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Yang, Jing. "Marketing assets, marketing capabilities and shareholder value an empirical analysis of asset endowments and utilization /." Amherst, Mass. : University of Massachusetts Amherst, 2009. http://scholarworks.umass.edu/dissertations/AAI3372285/.
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Guilding, Christopher J. "Valuing and managing brands : an internal accounting perspective : an empirical investigation of attitudes to internal brand valuation and organisational and behavioural implications associated with the way that the internal brand management accounting system is operated." Thesis, University of Bradford, 1991. http://hdl.handle.net/10454/3842.
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This thesis is concerned with accounting for the brand management function. Two distinct perspectives are taken: the first derives from aspects of organisational and behavioural accounting research, and the second concerns organisational implications of brand valuation. Both perspectives were initially approached by means of exploratory interviews and a literature review. Hypotheses pertaining to the first perspective were analysed via survey data collected in nine strongly-branded, fast-moving consumer goods (FMCG) companies. Propositions concerned with the implications of brand valuation were developed and used as the basis for measuring attitudes to brand valuation. A questionnaire concerned with brand valuation attitudes was administered to senior-ranking officials in strongly-branded, FMCG companies. The final methodological phase, for both perspectives, involved a case study conducted in a strongly-branded, FMCG company. Significant findings arising from this study include: 1) Managers who see their company as being short-termist, hold more positive attitudes to brand valuation. 2) Marketing-orientated managers are more favourably disposed to brand valuation than accounting-orientated managers. 3) Organisational benefits arising from brand valuation are more strategically, than operationally, orientated. 4) Brand manager budget participation is significantly negatively-related to job-related tension, and positivelyrelated to trust in superior and attitude to reliance on accounting performance measures. 5) Budget participation is more effective in reducing jobrelated tension in situations of high, compared to low, task uncertainty situations. 6) Reliance on a brand manager's accounting performance is positively related to brand manager performance and motivation, and negatively associated with job-related tension.
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Dickinson, J. Barry Anderson Rolph E. "The role of business process capabilities and market-based assets in creating customer value and superior performance /." Philadelphia, Pa. : Drexel University, 2008. http://hdl.handle.net/1860/2995.
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Azevedo, Luiz Carlos Rodrigues. "Marketing & finanças: investimentos em marketing e valor dos ativos intangíveis." reponame:Repositório Institucional do FGV, 2011. http://hdl.handle.net/10438/8316.
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After the deep financial crisis in 2008, there has been an increasing questioning of the Firm’s objectives and its relationship with the financial markets. There is a paradox between the current practice of maximizing financial short-term performance of organizations, demanded by financial agents to corporate executives, and the financial concept of valuation of the Firm, which considers Firm value as the present value of discounted future cash flows. Therefore, according to the maximizing value proposition the Firm's objective is to increase its long-term total value (Jensen, 2000). The primary function of marketing strategies, innovations (R&D investments) included, is to generate both growth and consistent long-term business, i.e. the expansion of intangible assets to generate tangible assets. Based on the conceptual framework of Market-based Assets (Srivastava, Shervani and Fahey 1998), this paper seeks to contribute to the subject by proposing simple metrics, the adjusted performance indexes of retail sector, the Customer Average Ticket (TMC) and the Customer Average Ticket Earnings (LTMC). These metrics could relate investments in marketing to the value of the Firm (shareholder value) through the variation in quality of the company's customer base, which is the source of revenue generation and part of the intangible assets. For empirical tests, this study used data from the following publicly companies listed in Bovespa (São Paulo Stock Exchange): Sadia and Perdigao, belonging to the food processing sector, in the period of 1999 to 2010, and also the air line companies TAM and Gol in the period of 2004 to 2010. The tests were inconclusive, due to certain data limitations, not allowing proving or ruling out the tested hypotheses. But the logical line and simplicity of the method should be explored by future studies. If the method could be confirmed and proven, it would provide all agents (marketing executives, CEOs and CFOs, market analysts and investors) with a simple and objective tool for analysis and way of communication about the value creation of Marketbased Assets (intangible assets) that impact the total Firm value.
Após a profunda crise financeira de 2008, houve um aumento do questionamento sobre os objetivos da Firma e a sua relação com os mercados financeiros. Existe um paradoxo entre a prática corrente de maximização da performance financeira de curto-prazo da organização, demandada pelos agentes financeiros aos executivos das empresas, e o próprio conceito financeiro de valoração da Firma., que considera como valor da Firma o valor presente dos fluxos de caixa futuros descontados. Portanto, segundo a proposição de maximização de valor, o objetivo da Firma é aumentar o seu valor total de longo prazo (JENSEN, 2000). É função primordial das estratégias de marketing, aí incluídos os investimentos em inovação (P&D), o objetivo de gerar crescimento e consistência de longo prazo do negócio, isto é, a ampliação dos ativos intangíveis para gerar ativos tangíveis. Norteado pela estrutura conceitual de Ativos base Mercado (SRIVASTAVA; SHERVANI; FAHEY, 1998), o presente trabalho busca contribuir para o tema, com uma proposição de métricas simples, adaptadas de índices de desempenho do setor varejo, o Ticket Médio Cliente (TMC) e o Lucro Ticket Médio Cliente (LTMC), que possam relacionar os investimentos em marketing e o valor da Firma através da variação da qualidade da base de clientes da empresa, que é a fonte de geração de receitas e parte dos ativos intangíveis. O estudo utilizou para os testes empíricos dados das seguintes empresas, com ações negociadas na Bovespa: Sadia e Perdigão, pertencentes ao setor de alimentos processados, de 1999 a 2010, e também as companhias aéreas TAM e Gol no período de 2004 a 2010. Os testes não foram conclusivos, devido a determinadas limitações dos dados, não permitindo provar ou descartar as hipóteses testadas. Porém a linha lógica e a simplicidade do método deveriam ser exploradas por estudos futuros, pois se confirmado e provado, forneceria uma ferramenta simples e objetiva de análise e comunicação por parte de todos os agentes envolvidos (executivos de marketing, diretores financeiros e presidentes, analistas de mercado e investidores), com relação à criação de valor de Ativos base Mercado (ativos intangíveis) que impactam o valor da Firma.
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Lind, William. "Meme Marketing to Fellow Kids." Thesis, Malmö universitet, Fakulteten för kultur och samhälle (KS), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:mau:diva-21862.
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Corporations attempting to enter the realm of memetic media often find themselves lost and embarrassed; the chaotic nature of meme culture as a global way of expression on the internet has proven difficult, and communities like Reddits r/FellowKids enact vernacular criticism on corporations who attempt to use memes in order to reach their target audience. This study aims to reach higher knowledge of successful corporate engagement in memetic media through a text analysis of discussions between users on Reddit and the interplay on Twitter where users engage in vernacular ways with the Wendy’s Twitter account. Drawing on branding theory and Goffman’s dramaturgical model, the study draws conclusions on how users of a vernacular community engages the Wendy’s Twitter account in different ways. It shows how an authentic identity is ascribed to the corporation through vernacular means, and how the prevalence of vernacular play forces the corporation to surrender message control in order to gain authenticity. It further suggests that an authentic corporate identity in vernacular communities requires the corporation not to act like one; preferring fast, playful communication rather than slow, institutional responses. Implying that the correct plan of action is not to have one, the study further understands the paradox of crafting a marketing strategy not based on controlled communication, and suggests further research into vernacular communities and citizen creative control in memetic media.
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Wulfhorst, Valerie. "Marketing Assets und finanzieller Erfolg eine Analyse am Beispiel von Kundenzufriedenheit und Economic Value Added." Marburg Tectum-Verl, 2008. http://d-nb.info/992806127/04.
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Parkman, Ian. "Two essays examining design briefs as knowledge-based assets: Content and cross-functional collaboration." Thesis, University of Oregon, 2010. http://hdl.handle.net/1794/10873.
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ix, 99 p. A print copy of this thesis is available through the UO Libraries. Search the library catalog for the location and call number.Design briefs outline the business objectives, corresponding design strategies and target markets for a product development project. Research has demonstrated that a variety of attributes influence consumer impressions of a product, less attention has been given to the within-firm mechanisms that determine the optimal mix of attributes which to embed in an offering. The first essay of this dissertation examines the role of design briefs as knowledge-based assets that function as artifacts of this process within new product development (NPD). In a second essay, this dissertation examines design briefs as knowledge-based artifacts of cross-functional collaboration during NPD. NPD is often characterized as the process by which firms transform knowledge embedded in cross-functional teams into new products. However functional areas often differ in their evaluations of information and knowledge needed to successfully complete an NPD project. Based on an expert rating and survey questionnaire procedure, results provide a framework of eight factors of cross-functional knowledge present in design briefs and empirically describes differences in evaluation within each factor across functional area.
Committee in charge: Dennis Howard, Chairperson, Marketing; Lynn Kahle, Member, Marketing; Joan Giese, Member, Marketing; Keven Malkewitz, Member, Not from U of O; Gary Klug, Outside Member, Human Physiology
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Hodgson, Victoria Louise, and n/a. "Linking Marketing to Shareholder Value in Listed and Non-Listed Markets." Griffith University. School of Marketing, 2004. http://www4.gu.edu.au:8080/adt-root/public/adt-QGU20040116.094444.
