近年來，在世界各地金融公司所謂的「指數股票型基金」已經成為主流投資標的。指數股票型基金讓投資人能夠將其資金直接投資於國外股市，同時避免匯率問題。目前，台灣投資人藉由所謂的中國指數股票型基金來直接投資中國股市。 身為中國指數股票型基金的先驅者，台灣匯豐中華證券投資信託股份有限公司於2009年夏天創造了第一恆生跨境指數股票型基金。就像其他服務業，匯豐中華必須向投資人推銷該指數股票型基金以及其他金融產品。有鑑於行銷對於資產管理公司的成敗扮演著很重要角色，因此本研究以策略行銷分析為主要研究基礎。並且，藉由公司訪談和邱志聖（2006)的四個成本分析架構(4C Analysis)，來探討台灣匯豐中華證券投資信託股份有限公司在台灣的行銷活動。所謂的4C分析包含外顯單外效益成本、資訊搜尋成本、道德危機成本及專屬陷入成本。本研究為台灣匯豐中華提供服務、媒體廣告、品牌形象及行銷策略的改善之道。 關鍵字：策略行銷、四個成本分斯、外顯單外效益成本、資訊搜尋成本、道德危機成本及專屬陷入成本、指數股票型基金 / Since the early 2000's, Exchange Traded Funds (ETFs) have become a mainstream investment product in the portfolios of financial companies across the world. In recent years, ETFs have been created to allow investors to allocate their capital in the stock market of other countries while at the same time avoiding the currency exchange problem. Now, Taiwanese people can invest in the China stock market indexes via China ETFs. A pioneer in China ETFs, HSBC Global Asset Management Taiwan created the first Heng Seng cross border ETFs in the summer of 2009. As with any service-oriented business, HSBC Taiwan must advertise and promote these new investment products. In light of the fact that marketing plays a large role in the success of asset management companies, hence this thesis adopts strategic marketing analysis as the backbone of the research process. Utilizing professional interviews and Chiu's (2006) four cost (4C) analysis, this thesis examines HSBC Global Asset Management Taiwan's marketing activities via a constructively critical lens. These four costs include external unit costs, information search costs, moral hazard costs and firm-specific costs. This thesis focuses on providing solutions for enhanced customer service, media advertising, brand image as well as marketing strategies for HSBC Taiwan. Key Words: strategic marketing, four cost structure, information search costs, moral hazard costs, firm-specific costs, exchange-traded funds

我國主機板業在短短不到二十年的時間內迅速竄起並獨霸全球，但由於市場的飽和、產品的規格化，主機板業邁向產業集中化及強者恒強、弱者恒弱的趨勢日趨明顯。因此，各廠商經營效率的改善及提升，及同業間生產規模擴展之競爭，乃至於對未來市場變化之因應便成為一重要研究之探究課題。 本研究採用問卷調查的方式，從主機板產業中選擇中國大陸大學二年級學生為研究對象，發現入學後購買電腦的學生比例達到71％。從各個時段的購買相對值來看，假期結束後回校的前兩個月是購買高峰。按購買電腦類型，DIY的整體份額在29％，筆記型電腦最高在62％；按計劃購買的性別來看，不論是男性或女性，皆是以筆記型電腦為主，其次是DIY；沒有計劃購買電腦的同學中，目前沒有需求是主要原因，而受限於價格是其次。質量可靠、知名品牌與朋友推薦是同學們選擇主板的主要因素。 產品規格及性價比，事先搜尋相關產品資訊確認主板產品的確能提供其廠商所強調的功能或價值，同學多會通過 「詢問朋友」、「媒體推薦」、「網上搜索」等來獲取相關信息，因此相關之「外顯單位效益成本」、「買者資訊搜尋成本」、「買者道德危機成本」等預算，應當維持相當水準， 對於「買者專屬陷入成本」的行銷預算，可以酌情減少， 當廠商了解客戶在面臨的問題及顧慮後，即可透過4C策略行銷的分析，設計出能夠解除客戶疑慮的方案，建立共識，降低雙方的交易成本及風險，以確保合作有個好的開始。本論文從廠商的角度以4C架構進行行銷策略分析，以協助廠商隨著專案進展也可以很方便地檢視各種策略組合，故即使是在多專案併行時，依然能有效掌握各種策略的執行。 / The motherboard industry has developed soon within 20 years and now become the top in the world. In 2000 the market share reached to 84.7%. However, due to the saturation of the whole market and the standardization of the products, it is obvious that the industry has stepped to centralization. The trend of “The stronger will be stronger; the weaker will be weaker” can be seen in the industry. Therefore, the improvement of efficiency, the competition within the industry, and the ways to cope with the market changes in the future are critical topics to research. This research adopted the method of questionnaire survey and took sophomore from universities in China as research objects. We could found in this research that the time students bought their computers concentrated on 2008 and 2009；That is, the frequency which students bought