請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/47332
標題: | 善因行銷對消費者的購買決定有影響嗎? 以在台灣英語學習市場個案為列。 Does Cause Related Marketing Affect the Purchase Decision of Consumers? An Analysis of the English Language Learning Market in Taiwan |
作者: | Tsu-Hsi Tan 陳慈希 |
指導教授: | 謝冠雄(Edward Hsieh) |
關鍵字: | 善因行銷,台灣,英語學習, Cause related marketing,CRM,Taiwan,English language centre, |
出版年 : | 2010 |
學位: | 碩士 |
摘要: | As companies around the world are turning to the use of cause related marketing as a way to differentiate themselves, English language centres in Taiwan should too. They could increase their profit bottom line and also show students that they are a business that cares about society and their students, and so on two levels, increase their people bottom line.
Cause related marketing (CRM) is a commercial activity by which business and causes form a partnership with each other to market an image, product or service for mutual benefit. It enables companies, by publicly associating themselves with a non-profit organization, a social organization or charitable cause , to promote their product or service and raise money for the cause or organization at the same time. The highly competitive English teaching market may be a good testing ground for CRM in Taiwan. If it is successful in the English teaching market, it may well work in other markets that are not as competitive and have more appreciation for added value. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/47332 |
全文授權: | 有償授權 |
顯示於系所單位: | 管理學院企業管理專班(Global MBA) |
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