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In this thesis it is recognised that marketing has a dual role to satisfy both customer and shareholder objectives. The issue of shareholder value creation of marketing is an important and immediate agenda for marketing executives, management and academics. To date, marketers have not been able to adequately quantify and measure shareholder value creation through marketing assets and marketing expenditure. This has led to a dilution of marketing power and influence in the boardroom with management tending to treat marketing as discretionary expenditure and not as an asset. Academics have responded with conceptual models that relate marketing assets back to shareholder value, generally through cash flow or sales models. The creation of shareholder value through marketing assets and expenditure is then conceptualised and tested empirically. The conceptual model builds on the theory of agency and incomplete markets setting to illustrate the flow effects through marketing assets to shareholder value. The conceptual model also demonstrates that marketing expenditure can have stock and/or flow impacts on shareholder value. Flow effects are indirect effects that are mediated through sales, cash flows, and earnings and can be either temporary or longer term. It is concluded that in listed markets stock prices are the general surrogate for shareholder value, and risk adjusted earnings are the appropriate surrogate in non-listed markets. The thesis then empirically illustrates and tests the relationships between marketing communications expenditure on two data sets representing firms in listed and non-listed settings. The empirical results reveal that marketing expenditure does play an important role in the creation of shareholder value and that stock and flow effects are both present. Knowledge of the various empirical impacts from marketing across firm size, industry and listed and non-listed market settings observed in this thesis should prove highly valuable for marketers and managers. Finally, a conceptual understanding by marketers of the financial metrics that are required to be influenced in order to increase shareholder equity will provide greater clout in negotiations with management and boards of directors.
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Hodgson, Victoria Louise. "Linking Marketing to Shareholder Value in Listed and Non-Listed Markets." Thesis, Griffith University, 2004. http://hdl.handle.net/10072/367168.
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In this thesis it is recognised that marketing has a dual role to satisfy both customer and shareholder objectives. The issue of shareholder value creation of marketing is an important and immediate agenda for marketing executives, management and academics. To date, marketers have not been able to adequately quantify and measure shareholder value creation through marketing assets and marketing expenditure. This has led to a dilution of marketing power and influence in the boardroom with management tending to treat marketing as discretionary expenditure and not as an asset. Academics have responded with conceptual models that relate marketing assets back to shareholder value, generally through cash flow or sales models. The creation of shareholder value through marketing assets and expenditure is then conceptualised and tested empirically. The conceptual model builds on the theory of agency and incomplete markets setting to illustrate the flow effects through marketing assets to shareholder value. The conceptual model also demonstrates that marketing expenditure can have stock and/or flow impacts on shareholder value. Flow effects are indirect effects that are mediated through sales, cash flows, and earnings and can be either temporary or longer term. It is concluded that in listed markets stock prices are the general surrogate for shareholder value, and risk adjusted earnings are the appropriate surrogate in non-listed markets. The thesis then empirically illustrates and tests the relationships between marketing communications expenditure on two data sets representing firms in listed and non-listed settings. The empirical results reveal that marketing expenditure does play an important role in the creation of shareholder value and that stock and flow effects are both present. Knowledge of the various empirical impacts from marketing across firm size, industry and listed and non-listed market settings observed in this thesis should prove highly valuable for marketers and managers. Finally, a conceptual understanding by marketers of the financial metrics that are required to be influenced in order to increase shareholder equity will provide greater clout in negotiations with management and boards of directors.Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
School of Marketing
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Štěpánek, Martin. "Sledování efektivity prostředků na marketing podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta stavební, 2018. http://www.nusl.cz/ntk/nusl-372169.
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The diploma thesis is focuses on monitoring the effectiveness of marketing resources and increasing the brand value of the company. The theoretical part deals with the findings about the company issues, brand and its value. The thesis subsequently presents a list of elements that relate to increasing of the brand value. The final topic of the theoretical part aims at methods of evaluation of brand value and interviewing methodology. In the practical part, the thesis deals with the analysis of the selected construction company, evaluation of its brand in comparison with another company of similar character and hypothesis testing. Finally, on the basis of the findings, marketing tools are proposed to effectively increase brand value of the company.
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Moraux, Hélène. "Le déploiement d'une capacité d'Open Marketing dans une organisation marketing : analyse selon une approche par les ressources, les capacités et les compétences marketing." Thesis, Paris 9, 2014. http://www.theses.fr/2014PA090037/document.
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La littérature attribue au marketing un rôle d’interface et de connexion avec l’extérieur, renforçant le postulat d’un marketing naturellement « ouvert ». Toutefois, l’ouverture de l’organisation marketing spécifiquement n’est pas si évidente. Dans un article théorique, Day (2011) introduit le concept d’Open Marketing, défini comme la capacité de l’organisation de s’ouvrir à des réseaux de partenaires pour capter des insights et capacités marketing afin d’enrichir le marketing de l’entreprise. Le concept est intéressant, mais sa définition n’est pas formalisée et présente des lacunes. De plus, la question de l’apprentissage et du renforcement de l’organisation marketing grâce au réseau de prestataires est peu traitée dans la littérature. Aussi, dans une visée compréhensive, la thèse propose de répondre à la problématique suivante : « Quelle compréhension offrir du concept d’Open Marketing et de son intérêt pour renforcer les ressources, les capacités et les compétences marketing dans l’organisation ? ». Deux études empiriques qualitatives sont conduites. L’étude 1, de nature exploratoire, génère plusieurs résultats. (1) Une conceptualisation claire et validée empiriquement de l’Open Marketing est apportée. Le postulat normatif d’ouverture est d’ailleurs remis en cause : les organisations marketing ne s’appuient pas toutes sur leur réseau de prestataires pour développer les ressources et les compétences de leurs collaborateurs avec la même intensité, ni avec la même intention stratégique. (2) Les dimensions et formes du concept sont mises à jour : deux types d’Open Marketing (Organisé et Intuitif) et deux modes d’Open Marketing (Orchestration et Maîtrise) sont distingués. (3) Une analyse du contexte permettant à l’Open Marketing de se déployer est fournie. (4) Une décomposition du flux d’apports provenant du réseau de prestataires en ressources, capacités et compétences marketing est proposée, illustrant les actifs qui peuvent être captés par les collaborateurs marketing dans le cadre de l’Open Marketing. L’étude 2 se base sur l’étude d’un cas d’Open Marketing « Organisé » et d’un cas d’Open Marketing « Intuitif ». Elle montre que la structure relationnelle dans laquelle se déploie l’Open Marketing influence les apports captés et le processus de captation de ces apports. Au final, la thèse montre aux organisations marketing l’intérêt de s’ouvrir et de déployer une capacité d’Open Marketing pour développer les connaissances et compétences de leurs collaborateurs à budget constant, grâce au réseau de prestataires marketing extérieursMarketing has been given a strong interface and connection role within the literature, creating the assumption of a naturally “open” marketing. However, specifically, the opening of the marketing organization is not so obvious. In a theoretical paper, Day (2011) introduces the Open Marketing concept, defined as a capability to open the marketing organization to partners’ networks so as to gain marketing insights and capabilities in order to enrich the firm’s marketing. The concept is interesting, but its definition is not formalized and presents some drawbacks. Besides, the literature does not fully address the question of the marketing organization’s learning and enrichment thanks to marketing suppliers’ networks. Therefore, in a comprehensive intent, our work aims at answering the following question: “Which comprehension can be offered of the Open Marketing concept and of its interest to develop the organization’s marketing resources, capabilities and competences?” We conduct two empirical qualitative studies. Study 1 is exploratory and leads to several results. (1) A clear and empirically validated conceptualization of Open Marketing is brought to the literature. Besides, the normative “opening” assumption is reversed: marketing organizations do not rely on their suppliers’ network to develop their employees’ resources and competences with the same intensity and strategic intent. (2) The dimensions and forms of Open Marketing are revealed: two Open Marketing types (Organized and Intuitive) and modes (Orchestration and Mastery) are distinguished. (3) An analysis of the context allowing the Open Marketing deployment is offered. (4) The inputs flow coming from the suppliers’ network is disaggregated into marketing resources, capabilities and competences, thus illustrating the assets that can be captured by marketing employees in the Open Marketing process. Study 2 is a case study of an “Organized” Open Marketing organization and an “Intuitive” Open Marketing organization. It shows that the relational structure in which Open Marketing is deploying influences the inputs captured, as well as the process through which these inputs are gained. Finally, the thesis shows to marketing organizations that it can be interesting to engage in an opening process and to deploy an Open Marketing capability in order to develop marketing employees’ knowledge and competences, without supplementary expenses, thanks to the marketing suppliers’ network
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Massiera, Philippe. "Les ressources marketing au sein des PME : identification des facteurs expliquant leur présence et étude de la performance résultant de leur organisation." Thesis, Paris 1, 2015. http://www.theses.fr/2015PA010063.
