碩士 / 華梵大學 / 工業設計學系碩士班 / 96 / The application of product placement means not only the use of audio and video media but also the diversification of marketing. In a new way, it can help with the marketing and enhance the visibility of products in the competitive market. From the perspectives of consumers and business managers, methods of product placement were explored by questionnaire survey. Special emphasis is placed upon the application of marketing strategies, organizational communication and marketing cooperation in enterprises to search for business management approaches that meet the consumers’ expectation. Behaviors that transmit value chains and organizational cooperative marketing ways were explored for their effectiveness from the viewpoints of consumers.
From literature review, business manager’s and consumer’s marketing strategies in product placement can be categorized into five dimensions: enterprise commission, marketing planning, management behavior, product value, and market mechanism. Opinions form administrators and consumers were organized and arranged in these five dimensions to investigate marketing opportunities of product placement. From the planning of product placement, marketing promotion ability is emphasized to build up the management of outer risks. In addition to the post-sale services, an effective management of the inner information in an enterprise is strengthened to win the consumer’s confidence. Business managers should understand the consumer’s practical needs and build up their product values. Moreover, patents of products should be set as goals to pursue another source of profits. In this way, new opportunities in marketing can be expected through the integration of concepts, behaviors, attitudes and services for the promotion of product value and market direction.
To trigger the consumer’s intention of purchase, product placement should meet the consumer’s benefits and needs. It is up to the resolution of an enterprise to develop their marketing promotion including post-sale services, close interaction between products and consumers. Only through the recognition of consumer’s rights and benefits will it be possible to win the consumer’s confidence. Consumers usually have high expectations towards the responsible attitudes of enterprises. They expect from enterprises a clear description of rights and duties between enterprises and customers. Moreover, consumers seek to find risk management services from the enterprise to avoid the consumption orphan. In consumer behaviors, they will try hard to protect their benefits and emphasize that product value comes from the thoughtful services. They are sophisticated in using their six senses to tell the product value and to obtain their practical benefits. Consumers consider mechanisms important. Through consensus from manufacturers, users, and marketing personnel, the enterprise business concepts will be formed to get the agreement from the consumers. More importantly, the consumption loss can be reduced by the survey and evaluation in enterprises. Consumers can push enterprises to build a quality consumption environment from their practical behaviors in order to reach a win-win goal on the basis of blue ocean marketing strategy.
At last, a marketing strategy evaluation model was offered from AHP concept in which lists and examples were integrated to help business managers select strategies efficiently. Besides, three case studies were used to illustrate the application of product placement in different product lines. It is hoped that enterprises can be more aggressive in their actions in addition to the innovation thinking. In this way, industries will be promoted on a right way and practical benefits can be seen for consumers as well as manufacturing and marketing sectors.
| Identifer | oai:union.ndltd.org:TW/096HCHT0619001 |
| Date | January 2007 |
| Creators | LI-FEN TSAI, 蔡麗芬 |
| Contributors | Yeon-Sheng Yang, 楊永盛 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 106 |
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