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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/76856

    Title: 企業及綜合廣告代理商之商業模式探討;The Business Model of Company and Integrated Advertising Agency
    Authors: 王文廷;Wang, Wen-Ting
    Contributors: 企業管理學系在職專班
    Keywords: 廣告代理商;品牌;商業模式;Advertising agency;Brand;Business Model
    Date: 2018-08-16
    Issue Date: 2018-08-31 11:51:15 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 企業及綜合廣告代理商的合作可以提升整個社會經濟、強化企業理念及提高產品服務銷售的重要角色之一。廣告,是企業傳遞品牌精神及文化的一種意識,也是一種文化,為使在眾多企業競爭中脫穎而出因而制定的實施策略行為。思考「產業」如何結合「企業」為商業模式探討,將廣告業主的需求構面說明與分析,進而探討廣告代理商的商業模式,以永續經營、發展自身能耐及業界競爭力,使廣告業主瞭解綜合廣告代理商作業模式,提升企業價值。
    ;The collaboration between enterprises and advertising agencies can enhance the entire social economy, strengthen corporate philosophy and upgrade the important role sales. Advertisement is how an enterprise delivers its brand spirit and its culture, a kind of culture which the implementation of strategic behaviours can make it stand out from the competition of others.

    This study focuses on the the original employer relationship evolved into a cooperative relationship. With the popularity of internet today, internet usage is growing rapidly, with almost everyone using mobile device. Internet access has enabled the social media to thrive and hence a more direct interaction with the community.

    The company focuses on long-term business mission and vision, creates differentiated customer relationships, and brings greater profitability and potential. Agency demand and require agents to implement and demand goals, while agents seek advertising Agency, can provide more creative imagination space.
    Appears in Collections:[企業管理學系碩士在職專班] 博碩士論文

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