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Les travaux menés sur les actifs et capacités marketing démontrent l'importance de ces ressources pour la performance des entreprises. Cependant les facteurs susceptibles de favoriser leur présence et les mécanismes par lesquels les entreprises organisent les ressources disponibles sont peu ou mal connus. Sur le plan théorique, ces deux questions de recherche relèvent d'une problématique commune visant à consolider les micro-fondations de la RBV. Sur le plan opérationnel, ces sujets revêtent une importance toute particulière pour les PME compte tenu des spécificités structurelles et organisationnelles de cette catégorie d'entreprises. L’objectif de la recherche consiste à étudier la présence et l'organisation de deux actifs marketing (la réputation et le capital relationnel clients) et de deux capacités marketing (les capacités support et spécialisées) au sein d'un échantillon représentatif de PME françaises. Les résultats issus de la première étude sur l'influence des facteurs de contingence internes et externes sur la présence de ces quatre ressources permettent de nuancer le poids du déterminisme des facteurs structurels (taille et âge) et confirment l’influence positive du capital humain et du profil stratégique. La deuxième étude porte sur les relations de complémentarité causale entre les quatre ressources marketing étudiées. Un modèle global de causalité permet de comprendre les mécanismes organisationnels sous-jacents à la création de la performance. Les résultats démontrent l'importance de certains couplages organisationnels et le rôle central qu’occupent les capacités support. L'identification de manière inductive de trois configurations-types de ressources marketing complète ces conclusions en permettant (a) d’approcher de manière plus contingente et plus réaliste l’organisation des actifs et capacités marketing étudiés et (b) de comparer la performance des trois configurations issues de la taxonomie. Sur le plan méthodologique, la recherche contribue à la littérature existante (a) via le développement et la validation d’un nouvel instrument de mesure et (b) via la mise en œuvre d’une méthode de segmentation PLS pour la réalisation de la classification inductiveThe importance of assets and marketing capabilities on performance is largely acknowledged but questions remain regarding the resources endowments and complementarities, especially within SMEs. On a theoretical level, these two research questions stem from the same efforts to solidify the micro-foundations of the RBV. These topics are of particular importance for SMEs given their structural and organizational specificities. The present study therefore studies the presence and the organization of two marketing assets (the reputation and the customer relationship capital) and two marketing capabilities (the support and specialized marketing capabilities) within a representative sample of French SMEs. The study of the influence of internal and external contingency factors on the presence of these four resources does not confirm the determinism of the structural factors (such as size and age) but confirms the crucial role of factors such as the human capital characteristics and the strategic profile. The study of the causal relationships complementarities among the four resources demonstrates the importance of certain organizational linkages and the crucial influence on performance of the architectural marketing capabilities. In order to better contextualize these conclusions, an inductive classification of three marketing configurations is proposed and discussed. This research contributes to the existing literature through the development and the validation of several new scales and the innovative use of a PLS Path Modeling approach to identify three classes of marketing resources configurations
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Mitsche, Nicole. "Digital destination promotion : understanding and maximizing the use of digital and cultural assets to enhance tourists' decision making and destination marketing strategies." Thesis, University of Sunderland, 2016. http://sure.sunderland.ac.uk/7105/.
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With the overarching research question “how Information and Communication Technologies can be used to support a destination in improving tourists’ information search and decision making through the use of its digital and cultural assets” this thesis connects the three themes of eTourism, destination marketing and heritage tourism through a user-centric approach and the application of innovative technologies. The eight papers provided utilise and investigate the application of technology to improve the effectiveness and promotion of destination marketing and destination marketing organisations whilst, at the same time, improving user experiences. Interdisciplinary research focuses on the opportunities provided by digital and cultural assets of destinations to enhance destination marketing efforts. This research recognises and discusses the importance and challenges of the commodification process of tangible and intangible heritage as part of the marketing process. Methodologies appropriate to each of the research purposes were applied and data was triangulated to improve understanding. Quantitative data was collected through questionnaires, web crawlers and log files enabling the research to draw on analytical methods such as correspondence and cluster analysis, as well as data envelopment analysis (DEA). Qualitative methods such as workshop cycles, observations, and interviews were used to provide rich narratives analysed through content analysis. The results from the eight papers enhance destination marketing efforts by providing a better understanding of user behaviour and preferences based on travel personalities, travel and search pattern. They provide a clearer representation of the technologies, digital assets and e-Services available, discussing web site content and effectiveness. Strategies and innovative ideas to improve the current utilisation of digital technologies are provided based on the outcomes of the studies presented. Furthermore, a reflection on the use of intangible cultural heritage assets within destination marketing supported through the use of technologies is explored to enhance opportunities for destination marketing. V The research presents innovative and new ways to a destination to create new meanings and unique selling points (USPs) through cultural heritage assets and user-centric technologies. It introduces an interpretative strategy within destination marketing, and ideas to make the tourists’ holiday choice process more engaging. It enhances the understanding of on-line destination presentation, enabling comparisons between providers and improving their competitiveness. The main contribution of this work is new and enhanced insights how to improve on-line destination presentation by understanding its current representation and users’ search and behaviour patterns online and during travelling. It provides examples for the usefulness of ICT and cultural heritage in order to improve destinations’ marketing efforts. It also adds to the debate of the application of technologies for heritage interpretation and the commodification of (local) cultural heritage assets for destination marketing and tourism purposes.
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Lipovská, Zuzana. "Problematika Goodwill jako nedílné součásti hodnoty stavebního podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta stavební, 2019. http://www.nusl.cz/ntk/nusl-392217.
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The diploma thesis is focuses on the value of the goodwill and the value of the brand of the selected construction company and the methods currently used for their determination. In the theoretical part of the thesis are described basic theoretical terms, which relate to the issue of goodwill, brand, construction company and their value. I also describe methods of goodwill and brand calculation and managed interview method. At the end of the theoretical part, I described marketing planning. In the practical part of the thesis, the thesis deals with selected methods of valuation of goodwill value and value of company brand. I have set three hypotheses and questions about a controlled interview. At the end of my diploma thesis, I proposed marketing strategies to maintain and enhance the value of goodwill and company brand.
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Milewicz, Chad. "Market-Based Asset Management and Shareholder Value: Investigating the Roles of Human Capital and Factor Markets in Maximizing Returns on Customer Relationships." Doctoral diss., Orlando, Fla. : University of Central Florida, 2009. http://purl.fcla.edu/fcla/etd/CFE0002769.
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Шардина, С. А., and S. A. Shardina. "Оценка эффективности внедрения event-маркетинга на промышленных предприятиях : магистерская диссертация." Master's thesis, б. и, 2021. http://hdl.handle.net/10995/100712.
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Традиционная прямая реклама со временем теряет эффективность, в связи с этим компании ищут нестандартные и креативные способы продвижения, одним которых является event-маркетинг. Целью магистерской диссертации является развитие методических основ повышения функционирования предприятия на основе внедрения event-маркетинга. В работе рассматриваются методические особенности оценки эффективности event-маркетинга, современные тенденции и возможности повышения конкурентоспособности предприятий с помощью организации специальных мероприятий. В качестве источников использовалась научно-исследовательская и методическая литература и нормативно-правовые акты. В магистерской диссертации был предложен методический подход к повышению эффективности функционирования промышленных предприятий, основанный на предложенном алгоритме внедрения event-маркетинга и сформированной системе показателей его эффективности, а также экономическом обосновании проведения event-мероприятий, включающем выбор приоритетного варианта между аутсорсингом и инсорсингом с переносом части текущих расходов на долгосрочные амортизационные отчисления НМА, что позволит внести вклад в повышение эффективности деятельности предприятий.Traditional direct advertising loses its effectiveness over time, in this regard, companies are looking for non-standard and creative ways to promote, one of which is event marketing. The aim of the master's thesis is to develop a methodological basis for improving the functioning of an enterprise through the implementation of event marketing. The paper discusses the methodological features of assessing the effectiveness of event marketing, current trends and opportunities to increase the competitiveness of enterprises through the organization of special events. Scientific research and methodological literature and regulatory legal acts were used as sources. In the master's thesis, a methodological approach to improving the efficiency of the functioning of industrial enterprises was proposed, based on the proposed algorithm for implementing event marketing and the formed system of indicators of its effectiveness, as well as the economic justification for holding event events, including the choice of a priority option between outsourcing and insourcing with the transfer of part of the current expenses for long-term depreciation deductions of intangible assets, which will contribute to improving the efficiency of enterprises.
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Jackevičiūtė, Neringa. "Lietuvos bankininkystės plėtra ir jos intelektiniai ištekliai." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2009. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2008~D_20090204_110400-95423.
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Magistrinio darbo tema yra aktuali, nes vis labiau didėja neatitikimas tarp organizacijos rinkos vertės ir tikrosios vertės, o tradiciniai pelningumo skaičiavimo būdai nebegali tiksliai atspindėti esamos situacijos, kadangi jie skaičiuoja tiktai pelną, o ne pridėtinę vertę. Temos naujumas akivaizdus, nes magistriniame darbe yra ieškomas ryšys tarp tradicinių pelningumo skaičiavimo metodų ir nefinansinių intelektinių išteklių efektyvumo skaičiavimo metodų, siekiant nustatyti, ar nefinansiniai rodikliai gali pateikti informacijos apie sėkmingą banko veiklą.
Tyrimo objektas – intelektinių išteklių panaudojimo efektyvumas. Tyrimo dalykas – intelektinių išteklių svarba bankininkystės tolesniame vystymesi.
Tikslas: nustatyti intelektinių išteklių svarbą bankininkystės vystymuisi ir numatyti bankininkystės tolesnius plėtros etapus.
Formuluojami tokie uždaviniai:
1. Apibūdinti intelektinių išteklių sąvoką ir išanalizuoti jos apibūdinimus literatūroje;
2. Atskleisti intelektinių išteklių svarbą organizacijai;
3. Išnagrinėti intelektinių išteklių skaičiavimo metodus ir lyginti juos su tradiciniais pelningumo skaičiavimo metodais;
4. Apibrėžti intelektinių išteklių svarbą bankininkystei;
5. Numatyti bankininkystės tolesnio vystymosi gaires, naudojantis intelektinių išteklių skaičiavimo metu sukaupta informacija.
