Dissertations / Theses on the topic 'Marketing strategy of the enterprise'

Due to increasing emergence of social needs and problems throughout the world, accompanied by reduced government ability to provide the funding necessary to effectively combat these problems, it is expected that social enterprises will grow in number and importance. Because of this growing importance and the lack of research concerning marketing practices in such organizations, the purpose of this thesis is to develop a deeper understanding of both marketing in social enterprises and the context in social enterprises that has the potential to affect the marketing strategies employed in such organizations. Based upon this enhanced understanding, I develop and propose a model of marketing strategy in social enterprises. To develop this enhanced understanding and model, I conducted empirical qualitative research consisting of a comparative study of fifteen cases of social enterprises. Results show that four major dualities represent the critical context of social enterprises that influence the marketing strategies employed. Marketing is viewed as important by these enterprises and the strategies employed are quite well developed in the areas of market research, product quality, branding, and promotion.

This Masters Thesis deals with an analysis of promotion mix of the company Enterprise. The objective of this thesis is to introduce company Enterprise Holdings along with its marketing and communication strategies. Furthermore, it includes a survey that was conducted in order to discover respondents awareness of Enterprise Rent A Car marketing activities and additional products. The recommendations are introduced on the basis of the surveys results. Moreover, in the theoretical part there are explained the basic marketing terms, e.g., integrated marketing communication, marketing mix, SWOT analysis and communication strategies. These strategies are crucial for understanding the thesis practical part. The marketing research and the methods of information collection are explained in the last chapter of the thesis theoretical part. The practical part is divided into three main chapters. The company Enterprise Holdings is introduced in the first chapter including its brands. There were conducted two analyses in the first chapter: a competitive analysis and SWOT analysis. The second and also the most elaborated part is focused on the marketing and communication strategies of the company. Additionally, the objectives of the entire company are described there as well as the goal achievement. The conclusion does not include only the survey evaluation but also the authors recommendations. These recommendations target at companys weak points and try to increase awareness of the company among European citizens.

Background: Social entrepreneurship is a phenomenon gaining increased attention from academia and business society. Social enterprises have a duality of social change and business logic, which aims to reach a social mission while offering a commodity. For the commodity to benefit the social mission, multiple targets groups are needed. This deserves a well-planned marketing strategy, however social entrepreneurs have scarce resources to conduct marketing in the best possible way. For these reasons, there is a need for further investigating on social entrepreneurship and marketing.  Purpose: This thesis aims to investigate how the duality in social enterprises coexists in marketing strategies. Additionally, we will address how and why social enterprises prioritize the duality in marketing strategies, and what consequences it carries.  Method: A qualitative research approach has been chosen, consisting of a multiple case study of four Swedish social enterprises. Data was collected through in-depth interviews and an observation, and analyzed through a cross-case comparison.  Conclusion: It can be concluded that duality coexist and is obvious in a social enterprise setting. A social enterprise’s marketing strategy has to balance the duality, since business logic is essential to achieve social change. Values reflect how the duality is prioritized in marketing strategies. Marketing the duality is done with different purposes; awareness creation and promotion. If marketing is done with transparency and clearness, a social enterprise can be financially stable and enhance their social good, which can positively affect all stakeholders.

This project for Crimson Eagle Global Enterprise is the initial step in developing a strategic business plan. The traditional business plan contains many sections (business description, marketing, competition, operating procedures, personnel, business insurance, and finacial data). Using a different style, this project simply highlights those sections, rather than going into detail.

The main aim of this graduation thesis is a proposal of future marketing strategy for a particular micro-enterprise based on its strategic analysis. Micro-enterprise is specialty retailer in field of cell phones and accessories. In theoretical part (two chapters) are firstly defined small and middle entrepreneurs and specified their importance. The second chapter describes strategic marketing, marketing mix and useful methods for marketing analysis. Introduction to practical part is third chapter describing history of mobile communication, current cell phone market and incoming progress. The fourth chapter introduces the analyzed company. In chapters five and six is conducted situational analysis and an overview of the current marketing mix. The seventh chapter is based on results of the previous chapters. It contains suggestions and recommendations for marketing mix strategy of the company.

Стратегічний маркетинг – це перш за все вид маркетингу, який спрямований на аналіз стратегічних ринкових позицій підприємства та процес планування і втілення маркетингових заходів, які допоможуть підприємству вийти на новий рівень.

