教師資料查詢 | 類別: 會議論文 | 教師: 李旭華 HSU-HUA LEE (瀏覽個人網頁)

標題:The Development of CostlBenefit Model for Brand Marketing and Quality Management
學年99
學期2
發表日期2011/05/21
作品名稱The Development of CostlBenefit Model for Brand Marketing and Quality Management
作品名稱(其他語言)
著者Lee, Hsu-Hua; Chen, Ying Ju
作品所屬單位淡江大學管理科學學系
出版者Tamsui, Taipei : Tamkang University, Department of Management Sciences and Decision Making
會議名稱The 2011 International Conference in Management Sciences and Decision Making=2011年管理科學與經營決策國際學術研討會
會議地點臺北縣, 臺灣
摘要In this research, the cost and benefit model can be developed to study for the investments in brand marketing and quality management. The relationship between brand marketing and quality management can be measured and analyzed to obtain the expected investment return on the investments in brand marketing and quality management and provide the modeling information for decision making. Through the brand marketing, the enterprise can promote brand awareness, brand satisfaction and brand loyalty, and hence increase purchase intention and market share so that both the customer demand and brand profit can be increased. On the other hand, the enterprise invests in quality management to reduce defective rate, which can be also linked to the purchase intention. The structure of investment model to link brand marketing and quality management can be used, and thus he relevant cost and benefit will be presented to combine the investment in brand marketing and the investment in quality management with relevant performance and financial results.
關鍵字Brand Marketing;Quality Management;Brand Profit;Brand Value;Word of Mouth;Market Share
語言英文
收錄於
會議性質國際
校內研討會地點淡水校園
研討會時間20110521~20110521
通訊作者
國別中華民國
公開徵稿Y
出版型式紙本
出處Proceedings of the 2011 International Conference in Management Sciences and Decision Making= 2011年管理科學與經營決策國際學術研討會論文集, pp.252-260
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