their computers peaked when they were freshmen and sophomore. Also, according to this research, we could found, in the type of computers students bought, that students who bought DIY computers account for 29% and who bought note books account for 62%, the highest percentage. Furthermore, we could found, in the gender who bought computers, that the percentage of boys who bought DIY computers is obviously greater than the percentage of girls and that the percentage of girls who bought note books is obviously greater than the percentage of boys. The primary factors influenced the decision that students bought motherboards are the quality, famous brand, and friends’ recommendation.

本論文研究目的有三: (1) 釐清一般在忠誠度計劃定義上常見的錯誤觀念，進而探索CRM與忠誠度計劃之間的關係，並且發展一套實務上可用的忠誠度計劃分類方法; (2) 研究零售業CRM計劃中現行的戰術手法，並提供策略性建議給業者該如何校準戰術手法的重心並且相應地配置資源; (3) 發展一套可供現代零售業者自我診斷其CRM計劃在分析成熟性以及策略行銷重心的實務架構。 為達到研究目的，本研究首先探討在零售業，顧客關係管理(CRM)，忠誠度計劃以及分類方法上的相關文獻以釐清忠誠度計劃定義上常見的錯誤觀念，進而說明CRM與忠誠度計劃之間的關係，最後發展一套實務上可用的忠誠度計劃分類方法。 其次，本研究先應用邱志聖博士(2010)的策略4C模型，分析現行零售CRM計劃的戰術手法，並且提供策略性建議給業者該如何校準戰術手法的重心並且相應地配置資源。 再次，本研究應用邱志聖博士(2010)的策略4C模型以及戴文波特博士與哈里斯女士(2007)的分析成熟模型於建構零售CRM計劃的兩階段診斷性架構。 後續深入的分析主要根據此架構而進行，同時根據零售業所處不同的分析成熟階段提出策略性建議。 對於零售業的高階主管，本研究的貢獻在於提出一套實務可行的診斷性架構，供主管重新檢視其CRM計劃在策略上的重心，並且能隨著公司規模成長，進而調整重心的優先順序。 對於CRM以及忠誠度計劃的從事者，本研究貢獻則在於零售CRM計劃，忠誠度計劃以及相關概念上的定義的建立正確觀念。 最後，本論文的研究發現亦可當作對CRM以及忠誠度行銷人員的策略性建議，尤其當在設計戰術手法之時，能針對公司所處不同的分析成熟階段，對焦CRM策略以及相應資源配置。 / The purpose of this thesis has three objectives: (1) clarify some common misunderstandings about definitions of loyalty scheme, explore the relationship between CRM and loyalty scheme, and develop a typology of loyalty scheme for practical use; (2) study on current tactics used within retail CRM programs and provide strategic advices on how to fine-tune the tactics focus and align resource accordingly; and (3) develop a practical framework that allows modern trade retailers for self-diagnosing their CRM programs in terms of analytical maturity and strategic marketing focus. To achieve the research goals, this research has firstly reviewed previous research on retail, CRM, loyalty schemes and its typology, and thus misunderstandings about definition of loyalty scheme, CRM, the relationship between CRM and loyalty scheme have explained and consequently a new typology of loyalty scheme has been developed. Second, strategic 4C model (Chiou 2010) is used in this research to analyze current tactics used within retail CRM programs and the strategic advices are generated on how to fine-tune the tactics focus and align resource accordingly. Third, this research adopted literature of strategic 4C model (Chiou 2010) and analytical maturity model (Davenport and Harris 2007) to form a two-stage diagnostic framework for retail CRM program. The further analysis is conducted based on this framework while strategic advices are provided to retailers of different analytical stage. The benefits for business executives in retail include a diagnostic framework allowing for strategically reviewing their CRM program focus and priority as retailers grows their business. The benefits for CRM and loyalty practitioners include building correct understandings about retail CRM program, loyalty scheme and related conceptual definitions. The findings in this study may serve as strategic advices to CRM or loyalty marketers to better align resources, when they design tactics, to companies’ CRM strategy at different analytical stage.