La presente investigación tiene por objetivo hacer una aportación a la literatura en los campos de negocios y marketing internacionales con el fin de arrojar luz sobre el comportamiento y rendimiento exportador de las pequeñas y medianas empresas (PYME), enfocándose en el contexto geográfico Español, uno de los países Europeos caracterizados tanto por su alta densidad de PYMEs como por su alto número de empleados posicionados en estas empresas. El crecimiento económico de España es en gran medida dependiente de los resultados de la actividad exportadora. A pesar de su relevancia, hay una escasez en términos de investigación relacionada al rendimiento exportador de las PYMEs a nivel Español, por lo que se destaca la necesidad de llevar a cabo más estudios en este contexto en particular.
En este sentido, la presente tesis identifica y propone para su posterior análisis los siguientes temas de real importancia para explicar el comportamiento y rendimiento exportador de las PYMEs: 1) El papel de las características y las percepciones del directivo a la hora de determinar la participación y expansión de la actividad exportadora, 2) La influencia de los determinantes internos y externos sobre el rendimiento exportador objetivo y sobre la satisfacción con el resultado exportador; y el potencial impacto de ciertas dimensiones del rendimiento exportador (objetivas) sobre otras dimensiones de rendimiento exportador (subjetivas), 3) Y por último, la influencia del grado de estandardización/adaptación de la estrategia genérica de marketing internacional sobre el rendimiento exportador objetivo y la satisfacción con el resultado exportador, al mismo tiempo que se investigará cómo esta relación está moderada por ciertos determinantes internos y externos.
El marco teórico se basa en varios enfoques: el enfoque gradual del fenómeno de la internacionalización, la teoría de recursos y capacidades aplicada en el contexto internacional, la teoría de redes y el enfoque de contingencia con respecto a la estrategia de marketing internacional. Para la realización de esta tesis se emplearon tanto la metodología cualitativa (Capítulo 1) así como la cuantitativa (Capítulos 2 y 3). Mediante el empleo de la metodología cualitativa, basada en estudios de caso, se logró una profunda comprensión del proceso de internacionalización de las PYMES Españolas. Por consiguiente, se ha desarrollado un cuestionario estructurado con el propósito llevar a cabo el estudio cuantitativo.
Los datos fueron recogidos a través de una encuesta en línea dirigida a los directivos a cargo de la actividad exportadora de las PYMES Españolas. Para el tratamiento empírico de los datos recolectados se empleó tanto el análisis univariante como multivariante, empleando el Paquete Estadístico para las Ciencias Sociales (SPSS) y los Modelos de Ecuaciones Estructurales (SEM) - Análisis de Estructuras de Momento.
Los resultados muestran que, coincidiendo con la teoría de recursos y capacidades, el papel del directivo, en particular su orientación internacional, parece ser crucial para la actividad exportadora de las PYMEs. Sin embargo, la influencia de ciertas características y percepciones de los directivos parece ser más importante según la fase del proceso de internacionalización en la cual se encuentra la empresa o tener un impacto mayor en algunos indicadores relacionados al rendimiento exportador. Los resultados también revelan la existencia de una relación positiva entre el rendimiento exportador objetivo (la intensidad exportadora y el número de mercados y zonas de exportación) y el rendimiento exportador subjetivo (satisfacción del directivo con la posición de exportación, la rentabilidad de la actividad exportadora y el acceso a nuevos mercados), relación que no había sido abordada previamente en la literatura. Por otra parte, los resultados empíricos muestran que el éxito en la actividad exportadora puede lograrse mediante el empleo de una estrategia genérica de marketing internacional más estandarizada o bien una estrategia más localizada. La estandardización y la adaptación no deben considerarse, por sí solos, como estrategias puras, sino que deben entenderse desde la perspectiva de la contingencia la cual sugiere la presencia de un equilibrio entre la estandardización y la adaptación de la estrategia de marketing internacional, cuya interacción daría lugar a mejores resultados de exportación. Este estudio identificó tres variables contingentes tanto internas como externas, más concretamente el tamaño de la empresa, la intensidad tecnológica de la industria y los factores del entorno que moderan la relación establecida entre la estrategia genérica de marketing internacional y el rendimiento exportador, medido de forma objetiva y subjetiva.
En cuanto a las implicaciones para los empresarios, los directivos deben ser conscientes de que actualmente, debido al rápido desarrollo tecnológico junto con la eliminación de numerosas barreras comerciales, la entrada en mercados extranjeros no es tan arriesgada como solía ser en el pasado, mientras que representa una alternativa viable para el crecimiento de la empresa y la búsqueda de mayores beneficios. El papel fundamental en la mejora del rendimiento exportador objetivo está directamente relacionado con el conocimiento de lenguas extranjeras y de negocios internacionales del directivo, junto con el firme compromiso de la empresa con la actividad exportadora. Por lo tanto, los principales esfuerzos deben dirigirse hacia la adquisición de estas habilidades, así como dedicar más recursos a las operaciones de exportación, de forma sistemática y organizada. Por consiguiente, los esfuerzos en términos de política también deben enfocarse a mejorar la orientación internacional de los directivos con el fin de llevar a buen término la formulación y puesta en práctica de estrategias de internacionalización.
Como líneas de investigación futura sería interesante replicar estudios similares en otros contextos geográficos, de esta manera los resultados de esta tesis podrían ser generalizados a distintos entornos. Además, sería aconsejable llevar a cabo un análisis longitudinal, a la vez que se recomienda considerar variables compuestas como, por ejemplo, el grado de orientación internacional del directivo, la estandardización y la adaptación de la estrategia de marketing internacional o el rendimiento exportador. De esta forma, estas variables multidimensionales podrían ser analizadas desde una perspectiva temporal, lo que permitiría llevar a cabo una investigación de relaciones causa-efecto.
The present dissertation aims to contribute to the international business and marketing literature by shedding light on the export behaviour and performance of small and medium enterprises (SMEs), in the Spanish geographical context, which represents one of the European settings characterised by high SMEs density and workforce employed by these enterprises. Spain's economic growth is vastly dependent on the results of the export activity. In spite of their relevance, there is a scarcity of research in the SME export centred literature, within the Spanish context, thus it becomes apparent that more investigations should be carried out in this particular setting.
In this sense, the present study identifies and proposes for further analysis the following topics of increased importance for SMEs' export activity and performance: 1) The role played by managerial characteristics and perceptions in determining export involvement and expansion; 2) The influence the internal and external determinants have on objective export performance and satisfaction with export performance and the potential impact of certain dimensions of export performance on other export performance dimensions; 3) The influence the standardisation/adaptation of the overall international marketing strategy has on objective export performance and satisfaction with export performance, simultaneously investigating how this relationship is moderated by certain internal and external determinants.
Theoretical support is provided by several approaches: the gradualist approach to the internationalisation phenomenon, the Resource Based View (RBV) applied in the international context, the network theory and the contingency approach to the international marketing strategy. Both qualitative (Chapter 1) and quantitative (Chapter 2 and 3) methodologies have been combined for the completion of this dissertation. By employing the qualitative methodology based on in-depth case studies profound understanding of the internationalisation process in Spanish SMEs was gained. Consequently, a structured questionnaire was developed for further carrying out the quantitative study.
Data was collected through an online survey addressed to the decision maker in charge of the export activity in Spanish SMEs. For empirically treating the quantitative data univariate and multivariate analysis with the Statistical Package for the Social Sciences (SPSS) and Structural Equation Modelling (SEM) - Analysis of Moment Structures (AMOS) were performed.
The results show that, concurring with the RBV, decision maker's role, particularly his/her international outlook appears to be crucial for SME's export activity. Nevertheless, the influence of certain managerial characteristics and perceptions seems to be more prominent according to the internationalisation stage or to have a stronger impact on some export performance indicators. The findings also reveal the existence of a positive relationship between the objective export performance (export intensity and the number of export markets and zones) and the subjective export performance (managerial satisfaction with export position, export profitability and new market entry), relationship that to the best of our knowledge has not been explored before. Moreover, the empirical results display that successful export performance could be achieved by employing either a more standardised or a more adapted overall level of the international marketing strategy. Standardisation and adaptation should not be considered, in isolation, as pure strategies, but rather should be understood from a contingency perspective which suggests a balance between the standardisation and the adaptation of international marketing strategy would lead to increased export performance. This study identified three internal and external contingent variables, namely the size of the firm, the technological intensity of the industry and the environmental factors, that moderate the relation established between the overall international marketing strategy and export performance, measured both in an objective and a subjective manner.
Regarding the implications for practitioners, decision makers should be aware that, presently, due to rapid technological development along with the removal of various trade barriers, entering overseas markets is not bearing as much risk as it used to in the past, while representing a viable alternative for firm's growth and pursuit of higher profits. The fundamental role in improving objective export performance is played by their own foreign language skills, international business knowledge and firm's commitment to exporting, hence efforts should be directed towards acquiring these abilities as well as devoting resources to the export operations, in a systematic and organised manner. Therefore, policy initiatives should also aim at enhancing the development of decision maker's international outlook with a view to successfully formulating and putting into practice internationalisation strategies.
As future research directions it would be interesting to replicate similar studies in distinct geographical contexts, so the results could be generalised to larger populations. Longitudinal analysis should also be conducted, thus complex constructs such as the degree of international orientation of the decision maker, the standardisation/adaptation of the international marketing strategy or the export performance could be analysed from a time-based perspective, allowing for the investigation of composite cause-effect relationships.

Įvade aprašoma ir apibūdinama organizacijos veikla, jos dalyvavimas nekilnojamojo turto vystymo rinkoje, problemos su kuriomis ji susiduria tiek vidaus, tiek išorinės aplinkoje. Šio darbo tikslas analizuoja perspektyvas tikrame versle ir padaro teorišką strategiją iš būsimo įmonės veiksmo. Pirma dalis duoda teorišką analizę pagal mokslinį metodą strateginio verslo planui. Antra dalis apžvelgia verslo aplinką įmonės ir duoda einamojo veiksmo analizę. Trečia dalis susitelkia ties strateginėmis alternatyvomis ir jų teorišku pritaikymu konkrečioje įmonės strategijoje. Ten kuriama misija ir vizija "Nekilnojamojo turto" įmonės, strategija jos verslininkystės metais 2009-2014, ir teoriški jos įsisąmoninimo aspektai. Šio darbo tikrovė guli jo praktiniame pritaikyme. Net jei nėra jokios visuotinės formulės verslo pasisekimui, kiekviena analizė yra didelė nauda ir analizuojančiam asmeniui ir visai įmonei.
The presented business is the supply of real estate companies, carried out by „Real Estate“ enterprise. The purpose of this work is to analyze the perspectives in actual business and to make theoretical strategy of future activities of the enterprise. The first part gives a theoretical analysis and acientific approach to strategic business plannig. The second part reviews the business environment of the enterprise and gives the analysis of current activities of the enterprise. The third part focuses on strategic alternatives and their theoretical applicability in a concrete strategy of an enterprise. There comes the mission and the vision of the „Real Estate“ enterprise, the strategy of its business activities in year 2009-2014, and the theoretical aspects of its realization. the actuality of this work lays in its practical applicability. Even if there is no universal formula for a business success, every trial to analyze and to plan is of the great impertance for a person concerned and for the whole enterprise.

Доступ до роботи тільки на території бібліотеки ОНЕУ, для переходу натисніть на посилання нижче
У роботі розглядаються теоретичні аспекти формування маркетингової стратегії торгового підприємства. Проаналізовано фактори, що впливають на розвиток аграрних підприємств України, конкурентну позицію аграрного підприємства. Розроблено маркетингову стратегію торгового підприємства.
Diploma thesis deals with theoretical aspects of formation of the commercial enterprise marketing strategy. The factors influencing the development of trading enterprises of Ukraine, the competitive position of agricultural enterprises are analyzed. The marketing strategy of the trading company is developed.

