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In the past few years, due to the global economic recession, the structure of Taiwan media has been changed dramatically. Since the advertising have decreased year by yea and opening of the media market, the world's major media including newspapers¡Bmagazines¡Bradio and television all need to face the pressure of the environmental changed. According to the latest statistics, the advertising revenue of domestic cable TV has especially reduced in the past two years, from 5.038 billion in 2007 down sharply to 5.08 billion in 2008. Even though the challenges, the media still attempt to use new strategy with positive attitude to against harsh environment. For example, there was a newspaper company whcih planning exhibitions through the strategic alliance to create new revenue. Furthermore, the television media try to use the strategy of integrated marketing communication¡]IMC¡^ to increase revenue or change income structure in stead of declining advertising revenue. However, Formosa Television¡]FTV¡^is a good case to show the income steadily through IMC strategy even then decreased of advertisement. We have found that the proportion of advertising revenue up 90% of total revenue in 1997. However, after the changed of business policy, the advertising revenue has been reduced to 60%. Other 40% revenue comes from merchandise¡Bcopyright and integrated marketing. This thesis takes FTV cultural foundation as the case study and try to find out how FTV increased revenue through by internal resources¡Bmultiple communication and innovative products. Meanwhile¡Athe study also analyzes how FTV use IMC tools such as advertising, promotion, personal selling, direct marketing, public relations to change the overall revenue structure and improve the profit. In conclusion, we would like to realize the management of media and provide new strategy for reference.

During the period of the presidential election in 2004, the Ministry of Justice had put together various types of channels to promote the concept of the anti-bribery policy, which was much similar to the idea of integrated marketing communication (IMC). In view of this, the research compared the anti-bribery policy promotion with the integrated marketing communication in theory to see whether they meet each other. The following conclusions and suggestions might become references and criteria for other governmental measures of marketing policies. 1 Rewarding the secret witness might be the best way to promote the anti-bribery policy. 2.Although the promotion of the anti-bribery policy had already used various kinds of marketing channels, the effects of the integration of these channels still need to be strengthened. 3.A proper propagandist might play an important role in the anti-bribery policy promotion, if the promotion wants to catch people's attention and recognition. 4.The measurement index of the after-investigation of the anti-bribery policy promotion seemd not to reflect the behavioral changes of people. 5.The anti-bribery policy promotion need to set up clear marketing communication steps in advance. 6.Policy marketing need to set up the target market positively. 7.Database might be built to enrich policy marketing. and government need to use the pull strategy to determine communication mix. 8.If policy marketing has to proceed for a long time, the budget program need to adopt the sales percentage method. 9.Policy marketing need to set up a complete measurement mechanism. 10.The principles of integrated marketing communication might be suitable for the promotion of all kinds of public policies.

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The cyber university has become a new trend in personal learning systems. At present, many universities in Taiwan have set up cyber universities that provide lots of online courses for more students or working people. What are the main goals when the cyber university promotes it¡¦s products¡H What kinds of the marketing mix strategy it uses to achieve the goals¡H And how does the cyber university make use of IMC tools to promote it¡¦s products¡H The case study method has been utilized in this research. The objectives including National Sun Yat-Sen Cyber University of National Sun Yat-sen University (NSYU)¡BNational Taiwan University¡BE-college of National Chengchi University¡BNational Tsing Hua University and Go2school of Chinese Culture University are studied to realize the product position¡Btarget audience¡Bthe relation between marketing mix and marketing goals, and the successful or obstructive factors etc. This research has the following findings¡G 1. The every part of the application of IMC in the cyber university forms a cycle. Although the products of the cyber university have no local limitation, they also have the differences in marketing strategy in different areas. 2. Because the cyber university is still on the stage of development, the business model is not completely established. At present, making profit is not the only goal in marketing, and building brand visibility is the most important for all cyber universities. 3. In the initial stage, the cyber university applies many marketing tools¡]advertising¡Bpublic relations etc.¡^to promote it¡¦s products, and then keeps on regulating to a perfect marketing mix strategy. Besides, internet marketing¡]through e-mail sending¡^is the most effective way and can be used with the database to interact with customers or convey personalized information. 4. No matter in the beginning or for the final achievement, the application of IMC tools in the cyber university must take customers into the main consideration. That means IMC not only makes profits for business corporation but also accumulates invisible brand image in customer¡¦s mind as well as establishes a long relationship with every customer. At last, my research has the following contributions¡G 1. Setting up an IMC model of the cyber university. 2. With the study of cases, we know how cyber universities make use of IMC to promote it¡¦s products and provide a reference for new investors to market their products.

