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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 黃恆獎 | |
dc.contributor.author | Steve Kuo | en |
dc.contributor.author | 郭育甫 | zh_TW |
dc.date.accessioned | 2021-06-13T17:24:10Z | - |
dc.date.available | 2005-02-04 | |
dc.date.copyright | 2005-02-04 | |
dc.date.issued | 2005 | |
dc.date.submitted | 2005-01-27 | |
dc.identifier.citation | 一、中文部份
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/39190 | - |
dc.description.abstract | 國際性品牌在全球市場中,不論是低涉入度的一般消費品,或是高涉入度的高價商品,均佔有極大的市場佔有率;而將產品訊息、品牌定位、產品心理價值傳達給全球各地消費者的重責大任便是由廣告公司(advertising agency)來承擔。為滿足廣告主在行銷傳播上相關的需求,廣告公司從早期基本的創意和媒體兩項主要的服務,漸次擴展至市調、公關、活動行銷、直效行銷等領域。
另一方面,一向在廣告公司中獲利最豐厚卻不受重視的媒體部門,受到歐洲媒體獨立公司(media independent)為廣告主集中媒體企劃、集中媒體採購的影響,1990年代紛紛自廣告公司中另立門戶,獨立出來,初期仍以服務原廣告公司的客戶群為主;時至今日,一家媒體公司已可同時服務數家廣告公司,其營業額也以數倍於單一廣告公司。 由於媒體預算經常是行銷預算中佔比最高的部分,隨著911事件的爆發,以及全球經濟景氣的衰退,各廣告主莫不開始在行銷上開源節流,尋求更低廉有效的媒體採購,也加重了對媒體獨立公司的依賴與需求,廣告公司過去掌握的預算瞬間大幅縮水,淪為創意產出的工廠。遭逢此一全球性的鉅變,獲利下滑,也同時加速了廣告公司結構性、以及收費方式的改變。廣告公司從過去是廣告主整合行銷傳播(IMC)的夥伴,回復成廣告創意產出的生產單位,地位和重要性大不如前,而許多媒體公司也開始思考如何提供廣告主廣告創意及其他的服務,廣告產業的服務軸心有向媒體公司傾斜的趨勢。 本研究係一探索性研究(exploratory study),旨在透過廣告產業近十年的發展歷程,探討廣告公司近年來在國際行銷中角色的變化和未來可能的走向。 | zh_TW |
dc.description.abstract | This study is to delve into the evolutions of advertising agency in the past decade, with focus on its role in the global marketing scene.
There was a time when advertising agencies served as an important partner in the global marketing for advertisers who were eager to go global. However, as advertisers placed more efforts on ROI, media independents came to rescue with a great deal of saving on media investment, it seems that creative agencies are no longer taking the lead in advertisers’ marcom planning. This study seeks to explore the current status of advertising agency, and in the meantime to probe the possible directions where they might be heading in the future. | en |
dc.description.provenance | Made available in DSpace on 2021-06-13T17:24:10Z (GMT). No. of bitstreams: 1 ntu-94-P91746007-1.pdf: 1585442 bytes, checksum: 5408e9d11e1de9ffd188b0cae046eae2 (MD5) Previous issue date: 2005 | en |
dc.description.tableofcontents | 謝 詞 …………………………………………………………………………… 三
中文摘要 …………………………………………………………………………… 四 英文摘要 …………………………………………………………………………… 五 目 錄 …………………………………………………………………………… 六 表 次 …………………………………………………………………………… 八 圖 次 …………………………………………………………………………… 九 第一章 緒論 ……………………………………………………………………… 1 第一節 研究動機 ……………………………………………………………… 1 第二節 研究目的 ……………………………………………………………… 2 第三節 研究方法 ……………………………………………………………… 6 第四節 論文章節結構 ………………………………………………………… 10 第二章 文獻探討 …………………………………………………………………… 12 第一節 全球行銷的必要性及運作方式 ………………………………………… 12 第二節 廣告扮演的角色 ……………………………………………………… 16 第三節 廣告公司的全球化……………………………………………………… 27 第四節 廣告公司的購併與多角化經營………………………………………… 30 第五節 廣告創意與媒體的分離 ………………………………………………… 37 第六節 產業結構分析 …………………………………………………………… 43 第七節 資源基礎理論 …………………………………………………………… 47 第三章 廣告公司在全球行銷中所扮演的角色 …………………………………… 53 第一節 廣告公司的功能 ……………………………………………………… 53 第二節 廣告公司的基本組織 …………………………………………………… 61 第三節 從母公司和子公司角度看廣告公司在不同市場的功能……………… 65 第四章 廣告公司面臨的競爭與挑戰 ……………………………………………… 72 第一節 廣告產業結構…………………………………………………………… 72 第二節 外在環境………………………………………………………………… 72 第三節 內在環境………………………………………………………………… 88 第五章 結論與建議………………………………………………………………… 90 第一節 廣告主現今的需求……………………………………………………… 90 第二節 廣告公司的未來………………………………………………………… 92 參考文獻 …………………………………………………………………………… 96 表 次 頁數 表2-1 海外分公司的角色 Roles of National Subsidiaries ……………………… 15 表2-2 產業結構的光譜 …………………………………………………………… 44 表4-1 主要marcom集團旗下所屬的媒體公司及在台灣的主要廣告公司……… 73 圖 次 圖1-1 研究架構 ……………………………………………………………………… 7 圖1-2 研究流程 ……………………………………………………………………… 9 圖2-1 Benetton平面廣告,1992 ………………………………………………… 22 圖2-2 Benetton平面廣告,1992 ………………………………………………… 22 圖2-3 Benetton平面廣告,1992 ………………………………………………… 23 圖2-4 Benetton平面廣告,1995 ………………………………………………… 23 圖2-5 優勢麥肯的信念與哲學 …………………………………………………… 39 圖2-6 尚揚媒體的專業服務內容 ………………………………………………… 41 圖2-7 五力分析架構 ………………………………………………………………… 46 圖2-8 資源、能力、以及競爭優勢間的關係 ……………………………………… 48 圖3-1 Young & Rubicam揚雅廣告的信仰 ………………………………………… 54 圖3-2 奧美的360 Degree Branding ………………………………………………… 55 圖3-3 Wieden + Kennedy的經營哲學 ……………………………………………… 56 圖3-4 Wieden + Kennedy的傑出廣告NIKE Basketball Shoes – Freestyle ………… 57 圖3-5 Chiat Day廣告公司經典作品- Energizer電池 ……………………………… 58 圖3-6 傳統廣告公司的基本組織 …………………………………………………… 61 圖3-7 近代廣告公司的基本組織 …………………………………………………… 64圖3-8 Levi’s Turquois 2004年日本上市廣告 ……………………………………… 66 圖3-9 日本可口可樂推出之Qoo電視廣告影片 ………………………………… 67 圖3-10 肯德基台灣製作電視廣告片段 ………………………………………… 68 圖4-1 傳立的作業工具 ……………………………………………………………… 74 圖4-2 凱絡的作業系統 ……………………………………………………………… 75 圖4-3 全球電視廣告壅塞增加狀況 ………………………………………………… 81 圖4-4 全球電視廣告壅塞狀況 ……………………………………………………… 82 圖4-5 TiVo的標誌及標語 …………………………………………………………… 83 圖4-6 TiVo 2004年聖誕節的售價…………………………………………………… 83 | |
dc.language.iso | zh-TW | |
dc.title | 廣告公司在國際行銷中角色演變之研究 | zh_TW |
dc.title | The Role of Advertising Agency in the Global Marketing Scene | en |
dc.type | Thesis | |
dc.date.schoolyear | 93-1 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 趙義隆,李培齊 | |
dc.subject.keyword | 媒體公司,廣告公司,國際行銷, | zh_TW |
dc.subject.keyword | media agency,advertising agency,global marketing, | en |
dc.relation.page | 112 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2005-01-27 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 國際企業學研究所 | zh_TW |
顯示於系所單位: | 國際企業學系 |
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