Šiame darbe panaudoti mokslinio tyrimo metodai:
• lyginimo metodas – atskleidžiami įvairių autorių samprotavimai apie intelektinius išteklius ir jų svarbą organizacijoje;
•... [toliau žr. visą tekstą]The theme of Master’s Work is actual today because it has been generally noticed that there is a growing difference between the organization’s market value and the real value, traditional measurements of profit are no longer able to reflect the current situation correctly as they calculate only a profit and not – the added value. The new point in this theme is being carried out by the relation between traditional profit measurements and non-financial calculations of intellectual assets efficiency, which is being analysed in order to reveal whether non-financial indicators are capable to represent the information about the successful activity of a bank. The object of the research – the effective use of intellectual assets. The subject of the research – the importance of intellectual assets in further development of banking sector. The goal formulated for this work is to define the importance of intellectual assets in growth of banking sector and also to foresee further stages of development. The tasks that are formulated for this work: 1. To define the concept of intellectual assets and to analyse its definitions in literature; 2. To reveal the importance of intellectual assets for an organization; 3. To analyse the measurement methods of intellectual assets and compare them to traditional profit measurement methods. 4. To foresee further development stages of banking sector, by using the information which has been collected via calculations of intellectual assets. The... [to full text]
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Kraft, David J. "A needs asses[s]ment of risk control services for Rotterdam International Safety Center, the Netherlands." Online version, 1999. http://www.uwstout.edu/lib/thesis/1999/1999kraft.pdf.
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Carvalheiro, Andreia Cristina Matias. "Experience marketing : desenvolver relações assentes em experiências e emoções : caso : super bock super rock." Master's thesis, FEUC, 2010. http://hdl.handle.net/10316/14333.
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Račiūtė, Raminta. "Ilgalaikio materialiojo turto analizė UAB „Flamega“ pavyzdžiu." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2005. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2005~D_20050607_152428-79486.
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I n this master’s research project, there are defined long-term asset management (usage, accounting) problems, analysed and systematized aspects of theoretical and practical long-term asset management using laws and principles of Republic of Lithuania and opinions of Lithuanian and foreign authors. Moreover, there was analysed classification, purchasing, tariffing and pricing of long-term material asset in accounting and reparation, selling, transcription accounting using the example of JSC “Flamega”. In this paper there is given an analysis of long-term material asset composition, structure and dynamics. In addition, there are given calculations of long-term material asset profitability, net profitability, turnover, receptivity, renovation and others indicators and given their forecast for coming period. Hypothesized opinions of various authors were proved out, because results of research did not let identify bigger problems of long-term material asset management that affected success and work results improvement of analysed company.
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Willcocks, Geoff. "UK market efficiency and the Myners review : a univariate analysis of strategic asset allocation by industrial sectors." Thesis, Bournemouth University, 2006. http://eprints.bournemouth.ac.uk/10549/.
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The Treasury's report "Institutional Investment in the United Kingdom: A Review" (the Myners Review) suggested in 2001 that various sectors of the UK equity market may be suitable for active investment management, tacitly assuming that some sectors are efficient whilst others are not. The validity of this assumption is tested against 29 industrial sector indices within the FTSE All Share index. Sector efficiency is, taken to be that index values reflect information correctly (strong efficient) or to the point where benefits do not exceed costs (weakly efficient). Existence of a sector index following a random walk is used to identify strong efficiency with the subsequent conclusion that passive management would be appropriate. Where the time series is not random, forecasting gains less than the management costs of active trading indicate weak efficiency with the corollary that passive management is still applicable. Industrial sectors where the index can be forecast with gains in excess of costs are not efficient and are appropriate for active management. The indices are tested for stationarity: none are stationary in levels but all reject the Dickey Fuller null hypothesis of a unit root in their first difference, the logarithmic return. Tests for randomness are based on pure random walks and random walks with drift and/or trend. Non-random time series are examined for maintained regressions based on AR, MA and ARMA. Where appropriate, ARCH is applied to the variance, utilising GARCH, Threshold GARCH, GARCH-in mean, Exponential GARCH and Component GARCH. Additionally there is a test for cointegration. All potential data generating processes' residuals are tested for independent identical distributions using the BDS test. If the maintained regression produces residuals that are III) then that series is assumed to be explained. The results show that four indices are strong efficient and five are weak; giving nine sectors that should be managed passively. Only one sector is found where there is scope for active management to make an abnormal gain in excess of costs. Nineteen of the indices had GARCH, which indicated a possible lack of efficiency but no decision on management style. One index was unexplained. Thus the Myners review's suggestion of active management where appropriate was valid, but limited solely to the Personal Care & Household Products sector.
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Larochelle, Catherine. "Three essays on productivity and risk, marketing decisions, and changes in well-being over time." Diss., Virginia Tech, 2011. http://hdl.handle.net/10919/40379.
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This dissertation is composed of three essays; the first two examine the decisionmaking of potato producing households in Bolivia and the third examines well-being changes among Zimbabwe households. The first essay entitled “The role of risk mitigation in production efficiency: A case study of potato cultivation in the Bolivian Andes” estimates the costs of self-managing environmental risk through activity and environmental diversification. Risk management has the potential to reduce income variability but at the cost of increasing production inefficiency, which we measure employing a stochastic production frontier. Among variables capturing environmental diversification, discontinuity between fields has the most detrimental effect on production efficiency. Activity diversification, measured by the ratio of potato to total crop revenue, has a stronger impact on inefficiency and yield losses than any of the environmental diversification variables.
The second essay entitled “Determinants of market participation decisions and marketing choices in Bolivia” examines three decisions related to potato market participation: market entry, volume sold, and market choice. The first two are analyzed using a Heckman selection model. Results indicate that isolation, measured by population density and distance to markets, negatively impacts market entry. The most important determinant of quantity sold is land holding. Market choices are judged according to second-order stochastic dominance (SOSD). Market choices meeting the SOSD criterion are referred to as optimal marketing strategies as they have the higher expected payoff for a minimal income variance. Results suggest that the probability of selecting an optimal marketing strategy increases with quantity sold, access to market information, and access to liquidity while it decreases with distance to markets.
The third essay entitled “A profile of changes in well-being in Zimbabwe, 2001- 2007/8, using an asset index methodology” shows that it is possible to examine intertemporal and spatial changes in well-being in the absence of consumption expenditures data by using an asset index. The asset index was constructed using Polychoric Principal Component Analysis. Results indicate that poverty and extremely poverty grew significantly in rural Zimbabwe while in urban areas, poverty diminished and extreme poverty grew.Ph. D.
LTRA-7 (Pathways to CAPS in the Andes)
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Alsamaraie, Dureid, and Emil Lejonqvist. "En överfull brevlåda : En undersökning om direktreklamens utvecklingsmöjligheter." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12241.
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Syfte Syftet med uppsatsen är att vi ska identifiera nya potentiella utvecklingsmöjligheter med direktreklam. Vilken betydelse har DR för företagen? Metod Den här uppsatsen har vi valt att genomföra utifrån en deduktiv ansats med en kvalitativ karaktär. Det här valet gjorde vi därför att vår strävan har varit att kunna besvara vårt forskningsproblem. Vi har genomfört sex intervjuer, för att ha kunnat samla in våra empiriska data, med personer i ledande positioner på företag som arbetar eller är i kontakt med direktreklam. Tre av dessa har varit personliga intervjuer, två telefonintervjuer och en via e-post. Slutsatser Vi har kommit fram till att direktreklam är en mycket stark och fortfarande mycket aktuell marknadsföringskanal. Trots den stämpel som direktreklamen har fått, av att vara skräppost och junkmail, så har kanalen ändå något alldeles extra att tillföra konsumenterna tycker vi. Direktreklamens fysiska attribut skapar en speciell känsla bland mottagarna av den. Direktreklamen har flera positivt utmärkande egenskaper då vi anser att den både kan driva försäljning och bygga varumärken så länge som dess budskap är relevant för konsumenten. För att relevansen skall finnas med i meddelandet måste företag hantera konsumenternas integritet med respekt. Den integriteten kan företagen respektera genom att ha en tillräckligt nära kommunikation med kunden, vilket på sikt även stärker relationen. Kommunikationen mellan företagen och kunderna sker genom den adresserade direktreklamen som därför har kommit att bli aktuell för oss att utveckla. Utvecklingsmöjligheterna ligger därför i att konsumenterna ska kunna, via internet, välja vilken reklam som de själva vill ha i brevlådan. Det här samtycket bidrar till att kunderna blir sedda, vilket på sikt kan leda till att deras lojalitet inför både företaget och dess varumärke kan stärkas. När kunderna blir lojala så kommer också företagens träffsäkerhet med utskicken att bli bättre. Konsekvensen av det kan bli att den totala volymen av direktreklam minskar, vilket i sin tur leder till en bättre miljö, samtidigt som företagens distributionskostnader reduceras. När andelen av nöjda kunder växer så ökar också lönsamheten för företagen. Därför anser vi att det här förslaget är något som både företagen och kunderna tjänar på i längden, då modellen bidrar till en win - win situation där båda parterna till slut blir vinnare.Purpose The purpose of this essay is to identify new development opportunities for direct mail. What impact has direct mail on the companies? Method This essay we have chosen to implement is based on a deductive approach with a qualitative nature. We made this choice to be able to answer our research problem. We have conducted six interviews, to collect our empirical data, with managers in companies that are working or in contact with direct mail. Three of these were personal interviews, two telephone interviews and one was made by e-mail. Conclusions We have found that direct mail is still a very strong and very current marketing channel. Despite the stigma that direct mail has been received to be spam and junk mail it has something special to bring to the customers. Direct mail´s physical attributes creates a special feeling among consumers. Direct mail has several positive features, since we believe that it can both drive sales and build brands as long as its message is relevant to the consumer. For the relevance to be included in the message, companies have to deal with consumer privacy with respect. Companies can conform to consumer´s integrity by having a sufficiently close communication with the customer, which in time also strengthens the relationship. Companies communicate with customers through the addressed direct mail, which therefore has to be defined for us to develop. The potential is therefore in that the consumer can by using an internet based technology choose the advertising that they want in their mailbox. This permission marketing based solution helps companies to have a better look on their clients, which also could ultimately lead to strength consumer´s loyalty. As customers become more loyal so will the companies' success rates by mailing to be better. The total volume of direct mail will be reduced which leads to a better environment conditions, while companies distribution costs will be also decreased. When the percentage of satisfied customers grows, the profitability of companies will increase. Therefore, we believe that this proposal is something that both businesses and customers benefit from in the long run as the model contributes to a win - win situation where both parties end up being winners.
