As Taiwanese performing arts environment changes, some performing arts groups begin to co-operate with business companies and share marketing resources aggressively. On the other hand, since National Culture and Arts Foundation has launched Performing Arts Marketing Platform project in 2006, which has promoted several platforms to co-market with business companies and to gain benefits. However, this business model has not been developed throughly. The purposes of this study are to explore the theories of co-marketing alliances; to understand the influence of the marketing platforms during co-marketing alliances as arts intermediaries; to compare four cases of co-marketing alliances; to modify the co-marketing alliances models and to conclude some suggestions for business companies and Performing Arts Marketing Platforms to improve their cooperation. This study is based on four co-marketing alliances case studies, with observation and in-deep interviews to collect research data. The study concludes that except marketing concern and brand awareness, social responsibility, which helps performing arts organizations to gain more trusts from business companies, becomes another important motivation to form alliances. These motivations affect business companies for choosing their partners, managing the alliances, and evaluating the results. Furthermore, ¡§complementary possibilities¡¨ and ¡§alliance promoters¡¨ are two advantages for Performing Arts Marketing Platforms to built relationships with business companies. Since customers¡¦ cognitions and attitude are not easy to be evaluated, business companies can only measure the outcomes of the alliances through number of consumers, advertisement impression, overall revenue and return questionnaires, which are also difficult to distinguish from normal situations. Therefore, most of the business companies prefer to evaluate the alliance by managers¡¦ subjective judgments. In order to establish a steady alliance, a business company has to familiar with the diversity of performing arts and alternative alliance models beforehand. A Performing Arts Marketing Platform has to consider the needs of business companies, performing arts organizations and itself. The study also suggests a Performing Arts Marketing Platform should increase its advantages and emphasize equal partnerships. It can connect the resource from all the performing arts organizations it helps, and enhance alliance promoter¡¦s professional ability.

Thesis (M.B.A.)--University of Hong Kong, 1996. / Includes bibliographical references (leaf 53).

Магистерская диссертация посвящена исследованию тенденций кобрендинга на рынке банковских услуг. Целью исследования является систематизация и выработка рекомендаций по повышению эффективности кобрендовых проектов Сбербанка. В результате проведенного исследования сделан вывод о том, что наличие кобрендинговых проектов является важной частью маркетинговой стратегии банка и способствует повышению конкурентоспособности и прибыли. / Master thesis investigates the tendencies of co-branded and offered in the market of banking services and analysis. The aim of the study is to systematize and develop recommendations to improve the efficiency of Sberbank's co-branded projects. As a result of the study, it is concluded that the presence of co-branded projects is an important part of the Bank's marketing strategy and contributes to competitiveness and profit.

This study sought to enrich the research in cross-border strategic brand alliance (SBA), an international business practice highly utilized today. In order to spread out the risk of competing in international markets, firms formed alliances with overseas counterparts. However, confusing positioning and inaccuracies in communication in cross-cultural settings reduced the success rate of these partnerships. The content analysis examined cross-border SBA advertisements to shed light on their communicational strategies. Taiwan and the US, representative of inherent cultural values in Eastern and Western countries, served as great research subjects for this comparative study. The findings suggested that cross-border SBA advertisements do not have significantly distinctive communication strategies except for the inherent difference in multi-national characteristics. However, cross-border SBA advertisements in both countries differ from generic advertisements documented in previous studies in terms of information cues, advertising appeals, and general communication strategies. The comparison between cross-border SBA advertisements was reflective of the cultural differences in these cultural contexts. In sum, cross-border SBA advertisements were embedded with stronger cultural distinctiveness and in need of special execution to integrate proper messages. / text

本論文之研究動機乃基於個人在醫藥相關領域多年的工作經驗，了解台灣製藥業現正處於內需小、廠商多、競爭愈來愈激烈且相互分食之市場環境，加上在現行醫療健保體制及政府相關政策(如cGMP制度)的影響下，尚需面對台灣未來加入WTO可能之衝擊，台灣製藥廠商如何依公司資源優勢尋求聯盟，以提升競爭力，使得企業能夠永續經營，是本研究之動機所在。基於上述之研究動機，本研究以台灣製藥業者為對象，探討下列的問題：(1)聯盟動機與聯盟型態之關係；(2)組織特性與聯盟型態、聯盟管理之關係；(3)聯盟型態與聯盟管理、聯盟績效之關係；(4)聯盟管理與聯盟績效之關係。本研究欲達成之目的有：(1)解析出台灣製藥業所採行之策略聯盟方式，及其如何經由不同之聯盟，以提升企業競爭力；(2)藉由本研究之發現，提供產業內的其他業者於日後進行策略聯盟時之參考。 本論文之研究架構，係由個人之實務經驗，加上參考相關之文獻推導而成，並依架構中各變數之關係設計出問卷，以問卷與訪談併用之方式，鎖定台灣製藥業四家知名企業為訪談對象，推展出四大類命題：聯盟動機、組織特性、聯盟型態及聯盟管理。 經由第五章之個案分析發現，台灣製藥廠商之聯盟方式主要以研究發展聯盟、生產聯盟及共同行銷聯盟為主；在策略聯盟中以降低風險及資源互補為主要動機；另在分析過程中亦發現，學理所稱聯盟管理為影響聯盟績效之重要因素，此點對台灣製藥業而言亦得出相同結果。研究中同時發現，台灣製藥廠商雖已逐漸重視國際化課題，然國際化發展策略及整體規畫仍嫌不足。 在研究過程中，已儘量追求結構之完整，逐步撰寫、推導對台灣製藥業現行策略聯盟之分析，惟仍不免有許多主客觀因素，形成本研究之限制。在後續研究上，建議後續研究者可針對本土規模相當之大型製藥公司間如何進行合作、研擬製藥業相互專業分工或轉型之道、或分析國際化的最佳步驟與途徑等，為台灣製藥業找出值得發展的新契機。