Маркетинг є одним з найважливіших різновидів економічної і суспільної діяльності, однак, його дуже часто неправильно розуміють. Ціль маркетингу – підвищення якості товарів і послуг, поліпшення умов їхнього придбання, що у свою чергу приведе до підвищення рівня життя в країні, підвищення якості життя. При цитуванні документа, використовуйте посилання http://essuir.sumdu.edu.ua/handle/123456789/33153

Aim: The aim of this study is to explore small enterprises’ marketing strategy and the digital tools that can improve their odds in the market against competitors and gain competitive advantage. Method: Qualitative study was conducted using primary and secondary data for this study, where primary data was collected through ten semi-structured interviews. An inductive approach was used to complete this study. The sample taken was seven small hotels and ten respondents who own and manage the hotels. Result & Conclusion: Findings of this study show that digital marketing tools demand fewer resources such as marketing expenses, number of employees, and make marketing activities simpler for the managers of small enterprises. As a result of digitalization, small enterprises are able to implement the marketing mix (4Ps), although their primary focus is price followed by providing customized product/service that fits the customers’ needs to gain competitive advantage. Suggestion for future studies: We found in our study that one hotel did not use social media at all, and it would be interesting to know if there are more enterprises that do not use it as well. Therefore, in future studies, a larger sample would produce more data about the use of social media by small enterprises. Additionally, this study was conducted in a developed country context and further research would be beneficial to emerging-market countries if it is conducted in their context. Finally, a deeper investigation of marketing strategy between different sizes of micro and small enterprises can provide greater knowledge about how they operate. Contribution of the thesis: This study has contributed to small enterprises’ marketing strategy, which shows that they focus on customer preferences rather than what their competitors offer. It also contributes to SMEs’ digital marketing where digitalizing an enterprise’s marketing activities decreases costs and increases dynamic capabilities to gain and maintain a competitive advantage. Moreover, this study provides new thoughts about the marketing mix for SMEs, which includes that cost leadership strategy is mostly used, hence, making them the price followers. In other words, they set their prices based on their competitors.

Науменко, В. В. Маркетингові рішення виробничого підприємства на цільовому ринку (на прикладі ТОВ «ТАН») : випускна кваліфікаційна робота : 076 «Підприємництво, торгівля та біржова діяльність» / В. В. Науменко ; керівник роботи Н. В. Іванова ; НУ "Чернігівська політехніка", кафедра підприємництва і торгівлі. – Чернігів, 2021. – 95 с.
Об’єкт дослідження – процеси прийняття маркетингових рішень в ТОВ «ТАН». Предмет дослідження – сукупність методів і засобів прийняття маркетингових рішень підприємства на цільовому ринку. Метою роботи є обґрунтування маркетингових рішень виробничого підприємства на цільовому ринку на прикладі діяльності товариства з обмеженою відповідальністю «ТАН». Методи дослідження – теоретичні (аналіз та синтез, порівняльний аналіз, узагальнення), емпіричні (моніторинг наукових праць вітчизняних та зарубіжних авторів, монографій, статей, ЗМІ), практичні (економічний аналіз діяльності підприємства, аналіз продуктів діяльності, табличний, графічний методи представлення інформації). В першому розділі розкрито теоретичні та методичні основи прийняття маркетингових рішень на виробничому підприємстві. В другому розділі досліджено маркетингову діяльність ТОВ «ТАН». В третьому розділі розроблено проект маркетингових рішень підприємства «ТАН» на цільовому ринку.
The object of this study is processes of making marketing decisions in TAN LLC. The subject of this study is a set of methods and tools for making marketing decisions of the enterprise in the target market. The aim of this study is substantiation of marketing decisions of the production enterprise in the target market on the example of the Limited Liability Company "TAN"\TAN LLC. Study methods: theoretical (analysis and synthesis, comparative analysis, generalizations), empirical (monitoring of scientific works of domestic and foreign authors, monographs, articles, media), practical (economic analysis of the enterprise activity, analysis of activity products, tabular, graphical methods of provision of information). The first paragraph reveals the theoretical and methodological bases of making marketing decisions in a manufacturing enterprise. The second paragraph analyzes the marketing activities of TAN LLC. The project of marketing decisions of TAN LLC in the target market is developed in the third paragraph.

V diplomové práci je představena strategie vstupu na geograficky nový trh pro nedávno založenou společnost. Misí společnosti je skrze ukázky pražení kávy, ochutnávky kávy přiblížit svět kávy, a zároveň poskytnout zákazníkům kvalitní čerstvě upraženou kávu. Cílem práce je na základě kritické analýzy nového trhu navrhnout strategii na jeho vstup. Diplomová práce obsahuje teoretické poznatky, analýzu vnějšího a vnitřního prostředí (Porterovu analýzu pěti sil, PEST analýzu, SWOT analýzu a marketingový výzkum) a návrhy řešení.

У роботі розглядаються теоретичні аспекти маркетингової стратегії на підприємстві та особливості їх впровадження на ринку меблів. Проаналізовано маркетингові стратегії на підприємстві ФОП “Мисловський.О.В.”. Запропоновано покращення існуючої маркетингової стратегії, та впровадження нової для покращення виробництва та функціонування ФОП “Мисловський.О.В.”.
Thesis consists of three chapters. Object of study marketing efficiency of the enterprise of the FOP "Mislovsky OV" on the furniture market. Diploma thesis deals with theoretical aspects of a new marketing strategy, which is new for the reduction of the distribution and function of the FOP “Mislovsky.O.”

A pesquisa aborda a temática de Marketing com enfoque para as plataformas de internet emergidas graças ao desenvolvimento das Tecnologias de Informação e Comunicação (TIC), tendo como caso de estudo a Praia de Bilene- (e-marketing como estratégia de comunicação dos empreendimentos turísticos da Praia do Bilene). Metodologicamente, a pesquisa recorreu a revisão da literatura, pesquisa online e aplicação de inquérito por questionário a 312 turistas dos 5 estabelecimentos que constituem a amostra do trabalho (complexos turísticos- Aquárius, Humula, Palmeira, Ferroviário e Massala beach). O tratamento dos dados foi com base no pacote estatístico SPSS 17.0 concretamente pela ferramenta analyse- descriptive statistcs- frequencies e crosstabs. Os dados obtidos revelam que 54.5% dos turistas que frequentam a Praia do Bilene conheceram os estabelecimento por meio da Internet, sendo as redes sociais, os websites dos estabelecimentos, as comunidades web principais ferramentas usadas para tal, sendo que o email (23.4%) é a ferramenta de e-marketing usada para a reserva dos estabelecimentos. As redes sociais (70%) e as comunidades web (38.8%) são as ferramentas que se destacam no uso por parte dos clientes para fazerem comentário ou partilhar algo, atividade que é feita por cerca de 70% dos turistas inqueridos. A interação entre os estabelecimentos e os clientes é a atividade pouco explorada, com menos de metade de turistas a não interagir com os empreendimentos.
The research addresses the topic of marketing with focus on the internet platforms in vogue, motivated by information technology development, and communication (TIC), having a case study of Bilene Beach- (e-marketing as communication strategy of tourists institutions at Bilene Beach). Methodologically, the research resorted to literature review, online research and application of research questionnaire for 312 tourists from 5 hotels which constitute the work sample (tourism lodges-Aquarius, Humula, Palmeira, Ferroviário and Massala beach). The data treatment was based on the SPSS statistical software 17 through the analyze- descriptive statistics- frequencies and crosstabs tool. The data reveals that 54.5% of tourists who visit Bilene Beach knew the lodges via Internet, through social networks, institutions websites, having the web communities as the main tools used for the purpose, and the e-mail with 23.4%, being the e-marketing tool used for the bookings. The social networks contributed with 70%, and the web community (38.8%), and are tools which distinguished themselves, mostly used by clients to make comments or share information, an activity done by most interviewed people. The interaction among tourism institutions and customers is an activity that is less explored, and less than half of tourists do not interact with them.

