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 en
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 TWN
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
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/93032 )

機構典藏連結
SDGS 產業創新與基礎設施