響,公共關係對績效為正相關,促銷策略與市場佔有率的成長有顯著相關,和營業額的成長率和整體績效有顯著的,廠商運用促銷策略愈多,其經營績效愈高。 |
英文摘要 | With regard to the Cable TV industry in Taiwan, the competition among the program providers is very keen. This study has developed a conceptual framework n establishing hypotheses to the relationship between the promotion strategy and operational performance, and in collecting data through a questionnaires mail survey from program providers. Pearson Correlation Analysis and Multiple Stepwise Regression have been made. We find out that all operations of the promotion strategy had apparent relationship with performance. Only public relation has positive relationship with performance. The promotion strategy has relationship with the growth rate of market share, turnover growth rate and the total performance. The more promotion strategies and used, the better performance there will be. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。