| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系碩士班 === 90 === Integrated Marketing Communication,（IMC,）has been increasingly accepted by market, marketers and advertisement agents worldwide. Facing multiple media, tons of information and homogeneous products, the advertisement agents are seeking for the competitive weapon of maximizing profit and minimizing cost; however, IMC is the answer. IMC integrates multiple communication tools with emphasis of strategic perspective, providing clear and consistent information and pursuing maximum of communication performance. IMC organizes from advertisement reform theory, which is developed in U.S. to solve economic depression and structural change. The basic principle, integrating relevant elements of advertisement and promotion activities with statistical and scientific methods to deliver communication functions, however, is controversial; not only a theory, as other scholars emphasized, is IMC but a brand-new communication form with continuous trying and efforts, and encouragement of abandoning traditional operation mode. Its feature of undefinition increases attraction and potential. IMC represent the mainstream of age and will find its position under trial and error of sectors. The study attempts to explore the operations of IMC with perspective of relationship management and database marketing, including the effects of partnership between enterprises and advertisement agents, internal relationship and application of technology, and effects of internal relationship to relationship management and database. Since IMC has long-term effects and result, it is the priority of choosing an appropriate advertisement agent who understands corporate culture and is able to deliver complete and consistent
information to customers.
The domestic 500 greatest advertisers are selected as research subject, company information are collected via questionnaire, result to 77 effective questionnaires. The analysis of data adapts correlation analysis, factor analysis, multiple regression analysis, and hierarchy regression analysis, indicating the following research results:
1.The commitment and relationship of communication between advertisers and advertisement agents effects IMC performance.
2.Support from top executives and employee recognition both effect IMC performance.
3.Support of database also effects IMC operation and performance.
4.Market orientation does not have significant moderating effect on commitment and trust. Function integration to commitment and trust reveal significant; and employee recognition has no significant moderating effect on relationship management.
5.The moderating effect of market orientation to the establishment of database appears significant. Support from top executives has significant moderation against the establishment of database. Function Integration possesses no significant moderating effect on the establishment of database and communication tolls. Employee recognition to both the establishment of database and communication tools appears not significant.
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