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Blom, Anna, Cecilia Pettersson, and Alexander Wasling. "Content - From Selling to Helping : A case study of how ICA's content marketing efforts can assist the consumers' consumption practices." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-30197.
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As a response to the increase in selective attention and to the changing marketing landscape, a marketing trend has emerged whereby marketers have acknowledged the importance of moving from selling to helping the consumer. This trend is called content marketing, and although it is growing in importance, there is a lack of research within the field as existing literature merely aims to explain what it is, and thus, does not create an in-depth understanding of the phenomenon in relation to the consumer. The purpose of this study is to investigate how the consumption of content is intertwined with the consumers’ consumption practices. The study is of a qualitative nature, whereby a single case study of the Swedish grocery retailer ICA was performed, and primary data was collected through semi-structured interviews. Further, the study explored the phenomenon through the application of the Uses and Gratifications theory and the Practice Theory, in order to analyse how various content forms are used and whether these assist in the consumers’ consumption practices. The findings revealed that the consumers’ obtain three gratifications through ICA’s content marketing efforts, and that the choice of content is affected by mediating factors. Further, three main components derived from the Practice Theory are identified as important parts of the consumers’ consumption practices within this study. It was also identified that these components are intertwined with the gratifications sought and obtained. Thus, the study arrived at the conclusion that this intertwining is what determines how ICA’s content marketing efforts assist in the consumer’s consumption practices.
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Lovda, Kathryn Lynn. "THE OHIO BAR AND RESTAURANT RECYCLING TOOLKIT: A RESOURCE DESIGNED TO ASSIST BARS AND RESTAURANTS IN IMPLEMENTING AN EFFECTIVE RECYCLING PROGRAM TO HELP MEET OHIO’S DEMANDS FOR RECYCLED GLASS." Miami University / OhioLINK, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=miami1416995518.
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Ketola, Rebecca, and Sandra Norrman. "DO CONSUMERS BELIEVE EACH OTHER ONLINE? : A study of how consumers assess credibility of brand-related UGC." Thesis, Umeå universitet, Företagsekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-162456.
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With the gradual rise of Web-2.0 based platforms, Internet users were given the possibility to interact with each other in virtual communities. Originating from this development was the concept of user-generated content (UGC), which implies that people were able to enrich each other’s user-experiences by sharing creative efforts and communicating openly (O’Reilly, 2007). As Web 2.0 features continued to grow, marketers became aware of the opportunities this new development online created and how they could use it to their advantage (De Chernatony & Christodoulides, 2004). The development online however also faces companies with challenges, as consumers now are able to create and share opinions and thoughts about brands, which to an extent is uncontrollable by companies (Christodoulides et al., 2012). Just as marketer-controlled communication can create new brand associations in the minds of consumers, for better or worse - so can also externally-generated communication, such as brand-related UGC, do. Knowing that consumers generally trust what other consumers say about products more than marketing communication (Cheong & Morrison, 2008; Song & Yoo, 2016), and that there does not exist much research on how consumers perceive brand-related UGC, this is a considerably important topic to study. A classic way of studying communication effectiveness is through credibility, which is argued to be a major determinant of whether consumers accept and adopt what is communicated (e.g. Hovland et al., 1953). Thus, the purpose of this thesis is to gain an understanding of how consumers assess credibility of brand-related UGC and furthermore, what their consequent responses are. A qualitative approach was taken as the purpose is to gain insight rather than proving a point. The interviews were semi-structured and formed around three Instagram posts relating to a specific brand, which were deliberately chosen based on the content of the theoretical framework developed. Through using these example cases, interviewees’ first reactions could be captured and their reasoning around credibility could be followed and discussed. The results from this study indicate that there exists a certain level of irritation as well as a scepticism towards brand-related UGC. This seem to stem from a suspicion that most content that promotes products and brands is part of sponsored collaborations, into which consumers put noticeably much distrust. Beyond questioning sponsorship, it was also found that the source played a particularly important role when assessing credibility. When a source is familiar, it is easier to determine credibility of brand-related UGC, and credibility furthermore increases with perceived expertise, attractiveness and trustworthiness. The channel through which a message is communicated also matters, as it is more difficult to be ingenuine through a video than an image or a text, which implicated that consumers may find videos more credible than other media formats. The message itself was also deemed to influence the credibility assessment, as the message was questioned both based upon common sense but also on knowledge and previous experience. As for practical implications, this study indicates that encouraging or generating positive brand-related UGC through paid collaborations, is a balancing act, into which much consideration needs to be put. With the evident irritation that consumers feel when it comes to brand-related UGC, marketers should be careful to push too much positive brand communication onto the consumer, or it will turn negative. To come across as genuine, the “who”, ”what” and ”how” of communication should be carefully considered.
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Fogle, Andrew Brian. "Strategies for Graphic Design aimed at the Multiple Sclerosis Community: The Development of the Inclusion Framework to Assist in Design Thinking and Visual Communication Artifacts." Kent State University / OhioLINK, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=kent1469843228.
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De, Klerk Annalize. "Information the wine consumer wants on the back label of a wine bottle - to assist with the consumer's purchasing decision?" Thesis, Stellenbosch : Stellenbosch University, 2003. http://hdl.handle.net/10019.1/53468.
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Thesis (MComm)--Stellenbosch University, 2003.ENGLISH ABSTRACT: In an ever-increasing wme market in which the decision to purchase becomes increasingly complicated for the consumer of wine because of the greater variety of wines that are available on the shelves of wine shops, wine producers and marketers are compelled to differentiate their product from the rest of the products. This can be done by finding more and better ways of providing the consumer with correct information to support the decision to purchase. Such information should support the consumer in the place where the decision to purchase must be made, namely at the shop shelf. This is where the packaging, which includes the label, is the main source of information. Correct information is a relative concept and the aim of this study was to determine what the consumer regarded as the most important information on the back label of a bottle of wine. A questionnaire was compiled to collect such information and was distributed in the Boland region. Wine consumers who also are buyers of wine were asked to complete the questionnaires. The results of the study indicated that, although twenty options with regard to information, which were presented in the questionnaires, were all regarded as important, eight of these options were clearly given a greater degree of preference. The challenge presented to the winemaker and marketer is to exercise a selective choice with regard to the information to be accommodated in the limited area of the back label on a wine bottle to thereby adequately meet the consumer's need for information relevant to the particular wine
AFRIKAANSE OPSOMMING: In 'n steeds groeiende wynmark waar die koopbesluit vir die wynverbruiker steeds meer ingewikkeld raak as gevolg van die groter verskeidenheid wyne beskikbaar op die winkelrak, is die wynprodusent en -bemarker geforseer om sy produk van die res te differensieer. Dit kan gedoen word deur meer en beter metodes te vind om die verbruiker te voorsien van korrekte inligting om sodoende sy koopbesluit te ondersteun. Hierdie inligting moet die koper ondersteun waar hy die koopbesluit neem, naamlik by die winkelrak, dit is wanneer hy daar is dat die verpakking, wat die etiket insluit, die hoof inligtingsbron is. Korrekte inligting is 'n relatiewe begrip en die doel van hierdie studie was om te bepaal wat die verbruiker as die belangrikste inligting op 'n wyn rugetiket beskou. 'n Vraelys is opgestel om sodanige inligting te versamel en is in die Boland area versprei. Wynverbruikers wat ook self wyn aankoop, is versoek om die vraelyste te voltooi. Die resultate van die studie het daarop gedui dat, alhoewel al twintig inligtingsopsies in die vraelys as belangrik beskou was, daar duidelik agt opsies was wat voorkeur geniet het. Die uitdaging aan die wynmaker en -bemarker is om die selektiewe keuse te maak ten opsigte van watter van hierdie informasie hul op die beperkte ruimte van 'n wyn rugetiket sal kan akkomodeer om sodoende ook aan die verbruiker se inligitingsbehoeftes te voorsien, met inagname van beskikbare inligting rakende die betrokke wyn.