Information, communication and broadcasting convergence is changing the business landscape in South Africa, as organisations adopt new converged information, communication technology (ICT) products and services to satisfy the needs of customers. Simultaneously, major changes are taking place in the South African telecommunications business environment creating new marketing opportunities and threats for Telkom SA, the only fixed line telecommunication operator in South Africa. Some of the findings of the study are • the commodization of the fixed line telecommunication network • political and regulatory changes are reshaping the telecommunications landscape by allowing the entry of new competitors • new technological innovations in Information Communication Technology (ICT) and mobile communication is driving change • social and economic change is fueling the speed of environmental change poor economic climate is quickening the competitive pace amongst South African businesses forcing them to attain efficiencies and effectiveness for survival • organisations worldwide are competing for limited resources and markets and turning to ICT to achieve their objectives • customer needs are changing - demanding better and innovative communication products and services - providing opportunities to competitors • the Internet is reshaping traditional business models as businesses are seeking to establish competitive advantages through the Internet • the migration of the Internet to the mobile telephony sector These changes are creating new marketing opportunities and threats for South African fixed line telecommunication operators and are threatening the survival of fixed line telecommunication operators worldwide and in South Africa. Information Technology, broadcasting and telecommunication technology convergence, has created many new ICT products and services opportunities that telecommunication competitors are offering existing customers of the fixed line operators network indicating lethargy from their side. In order for the fixed line operators to survive they must apply innovation and revise their strategic planning models. / Business Management / DCOM (Business Management)

O Objeto de Estudo dessa Dissertação é a Faculdade Nossa Cidade - FNC. IES situada no município de Carapicuíba, SP. O Objetivo Geral da Dissertação foi o de descrever em profundidade o diagnóstico situacional da FNC em dois períodos distintos no tempo, quanto aos esforços de comunicação para a divulgação do processo seletivo 2012 e 2013. Como Objetivos Específicos, a Dissertação buscou analisar de maneira sistemática os dados coletados, avaliar o retorno dos investimentos em comunicação da IES e propor orientações para o desenvolvimento da Campanha de Comunicação Mercadológica da FNC para a venda dos cursos oferecidos. Foram utilizados como Procedimentos Metodológicos a Pesquisa Exploratória com a utilização de Estudo de Caso, dividido em duas Fases, a saber: Fase 1- Delimitação das teorias que sustentam o arcabouço teórico sobre Educação Superior no Brasil e a atual educação superior como \"negócio rentável\", além da delimitação teórica sobre Gestão Mercadológica para empresas de Serviços, Retorno de Investimentos em Comunicação, e Planejamento de Comunicação. Fase 2 - Pesquisas Primárias (entrevistas com o corpo diretivo da IES, com os docentes e com os discentes ingressantes e concluintes), e Pesquisas Secundárias - análise dos registros das campanhas do processo seletivo 2012 e 2013, e a análise dos resultados do Relatório da Comissão Própria de Avaliação (CPA - 2014). De acordo com o diagnóstico apresentado a FNC apresenta significativos pontos fortes institucionais, pedagógicos, financeiros, de marketing e de gestão e organização. Os pontos a melhorar são de conhecimento da alta direção e têm recebido atenção por parte da direção pedagógica, que responde pela IES junto ao MEC. O enquadramento e classificação dos cursos oferecidos pela FNC na Matriz BCG foram confirmados pelo cálculo do MCP de cada um dos cursos na avaliação do período 2012-2014. Para a análise GE, após a realização dos cálculos de notas ponderadas para a atratividade de mercado e para o posicionamento do negócio em seu mercado, a FNC foi enquadrada como um negócio de alta atratividade de mercado e alto posicionamento do negócio em seu mercado. O diagnóstico demonstrou, ainda, que a FNC realiza ações para o atendimento dos 14 objetivos da comunicação e essas ações são reconhecidas pela comunidade acadêmica. A análise do retorno de investimento em comunicação indicou que a FNC apresenta viabilidade econômica, financeira e patrimonial