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博碩士論文 etd-0703114-224819 詳細資訊
Title page for etd-0703114-224819
論文名稱
Title
內部行銷與內部品牌化關係之研究
A Study of the Relationship between Internal Marketing and Internal Branding
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
70
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2014-06-19
繳交日期
Date of Submission
2014-08-03
關鍵字
Keywords
內部品牌化、建築產業、內部行銷
Internal Marketing, Construction Industry, Internal Branding
統計
Statistics
本論文已被瀏覽 5879 次,被下載 203
The thesis/dissertation has been browsed 5879 times, has been downloaded 203 times.
中文摘要
品牌不僅是消費者認識產品的重要媒介,更是幫助顧客減少對產品不確定感。由於不動產對於一般民眾而言是屬高價位商品,民眾的購買決策除了價格及地點的一般項目外,建設公司的品牌也成為民眾購買時考量重點。而建設公司在進行企業品牌經營與品牌價值建構的外部行銷前,應確保內部員工能進行有效地內部品牌化訓練,為企業建立一種從內而外穩固的品牌文化。本研究以企業文化觀點探討如何有效的利用內部行銷幫助企業做到內部品牌化,根據研究結果提出11個命題:
1.建設公司認為內部品牌化是一種企業內部文化的建構或再造。
2.建設公司會利用內部品牌化來轉化員工思維以及加強員工積極主動的行為。
3.為了形成持續且有系統地規劃內部品牌化流程,建設公司在進行內部品牌化時,多以人力資源部門負責。
4.建設公司對內部品牌化的認知會對內部品牌化具有顯著的正向影響。
5.建設公司透過內部溝通進行內部品牌化時,多以正式會議以及打造一個開放式的輕鬆溝通環境為主。
6.領導者積極涉入內部品牌化的流程,可加深員工對品牌的承諾,有助於內部品牌化之執行。
7.建設公司透過教育訓練進行內部品牌化時,認為專業性教育訓練比概念性品牌教育訓練更能傳達品牌精神。
8.建設公司人事管理與品牌關聯此部分是需要加強的,招募時以專業為主,績效評估及獎勵措施則無關品牌的考量。
9.建設公司在讓透過員工涉入外部溝通進行內部品牌化時,認為自售會比代售更容易讓員工瞭解公司品牌精神,並直接傳達給顧客。
10.建設公司對內部品牌化的認知會對內部行銷具有顯著的正向影響。
11.建設公司所採用的內部行銷對內部品牌化具有顯著的正向影響。
Abstract
The brand is not only the important medium, but also the guaranty of quality for customers to decrease the anxiety of products. Besides, the real estate is classified as high-priced products, so except the price and location which are general items of consumers’ purchasing decision, the brand of construction company is also the one of key points when people purchase the construction programs. Before construction companies progress the external marketing which is corporate brand management and brand value building, they should make sure their internal employees can internalize the branding effectively and set up a strong brand value for these companies from inside to outside. Therefore, this study intends to probe how to accomplish internal branding perfectly by internal marketing from the view of corporate culture and proposes 11 propositions basing on the research result as follow:
1.The construction company considers the internal branding is a kind of building or recreating of corporate culture.
2.The construction company adopts internal branding to transform employees’ thinking and enhance their active behavior.
3.In order to form a system which can plan internal brand process persistently and systematically, the construction company always assigns this work to HR department.
4.The awareness of internal branding which the construction companies possess will have positive effect on internal branding.
5.When the construction company adopts the internal communication to do the internal branding, formal meetings and creating an open and easy environment to communication are the common ways.
6.When the leaders involve into the process of internal branding, it is helpful to implement the internal branding and raise employees’ brand promise.
7.When the construction company adopts the internal communication to do the internal branding, the professional technical trainings convey the brand spirit more than general brand training.
8.The personnel management in the construction company doesn’t connect with brand and need to be improved. Recruiting is basing on professional.
9.When the construction company adopts the employee involvement in external communication to do the internal branding, selling the project by itself would let employees realize the brand spirit more than selling through the real estate company.
10.The awareness of internal branding which the construction companies possess will have positive effect on internal marketing.
11.The internal marketing which the construction companies adopt will have positive effect on internal branding.
目次 Table of Contents
THESIS VERIFICATION FORM I
ACKNOWLEDGMENTS II
CHINES ABSTRACT IV
ABSTRACT V
CONTENTS VII
CHAPTER ONE INTRODUCTION 1
1.1 Research Background and Motivations 1
1.2 Research Purpose 4
CHAPTER TWO LITERATURE REVIEW 6
2.1 Internal Marketing 6
2.2 Internal Branding 10
2.3 The Relationship between Internal Marketing and Internal Branding 14
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 16
3.1 Methodology 16
3.2 The Research Framework 17
3.3 Sampling of In-depth Interview 18
3.4 Data Collection of In-depth Interview 20
CHAPTER FOUR DATA ANALYSIS AND RESULTS 23
4.1 Introduction of Construction Industry 23
4.2 The Content and Analysis of In-depth Interview 29
CHAPTER FIVE CONCLUSION AND RECOMMENDATIONS 42
5.1. Research Conclusion 42
5.2. Managerial Implication and Recommendations 48
5.3. Research Limitations and Further Research 49
REFERENCE 51
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