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Kasputytė, Šarkauskienė Vita. "Bankininkystės sistema Lietuvoje." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2005. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2005~D_20050530_181613-61275.
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Research object – Banking system. Research subject –The institutes of banking system, their briefs and indexs. Research aim – To rate the banking system in Lithuania. Objectives: 1) To analyze the banking system in Lithuania. 2) To survey indexes, which are describing brief of banks. 3) To formulate method of brief analysis.. Research methods – monographical, analysis and synthesis, comparison methods.
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Bertašiutė, Eugenija. "Balanso informacijos formavimas ir analizė." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2005. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2005~D_20050523_131615-61757.
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Research object – the formation of Lithuanian balance sheet and it’s analysis. Research subject – the balance sheet of Lithuanian enterprises. Research aim – to analyse Lithuanian and international laws, to establish the formation of balance-sheet information, to use it for analysis, and to project the balance sheet. Objectives: 1. To explore and describe the regulation of a balance sheet in Lithuania. 2. To describe the international requirements of a balance sheet. 3. To analyse the information of a balance sheet, according to the data of enterprises. 4. To offer a balance sheet project. Research methods – monograph method, statistical and logical analysis, the comparison method, inquiry. While studying international regulation of balance, Lithuanian and other countries authors science works and periodical literature about the structure and analysis of balance, it was analysed a structure of Lithuanian balances. Also it was analysed a balance information based on three concrete enterprises – “Stumbras”, “Anyksciu vynas” and “Alita”. Also according to the experience of the Lithuanian enterprises was given project of Lithuanian balance.
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Norris, Samuel James. "Corporate Social Responsibility: A Financial Performance-Based Approach in Understanding CSR." Ohio University Honors Tutorial College / OhioLINK, 2012. http://rave.ohiolink.edu/etdc/view?acc_num=ouhonors1354842245.
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Damdindorj, Tamir, and 譚米爾. "Marketing Assets to be used forDifferential Advantage:Mongolian Airlines (MIAT) Case." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/85e45x.
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碩士大葉大學
國際企業管理學系碩士班
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This research explores marketing assets as a tool for differential strategy in tourism sector, on the case of Mongolian Airlines (MIAT), a national Mongolian airline company based in capital city of Mongolia. The study considers competitive advantage through differentiation, marketing assets as independent variable, and consumer behaviour in tourism as a dependent variable. The study expects to see the positive relationship between marketing asset as a differential advantage, and a consumer purchasing behaviour. In other words, marketing assets could be the main reason that indirectly affects consumer buying behaviour. All intangible belongings that influence customers in their buying decision are considered as a marketing asset. In order to check the above relationship, quantitative research was applied to find out what marketing assets are crucial for the general market, together with clients and non-customers in affecting the purchase of an airline service. Then the study continues with identifying crucial marketing assets of Mongolian Airlines (MIAT), and measure perceived performance of the company compared to the market leaders. Hopefully, this research may provide the modest constructive reference with empirical evidence to the related organizations for developing Mongolian Airline industry and its international tourism.
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Merino, Maria Cruz Srivastava Rajendra K. Srinivasan Rajashri. "The role of market-based assets in reducing corporate risk." 2004. http://repositories.lib.utexas.edu/bitstream/handle/2152/1371/merinod87378.pdf.
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Sihi, Debika. "Uncovering key actors in the marketing-firm value link." 2013. http://hdl.handle.net/2152/21723.
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The objective of this dissertation is to provide insights on key actors who affect the link between marketing and firm value. The first essay examines financial analysts who provide earnings estimates about firms, thereby connecting firm and the stock market. The author uncovers whether and how financial analysts link market-based assets (e.g., brand equity) to a firm's cash flows, drivers of firm value. The author predicts market-based assets affect a firm's cash flow level, volatility, and acceleration through two marketing strategies, the ability to charge price premiums and penetrate new product markets. Hypotheses are tested using data from surveys of 220 North America based financial analysts. Based on analysts' feedback, brand and channel equity affect a firm's ability to penetrate new product markets, and brand equity also affects a firm's ability to charge price premiums. The ability to charge price premiums increases cash flows level while the ability to penetrate new product markets enhances cash flow level and acceleration of cash flows. Finally, channel equity directly lowers cash flow volatility and market intelligence enhances cash flow level. The findings offer evidence that analysts connect a firm's market-based assets to the generation of its cash flows. This has important implications for managers who maintain communications with the financial analyst community. In the second essay, the author examines the impact of a firm's shareholders and board of directors on the marketing-firm value link. The author hypothesizes that a firm's shareholders and board of directors affect how its advertising and R&D dollars are spent and also affect stock market participants' perceptions of this spending, thereby affecting its firm value. Hypotheses are tested using data on 575 publicly listed firms in the United States. The findings indicate that higher shareholder governance and higher marketing spending (both advertising and R&D spending) increase firm value. However, somewhat interestingly, higher board governance and higher advertising spending decrease firm value. These results highlight the importance of considering corporate governance when analyzing the marketing-shareholder value link and offer yet another important reason for the marketing function to have a voice in the firm's boardroom.text
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Merino, Maria Cruz. "The role of market-based assets in reducing corporate risk." Thesis, 2004. http://hdl.handle.net/2152/1371.
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Belder, Marcus. "Relational market based assets (of a firm) and their role in innovation adoption." 2008. http://arrow.unisa.edu.au/vital/access/manager/Repository/unisa:36825.
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CHEN, HUI-TING, and 陳惠婷. "Revitalization of Religious Cultural Assets and Cultural Marketing Strategies - Taking Luzhou God as a Cultural Festival as an Example." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/g44wt6.
Full textAbstract:
碩士國立臺北大學
公共行政暨政策學系碩士在職專班
107
In this paper, the Luzhou District Office won the “Taiwan Town Brand Award Cultural Heritage Innovation Award”. Its strategy of activating religious assets and its successful marketing experience are worth exploring. Cultural marketing is an important theoretical viewpoint to explore religious cultural assets. In this way, the marketing theory and religious practice activities are integrated to enhance the multi-value of religious culture. The cultural marketing structure 5Cs (Culture、Consumer、Convenience、Communication、Co-partner) discusses the Luzhou God of New Taipei City. The cultural sacrifices are used in the strategy of religious culture marketing, and use literature analysis, in-depth interviews, participatory observations and quantitative questionnaires to comprehensively analyze and propose relevant policy recommendations. This study found that: 1. The municipal government uses public sector resources to market and convert religious folk beliefs into artistic and religious assets. 2. The District Office plans to implement the cultural festivals of the gods through the public-private partnership network, and develop religious and cultural goods to show diversity and representativeness. 3.The participation of religious and cultural activities is not limited to believers. 4. Luzhou God will have unique cultural value. 5. Religious culture marketing gathers crowds through large-scale events. 6. Multi-channel marketing successfully promoted religious culture. 7. The partnership network is close and citizens participate actively.
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Гареева, А. А., and A. A. Gareeva. "Социальные сети – источник формирования нематериального актива маркетинговых знаний на предприятии : магистерская диссертация." Master's thesis, 2017. http://hdl.handle.net/10995/53887.
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В ходе диссертационного исследования был выявлен недостаток исследований социальных сетей в области формирования актива маркетинговых знаний, было проведено исследование роли социальных сетей в формировании нематериального актива маркетинговых знаний. Был разработан и апробирован алгоритм формирования нематериального актива маркетинговых знаний на предприятии посредством социальных сетей.In the course of the dissertation research, was revealed a lack of research of social networks in the field of formation of an asset of marketing knowledge, was made a study of the role of social media in the formation of an intangible asset of marketing knowledge. An algorithm for the formation of an intangible asset of marketing knowledge in an enterprise through social media was developed and tested.
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Marquot, Antoine, and Carolin Meyer. "Attractive, annoying or apathetic: Exploring the perception of the contemporary phenomenon of vegan advertisement : The associations of students in the south of Sweden with as vegan advertised assets." Thesis, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-89009.
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The proliferation of attention given to environmental issues in politics, the media and economics is distinctive for one of the biggest trend movement of the last decades. Past studies have focused on researching green marketing as an emerging topic of importance. However, as vegan advertising is increasingly commonplace on product packages, this thesis provides novel empirical research following an exploratory mixed method research model, investigating the perception of students in the south of Sweden regarding vegan advertised products. Including qualitative in-depth interviews as well as a quantitative online survey, the study provides detailed insights into consumer biases and associations with the term’s vegan and plant-based and its influence on product selection choices. Findings, as well as recommendations are submitted and completed in a conclusive discussion.
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KUO, PO-JU, and 郭泊汝. "Benefits of City Image and Cultural Assets Reproduction Based on Experiential Marketing Take the Chi Pao Dressing Experience in Tainan as an Example." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/fxpk5p.