sólidas. Como orientações ao Planejamento da Comunicação o texto indica que a FNC precisa administrar de maneira consciente suas promessas de serviço; deve manter canal aberto de informações junto aos candidatos à matrícula na IES e, sobretudo, junto ao corpo docente e corpo discente da Faculdade; deve também educar seus diferentes públicos, sobretudo os alunos, uma vez que sua entrega de serviços é de característica de alta participação do cliente em todo o processo e deve, ainda, cuidar com muita atenção da comunicação interna junto aos funcionários técnico-administrativos e docentes. Tudo isso pode ajudar o processo de comunicação a fim de evitar que se gere insatisfação por parte do cliente. / The study object of this thesis is the Faculdade Nossa Cidade - FNC. IES in the municipality of Carapicuiba, SP. The Dissertation of the General Purpose was to describe in depth the situational diagnosis of FNC in two different periods in time, as the communication efforts for the dissemination of the Selection Process in 2012 and 2013. As specific objectives, the dissertation aimed to analyze systematically the data collected, evaluate the return on investments in communication IES and propose guidelines for the development of the FNC Communication Campaign for the sale of courses offered. They were used as Methodological Procedures exploratory research with the use of case study, divided into two phases, namely: Phase 1 - Delimitation of theories that support the theoretical framework on Higher Education in Brazil and the current higher education as a \"profitable business\" in addition to the theoretical definition of marketing management for service companies, Investment Return on Communication and Marketing Communication Planning. Stage 2 - Primary Research (interviews with the governing body of IES, with teachers and with students entering and graduating), and Research Secondary - analysis of records of the campaigns of the Selection Process in 2012 and 2013 and the analysis of the results of the Report Committee for Assessment (CPA - 2014). According to the diagnosis introduced to FNC presents significant institutional, pedagogical, financial strengths, marketing, and management and organization. The areas for improvement are the knowledge of senior management and have received attention from the pedagogical direction, which responds by IES with the MEC. The framework and classification of courses offered by the FNC in the BCG Analysis were confirmed by MCP calculation of each of the courses in the evaluation period 2012- 2014. For GE Analysis, after the purposes of the calculation of weighted grades for market attractiveness and the business positioning in its market, FNC was framed as a highly attractive market business and high positioning of the business in your market. The diagnosis has also shown that the FNC takes action to meet the 14 Objectives of Communication and these actions are recognized by the academic community. Analysis of the communication payback indicated that the FNC has economic feasibility, financial and solid equity. As guidelines to Communication Planning for FNC must manage consciously their service promises; it must maintain an open channel of information from the candidates for enrollment in IES and especially with the faculty and student body of the Faculty; It must also educate its stakeholders, particularly students, since its delivery of services is of high share of customer feature throughout the process and must also take care carefully of internal communication with the technical and administrative staff and teachers. All this can help the communication process in order to avoid that generate dissatisfaction by the customer.

The subject of this diploma thesis "The proposal of a marketing plan for a company specialized in information products" is to suggest a system based on the theoretical background that generates the marketing plan from the input data. The important requirement for this system is to respect the specialization of the company, which operates in the field of information products. The thesis contains the detailed proposal of a prototype system, in which the focus is on the user-friendliness and the complexity considering the scale of the issue analyzed. The proposal also contains the possibilities and the limitations which are the results from the mentioned solution. The proposed prototype is implemented successfully. The work also includes the demonstration of all implemented functions and the description of the improvements that lead to its use also in other areas of business than the market of information products.

