廣告訊息策略與產品生命週期關聯性研究—「國泰人壽」個案研究

碩士 === 中國文化大學 === 新聞研究所碩士在職專班 === 92 === ABSTRACT Life insurance has been introduced into Taiwan for 60 years, and the product selling goes fluctuant by the passing of times. This research divided Taiwan’s life insurance industry into three stages: first growth stage (1983-1989), second g...

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Bibliographic Details
Main Authors:	Pu Fan Yu, 卜繁裕
Other Authors:	莊伯仲
Format:	Others
Language:	zh-TW
Published:	2003
Online Access:	http://ndltd.ncl.edu.tw/handle/89646078857448138281

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spelling	ndltd-TW-092PCCU13830062015-10-13T13:28:06Z http://ndltd.ncl.edu.tw/handle/89646078857448138281 廣告訊息策略與產品生命週期關聯性研究—「國泰人壽」個案研究 Pu Fan Yu 卜繁裕碩士中國文化大學新聞研究所碩士在職專班 92 ABSTRACT Life insurance has been introduced into Taiwan for 60 years, and the product selling goes fluctuant by the passing of times. This research divided Taiwan’s life insurance industry into three stages: first growth stage (1983-1989), second growth stage (1990-1996), and maturity stage (1997-2003) to explore advertisement strategies of life insurance in the perspective of product life cycle. A total of 174 newspaper ads were analyzed by conducting a systematic content analysis. Generally, the results demonstrate advertisement strategies of life insurance varied with different stages of product life cycle. 莊伯仲 2003 學位論文 ; thesis 110 zh-TW
collection	NDLTD
language	zh-TW
format	Others
sources	NDLTD
description	碩士 === 中國文化大學 === 新聞研究所碩士在職專班 === 92 === ABSTRACT Life insurance has been introduced into Taiwan for 60 years, and the product selling goes fluctuant by the passing of times. This research divided Taiwan’s life insurance industry into three stages: first growth stage (1983-1989), second growth stage (1990-1996), and maturity stage (1997-2003) to explore advertisement strategies of life insurance in the perspective of product life cycle. A total of 174 newspaper ads were analyzed by conducting a systematic content analysis. Generally, the results demonstrate advertisement strategies of life insurance varied with different stages of product life cycle.
author2	莊伯仲
author_facet	莊伯仲 Pu Fan Yu 卜繁裕
author	Pu Fan Yu 卜繁裕
spellingShingle	Pu Fan Yu 卜繁裕廣告訊息策略與產品生命週期關聯性研究—「國泰人壽」個案研究
author_sort	Pu Fan Yu
title	廣告訊息策略與產品生命週期關聯性研究—「國泰人壽」個案研究
title_short	廣告訊息策略與產品生命週期關聯性研究—「國泰人壽」個案研究
title_full	廣告訊息策略與產品生命週期關聯性研究—「國泰人壽」個案研究
title_fullStr	廣告訊息策略與產品生命週期關聯性研究—「國泰人壽」個案研究
title_full_unstemmed	廣告訊息策略與產品生命週期關聯性研究—「國泰人壽」個案研究
title_sort	廣告訊息策略與產品生命週期關聯性研究—「國泰人壽」個案研究
publishDate	2003
url	http://ndltd.ncl.edu.tw/handle/89646078857448138281
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廣告訊息策略與產品生命週期關聯性研究—「國泰人壽」個案研究

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