對於台灣的自創品牌廠商來說，當其上市新產品時，除了生產的技術面之外，如何透過行銷活動在國際市場上建立品牌知名度，將產品銷售給顧客也同樣非常重要。本研究主要之目的即在確認影響台灣廠商行銷溝通行為之情境因素，並且探討這些情境因素如何來影響廠商之行銷溝通行為。

　本研究將情境因素分為三大類，包括：（一）產品特性---產品嶄新度（二）品牌特性---品牌權益（三）公司特性---市場導向、行銷能力、國際化程度與自有品牌運用程度；在行銷溝通行為方面，本研究則從以下三個層面來做探討，包括：（一）資源運用層面---溝通努力之相對程度（二）訊息層面---訊息可見度、溝通組合廣度、訊息一致性（三）國際化導向---訊息之當地化程度。

　研究的結果發現，會影響企業行銷溝通之相對努力程度的情境因素有產品嶄新度與自有品牌運用程度。當產品嶄新度愈高，則行銷溝通之相對努力程度也會愈高；當企業之自有品牌運用程度愈高，則行銷溝通之相對努力程度也會愈高。

　影響訊息可見度之情境因素為產品嶄新度、企業之行銷能力與自有品牌運用程度。當產品嶄新度愈高，則訊息可見度愈低；當企業之行銷能力愈高，則訊息之可見度愈高；當企業之自有品牌運用程度愈高，則訊息之可見度愈低。

　會影響溝通組合廣度的情境因素為企業之市場導向程度、國際化程度。當企業之市場導向程度愈高，則溝通組合廣度愈廣；當企業之國際化程度愈高，則溝通組合之廣度愈低。會影響訊息一致性之情境因素有產品嶄新度、品牌權益、市場導向程度與國際化程度。當產品之嶄新度愈高，則訊息之一致性愈低；當品牌權益愈高，則訊息之一致性愈低；當企業之市場導向程度愈高，則訊息之一致性愈低；當企業之國際化程度愈高，則訊息之一致性愈高。

　會影響訊息當地化程度之情境因素有產品嶄新度與行銷能力。當產品之嶄新度愈高，則訊息之當地化程度愈高；當企業之行銷能力愈高，則訊息之當地化程度愈高。

中文部分
1.司徒達賢(民84)，策略管理，台北，遠流出版公司
2.李秋慧（民81），台灣廠商國際化下之品牌策略-產業條件與自創品牌之個案分析，國立台灣大學商學研究所未出版碩士論文
3.汪昱誠（民88），多角化和國際化與企業經營績效關係之研究，國立政治大學國際貿易研究所未出版碩士論文
4.洪順慶、吳長生 (民88)，地主國特性與自創國際品牌績效之關係研究-以台灣廠商為例，國立政治大學學報，第七十八期，197-220
5.許士軍（民72），現代行銷管理，台北，商務印書館
6.郭崑謨（民73），行銷管理，台北：三民書局
7.張永賢（民82），國際市場進入策略與經營績效關係之研究，私立中原大學企業管理研究所未出版碩士論文
8.陳德釗 （民86），企業國際化程度與組織因素之關係，國立中央大學企業管理研究所碩士論文
9.劉綠萍（民87），技術策略、行銷策略與產品創新績效關係之研究—以我國積體電路製造業為例，國立中興大學企業管理研究所未出版碩士論文
10.賴士葆（民76），企業技術特性與新產品發展績效相關之研究，國立政治大學企業管理研究所管理評論：102-14
11.------（民80 ) ，研究發展/行銷/製造三部門互動與新產品績效相關之研究，台北，華泰書局
12.鐘志明（民88），新產品發展過程之資源配置與績效之關係-以國內製藥業為例，國立政治大學企業管理研究所未出版碩士論文
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