本研究以整合行銷傳播(Integrated Marketing Communication)理論基礎,探討非營利研究機構研發科技的行銷傳播模式、傳播工具運用、組織整合及目標達成情形。 本研究案例為工研院2008-2012年間獲得全球百大科技研發獎(R & D 100 Awards)、華爾街日報科技創新獎(Technology Innovation Awards)、太陽能產業獎(Solar Industry Awards)及SID年度顯示科技獎 (The Display of the Year Awards, DYA)等獎項的18項創新科技,探討其整合行銷傳播模式及對品牌知名度提昇、工研院形象及顧客購買行為的正向影響為何。 本研究透過次級資料分析、專家訪談及問卷調查等研究方法,分別從整合行銷傳播工具、過程績效及輸出績效三面向進行檢驗,探討工研院整合行銷傳播在推廣創新科技之模式。 根據研究發現,本研究結論如下: (一) 創新科技結合「價值提昇」與「整合行銷傳播」模式,大幅降低初期行銷難度。 (二) 運用國外媒體報導吸引客戶的客戶注意,有助提昇國內客戶購買動機。 (三) 公共關係活動對知名度提昇有顯著影響。 (四) 執行整合行銷過程比選擇IMC應用工具,對品牌知名度及品牌形象更具影響力。
The study applies the marketing theories of Integrated Marketing Communication (IMC) to analyze how non-profit research institutes promote their R&D achievements through the communication models, tools, organizational integration, and objectives of integrated marketing communication. The research aims to analyze the integrated marketing communication models for ITRI’s 18 innovative technologies between 2008 and 2012, upon receiving awards in R&D 100 Awards, Wall Street Journal Technology Innovation Awards, Solar Industry Awards, and the Display of The Year Awards (DYA), in addition to discovering the types of positive impact on the improvement of brand publicity, ITRI image, and technology transfer motivation. Combining both of the first-hand data from the expert interview and questionnaire survey and secondary data analysis, the study examines the integrated marketing communication tools, process and output performance to discuss the effectiveness of ITRI’s integrated marketing communication model in the promotion of innovative technology. The following conclusions are drawn based on the research findings: (1) The model of innovative technology integrated with “value enhancement” and “integrated marketing communication” substantially reduces difficulties in initial marketing. (2) Foreign media reports can draw attention from customers to improve stake holders’ motivation to transfer technologies. (3) Public Relations activities have significant impacts on publicity improvement. (4) The process and implementation of integrated marketing make a more impact on brand publicity and brand image than choosing IMC application tools.