Tamsui, Taipei : Tamkang University, Department of Management Sciences and Decision Making
摘要:
In this research, the cost and benefit model can be developed to study for the investments in brand marketing and quality management. The relationship between brand marketing and quality management can be measured and analyzed to obtain the expected investment return on the investments in brand marketing and quality management and provide the modeling information for decision making. Through the brand marketing, the enterprise can promote brand awareness, brand satisfaction and brand loyalty, and hence increase purchase intention and market share so that both the customer demand and brand profit can be increased. On the other hand, the enterprise invests in quality management to reduce defective rate, which can be also linked to the purchase intention. The structure of investment model to link brand marketing and quality management can be used, and thus he relevant cost and benefit will be presented to combine the investment in brand marketing and the investment in quality management with relevant performance and financial results.
關聯:
Proceedings of the 2011 International Conference in Management Sciences and Decision Making= 2011年管理科學與經營決策國際學術研討會論文集, pp.252-260
