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師資簡介

蔡樹培
蔡樹培世新大學公共關係暨廣告學系專任教授
  • Master of Communication (with concentration in Marketing Communication) ,Georgia State University 
  • 行銷理論、品牌行銷、消費行為研究、關係行銷、危機管理 
  • 2236-8225 ext. 3233 
  • tsaisp@mail.shu.edu.tw 
  •  

 

教學經歷

民國81 迄今世新大學公共關係暨廣告學系

 

專業經歷

民國92-95 公共關係暨廣告學系 系主任

民國86-90 Grey Communication International 高級顧問

民國80-81 Burson Marsteller Public Relations Consultancy 企業傳播部經理

 

獲獎

95 世新大學 甲等傑出研究獎
99 世新大學 研究績優獎
100 國科會補助大專院校獎勵研究優秀人才獎
101 世新大學 教學績優獎

102 世新大學 研究績優獎

105 世新大學 研究績優獎

106 科技部獎勵研究優秀人才獎

 

個人著作

專書:

蔡樹培 (2003),關於若干傳播行為研究之論文選輯 (新版), 台北: 揚智文化.

蔡樹培 (2004),人群關係與組織管理 (新版), 台北: 五南出版社

期刊(國內):

Shu-pei Tsai (2004). Empirically modeling perceived sponsor sincerity in philanthropic sponsorship campaigns of service product brands,管理學報 (TSSCI), 21, 1, 63-86.

蔡樹培 (2005). 電視新聞性置入行銷:行銷視野之探討,中華傳播學刊 (TSSCI), 8, 3-15

期刊(國外):

Shu-pei Tsai (2017). Driving holistic innovation to heighten hotel customer loyalty. Current Issues in Tourism (SSCI), 20(15), 1604-1619.

Shu-pei Tsai (2017). E-loyalty Driven by Website Quality: The Case of Destination Marketing Organization Websites, Journal of Organizational Computing and Electronic Commerce(SCI), 27(3), 262-279.

Shu-pei Tsai (2016). Managing R&D employee creative performance with symbolic meanings of money, Business Creativity and the Creative Economy (APA PsycINFO), 2(1), 74-87.

Shu-pei Tsai (2015). Dynamic marketing capabilities and radical innovation commercialization. International Journal of Technology Management (SSCI), 67(2-4), 174-195.

Shu-pei Tsai (2014). Love and satisfaction drive persistent stickiness: Investigating international tourist hotel brands. International Journal of Tourism Research (SSCI), 16(6), 565-577.

Shu-pei Tsai (2014). Meaning threats heighten consumer attachment: Implications for global brand management. European Management Journal (SSCI), 32(6), 991-1000.

Shu-pei Tsai (2013). Discussing brand information on social networking sites: Implications for global brand marketing. Journal of Organizational Computing and electronic commerce (SCI), 23(4), 372-391.

Shu-pei Tsai (2012). Place attachment and tourism marketing: Investigating international tourists in Singapore. International Journal of Tourism Research (SSCI), 14(2), 139-152.

Shu-pei Tsai (2011). Fostering international brand loyalty through committed and attached relationships. International Business Review (SSCI), 20(5), 521-534.

Shu-pei Tsai (2011). Strategic relationship management & service brand marketing. European Journal of Marketing (SSCI), 45 (7/8), 1194-1213.

Shu-pei Tsai (2010). Shopping-mall management & Entertainment experience: A cross-regional investigation. Service Industries Journal (SSCI), 33(3), 321-337.

Shu-pei Tsai (2009). Modeling strategic management for cause-related marketing. Marketing Intelligence & Planning (APA PsycINFO), 27(5), 649-665.

Shu-pei Tsai (2008). Corporate marketing management & corporate-identity building. Marketing Intelligence & Planning (APA PsycINFO), 26(6), 621-633.

Shu-pei Tsai (2007). Message framing strategy for brand marketing. Journal of Research Advertising Research (SSCI), 47(3), 364-377.

Shu-pei Tsai (2006) Investigating archetype-icon transformation in brand marketing. Marketing Intelligence & Planning (APA PsycINFO), 24(6), 648-663.

Shu-pei Tsai (2005).Integrated marketing as management of holistic consumer experience, Business Horizons (SSCI) 48(5), 431-441.

Shu-pei Tsai (2005). Utility, cultural symbolism and emotion: A comprehensive model of brand purchase value, International Journal of Research in Marketing (SSCI) 22(3), 277-291.

Shu-pei Tsai (2005). Impact of personal orientation on luxury-brand purchase value: an international investigation. International Journal of Market Research (SSCI), 47(4), 429-454.

學年度授課課程

  • 國際行銷:

This course aims to introduce and discuss the essential principles of global marketing management, in order that the student develops thorough understanding of the strategies to build and sustain the competitive edges of product brands in the global market. In addition to analyzing theoretical frameworks, this course features case study of more than ten global brands, thus demonstrating the strategic and executive processes in the creation of global marketing effectiveness.