Syfte: Syftet med denna studie är att belysa hur den kris som Covid-19 pandemin skapat harpåverkat hotell och resebyråers digitala taktiska respektive planerade strategiska marknadsföring,samt den krishantering som tillämpats av företagen under denna pandemin och de lärdomar dedragit av denna kris.Teori: Den teoretiska referensramen för denna studie innefattar marknadsförings-, krishanteringsoch organisationsteori. Inom marknadsföring har SCRM samt RACE marketing planningframework modellerna tillämpats och inom krishantering har krisprocessen och kriskurvanmodellerna. Vad gäller organisationsteori har fokus varit på organisatoriskt lärande och teoriernasingle-, double- och triple-loop learning samt learning in crisis.Metod: Studien omfattar en kvalitativ undersökning av två hotell och två resebyråer grundad på ensemistrukturerad intervjumetod.Slutsatser: Covid-19 pandemin har tvingat respondenterna att vara flexibla och att göra kortsiktigaanpassningar av sina marknadsföringsmetoder. Den taktiska marknadsföringen har skett genom enökad användning av digitala kanaler som lyhört anpassats till kundernas behov av hälsa ochsäkerhet. Det var ännu för tidigt för att bedöma eventuella förändringar i den strategiskamarknadsföringen men några respondenter förväntade sig ett större fokus på värde begrepp somhälsa och trygghet. Samtliga respondenter har i praktiken ägnat sig åt krishantering och de flestarespondenterna hade någon form av förberedda krisplaner, som dock inte varit anpassade till en såomfattande och djup kris som den förevarande. Samtliga respondenter verkar ha fått en större insikti vikten av att ha en effektiv och tät intern och extern kriskommunikation. Den yttre situationen harskapat ett stort tryck på respondenterna och har givit dem lärdomar som de möjligen inte hade fåttunder normala omständigheter, inklusive att på ett flexibelt och lättrörligt sätt anpassa sig till nyaoch föränderliga situationer. Även om Covid-19 pandemin framkallat mycket stress och ångest såhar den även haft positiva effekter som kan ge upphov till mer varaktiga förändringar. / Purpose: The purpose of this study is to shed some light on how some hotels and travel agenciesin the Swedish tourism and hospitality industry have adapted to and managed the effects of theCovid-19 pandemic, particularly in terms of strategic and tactical digital marketing as well as crisismanagement, and the lessons learned from this crisis.Theory: The theoretical foundations for this paper include digital marketing theories, crisismanagement and organizational theory. In marketing theory, the SCRM and the RACE marketingplanning framework models have been applied and in terms of crisis management, the crisismanagement process as well as the crisis curve models have been applied. In terms oforganizational theory, focus has been on organizational learning and the theories single-, doubleand triple-loop learning as well as learning in crisis.Method: This study is a qualitative study of two hotels and two travel agencies based on semistructured interviews.Conclusions: This study demonstrates that the Covid-19 pandemic has forced the respondents tobe flexible and to make short-term adjustments to their marketing tactics. The tactical marketinghas included an increased use of digital channels and an adaptation of their marketing to theircustomers' needs for health and safety. It was too early to assess any changes in strategicmarketing, but some respondents planned to place a greater focus on value concepts such ashealth and safety. In practice, all respondents were engaged in crisis management and most of therespondents had some form of prepared crisis plans, which, however, were not adapted to such anextensive and protracted crisis as the Covid-19 pandemic. All respondents seemed to have gainedgreater insight into the importance of having effective and frequent internal and external crisiscommunication. The external situation has put a great deal of pressure on the respondents and hasgiven them lessons that they might not have acquired under normal circumstances, including acapacity to adapt flexibly and easily to new and changing situations. Although the Covid-19pandemic has caused a lot of stress and anxiety, it has also had positive effects that could triggerchanges in their longer term strategic marketing.