Purpose/Research questions Aiming at the problem that the management efficiency of many Chinese small and medium-sized enterprises is generally low, the paper is to find the method in the aspect of marketing management to improve the management for the enterprise to meet challenges of globale market competition. According to the thoughts of Kotler(2006, p814), the future marketing shall be in a direction towards holistic marketing from marketing department . The paper discusses whether it is feasible for the Chinese small and medium-sized enterprises to use the precision marketing management method to optimize and integrate the resources and improve enterprises’ capacity. Research design/methodology/Approach The paper discusses the feasibility of the research subject through combination of theoretical research and case discussion. Analyze and discuss on experience of Parker Hannifin(China) to summarize ideas and implementation methods of precision marketing management to provide reference to the management of Chinese small and medium-sized enterprises. Findings Through the analysis and discussion on Parker Hannifin(China) and combination of marketing theory and value chains theory, I find that lean thinking may help the small and medium-sized enterprises inChinato utilize the limited resources in a reasonable way and improve enterprise capacity. Research limitations/implications Starting with marketing management, the paper discusses how to improve the efficiency of value delivery and thus win advantage through changing the extensive management method of enterprises. However, the small and medium-sized enterprises inChinastill have the problems such as brand resources and technological resources, etc., therefore, precision marketing can not generally improve the enterprises’ comprehensive competitive capability. Several competition methods, such as technique introduction, strategy alliance and so on are still needed to improve the enterprise’ comprehensive competitive capability, only in this way can the enterprises may win in the competition. Originality/value of the research Different from other papers, the paper, in the light of the characters of Chinese existing small and medium-sized enterprises, mainly discusses the application of precision marketing management of small and medium-sized enterprises adopting extensive management. Therefore, it has the particularity in marketing cultural environment, such as Chinese policy and customers' preference; its application shall be more specific, and has stronger pertinence.

Войтенко, О. В. Особливості асортиментної політики підприємства та шляхи її вдосконалення (на матеріалах ТОВ «Галка-Чернігів») : магістерська робота : 075 Маркетинг / О. В. Войтенко ; керівник роботи Бондар В. В.; Національний університет «Чернігівська політехніка», кафедра маркетингу, PR-технологій та логістики. – Чернігів, 2020. – 108 с.
У випускній кваліфікаційній роботі розглянуто питання управління асортиментною політикою підприємства, її особливості та шляхи вдосконалення. Випускна кваліфікаційна робота містить такі розділи: –теоретичні засади управління товарною політикою підприємства; –аналіз на оцінка асортиментної політики підприємства ТОВ «ГалкаЧернігів»; –Стратегічні напрями підвищення ефективності управління асортиментною політикою підприємства ТОВ «Галка-Чернігів». У процесі роботи зроблено висновки та внесені пропозиції щодо вдосконалення асортиментної політики підприємства ТОВ «Галка-Чернігів».
In the final qualification work the questions of management of assortment policy of the enterprise, its features and ways of improvement are considered. The final qualifying work contains the following sections: - theoretical principles of product policy management of the enterprise; - analysis to assess the assortment policy of the company LLC "GalkaChernihiv"; - Strategic directions of increase of efficiency of management of assortment policy of the enterprise of LLC Galka-Chernihiv. In the course of the work conclusions were made and proposals were made to improve the assortment policy of the company LLC "Galka-Chernihiv"

Доступ до роботи тільки на території бібліотеки ОНЕУ, для переходу натисніть на посилання нижче
У роботі розглядаються теоретичні аспекти щодо трактування сутності поняття маркетингової стратегії підприємства та її складових. Проаналізовано сутність, види та етапи формування стратегії підприємства; сукупність та особливості комплексу маркетингу, проблематика якісного маркетиногово відділу та маркетингової політики на українських підприємствах. Запропоновано розробку рекомендацій щодо поліпшення маркетингової політики у ТОВ «КАТАДИН-ЕКОТЕХН» – одній з провідних торговельних мереж України.
Thesis consists of three chapters. Object of study is the marketing policy in the activities of LLC "KATADYN-EKOTEHN" to improve the management system of the enterprise and market promotion of food and consumer goods. Diploma thesis deals with theoretical aspects of the interpretation of the essence of the concept of marketing strategy of the enterprise. the essence of the concept of marketing strategy of the enterprise and its components. The essence, types and stages of formation of strategy of the enterprise are analyzed; set and features of the marketing complex, issues of quality marketing department and marketing policy at Ukrainian enterprises.

The diploma thesis focuses on creation of the marketing plan for the HR information system Kompas2 that is produced and distributed by PC HELP, a.s. The theoretical part also deals with mapping of modern marketing trends. When designing marketing activities, great attention is paid to Internet marketing, with an emphasis on content marketing.

В даний час в системі ринкових відносин не одне підприємство не може ефективно функціонувати без використання маркетингових заходів. Корисність маркетингу є доведеною часом і практикою. Це відбувається тому, що потреби людей – безмежні, а ресурси підприємства обмежені.

This Master’s Thesis is engaged with creating an Entreprenurial Project. The Thesis includes appropriate and right strategies to accomplish a high success of a business firm. To considerate the level of progress, a detailed marketing plan and financial analysis were created. Thesis also deals with human resources management as well as other important parts of an entreprenurial project This Thesis consists of the theoretical part, analysis of the current situation and of the part designing own business solution.

The thesis analyses the current situation of a small company and describes a strategy of its future development. My proposal of the development and propagation of the confectionery manufactury is processed on the basis of the real data. The main goals are to obtain competitive advantages, to attract new customers and to improve the company standards.

