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    Title: 從廣告文案探討競爭策略
    Other Titles: Exploring the competitive strategies from advertising copy
    Authors: 童憶穎;Tong, Yi-Ying
    Contributors: 淡江大學企業管理學系碩士在職專班
    王居卿;Wang, Chu-Ching
    Keywords: 汽車廣告文案;競爭策略;藍海策略;市場地位;策略群組;Automotive Advertising Copy;Competitive Strategy;Blue Ocean Strategy;Market Position;Strategic Group
    Date: 2015
    Issue Date: 2016-01-22 14:54:32 (UTC+8)
    Abstract: 廣告文案為吸引大眾注意及適時傳遞產品訊息給消費群眾,必須在策略中加入適當誘因去引發消費者需求與期望,以創造企業利潤及擴展市場。在傳統上,大多依「競爭策略→行銷策略→廣告策略」之由上而下的順向策略管理程序去進行行銷管理,但本研究乃從逆向的策略管理去思維--亦即從廣告文案的內容去探討其背後的競爭策略。本研究特別邀請三位具有實務管理經驗及學術研究聲望之學者一起參與研究,即針對2010~2014年《超越車訊》汽車雜誌之汽車品牌廣告文案共133則去進行內容分析的競爭策略歸類,而其策略分別為Porter(1980)的成本領導策略與差異化策略、及Kim and Mauborgne(2005)的藍海策略共三種,經歸類後,再據之探討其背後所代表的意涵。
    經文獻探討、次級資料分析、內容分析與訪談驗證後,本研究有下列重要的發現:
    1.經濟成長的趨勢影響競爭策略類型的應用。
    2.汽車品牌的廣告文案在過去五年間最常執行的是差異化策略。
    3.歸納出汽車品牌的七種策略趨勢,有利於拓展市場利基。
    4.策略群組的內外結構穩定,能有效預測藍海競爭優勢機會。
    5.在2014年經濟穩定的同一時間背景下,各家汽車品牌採行的策略多為一致性的差異化策略,並以此去深耕或擴大目標市場。
    6.以2014年的乘用車新車市場銷售量的市場地位分類下,所應用的策略類型相當集中。
    To create profit and expand the market for a company, it is usually necessary to adopt an advertisement for attracting public’s attention and transferring the related messages of products to consumers in advertisement copies. The contents of the copies must include various suitable incentives to trigger the need and expectation of consumers. Traditionally, marketing management follows the top-down process of strategy management; that is, "Competitive Strategy → Marketing Strategy → Advertising Strategy". However, this study reverses the strategy management process; that is, explores the competitive strategy from the contents of advertising copy. This study invited three scholars, who have practical management experience and high academic research reputation, to participate in content analysis. We analyze the contents and coordinate competitive strategy from 133 automotive advertisings magazines of "Taiwan Motor" from 2010~2014. The strategies are used in this study include Porter''s "Cost Leadership", "Differentiation" and Kim and Mauborgne''s "Blue Ocean Strategy".
    After literatures reviewing the related literatures, analyzing the secondary data, conducting the content analysis, and verifying interviews, the following findings showed in the study:
    1.The tendency of economic growth will affect the application type of competitive strategy directly.
    2.Automotive brand copy in past five years is the most commonly performed differentiation strategy.
    3.The seven strategy trends for the automotive industry are beneficial to expand the markets.
    4.The stable of the strategy groups may effectively predict the opportunity of competitive advantages for the companies adopting the blue ocean strategy.
    5.The same background of economic stable in 2014, most of the automotive brands had implemented the differentiation strategy to harvest and extend the target market.
    6.Under the classification of market position in 2014, the strategy category are also very centralized.
    Appears in Collections:[企業管理學系暨研究所] 學位論文

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