Academic literature on the topic '行銷制度'

碩士
國立政治大學
會計研究所
86
The objective of this research is to study whether the new system, auction procedure, can effectively improve the IPOs underpricing during the honeymoon period. The theory applied in this research is mainly “Signaling model”. 　　For the purposes of realizing the problems arising from this study, first, the relative research documentation and references were collected and investigated. Second, the existing and new systems of underwriting applied in Taiwan were introduced and analyzed. According to these two approaches, we can have fully understanding on both the oid and the new svstems. On the aspect of the empirical test, first, the characteristic analyses of auction samples were cond ucted. Second, the comparison of whether there were significant differences of abnormal returns of common stocks between two sets of systems was made . Then the possible factors which affect the results of the empiricaltest were found, thus could we judge whether the new system can improved the fact of abnormal price performance of common stocks new issued during the honeymoon period. 　　Based on the signaling theory and the characteristics of the system, the following assumptions were made: 1. If the TPO firms operate well and confidend of the future performance, they will be williing to transfer signals(e.g, underpricing) to their potential investors. However, the other IPO firms don'' t have that incentive to do so. Therefore, we expected the firms which their inside equity ratios are higher, the total assets are less, etc, will prefer to issue common stocks through the auction procedure, because that the new system inclines to form relative higher issue prices. 2. According to Asymmetric-Information Hypothesis, in addition to the imperfect underwriting system, the existing problems of the IPO market are insufficient competency, undeveloped financial information environment, etc. Even the new system seems to reflect the demand and supply circumstances of the market, we still believed that the change of underwriting system is not sufficient to improve the existing defects of the IPO market. The following conclusions were reached according to this study: 　1. The operation of the new system: (1) There were31firms applied the new system during the period of this study. The total underwriting amounts are NT ﹩21,392,037,350. 　(2)The involvement of the institutional investors occupied 25% of the total offerings. (3)According to the relative coefficent analysis, the situation of auction positively affected the situation of drawing. 2.the comparison of stock price performance between the different underwriting systems: (1)There are positive abnormal returns on the new issurd common stocks which go on for 300 or more dealing days: (2)The new system shortens the length of the honeymoon periods. However, The abnormal returns had no significant difference between two samples of the old and new systems from the 1st to the 22 nd dealing day. The abnormal returns of new system samples would be significantly less than that of the old system from the 23 rd dealing day. This shows that the new system doesn''t perform its objective which is to correct the underpicing of the old system well. According to the conclusions made above, we believed that the change of underwriting system is not sufficient to improve the existing defects of the IPO market This result of the research can be taken into consideration when making relative decisions.

碩士
中國文化大學
新聞研究所碩士在職專班
90
Abstract “Cherish the hard-won fruits of our labor” is one of the country’s traditional mottos. People in the past were thrifty and hard working, and established a foundation for wealthy lives. The rapid advances in material science have led to high-volume production and the disposal of large volumes of waste. Because of this, the Administrative Yuan’s Environmental Protection Agency (EPA) has introduced a system to recycle resources, intended to reduce the amount of waste and reuse resources. The EPA, in the process of promoting its “Resource Recycling Program,” have integrated direct sales, advertising, promotional activities, public relations, employee sales, online sales, etc., and strategically applied broadcasting in order to achieve the excellent results associated with Integrated Marketing Communication (IMC). This study’s central purpose is to apply sociological investigative skills to survey results and statistical analysis in order to probe the conditions under which the Taiwanese public encounters “resource recycling” information. The study also investigates the recognizability, attitude, behavior, and satisfaction levels that the public has toward the marketing in order to gauge whether or not the IMC and promotional broadcasting tools and the EPA’s advertising, when applied to the population, have achieved noticeable changes. After analysis of the survey results, this study proposes the following recommendations: 1) To broadcast for Resource Recycling Program through internet more effectively because the public has less knowledge about it. 2) When promoting new material recycling policies, using well-known spokespeople and suitable sales promotion can accelerate the results of broadcasting. 3) Periodicals publication can increase the satisfaction and support of the public toward the Resource Recycling Program. 4) Increasing public relations news reports will make the public to be more practicable to follow the Resource Recycling Program. 5) Encourage the public to offer their comments and opinions about resource recycling, and establish a database for their responses. In addition, offer suitable prizes and gifts. 6) Although there are many items in regards to recycling, when advertising, should still establish a standardized and consistent platform. 7) Combining resource recycling concepts and total department related policies when marketing can improve the effectiveness of broadcasting’s integrated results. 8) As experience with resource recycling accumulates, should establish a database to manage knowledge and data.