Poбoтa викoнaнa в Теpнoпiльcькoму нaцioнaльнoму технiчнoму унiвеpcитетi iменi Iвaнa Пулюя Мiнicтеpcтвa ocвiти i нaуки Укpaїни.
Зaхиcт вiдбудетьcя “25” лиcтoпaдa 2016p. o 10 30 гoдинi нa зaciдaннi cпецiaлiзoвaнoї вченoї paди Д 58.052.05 у Теpнoпiльcькoму нaцioнaльнoму технiчнoму унiвеpcитетi iменi Iвaнa Пулюя зa aдpеcoю: 46008, м. Теpнoпiль, вул. Бiлoгipcькa, 50, зaлa зaciдaнь. З диcеpтaцiєю мoжнa oзнaйoмитиcя у бiблioтецi Теpнoпiльcькoгo нaцioнaльнoгo технiчнoгo унiвеpcитету iменi Iвaнa Пулюя зa aдpеcoю: 46001, м. Теpнoпiль, вул. Pуcькa, 56. Aвтopефеpaт poзicлaний «24» жoвтня 2016 poку.
Диcеpтaцiя нa здoбуття нaукoвoгo cтупеня дoктopa екoнoмiчних нaук зa cпецiaльнicтю 08.00.04. – екoнoмiкa тa упpaвлiння пiдпpиємcтвaми (зa видaми екoнoмiчнoї дiяльнocтi). – Теpнoпiльcький нaцioнaльний технiчний унiвеpcитет iменi Iвaнa Пулюя Мiнicтеpcтвa ocвiти i нaуки Укpaїни, Теpнoпiль, 2016. У диcеpтaцiйнiй poбoтi пpoведенo кoмплекcне дocлiдження теopетикo- метoдoлoгiчних зacaд кoмунaльнoгo cеpвicнo-виpoбничoгo зaбезпечення poзвитку пpoмиcлoвих пiдпpиємcтв тa oкpеcленo нaпpями йoгo удocкoнaлення у дiяльнocтi пpoмиcлoвих пiдпpиємcтв. Oбґpунтoвaнo вихiднi метoдoлoгiчнi дoмiнaнти дocлiдження cеpвicнo-виpoбничoгo зaбезпечення пiдпpиємcтв в умoвaх євpoiнтегpaцiйних екoнoмiчних pефopм. Poзкpитo екoнoмiчну cутнicть пiдпpиємcтв кoмунaльнoгo cеpвicнo-виpoбничoгo oбcлугoвувaння, cфopмoвaнo кoмплeкcний тeopeтикo-пpaгмaтичний пiдxiд дo фopмувaння кoнцeпцiї iннoвaцiйнoгo poзвитку пiдпpиємcтв у cеpвicнo-виpoбничoму кoнтекcтi. Oбґpунтoвaнo екoнoмiчну i coцiaльну cтpaтегiю poзвитку взaємoвiднocин пpoмиcлoвих пiдпpиємcтв тa кoмунaльнoгo oбcлугoвувaння. Узaгaльненo мeтoдичнi пiдxoди дo cиcтeмaтизaцiї ocнoвних фopм зaдoвoлення cеpвicнo-виpoбничих пoтpеб пpoмиcлoвих пiдпpиємcтв з уpaxувaнням ocoбливocтeй дiяльнocтi пpoмиcлoвих пiдпpиємcтв. Здiйcненo oцiнку ефективнocтi функцioнувaння пpoмиcлoвих пiдпpиємcтв у зaлежнocтi вiд якocтi cеpвicнo- виpoбничoгo oбcлугoвувaння. Oкpеcленo пеpcпективнi нaпpями удocкoнaлення пpoцеcу пpoгнoзувaння тa cтpaтегiї poзвитку взaємoвiднocин мiж пpoмиcлoвими пiдпpиємcтвaми тa пiдпpиємcтвaми cфеpи пocлуг. Cфopмoвaнo opгaнiзaцiйнo- екoнoмiчний мехaнiзм poзвитку cеpвicнo-виpoбничoгo oбcлугoвувaння пpoмиcлoвих пiдпpиємcтв, мехaнiзм зaбезпечення нaдiйнocтi взaємoвiднocин пpoмиcлoвих пiдпpиємcтв зa кoмпoнентoю кoмунaльнoгo cеpвicнo-виpoбничoгo oбcлугoвувaння.
Диccеpтaция нa coиcкaние ученoй cтепени дoктopa экoнoмичеcких нaук пo cпециaльнocти 08.00.04 – Экoнoмикa и упpaвление пpедпpиятиями (пo видaм экoнoмичеcкoй деятельнocти). – Теpнoпoльcкий нaциoнaльный техничеcкий41 унивеpcитет имени Ивaнa Пулюя Миниcтеpcтвa oбpaзoвaния и нaуки Укpaины, Теpнoпoль, 2016. Oбocнoвaннo выхoдные метoдoлoгичеcкие дoминaнты иccледoвaния cеpвиcнo- пpoизвoдcтвеннoгo oбеcпечения пpедпpиятий в уcлoвиях евpoинтегpaциoнных экoнoмичеcких pефopм. Pacкpытa экoнoмичеcкaя cущнocть пpедпpиятий кoммунaльнoгo cеpвиcнo-пpoизвoдcтвеннoгo oбcлуживaния. Paзpaбoтaн кoмплекcный теopетикo-пpaгмaтичеcкий пoдхoд к фopмиpoвaнию и pеaлизaции кoнцепции иннoвaциoннoгo paзвития пpедпpиятий в cеpвиcнo-пpoизвoдcтвеннoм кoнтекcте cфеpы уcлуг, нaпpaвленнoй нa пoвышение pезультaтивнocти функциoниpoвaния дaнных пpедпpиятий, a тaкже кaчеcтвa, дocтупнocти и ценoвoй кoнкуpентocпocoбнocти уcлуг. Aвтopoм выделены этaпы paзpaбoтки кoнцепции, в чacтнocти: opгaнизaциoннo-пoдгoтoвительный, aнaлитичеcкий, paзpaбoткa пpoектa кoнцепции, coглacoвaния и утвеpждения кoнцепции, чтo пoзвoлилo cфopмиpoвaть ocнoвы взaимooтнoшений пpедпpиятий пpoмышленнocти и пpедпpиятий кoммунaльнoгo cеpвиcнo-пpoизвoдcтвеннoгo oбcлуживaния и мехaнизмa егo pеaлизaции в cooтветcтвии c евpoинтегpaциoнными тpебoвaниями. Oбocнoвaны нaпpaвления кoммунaльнoгo cеpвиcнo-пpoизвoдcтвеннoгo oбcлуживaния, ocнoвaнные нa кoмплекcнoм пoдхoде к фopмиpoвaнию opгaнизaциoннo-экoнoмичеcкoгo мехaнизмa и пpинципoв взaимocвязи c пpoмышленным пpoизвoдcтвoм. Oпpеделены экoнoмичеcкaя и coциaльнaя cтpaтегия paзвития взaимooтнoшений пpoмышленных пpедпpиятий и кoммунaльнoгo oбcлуживaния. Oбoбщены нaучнo-метoдичеcкие пoдхoды к cиcтемaтизaции ocнoвных фopм удoвлетвopения cеpвиcнo-пpoизвoдcтвенных нужд пpoмышленных пpедпpиятий c учетoм ocoбеннocтей их деятельнocти. Ocущеcтвленa oценкa эффективнocти функциoниpoвaния пpoмышленных пpедпpиятий в зaвиcимocти oт кaчеcтвa cеpвиcнo-пpoизвoдcтвеннoгo oбcлуживaния. Oбocнoвaны кoнцептуaльные пoдхoды к интегpиpoвaнию менеджментa кaчеcтвa c cтpaтегичеcким менеджментoм пpoмышленнoгo пpедпpиятия c целью oбеcпечения удoвлетвopительнoгo уpoвня кaчеcтвa кoммунaльнoгo cеpвиcнo-пpoизвoдcтвеннoгo oбcлуживaния. Oпpеделены пеpcпективные нaпpaвления coвеpшенcтвoвaния пpoцеcca пpoгнoзиpoвaния и cтpaтегии paзвития взaимooтнoшений между пpoмышленными пpедпpиятиями и пpедпpиятиями cфеpы уcлуг. Oбocнoвaннo нaучнo-теopетичеcкие пoлoжения кoнцепции мapкетингa cеpвиcнo-пpoизвoдcтвеннoгo oбcлуживaния пpедпpиятия в теppитopиaльнoм кoнтекcте, кoтopaя пpедуcмaтpивaет выделение шеcти этaпoв ocущеcтвления мapкетингoвых иccледoвaний и пoзвoляет oбеcпечить их экoнoмичеcкий и coциaльный эффект для paзвития пpoмышленных пpедпpиятий. Cфopмиpoвaн opгaнизaциoннo-экoнoмичеcкий мехaнизм paзвития cеpвиcнo-пpoизвoдcтвеннoгo oбcлуживaния пpoмышленных пpедпpиятий, мехaнизм oбеcпечения нaдежнocти взaимooтнoшений пpoмышленных пpедпpиятий в кoнтекcте кoммунaльнoгo cеpвиcнo-пpoизвoдcтвеннoгo oбcлуживaния.
This dissertation is for obtaining Doctoral Degree in Economic Sciences by specialization coded 08.00.04 – Economics and Management of Enterprises (according to the types of economic activities. – Ternopil Ivan Puluj Technical University of the Ministry of Education and Science of Ukraine, Ternopil, 2016. This Thesis is a comprehensive research of the theoretical and methodological foundations of the provision of services to industrial enterprises by public utilities. It outlines the main directions for the improvement of the provision of services to industrial enterprises. This research points out primary methodological approaches to the provision of services by public utilities to industrial enterprises in the conditions of European integration and economic reforms. It also outlines the economic essence of public utilities by creating a comprehensive theoretical and pragmatic approach to the formation of the concept of innovative development of public utilities. The author presents the economic and social development strategy of interactions between industrial enterprises and public utilities. This thesis also summarizes methodological approaches to the systematization of the main forms of services which are provided to industrial enterprises taking into consideration specific character of their business activities. This research estimates the efficient functioning of industrial enterprises depending on the quality of the services provided to them by public utilities. The main directions for improvement of the forecasting process and strategy for the development of interactions between industrial enterprises and public utilities are outlined. In addition, the author focuses on the organizational and economic mechanism of the provision of services to industrial enterprises and describes the mechanism of ensuring the reliability of interactions between the industrial enterprises and public utilities.

Thesis (Ph.D.) -- University of Western Sydney, 2005.
"A thesis submitted for the degree of Doctor of Philosophy, University of Western Sydney, 2005". Includes bibliographical references and appendices.

The goals for this study were twofold. The first goal was to identify planning variables for linking both organizational and architectural objectives for developing enterprise integration architecture. The second goal was to validate enterprise integration modeling methodology as a viable planning tool for the design, development, and maintenance of the enterprise integration architecture. This lack of linkage at the intellectual dimension level can be characterized as having a dysfunctional effect on enterprise integration strategy formulation and infrastructure development. There is a disjoint between adoptions of appropriate information technology in relation to organizational objectives. This includes misapplication of investments in information technology selection and business systems development portfolio, failed information systems projects, architectures that do not support the strategic direction, and the organization's inability to manage change associated with environmental imperatives that impact the firm's ability to define information technology and systems requirements for competitive positioning. In order to achieve the objectives the author in this research, developed a conceptual Enterprise Integration Architecture Planning Model and Methodology (EIAPMIM) model as the basis for linking enterprise integration architecture objectives and organizational objectives. Research data confirmed the need to effect linkages between organizational objectives and architectural objectives to achieve enterprise integration and validated enterprise integration modeling as the means by which enterprise integration architecture is developed.

Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas & Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and profit/performance are three parts that are argued to be central in a marketing strategy. The Internet and digital marketing strategy is an area that lacks research in the context of the manufacturing industry. Therefore it could be of importance to identify how companies use the Internet and digital channels in their digital marketing strategy. Research questions:  RQ 1. How do small and medium sized companies in B2B sectors use the Internet and digital channels in their marketing strategy? RQ 2. Why do small and medium sized companies in B2B use the Internet and digital channels in their marketing? RQ 3. How do small and medium sized companies in B2B see at future development of the use of the Internet and digital channels? Purpose:  The purpose of this study is to identify how small and medium sized companies in B2B use the Internet as a tool for digital marketing strategy.   Methodology: Qualitative approach, multi case study, semi-structured interviews   Conclusion: Most used digital channel is the homepage. The more competition a company has results in a higher adoption of digital channels. Relationships can be enhanced through digital channels.

碩士
國立臺灣大學
國際企業學研究所
93
Further opening of Taiwan local financial market is necessary especially after entering WTO. It is mandatory to all WTO members to release financial restriction of their own countires to make a freer envorinment to financial industry. It implies that all the foreign banks in Taiwan may get more freedom to develop their business due to less government and local limitation. Moreover, it also implies that if local banks keep current strategies, they may not compete with foreign banks in Taiwan. Internationalization is the only way to improve local banks’ capability to face fierce competition. The successful case of foreign banks’ management in Taiwan, no matter in terms of management strategies or competitive strength, is a good model for local banks to improve the overall performance and view of internationalization. Internationalization is applied by many European and American companies for years and with great achievement. In the contrast, it is still in the stage of “trial” and “understanding” of globalization for Taiwan local companies. This study is designed to work on the rationale of globalization and the successful cases of foreign banks in Taiwan versus Taiwan local banks. Therefore, to find and conclude some key and major points on global entering strategies and marketing strategies. After the in-depth interview and analysis, this study developed 7 proposition and found that in different environment, background and strategy consideration, the considering level of globalization and global marketing strategies is different. Therefore, this study develops the propositions for future reference of local companies in terms of globalization and global marketing strategies.

碩士
國立彰化師範大學
商業教育學系
91
The purpose of the study was to investigate how to made the enterprise creativity utilize in marketing . First collect related literature and analysis. It divided into the creative origin and the generating process, influence factor of the inside and outside environment, the creativity marketing, the related value chain and so on. The creativity marketing strategy belonged to marketing link, nowadays less scholars involve this domain. Look from the other side, it’s worth developing, and moreover increased the extraordinary significance. This research took the value chain theory as a main axle when inspecting present situation of utilization while the enterprise implemented creativity marketing strategy. The value chain theory may divide into support and primary activities. The support activity included the basic facilities of enterprise, human resources management, materials management that involved in creativity. The primary activity included research, development, production, marketing and service, which was the operation process that made the creative ideas transform into reality. Furthermore it leads out the tests and the solutions that the enterprise would face when implemented creativity marketing strategy. This research used the qualitative multi-case studies and discussed the creativity marketing strategy adopted by middle and small enterprises by interviewing seven different industries managers altogether eight people and analyzed the correlation data which they provided as the research. Based on the findings, it may conclude the conclusion as follows: First, the value chain of creativity marketing strategy: Looked on the overall value chain that "the support activity" was the hotbed for forming creativity. The interior enterprise not only supported and helped but also made the invisible creativity turn into the visible result. The cultivation of creative and talented persons, the flexible working space, the encouragement of the creative sharing and the evaluation, the perfect inspiring system all may help to produce creativity. And can pay more attention on security of creative products, hygienic problems, strict monitoring and managing in quality. "The primary activity" can be seen as creativity after blossoms in transforming. From research and development stage, it improved and revised the process with creativity. From the special marketing technique to the service after buying, the creative arrangement presented the tight and continuous creative flow, and also by the connection from chain to chain within the value chain enabled to display a bigger benefit and created the bigger economic value for the enterprise. Second, the present situation of the enterprise carried out the creativity marketing strategy: The research discovered the enterprise had three aspects to considerate when carried out the creativity marketing strategy. It’s different from enterprise itself, the domestic and foreign investments environment and the government. When a creative and brilliant plan carried out, at first it would be considered the approval of the interior enterprise. Only this could be good for the production of creativity. The bad domestic investment environment, the undulatory material price, the wages excessively high, related industries moved outside and the request of environmental protection, the support of the government also were the important factors, and merchants were lack of basic financial resources to support creativity, meanwhile too much limits on bank loan, the unclear law standard, and the communication channel between enterprise and government has not been erected. These also can affect the implementation of the creativity marketing strategy. Finally, in viewing of the research goal and the conclusion, this research attempted from the angle of the enterprise and the governments to propose practical suggestions, and also anticipated as reference for bilateral improvement. First, suggestions for industries： （1） Launched spontaneously and united the strength of different merchants. （2） Regarded staff as creative property and created the vision altogether. （3） Pay attention to the response of consumers. Second, suggestion for government： （1） Emphasized the cultivation of creative staff. （2） The authority of government do not manifest. （3）Made efforts and change the image.

碩士
國立屏東科技大學
社會工作系
96
In recent years, the non-profit organizations wish to promote its operating and managing ability actively to adapt to the changing of multiple social developments due to the government subsidies reducing, the numbers of non-profit organization increasing, as well as the economic recession and the public donation decreasing. The revision of Enforcement Rules for the Physically and Mentally Citizens Protection Act in 2006 defines the sheltered workshop’s responsibility explicitly. Meanwhile, the Counicl of Labor Affairs actively provides the sheltered workshop related auxiliary strategies in view of which facing the difficulty on marketing and management. Therefore this research takes the sheltered workshop in Pingtung Christian Victory Home as the case study object to understanding its developing history and difficulty by qualitative research method and single-case study method. Further to analyze the execution and benefit of its social marketing strategy and at last to discuss about the social marketing influence on the sheltered workshop, provides some concrete suggestion for the sheltered workshop’s future operation and management. The study aims at both the social marketing in sheltered workshop operating process and the related projects’ features which covers six major parts: I. To increase production items and develop the multiple-production sets. II. To reduce the original material cost and maintain the market price. III.To hold the festival celebrates-like customer group and seek for long-term cooperated downstream sale-system. IV. To promote the production through the public relation. V. To ensure the organization moderately empower the employees. VI. To change the spatial design to attract consumers' attention. According to the aforementioned, the researcher finally advises personal concrete suggestion for the restaurant workshop or other sheltered workshop reference on operating and managing in the future.

碩士
銘傳大學
設計管理研究所碩士班
98
The internet is a rapidly developed technology creation which broke the distance of time and space. After the Networked Album become the popular service, its function no longer is a kind of tool, it makes users to be more personalized and popularized. This is a new phenomenon for network marketing. You can use the functions of website to share the information, make closer relationship between friends, and show yourself and your life with the variety of images. The Network Album also provides a convenient way to promote the products. It also is a good marketing strategy. The purpose of research are (1) the album users’ viewpoints and requirements about the design of Networked Interface , formation of web page; (2)analyzing how the colors of web page can influence the users’ choices and judgments; (3)how the entire design of Networked Album can influence the business operator to devise the marketing strategy and execute the plan. This study adopted two research methods. One is literature review and the interviews of expert ; the other one is the surveys form web users. In this research, author summarized the content form experts interviews, relative research paper and analyzed the collected data. The conclusion of this research shows that the women liked to share the pictures with other and also spent more time on viewing pictures than the men. On one hand, the users put emphasis on the space of entire design of interface ,the structure of web page and frame. On the other hand, the users preferred TB style to view web page. The users have preference for simple colors like warm color and soft color .The most important parts the users care about are the speed of loading web page, and the visual aesthetic feeling of web page’s arrangement. The users have less will to Spend money on purchasing space for album. The percentage of ordering newsletter is not high. For marketing part, the business operator will adjust by users opinions.

