| Summary: | 碩士 === 開南管理學院 === 企業管理學系碩士班 === 94 === To develop the auction of transaction on-line and to make the economy grow is the goal of all countries in the world. To protect the tax policy and to raise the revenue from tax of government is also the trend of the world. The National Tax Administration of Taiwan Province, Ministry of Finance has levied the "tax" of auction of transaction on-line in order to protect the tax policy of government.
In the process of levy the "tax" of auction of transaction on-line, the policy marketing will be involved. The concept and implementation of policy marketing has become toward the strategic application of “Integration“. The processes of promotion have already transformed into Integrated Marketing Communication, which including advertising, direct marketing, public relations, sales promotion, personal selling and internet marketing which is popular recently. IMC provides customers with a clear and consistent image to exert the communication more efficiently by the integration of synergy. Therefore, this research is to study how the IMC applied practically to tax policy promotion by six-dimensions of IMC－the integration of promotion tools.
This research chooses the tax of auction of transaction on-line as the case study and interviews with The National Tax Administration of Taiwan Province, Ministry of Finance of Information to understand the application of the tax of auction of transaction on-line. Besides, this research also chooses the sellers of auction of transaction on-line to make questionnaire in order to realize the sellers’ cognition, attitude, behavior and satisfaction toward the tax of auction of transaction on-line. Then, analyze the questionnaire data through statistics software SPSS to validate whether there are significant differences between the application of promotion tools, demographics in the tax of auction of transaction on-line and the Communication effects or not.
The results of this research indicated that:
1. The variables of Integrated Marketing Communication do have partly significant differences on the communication effects.
2. Demographics in the tax of auction of transaction on-line have partly positive impacts on the communication effects.
3. The approval, rationality, and other provisions of demographics in the tax of auction of transaction on-line have partly positive impact on the communication effects.According to the results, some suggestions are made the industries in this field.
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