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碩士國立高雄科技大學
文化創意產業系
107
Urban characteristic development is one of the key areas of development in government’s long-term tourism development plans. The goals are to create tourist attractions to fetch in visitors, create business opportunities, and build a favorable city image. To respond to the advent of the New Economy era, companies are introducing the idea of creative regeneration to their businesses, devising adaptive strategies such as the “experience economy” and “cultural and creative elements”. This business model originates from the creative and cultural deposits and incorporates knowledge and aesthetics. In 2015, Tainan’s B&B owners put forth the “Chi-pao Dressing Experience” package, where they changed the “form” of cultural and creative products by making dynamic use of them. The Chi-pao Dressing Experience thus generated a massive influx of tourists and was widely reported by media both domestically and abroad, making it a new Tainan tourist attraction and verifying the influence of the experiential marketing strategy. Therefore, this study explored the business strategies devised by business owners to integrate traditional culture with urban atmosphere in order to add value to the industries and inaugurate new cultural trends. To investigate the effect of experiential marketing on the introduction of traditional culture to cultural and creative products, literature review was conducted to understand the experiential marketing principles, and in-depth interviews were conducted with experts to analyze the business philosophy of Chi-pao Dressing Experience providers concerning the fusion of city image and traditional culture. Post hoc questionnaire results showed that tourists who underwent the Chi-pao Dressing Experience were willing to spend more time in Tainan, and would even propose a self-initiated way of touring Tainan in Chi-pao to discover the urban features. The study results verified the effect of experiential marketing on the introduction of traditional culture to the cultural and creative industry, which allowed customers a first-hand experience of the cultural connotation. Also, experiential activities facilitated cross-industry cooperation, thus connecting different professions and allowing them to share customers, and eventually reducing the fixed costs for all. The combination of city image and cultural and creative industry gave birth to new thematic highlights in tourism and added distinctive features to cities, indicating that business owners may not only enjoy immediate results but also inspire tourists to engage in other experience-related activities by using experiential marketing to “revitalize” traditional culture. A continual feeling of freshness from the experiential activities is sustained by the interaction of the business owners and their customers, and thus the regenerative benefits for urban development and the cultural and creative industry are created. It is hoped that the models and results presented in this study can serve as valuable contributions to the introduction of traditional culture to the cultural and creative industry.
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Ribeiro, Joaquim Eduardo Pinto. "Are joint controlled assets and jointly controlled entities similar arrangements?: A case study in the oil and gas industry in Angola." Master's thesis, 2010. http://hdl.handle.net/10071/3726.
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This dissertation examines joint ventures of a large oil and gas group operating in
Angola: it uses a case study with the aim of confirming whether their jointly controlled assets
and jointly controlled entity are similar in their economic essence. We address this issue by
understanding the legal and economic environment of those two types of arrangement.
The results of the case study suggest that the two arrangements have legal and
economic similarities, mainly due in both settings to the following: the venturer/investor held
a veto power for major decisions; this veto power is bound by a written contractual
mechanism; the venturer/investor has an active role in the activity of the arrangement; and the
venturer/investor is implicitly obliged to fund the operations of the arrangement.
The results of the case study also suggest that the accounting treatment of the joint
arrangements should be discussed in conjunction with the other types of arrangement, i.e., the
definition of the joint arrangements should be part of a framework for investments made by
the investor in any entity.
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wei-yin, Lee, and 李威穎. "An alternative to assess the fit between marketing organization characteristics and competitive strategy." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/18928659375400751875.
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碩士國立中興大學
企業管理學系研究所
93
Small and medium enterprises are one of the locomotives of economic development in Taiwan. They also create large number of career opportunities making our society stable and wealthy. Taiwan is famous for its successful economic experience in the world. But the trend of globalization changed the industrial environment and causes more intense competition. These revolutions deeply influence the enterprises’ operational performance. SMEs within the same industry provide products or services with high homogeneity. Besides, they also face a lot of problems such as small scale and narrow market, high cost and low quality, capital shortage and finance difficulty, lack of human resources and technology laggard, hardly available equipment and row materials, low willingness for R&D and so forth. Therefore, currently, how to produce superior performance became an important issue. This study involves the concept of fit. Therefore, it tried to employ neuro fuzzy to solve these problems and employed the concept of fit to discover different implications. The focus of this study is on whether variables have non-linear relationships, whether different configuration will output equifinality and whether cross terms in regression equation may have explanatory bottleneck. According to the results, it is expected to discover factors that lead to superior or inferior performance for small and medium enterprises in Taiwan. In this study, it can be found that the organization structure is no statistical significance. It means that only business strategy and task types have influence on performance. This is because that the study’s subject is small and medium enterprises in Taiwan. Their organization structure is not so mature that would impact on performance. Moreover, the prediction power of NF is better than regression’s. It can provide a reliable result to predict whether business will lead to failure. Businesses having inferior performance are in this study, they can improve their performance by rules block which they can clearly understand themselves where the weakest link in the company is.
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Liu, Hui, and 劉蕙. "Applying Clustering Analysis and Sequential Pattern to Assist Database Marketing Strategy." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/67584259694912448138.
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碩士元智大學
資訊管理學系
94
Enterprise success depends on the ability to efficiently understand and timely response to customer consumption behavior. Database marketing is to analyze customer consumption messages obtained from the customer transaction database, and development of marketing strategies and related activities. This work comprises a case study of Company Z. Based on the firm business and data characteristics, this work first provides the process and steps involved in devising database marketing strategies, as well as the architecture of the database marketing model. The architecture uses a mixture of clustering analysis and sequential pattern to process customer segmentation and product categorization, respectively. This work not only presents a measurement of customer loyalty and studies how price and promotion activities affect the customer; but also analyses the experimental results as reference of advanced marketing strategy. We believe that segmentation analysis and using different marketing strategies based on clusters can improve customer loyalty.
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Almeida, Cosme Edgar da Fonseca. "Avaliação financeira de marcas : um método baseado na resposta dos stakeholders." Master's thesis, 2019. http://hdl.handle.net/10400.14/28553.
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A presente dissertação insere-se num projeto de investigação da Universidade Católica e parceiros especializados que procura, partir do estado da arte sobre avaliação financeira de marcas definir um método para extrair o seu valor a partir da resposta dos stakeholders responsáveis pelos ganhos financeiros que a marca possa gerar.
O texto é baseado em dois artigos complementares deste grupo de pesquisa, que foram aceites e apresentados pelo autor em conferências internacionais em 2018.
O primeiro artigo apresenta a fundamentação do método de avaliação adotado, baseado numa abordagem semiótica triádica que decompõe a marca em identidade, objeto e resposta.
A avaliação da marca corresponde à quantificação da resposta à mesma, a nível cognitivo, afetivo e comportamental (valor de marketing).
A nível financeiro corresponde aos cash flows gerados pelos comportamentos dos diferentes stakeholders (valor financeiro).
O segundo artigo apresenta o método propriamente dito, propondo uma avaliação baseada num questionário aplicado diretamente aos stakeholders, que nos permite obter dois indicadores básicos para a avaliação financeira: a influência da trademark e a influência do risco. A influência da trademark estima os cash flows em dois cenários, com e sem a trademark a identificar as atividades da marca, recorrendo a um processo de simulação Markoviano. A influência do risco calcula um multiplicador que aumenta ou diminui a taxa de atualização dos cash flows estimados, aumentando ou diminuindo o risco (β) associado ao(s) sector(es) de atividade da marca. O multiplicador de risco é inversamente proporcional à preferência da marca, quantificada a partir de uma matriz de Fishbein construída com os fatores de preferência (drivers) e as marcas concorrentes evocados pelos stakeholders.
Acreditamos que esta via de pesquisa representa um caminho diferenciador na prática de avaliações de marca, na medida em que as alternativas atuais se baseiam fortemente em opiniões de experts, dados recolhidos da gestão de topo e também em perguntas cuja subjetividade nos parecem tornar no mínimo questionável que da resposta às mesmas se retirem dados que definam com razoável precisão o valor financeiro da marca.The present dissertation is part of a research project of the Catholic University and specialized partners that seeks, from the state of the art on financial brand valuation, to define a method to extract its value from the response of the stakeholders responsible for the financial gains that the brand can generate. The text is based on two complementary articles from this research group, which were accepted and presented by the author at international conferences in 2018. The first article presents the basis of the evaluation method adopted, based on a triadic semiotic approach that breaks the brand into identity, object and response. The evaluation of the brand corresponds to the quantification of the response to it, at the cognitive, affective and behavioral level (marketing value). The financial level corresponds to the cash flows generated by the behavior of the different stakeholders (financial value). The second article presents the method itself, proposing an evaluation based on a questionnaire applied directly to the stakeholders, which allows us to obtain two basic indicators for financial evaluation: the influence of trademark and the influence of risk. The influence of trademark estimates the cash flows in two scenarios, with and without the trademark identifying the activities of the brand, using a Markovian simulation process. The influence of risk calculates a multiplier that increases or decreases the rate of updating of the estimated cash flows, increasing or decreasing the risk (β) associated to the brand activity sector (s). The risk multiplier is inversely proportional to the preference of the brand, quantified from a Fishbein matrix constructed with the drivers' preference factors and competing brands evoked by stakeholders. We believe that this research route represents a differentiating path in the practice of financial brand valuation, since the current alternatives are based heavily on expert opinions, data collected from top management and also on questions whose subjectivity seems to us to be at least questionable that the answer to such data should be taken to define with reasonable accuracy the financial value of the brand.
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Menezes, Rita Margarida da Silva Lima de Oliveira. "Marketing relacional assente no marketing interno: a influência das competências de coaching do líder nas respostas dos colaboradores." Master's thesis, 2016. http://hdl.handle.net/10400.8/1908.
Full textAbstract:
Liderar é muito mais do que ocupar um cargo. A liderança é a manifestação de uma determinada conduta perante os outros, uma conduta que leva a querer seguir o líder. Liderar diz respeito a definir direções, assegurar ações e cumprir objetivos ao mesmo tempo que se influencia e inspira o compromisso dos outros para se concretizar. Ainda que este conceito seja relativamente consensual, líderes há muitos e formas de liderar também.