Keen competitions have made non-profit organizations (NPOs) harder to survive. For the sake of acquiring sufficient resources, more and more NPOs operate like firms. They utilize commercial business models to obtain sufficient capital in order to achieve organizations¡¦ objectives. It is crucial for NPOs to serve marketing methods to grab attentions and enhance sales during the process of commercialization. Yet literally few papers have discussed the role of integrated marketing in the realm of NPOs, let alone studies on temples. This thesis aims at using case method to understand how temples use integrated marketing tools and to provide suggestions in order to enhance the operation of temples and local economy while achieving long-run sustainability. This research serves integrated marketing concepts as the theme and used case methods to discuss on how temples use integrated marketing tools and strategies. This study has also formed a performance model on evaluating NPOs¡¦ integrated marketing efforts. Situation analyses, current status examination and suggestions to the underlying temple are also provided in this thesis for the sake of enhancing sustainability of the NPOs.

A review of current integrated marketing communication (IMC) literature indicates that IMC has swept the globe. IMC has become the normative marketing practice for organizations to promote their goods and services, as well as an increasingly popular area of academic study. At the same time, literature shows inconsistency in IMC's professional practice and academic instruction. An increasing number of IMC theorists suggest that “true” IMC involves reorienting an organization to become consumer-focused and responsive at every level. This broader vision for IMC points to the discipline's communicative underpinnings. It is dialogic, other-oriented and interpretive in nature, yet most organizations and academics that claim to practice and teach IMC treat it as a “simple managerial task”—mere tactical coordination of marketing elements (Schultz and Patti 75). This dissertation supplements current literature to establish IMC's rhetorical and philosophical roots and provides a perspective about how organizations can achieve greater communicative understanding with their stakeholders by considering IMC from a humanities and constructive hermeneutic standpoint. By understanding the discipline as humanistic and situated in lived practices, rhetorical and philosophical acumen becomes the missing link between tactical implementation and IMC's full potential. This praxis-oriented approach moves IMC beyond the limitations of the social sciences and into the philosophy of communication to offer better insight into how IMC is an interpretive encounter that demands attentiveness to and communicative engagement with the other. / McAnulty College and Graduate School of Liberal Arts; / Communication and Rhetorical Studies / PhD; / Dissertation;

摘　要 整合行銷傳播(Integrated Marketing Communication；IMC)旨在透過綜效(synergy)的整合，提供顧客與潛在顧客清晰一致的訊息，以發揮最大的傳播效益，其帶動行銷理念與方式的革命性轉變，是今日傳播業界無法抗拒的風潮。然而，整合行銷傳播的定位，至今仍未具共識。Tom Duncan等學者認為：IMC 不僅是個流行而是趨勢，近年來，美國AAAA的廣告公司已將整合行銷傳播視為一種「新式廣告」(new advertising)；公關界將其視為「行銷帝國主義」(marketing imperialism)，為了驗證整合行銷傳播的概念與操作過程，學界人士已與業者合作，試行IMC運作模式，得到初步成效；但仍有學者批評IMC不具應用與管理實務性，以學術理論的標準，不足以成一家之言(Slon,1994等)。因此，本研究即將重點放在近年來各學派對IMC之理論文獻整理，另一方面檢視IMC在媒体業界的應用領域。 有線電視媒體因為業態屬性和通路特性，具有廣告客戶與觀眾兩層目標顧客，並具有資料庫建立途逕，理當具有應用IMC的可行性，因此本研究選用有線電視頻道為業態，期望能整理一套適用於有線電視界的整合行銷傳播模式，提供業者作為行銷傳播的經營參考。 本文屬於探索性研究，藉由國內外相關文獻的整理，來建立IMC理論架構，再以個案研究法，分析實務個案之三家頻道-三立電視台、迪士尼頻道、與太陽衛視，驗證架構得出結論，本研究發現：IMC的確可應用於有線電視頻道，具有提升品牌資產之正面價值，並可藉由IMC之策略義涵：建立觀眾資料庫、觀眾分類、企業利益關係人之分析與溝通、傳播工具之整合運用、以及組織架構整合等，達成綜效之行銷傳播效益。