整合行銷傳播績效指標之建構與衡量

The Research on the Construction of Integrated Marketing Communication Performance Measurement

10.29931/MR.200506.0004

田祖武(Tzu-Wu Tien)；魏上淩(Shang-Ling Wei)；李美慧(Mei-Hui Lee)

整合行銷傳播 ； 績效指標 ； 模糊統計分析 ； Integrated Marketing Communication ； Performance index ； Fuzzy Statistics Analysis

行銷評論

2卷2期（2005 / 06 / 01）

193 - 217

繁體中文

本研究旨在探討整合行銷傳播中各學派的觀點，以及其核心運作方式，且在抽象的概念中，建構一個最適當的衡量指標，以評估整合行銷傳播績效之優劣。透過問卷調查方式，了解目前國內企業對整合行銷傳播觀念之接受程度和施行普及現況。第一階段以「專家意見調查法」，對國內排行前二十名之廣告公司進行訪談。第二階段測試是針對國內前百大排名之公司發放問卷，以衡量影響整合行銷傳播在整合程度上最主要構面因素，並對行銷績效之相關性作分析。 研究結果顯示，整合行銷傳播之整合程度愈高，其行銷績效亦愈高；且整合程度與行銷績效中的滿意度構面呈顯著關係；整合程度中的企劃面與行銷績效及其滿意度構面具顯著關係，而執行面與行銷績效及其收益性構面也具顯著關係。再者，由模糊統計之指標衡量結果，顯示國內整體產業對整合行銷傳播之施行程度在「大部份實施」程度以上。

This research focuses on analyzing Integrated Marketing Communication (IMC) from different perspectives, and how the IMC are working. We have built the most suitable measurement from an abstract concept and evaluate the pros and cons of the IMC further. By reviewing literatures, we found out related structures of the IMC and further developed questionnaires into two steps: the first step used ”Experts' opinion survey” to interview the top twenty advertising companies in Taiwan. After interviewing with six advertising companies, we divided the IMC performance into integrated degree and marketing performance, and modified the IMC performance measurement. Then, checking and completion the importance of the IMC structures and marketing performance were done. The second step. we sent questionnaires to the top hundred companies to measure the main factors that affect the IMC. and analyzed their IMC performance. The results of the research are as followings: 1. The more integrated degree does, the higher marketing performance gets. 2. There is high relation between integrated degree and ”satisfaction” of marketing performance. 3. There are high relation between ”planning” of integrated degree and ”satisfaction” of marketing performance, and high relation between ”implementation” of integrated degree and ”proceeds” of marketing performance. 4. Through measuring the implementation degree of IMC in native intestine enterprises by Fuzzy Statistics, it can sign out that the implementation degree of IMC is higher than ”Most implement”

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