O estilo de liderança Coaching é um estilo que permite criar um elevado grau de empenhamento, confiança e inspiração nos seus seguidores, o que conduz a um desempenho que supera as expectativas. O líder coach é um potenciador, alguém verdadeiramente importante na dinâmica das equipas.
Todavia, por se encontrar uma relativa escassez de dados empíricos relativos à eficácia desta abordagem, afigurou-se pertinente perceber em que medida o líder coach tem um papel determinante na manifestação de determinadas respostas atitudinais e comportamentais dos colaboradores, nomeadamente empenhamento afetivo, criatividade e orientação para o cliente.
Foi realizado um estudo quantitativo com base nas perceções que 80 colaboradores de diferentes organizações tinham dos seus líderes e das suas próprias atitudes e comportamentos. Os resultados indicaram que as Competências de Coaching do líder explicam 45 % do empenhamento afetivo, 5 % da criatividade e 21 % da orientação para o cliente do colaborador.
Deste estudo é possível inferir que as Competências de Coaching do líder são determinantes para as respostas atitudinais e comportamentais dos colaboradores, apresentando resultados positivos. A atuação do líder é preponderante no Marketing Interno, na conquista do cliente interno; como tal, assumindo que a estratégia de Marketing Relacional é construída do interior para o exterior da organização, a liderança Coaching poderá trazer benefícios.
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Huang, Yi-ping, and 黃怡苹. "The Impacts of Relationship Marketing and Quality of e-Commerce Platform on Customer Asset Specificity." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/80391325386245932343.
Full textAbstract:
碩士世新大學
企業管理研究所(含碩專班)
101
The way to maintain a strong relationship between customers and distributors in the electronic components and industrial products sectors and to improve customer’s willingness to repurchase is to provide quality service and execution. Therefore, not only should distributors exploit the e-commerce platform to draw the attention of their customers, but create a positive image by cultivating good relationships between service personnel and customers. This will also encourage customers to make purchases, which is the key factor of a company’s operational performance. This research takes a look at the factors that influence a customer’s willingness to repurchase in the electronic components and industrial products sector. Two aspects adopted in this research are the relationship marketing aspect of service personnel and the service quality of the e-commerce platform. This research tries to understand and discuss the impacts of the two aspects on the asset specificity of customers and connections among relationship marketing of service personnel, service quality of e-commerce platform, asset specificity of customers and customer’s willingness to repurchase. The research concludes by taking a look at management’s effectiveness because it provide some reference for distributors as there are making their marketing strategies. In this research, 257 valid internet questionnaires were collected for descriptive statistic analysis, factor analysis, reliability analysis, validity analysis, and regression analysis to verify the hypothesis. The results of this research are as follows: 1. The relationship marketing has a positive & significant influence on customer’s asset specificity 2. The quality of e-commerce platform has a positive & significant influence on customer’s asset specificity 3. The relationship marketing has a positive & significant influence on repurchase Intention 4. The quality of e-Commerce platform has a positive & significant influence on repurchase Intention 5. The customer’s asset specificity has a positive & significant influence on repurchase intention Finally, according to the results of this analysis, this research proposes suggestions for practical application, future research, and explains the contributions to this report.
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HSIEH, CHEN-HSUN, and 謝政勳. "Research on the Relationship between Relationship Marketing and Customer Loyalty-Asset Management company customer as an example." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/fan48m.
Full textAbstract:
碩士東吳大學
企業管理學系
107
This study aims to explore the relationship between relationship marketing and customer loyalty. It is desirable to be able to influence the customer loyalty by providing the relationship marketing value of the relationship to the customer through the service delivery through the one-to-one situation. This study used the questionnaire survey method to sample the individuals provided by the Taiwan Investment Trust as an empirical object of professional services, and the research object was based on the credit customer as the parent group, and the questionnaire related to relationship marketing and customer loyalty. For research tools. A total of 152 formal questionnaires were issued, and 150 valid questionnaires were collected. The SPSS 22.0 Chinese version of the software was used for statistical analysis. The main findings are as follows: First, different genders will affect the perception of customer relationship marketing as a whole and structural relationship marketing. Different levels of education affect the marketing, marketing, and marketing relationships of customer relationship marketing. Different ages, average monthly income, and investment experience will affect the overall relationship and customer perception of customer relationship marketing. Second, different genders will affect customers' perceptions of affinity and extroversion personality traits. Different average monthly incomes will affect the overall, affinity, rigor, extroversion and openness of the customer's personal traits. Different ages, education levels, and investment experience will affect the customer's personality traits and the various facets of the direct marketing consultants. Third, different genders will not affect the overall customer loyalty and the various facets. Different ages, education levels, average monthly income, and investment experience will affect the overall customer loyalty and various facets. Fourth, there is a positive correlation between the overall relationship of marketing and the various aspects of personality and personality traits and customer loyalty. There is a positive correlation between the various facets of personality traits and the various facets of customer loyalty. Fifth, the personality traits of direct sales consultants have a significant impact on customer loyalty. Open personality traits have a significant positive impact on customer loyalty. Sixth, the relationship marketing of investment letters has a significant impact on customer loyalty. Social relationship marketing has a positive impact on the various aspects of customer loyalty. Structural relationship marketing has a positive impact on behavioral loyalty. Extrovert personality traits have a positive impact on attitude loyalty.
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Huang, Cheng-Liang, and 黃振樑. "Applying the Google Analytics to Assist Blog Marketing: A Case Study of Computer Books." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/04842038945000657444.
Full textAbstract:
碩士實踐大學
企業創新發展研究所
96
Since 2004, besides WEB 2.0 - the hottest topic in network, the application and development of "Blog" has been more paid attention also. With the basic ability of computer operation and experience of web browsing, users can easily build theirs own blog. It is much easier than setting up one's "personal website", and substituted for personal website. Moreover,Blog is a robust network mass media day by day for businesses or marketing personnel to directly communicate with customers and to offer a marketing platform. It was my pleasure to publish two tool books about how to operate the Software "Ulead VideoStudio" in video editing during my MBA study and to apply Blog to be the main marketing tools. This research utilized researcher's experience in "Blog Marketing" two years ago and cooperated with Google's free "Google Analytics" and Books Bookstore's "AP strategic alliance". Computer Books are comprehensive through case study in the processes and effects of using Blog Marketing and assistance/ limitation of Google analytics for blog marketing. Finally, the purpose of research would provide suggestions and tactics to apply Blog Marketing base on the research results and researcher's experience to serve as a valuable reference for authors, publishers and even for the whole publishing industry.
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YANG, YING-TZU, and 楊櫻姿. "A Study on An Association Assist Its Member to Elevate Marketing Efficiency Through Utilization of Modern Tools." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/kqv9hm.
Full textAbstract:
碩士國立臺灣科技大學
工業管理系
94
With a prosperous IT industry, Taiwan is the world's fourth largest producing country, with approximately 90% of its production from export. Taiwan is internationally well-known for its OEM/ODM capabilities, and therefore most Taiwan companies compete to obtain orders from overseas in order to maximize production volume and survive in the international market. However, technologies change with each passing day, product demands are highly diversified with very short life cycle and can easily be replaced by other substitutes, manufacturers face the challange of low profit margin and hyper competition. In response, they must increase their flexibility in customization and cost, as well as to emphasize Time to Market, Time to Channel, and Time to Volume. Since Taiwan consists of mostly SMEs with very limited marketing resources, industry specific associations play a very important supporting role, and how these associations establish or find an efficient yet economically effective collective marketing tool is even more essential. Purpose of the research is to understand current development of Taiwan's electronic marketplace and industry's view on its future outlook. Further analysis can then be done in order to find out the difficulty or help encountered when advancing electronic marketplance in a certain industry and also to foresee a possible operation model. Especially during the stage of developing overeas market, it helps to obtain cost effective marketing tools, and industry associations very much play the role of a unseen hand to provide such useful tools.
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YEH, RYH-YANG, and 葉日洋. "Research on Tourism Marketing Strategy of Taiwan Railway Cultural Assets:A Case Study of the cultural Park of Hualien." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/ajxu88.
Full textAbstract:
碩士臺灣觀光學院
觀光與餐旅管理研究所
107
Railway is the largest and complete transportation infrastructure in Taiwan. In recent years, the preservation of cultural assets has also been highly valued by all parties. How to achieve sustainable development through the development of cultural tourism is an important issue facing various cultural parks. The Hualien Railway Cultural Park is a county-level monument. It is the only remaining intact railway base in Taiwan. It has important memories of its civilized development and the rise and fall of the history of the region. After the establishment of the Railway Cultural Park, the most important thing is to formulate a tourism marketing strategy. In order to allow the park assets to survive forever, this study focuses on the theory of cultural tourism marketing. Through literature collection and other case analysis, the industry and academia are invited to conduct interviews, and the factors of SWOT are analyzed and analyzed to derive the TOWS matrix. This study believes that the WO strategy should be adopted to use external opportunities to improve internal disadvantages, and the development of the centrally-led park as a whole is the strategic goal of choice for the railway cultural park. At the same time, dialogues are held with the competent authorities through railway fans and in-depth tourism demanders. , expanding its topicality as a strategic focus. Under the WO strategy, we developed a suitable marketing strategy as a reference for the development of the Hualien Railway Cultural Park.