  • 行銷理論與研究:

This course applies various paradigms to decipher the underpinnings of marketing communication and management in the postmodern age. In this course, along with theoretical discussion, practical application is particularly accentuated in areas including brand value management, marketing message management, and sales promotion management.

  • 組織溝通:

Study of organizational communication is characterized by interdisciplinary investigations, which engage with multiple research paradigms for interpreting such communicative process as corporate identity construction, corporate brand building, and crisis communication. Students are guided to gain in-depth insights into the dynamic relationship between organizations and their communicative performance in the internal and external environments.

  • 廣告訊息策略:

廣告是一種說服性傳播型態,在行銷傳播中扮演主要的角色。在過去二十年間,廣告說服的概念經歷若干重大調整。認知、社會文化與符號的說服取徑逐漸開始匯流,拓寬了建構高效能廣告訊息的視域。此外,學者專家與實務工作者也緊密合作,尋覓多元研究方法以探索目標閱聽人之思緒與心靈,從而所創造之廣告更能全觀式地訴求於感官、情緒、社群與知性的體驗構面。本課程整合並應用認知心理學、社會心理學、符號學等相關典範,使學生嫻熟晚近之廣告說服理論與實務。

  • 英語公關寫作與報導:

This course aims to (1) introduce the importance of PR writing for marketing communications, (2) enhance the student's PR writing skills, and (3) develop the sudent's ability of PR writing for different product brands.

  • 品牌管理:

The discipline of brand management was started as an applicable practice at Procter & Gamble in 1931, and it entered about twenty years later into the academic field of marketing management. Today, brand management has been regarded one of the most essential elements in the business model of a successful enterprise. Global brands including Procter & Gamble, Apple, Ikea, Toyota, and Louis Vuitton have established departments specializing in brand management, and these departments usually play a crucial role in sustaining their brand’s competitiveness. Moreover, marketing communication consultancies such as Ogilvy & Mather Group, Grey International provide brand management service to enhance the effectiveness of brand marketing and communication, and this service generates considerable profit.
Due to the fact that brand management consists of management and communication functions, this course integrates and applies relevant theories of marketing management and media communication to analyzing the following themes:
1. Strategic management for building brand power
2. Brand value management
3. Brand personality and brand positioning
4. Cultural branding paradigm for brand management
5. Customer delight management
6. Brand communication management
7. General principles for creating brand fans

  • 形象修復研究:

本課程將Ware & Linkugel, Benoit, Coombs 等學者的形象修復理論與 Jacques, Grunig, Preble等學者的危機溝通管理理論加以整合,廣泛而深入地從語藝學、心理學以及組織管理學三種取徑分析形象修復此一課題。最重要的是,所有的分析都放在實際案例中進行,因而理論與應用可緊密結合。
選修本課程的研究生,預期可達成下列目標:(1) 掌握形象修復的重點、(2) 發展形象修復與危機溝通管理的獨立研究能力、(3) 未來畢業後有潛能擔任企業形象管理、品牌形象管理、非營利組織形象管理等相關職務。

  • 全球化行銷:

本課程以SCP(結構競爭優勢)、RBV(資源競爭優勢)、BLUE OCEAN STRATEGY(藍海策略)、EXPERIENTIAL PARADIGM(體驗典範)、CULTURAL DIMENSIONS MODEL (文化構面模型)、以及CULTURAL BRANDING (文化品牌建構)等六項理論為主軸,貫穿整體內容,並配合多種實際案例,介紹並分析如何運用此六項主流理論,從事全球化行銷之研究與實務應用。選修本課程之研究生可預期達成以下目標:(1) 掌握全球化行銷之重點、(2) 發展獨立研究全球化行銷相關課題的能力、(3) 培養成為全球化行銷管理者的潛能。

 

指導學生論文

研究主題:行銷傳播與消費文化

99學年度 章文琦  速食產業品牌人格之探討 The Brand Personality of QSR (Quick Service Restaurant) Industry

98學年度 林千莉 ZARA的快速流行時尚趨勢─在台灣市場適合性之研究 Fast Fashion in Taiwan- A Case Study on ZARA

97學年度 吳秉琦 文化商品的消費意義詮釋-以霹靂布袋戲為例Interpretation of Consumption Meaning in the Cultural Product - Taking Example of PILI Puppet Drama

95學年度 袁書涵 候選人的品牌形象與故事—以2006年台北市長郝、謝之爭為例 Political Campaign Candidates : Their Brand Images and Stories

95學年度 嚴幸美 品牌故事的魔力與消費意義 Magic Power of The Brand Story and Meaning Perceived by The Consumers

93學年度 饒慧萍 虛擬通路中關係行銷與忠誠度建立之關聯性研究─以東森得易購為例 A Study on Relationship Marketing and Loyalty-An Example of Eastern Home Shopping(EHS)

93學年度 吳青瑜 價格促銷之一致性與獨特性對購買行為的影響 The Effect of Consistency and Distinctness of Price Promotion on Purchase Behavior

93學年度 蕭方瑜 生活世界的無限衍義:從皮爾斯符號學看消費者對贈品意義的解讀 The interpretant in the lifeworld:Exploring the meanings of premium to consumers with Peircean Semiosis

 

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