頁籤選單縮合
題名 | IMC、策略聯盟與中小企業行銷=IMC, Strategic Alliance and SME Marketing |
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作者 | 黃俊寧; Hwang, Junne-ning; |
期刊 | 中小企業發展季刊 |
出版日期 | 20090300 |
卷期 | 11 2009.03[民98.03] |
頁次 | 頁197-226 |
分類號 | 555.45 |
語文 | chi |
關鍵詞 | 中小企業; 策略聯盟; 整合行銷傳播; IMC; Small and medium enterprises; SMEs; Strategic alliance; Integrated marketing Communication; |
中文摘要 | 本文主要以文獻探討的方式,首先從行銷的觀點切入,說明行銷的觀念以及發展 過程,主要在強調行銷的思維已經從由內而外轉向由外而內;其次,將針對整合行銷 傳播相關內容闡述,包括整合行銷傳播提出及發展的背景、意義、在今日競爭環境中 的重要性,以及選擇一個適當的整合行銷傳播模式企劃過程來描述;接著本文將針對 可能可以憑藉之以彌補中小企業行銷資源缺口之策略聯盟進行探討,並以研究案例說 明策略聯盟在今日行銷環境的重要性;最後,針對台灣中小企業目前的狀況,以整合 行銷傳播、策略聯盟之觀念就行銷方面問題提出概念性的解決方法。文中所言部分與 政府施政有關,也期望所提出之些許建設性的建議,可以作為未來規劃協助中小企業 發展之參考。 |
英文摘要 | In this paper, we explore how SMEs (Small and Medium Enterprises) to implement IMC by the way of documents review. We start with the viewpoint of marketing and describe the concept and the developments of marketing. What we want to emphasize is that the core thought of marketing has changed from inside-out to outside-in. Secondly, we describe something about IMC, and the importance of IMC in today’s competitive environment, and introduce a reference IMC model for interpretation. Thirdly, we discuss strategic alliance which is considered a solution in strengthening the gap of marketing resource of SMEs in implementing IMC. We also use some cases to explain the importance of strategic alliance in marketing environment today. Finally, we propose a conceptive model to solve the problem that the SMEs in Taiwan encountered in implementing IMC. Some proposed suggestions are related to the government administration, and we hope these suggestions are helpful for government in establishing SME policies. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。