碩士
淡江大學
管理科學學系碩士班
104
Before selling products, firms need to adopt marketing strategy to attract consumers’ purchase, and scarcity is one of the marketing ways. Therefore, this study uses the theme of hunger marketing as the research issue. This study investigates the relationships between hunger marketing, MOA (motivation, pportunity, and ability), involvement, epistemic value, purchase intention and word of mouth (WOM). Limited tangible goods of Jordon shoes and intangible service of Maldives tourism are two different types of limited products adopted in this study to test the moderate effect. In addition, we also test the moderate effect of financial factor. Through offline paper and online questionnaires, a total of 975 samples are collected. AMOS software is used to analyzed Confirmatory factor analysis (CFA）, the construct reliability and validation, and Structural equation model（SEM）.The research findings are as following. First, hunger marketing positively affects movtiation, opportunity and ability. Second, opportunity and ability are positively correlated with and involvement; however, movtiation has not.Third, involvement positively affects epistemic value. Fourth, epistemic value positively affects purchase intention and word of mouth (WOM). Fifth, the level of financial factor doesn’t have the moderate effect in this research. Finally, the study finds product category has some moderate effects on the relationships between the varibles in this study model.

碩士
國立中山大學
國際經營管理碩士學程
104
The business model of social enterprise which adopts commercial approach to solve social issues has been regarded as an effective social solution. Most Taiwan social enterprises are developed from Non-profit organizations, and most of them attract customer by the feature of charity. However, in commercial market the motive of charity may attract customer but hardly build up customer loyalty. Therefore, more social enterprurers shift the focus to branding. This research explores how social enterprise do the branding. This research analyzes the business operational and structural differences among profit, nonprofit and social enterprise sectors, and illustrates the special marketing environment of social enterprise. Based on the finding, this research proposes four dimensions for social enterprise marketing. Then the four dimensions are applied on the case in this paper: San-He tile kiln to investigate how San-He tile kiln reform the brand of a hundred-year-old tile kiln to a diversification of social enterprise. This research analyzes the result by Kolter’s 3i model. The findings suggest that branding the social mission facilitates the market differentiation, but the company still need the consistent practice to gain the brand identity and brand integrity for the competitiveness and sustainability in commercial market.

碩士
國立臺灣科技大學
資訊管理系
104
In Taiwan, the dairy market has been possessed by three dairies for a long time. There are few options provided to consumers in the consumptive market. Consumers only can believe the brands that are proposed by the three dairies and make the selection from them. However, consumers’ confidence in the brands of those three manufacturers is hit by the turmoil of food security. As well, it affects the trust in fresh milk. It’s hard for dairy farmers to establish its own brand in the traditional marketing mechanism. In the development of sales channels, it’s also difficult to get over the cost issues. Regarding running a business, dairy farmers have to focus on the pasture management and cattle breeding. On the other hand, for the products marketing and sales channels development, even they know they must deal with aggressively, usually beyond their grasp. Therefore, it causes that the dairy market is control and monopolized by few large dairies. Puremilk was founded by a veterinarian, Mr. Gong Jian-Jia (also known as Aga) in March, 2015. The main purpose is to assist Small Famers to establish their own brands and overcome the obstacles to the expanding marketing channels in order to improve the situation that the market is monopolized by few dairy brands. In addition to being producers, dairy farmers can have their own brands. In the meantime, there are more choices of milk with high quality available except the existing brands provided by large dairies. He hopes dairy farmers can get more reasonable profits through the mechanism of fair grade so that dairy farmers can concentrate their attention on the better pasture management and feeding cows to provide milk with excellent quality. At the same time, Puremilk takes out some surplus as the funds to give well training for the veterinarians who are responsible to treat the large animals. They hope more veterinarians the like Dr. Aga can join the medical team and keep the cows healthy. The final goal is to make a positive cycle for dairy industry. With this result, this industry can develop and expand the business permanently. This case is adapted Harvard Case Study research method to discuss the related issues, such as the business model of social enterprises, value co-creation between the Small Farmers’ platforms , channel power and ecosystem rebuild. First of all, it’s necessary to know well that how Puremilk to use small farmers’ platforms to create increase values for each other. The next step is assisting small farmers to build their own brands with a creative business model. The final objective is to establish social enterprises for solving social problems. On the other hand, it is important to reach into the reason of forming channel power、explain the mode of rebuild dairy industry replying on the consumers’ power and let the dairy industry to be sustainable and well-developed.

碩士
環球科技大學
中小企業經營策略管理研究所
106
The pioneering work of micro-enterprises has the characteristics of low assets and low risks. To successfully develop small-scale business entities, in addition to the promotion of practical experience, the professional management of their own literacy and marketing strategies is an important pillar of the company. At present, most of the domestic operators of micro-catering are inherited from the family's technical level. They tend to be conservative or do not know how to create their own brand image, culture, and store management policies. Coupled with the trend of society and international culture, the catering industry is booming everywhere. For example, Vietnamese, Korean, Thai, and other international cuisines have been injected Therefore, how to deal with potential threats is a question that every owner must ponder. This research adopts a qualitative research method, with the establishment of a catering industry for more than two years as the case study object, with practical experience as the dominant factor, and marketing strategy as the content, taking into account the practical experience of the respondents and how to conduct business and marketing strategies as topics for discussion. The content includes brand marketing, channel launch, product development, and STP and SWOT to analyze the strategies of the respondents. Finally, this study will analyze the product positioning and business strategy, and then provide the respondents to operate from behind. And internal control amendments.

碩士
嶺東科技大學
視覺傳達設計系碩士班
102
Social Media is one of the main channels of interpersonal communication today. Founded in 2004, Facebook is most used among the global users.Due to the user-friendly functions and the fast news-spreading speed, not only the individuals, but also the enterprises have started building and managing their own Facebook Fan Pages to maintain direct contacts and conversations with the consumers and fans, setting off the agitation of Blog Fever. In view of this, this purpose of this research was to explore the followings: 1. The evolution of Facebook Fan Pages functions,and business understand the marketing needs of consumers. 2. The penetrating effectiveness of Facebook Fan Pages when combined withE-Commerce. 3. The application layers of Facebook Fan Pages upon E-Commerce. This research will map out several key discussion points from the framework of literature theory: The Development of Social Networking in Taiwan, Theory of E-Commerce and Using Facebook as the marketing approach.Aiming at the content of literature and analyze the convenience and versatile entertainment brought by social networking, and explore how Facebook help expand the operation and sales of the enterprises. In order to study how Facebook Fan Pages and E-Commerce are combined and applied to, the author interviewed the Archangel and Chun Shui Tang, the online shopping brand of genuine leather accessories, to understand the impacts of Facebook Fan Pages E-Commerce and public exposure rate caused to the enterprise. The results of this research indicate that the Facebook Fan Pages can help the enterprise bring along much more internet marketing effects than its own official website.The versatility of the Facebook Fan Pages activates the message transition of the enterprise, utilizing the “Trust” and “Sharing” between friends to remarkably increase its exposure and turnover.

碩士
淡江大學
中國大陸研究所
85
In recent couple of years, by the rapid economical growth, the market in Mainland China has shown a great change. Therefore, as the Taiwanese Enterprise devote themselves to enlarging and developing China''s local market, first they have to understand its macro environment that later according to each product''s property, they are able to decide the sales promoting strategy to enlarge and develop China''s local market. So the purpose of this thesis will focus on both the analyses on the developing in China''s local market and the product''s sales promoting strategy. It also takes the food industry in Shanghai area as the research range. 　　By the research in document discussions, this thesis t akes 「International Marketing Environment Theory」 and 「Sales Promoting Strategy Theory」 as the basis. Moreover, according with Case Study on 6 Taiwanese Food Industry Enterprise in Shanghai for analyses. It covers also the point from the Practical-Case analyses. To sum up, the thesis has gotten the following results and reflections: 　　1.Because of the present intensive economical growth, the macro environment in Mainland China has become more and more mature. Under similar circumstances, China''s Food Industry is taken as great potential in the future development, therefor, what should be noticed, is the regulation in politics. Moreover, because China Government has not gotten clear declarations in its present rules about local distribution proportion, usually the enterprises do not show how to react. So, as the Taiwanese Enterprise use so-called Human Relationships to regain higher proportion of local distribution rights, problems splaying out, too. 　　2.The economical situations in Shanghai have grow fully rapidly in the last couple of years. Taiwanese Enterprise''s investments are welcome inside its politics, too. Moreover, the Taiwanese should notice that now the investment trend in Shanghai points on "Joint Venture" that is different from the other investment from in the other regions in China. Also It''s to grab the market in Shanghai, the enterprises must be Quick-Action Strong-Capital, Fully Planned before they start investing in Shanghai. 　　3.In promoting product''s sales the Taiwanese Enterprise, have to understand their property, first, take food industry as the example, because the products belong to consuming goods, advertising strategy would better, which means "Pulls Promoting Strategy" by continuos broad casting television commercials in its golden time (6 PM to 9 PM) in local television stations to raise the product''s publicity. Also the keen use of sales promoting strategy and public relation strategy would also effect positively to enlarge China''s local market for the enterprises in Shanghai for those which just to begin competition in this market.

