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台灣高科技產業產品上市行銷溝通訊息策略與績效之研究邱婉瑜 Unknown Date (has links)
由於不同產業具有不同特性,導致各產業的行銷溝通方式與所釋放的訊息屬性有所差異,鑑於以往的研究鮮少著墨高科技產業的行銷溝通作法,本研究針對高科技產業,探討新產品上市時,行銷溝通活動訊息策略之效果。
本研究將高科技產業新產品上市之行銷溝通訊息策略分為以下幾種:第一種是依照訊息本質而將訊息而分為「資訊性(Informational)」與「轉換性(Transformational)」訊息;第二種是依照公司延伸品牌時所採取的策略而將訊息分為「推敲性(Elaborational)」與「關係性(Relational)」訊息。並根據國內高科技廠商所回覆之問卷分析的結果,找出較適合高科技產業所採用的行銷溝通訊息策略,另外,在訊息策略影響溝通與銷售績效的過程中亦會受到訊息操弄的影響,分為訊息一致性、訊息清晰程度以及行銷溝通整合程度的調節影響。因此本研究同時探究高科技產業最佳之訊息策略,以及在訊息特性的操弄下,訊息如何影響新產品上市之溝通與銷售績效。實證結果如下:
1.高科技廠商使用資訊性訊息比使用轉換性訊息有較高的溝通與銷售績效。
2.高科技廠商使用關係性訊息比使用推敲性訊息有較高的溝通與銷售績效。
3.訊息清晰度顯著增強資訊性訊息與關係性訊息對溝通及銷售績效的影響。
4.訊息一致性顯著增強資訊性訊息及關係性訊息對銷售績效的影響,但對溝通績效之調節影響並不顯著。
5.行銷溝通整合程度顯著增強資訊性與關係性訊息對溝通與銷售績效的影響。
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「這是上帝的貓」?:論《少年Pi的奇幻漂流》中同伴物種之倫理 / "This is God's Cat"?: On Ethics of Companion Species in Life of Pi簡滋儀, Chien, Tzu Yi Unknown Date (has links)
本論文旨在重新思考人與動物之間的倫理關係,企圖擺脫西方哲學傳統之下人類中心的立場。透過哈洛威《同伴物種宣言》與《當物種相遇》中同伴物種的概念來閱讀馬泰爾的《少年Pi的奇幻漂流》,這樣的倫理關係得以透過建基於「關係性」上而實現,而非以西方哲學傳統下的人/動物之二元對立為基礎。在這樣的倫理關係中,人與動物在會面時透過「回視」達到溝通。也在會面中,人與動物與彼此「成為共在」,並且共同形塑彼此的主體性。此外,《少年Pi的奇幻漂流》中可見擬人化的口吻敘述老虎理查‧帕克的故事,本文將解釋在這種擬人化中可以看見同伴物種倫理的實踐。
本論文由五個章節組成。第一章包含《少年Pi的奇幻漂流》相關評論,並回顧西方哲學傳統之下人與動物的關係。第二章意圖闡明在哈洛威脈絡之中同伴物種的概念,尤其是「關係性」和「成為共在」。透過檢視Pi和理查‧帕克在救生船上的種種細節,本文認為Pi和理查‧帕克的關係可被視為同伴物種的關係。第三章聚焦在「回視」的動作,作為同伴物種間建立雙向溝通的方式。本文也將透過「回視」深入分析Pi和理查‧帕克溝通上的(不)可能性。第四章將《少年Pi的奇幻漂流》中兩個版本的故事讀為兩種動物敘事的並置。兩者皆從擬人化的角度去敘事,但是其中一個版本透露出同伴物種倫理的實踐,另一個版本則回歸到傳統人類中心式的解讀。第五章為本文之總結,主張蘊含同伴物種倫理的動物敘事能夠幫助我們理解如何透過關注生活中真實存在的動物去重新思考人與動物之間的關係。 / The thesis aims to rethink an ethical relationship between humans and animals that is separated from the anthropocentric stance in the Western philosophical traditions. Reading Yann Martel’s Life of Pi in light of the ethics of companion species in Donna Haraway’s The Companion Manifesto and When Species Meet, I would like to contend that this ethical relationship take shape while it is founded on relationality, instead of the human/animal dichotomy. Acts of respect need to be exerted by human and animal participants when they meet. And in the meeting, they become with each other in the relationship in which their subjectivities are co-constituted by each other. The narrative of Pi living with Richard Parker employs a kind of anthropomorphism endowed with ethics of companion species.
This thesis consists of five chapters. Chapter One is a review of research on criticism of Life of Pi and discussions of human/animal relationships in the Western philosophical framework. Chapter Two aims to elucidate the concepts of companion species in Haraway’s context, including relationality and becoming-with. By examining the details in Pi and Richard Parker’s life on the lifeboat, I argue that they are in a companion-species relationship. Chapter Three focuses on the act of respect, the practice for the companion species to evoke mutual responses. The (im)possible communication between Pi and Richard Parker will be analyzed. Chapter Four reads the two versions of the story of Life of Pi as a juxtaposition of two kinds of animal narratives. Both told from anthropomorphic perspective, the story with the animals is registered with ethics of companion species while the story without animal returns to the traditional anthropocentric interpretation. Finally in Chapter Five, I conclude that animal narrative that is entailed with ethics of companion species enables us to rethink the human/animal relationship by attending to real animals which are physically beside us.
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