碩士
康寧大學
運籌與科技管理研究所
99
The impact of The Cultural and Creative industry to the economics of Taiwan has become more signiciant recently. How to set up marketing strategies could be the important issue for the industry to survive and grow up. The case of Ten Drum Cultural Enterprise was chosen as an example to take a deeper look at which marketing strategies affect the culture and creative industry. The 8Ps marketing strategy was chosen as model to set up the research framework. The 8Ps model includes Product, Price, Promotion, Place, Personnel, Process Management, Public Relation, and Physical Environment Management. The method of questionnaire is utilized. The descriptive statistics，ANOVA，AHP，Linear Regression analysis，correlate analysis were used as analytical tools. The important results and finding were summarized as follow: 1.Personnel, this is the most important marketing tool for Ten Drum, since most of the guiders interact with customer very well. This will earn the enterprise recognition and praises from the visiting guests. Personnel resource is one of the enterprises most valuable assets, which can provide the customers with a more personal experience. Therefore Personnel are ranked as the most important marketing tools for the culture and creative industry 2.Place, where Ten Drum Enterprise does business plays an important role to their success. The company used to cooperate with travel agencies, tour bus companies, as well as local government. This can lead to the increase amount of visitors and in turn benefits the surrounding towns. Ten Drum’s physical location is close to a HSR and rail station, as well as the high way and the provincial high way. Therefore, place becomes one of the attractive marketing tools for Ten Drum. 3.Process Management, Ten Drum Enterprise has a very attractive tour route to make their customers understanding culture history and environmental awareness. The DIY experience is also played an important role. The marketing process is carefully planned and executed. Therefore, Process Management is also an important marketing tool for Ten Drum.

碩士
長榮大學
經營管理研究所
93
Abstract There’re higher pressure come from politic, economy, society and multinational competitiveness, further stress even from the widely open policies on economy fair such as nations like China and south east Asia countries. Above al mentioned factors led us encounter even unsteady, more complicated and unforeseen future. Exporting business gradually shifts from U.S. to Mainland China. This study mainly discuss the real investment situation of Taiwanese in Mainland China, give it more evaluation of investing motivation, approach strategy, marketing strategy and it’s performance, and end up to see if it’s have any co-relation functions, together analysis with characteristic various on enterprise. This study’s using individual analysis method, focus on the existing Taiwanese investor, scale topped NTD150,000,000 (which were selected five extruders as a study sample), under fully discussion, interact with previous filed date, now we some up a total six topics : (1) Motivation appeals pull power for Taiwanese, then total control policy should result in good marketing performance. (2) Motivation appeals from internal requirement, also shows total control policy share good marketing performance. (3) Motivation appeals pull power, then innovative marketing policy should ends good marketing performance. (4) Motivation appeals from internal requirement, innovative marketing policy ends good marketing performance. (5) Type of innovative marketing run better than defense one. (6) Characteristic various on enterprise lead to different results on what kind of motivation power, marketing policy and performance.

碩士
明道大學
企業高階管理碩士班
106
With the development of network and technology, it has led to a rapid increase in the penetration and use of mobile device. This trend has actually changed the lives of consumers and their media exposure habits. Consumers have gradually reduced their exposure to traditional media and took online media as a replacement. In order to increase the probability of contact with consumers, many companies cut the traditional media budget and increase the online marketing budget. Competition between enterprises gradually shifts from real world market to the internet market. The change is a good opportunity for companies (at growth phase of enterprise life cycle) with fewer marketing budgets, because the costs for online media material production are lower than traditional media. There are even many complementary online marketing platforms available for enterprises, but many companies are not familiar with these e-marketing platforms. They even do not understand what marketing goals for these platforms can help to reach. In view of this, this study will conduct research on complementary e-marketing strategies through literature analysis, expert interviews, and analytic hierarchy process (AHP) research methods. It hopes that the results of this study can be used as a reference for enterprises at growth phase with limited marketing budgets when planning e-marketing strategies.

碩士
國立高雄第一科技大學
行銷與流通管理所
91
In the pass years Taiwan investment enter China，which number and capital amount were increased sharply。How’s their operation performance effected by marketing strategy and invest orientation is worth us to study。 In this research，we focus on the Taiwan owned enterprises in China，target on JiangSu and GuangDong two province。The purpose is study the empirical of relationship between Entrepreneurship Orientation, Marketing Strategy and Operating Performance。 The samples collect 71 copies of questionnaires feedback from JiangSu 40 copies and GuangDong 31 copies of Taiwan owned enterprises。To analysis data by the software SPSS and to use this software for further evaluation descriptive statistics，reliability analysis、correlation analysis、Manova analysis and regression analysis。 The result were found from this research as follows： 1.The factor innovativeness、proactiveness and risk taking of entrepreneurship orientation has positive correlation with operating performance。When they have better innovativeness（product、service、technical and management），and better proactiveness to future market、environment change and customer desire，the operating performance were effected good result。 2.The factor innovativeness、proactiveness and risk taking of entrepreneurship orientation has positive correlation with market defend and market innovative two marketing strategy。 3.Marketing strategy has positive correlation with operating performance，when company conduct to market defend strategy，the operating performance will increase。 4.To entrepreneurship orientation factor innovativeness and operating performance the market defend strategy has interface effectiveness。 For the new investor entrepreneurship orientation and good marketing strategy are very important to their operating performance when enter China for new business or factory。

Метою дипломної роботи є розробка ефективного та актуального комплексу маркетингових стратегій для ФОП Попов С.П. на базі дослідження його економічного становища, зовнішнього та внутрішнього середовища, діяльності основних конкурентів.
Целью работы является разработка эффективного и актуального комплекса маркетинговых стратегий для СПД Попов С.П. на базе исследования его экономического положения, внешней и внутренней среды, деятельности основных конкурентов.
The purpose of the thesis is to develop an effective and up-to-date complex of marketing strategies for IE Popov SP. On the basis of research of its economic situation, external and internal environment, activities of the main competitors.

Title: Enhancing Swedish Large MNEs’ Strategies in Chinese Market -By Analyzing the Perspectives of Consumers in Sweden and China Authors: Cheng Han and Xiaojing Gu Supervisor: Svante Andersson Level: Master Dissertation in International Marketing, 15 credits Keywords: Consumer behavior, Multinational enterprise, Marketing strategy, Swedish and Chinese market Background: With the trend of globalization, multinational enterprises noticed the potential market in China. Base on previous research, researchers indicated consumer behaviors have a sort of relationship and influence on MNEs’ strategies. Purpose: Investigate the distinctions between Swedish and Chinese consumer behaviors, due to the distinction, explore the way to enhance MNEs’ strategies in Chinese market. Research Questions: Q1: What are the differences between Chinese consumers and Swedish consumers evaluating same enterprises? Q2: How Swedish large MNEs develop their strategies for adapting the distinctions of Chinese consumers? Theoretical Framework: The theoretical framework includes theories regarding what factors of consumer behaviors are considered as influencing on enterprises’ strategies and the theories of general enterprise strategies. Methodology: This dissertation is a quantitative study accompany with case study. Empirical Framework: The empirical framework presents case descriptions and statistics. Analysis: The five hypotheses are analyzed and critical examined. Conclusion: Since consumers from different countries have different consumer behaviors, enterprises need to alter their strategies by adapting the distinctions of consumers.

Метою дипломної роботи є розробка ефективного та актуального комплексу маркетингових стратегій для ФОП Власенко Л.А. на базі дослідження його економічного становища, зовнішнього та внутрішнього середовища, діяльності основних конкурентів.
Целью дипломной работы является разработка эффективного и актуального комплекса маркетинговых стратегий для ФЛП Власенко Л.А. на базе исследования его экономического положения, внешней и внутренней среды, деятельности основных конкурентов.
The aim of the thesis is to develop effective and relevant complex marketing strategies for FOP Vlasenko L. A. on the basis of studies of their economic situation, external and internal environment, activities of key competitors.