A旅遊公司網絡平臺商業模式創新

本論文研究主要在瞭解網路行銷、大資料分析、網路平臺創新科技及技術採行之經營模式策略後，搜集個案相關資料並對其進行縝密分析與深入地觀察，探討透過網路行銷經營與商業模式關鍵成功因素的關聯性。並針對個案旅行社進行分析，觀察如何在眾多的網路廣告中，透過有效的行銷方式來增加業績以及如何創造讓用戶注意的契機，提供個案旅行社網路數位廣告公司未來經營方向的參考資料。本研究旨在探討網路數位廣告公司針對旅行社客戶的行銷經營模式策略，運用個案研究，選擇一間網路數位廣告公司做為訪談物件，資料搜集則是藉由訪談與數位廣告公司所提供的客戶需求資料，以佐證研究結果。研究發現網路數位廣告公司所經營模式策略，包含五個層面：(一)創造讓用戶注意的契機；(二)創造用戶的需求；(三)想讓用戶看到什麼搜索結果；(四)購買前對產品建立情感連結；(五)後續的重複消費。數位行銷是未來的趨勢，數位創新將影響到未來所有公司的發展，資料的搜集跟使用者行為有密切的關聯性，如何在顧客的決策過程中達到良好的觸及進而誘發用戶的自發性行為，達到病毒式行銷的爆發力，都將是未來行銷的重點。

關鍵字

網路行銷；數據分析；商業模式；數位廣告

並列摘要

The research of this thesis is mainly to understand the business model strategy of network marketing, big data analysis, network platform innovation technology and technology. In-depth observation and collection of relevant case data for careful analysis of the relevance of online marketing operations to key success factors of business models. And for the case travel agency, how to increase the performance through effective marketing methods and how to create opportunities for users to pay attention to in many online advertisements, and provide reference materials for the future business direction of the case network digital advertising company. The purpose of this study is to explore the marketing strategy of online digital advertising companies for travel agency clients. Using case studies, select a digital digital advertising company as the interviewee, and collect data on customer needs provided by interviews and digital advertising companies. To support the findings. The study found that the network digital advertising company's business model strategy consists of five levels:(1)creating opportunities for users to pay attention to, (2) creating user needs, (3)what search results users want to see,(4)Establish an emotional connection to the product before purchase.(5)Subsequent repeated consumption Digital marketing is the future trend. Digital innovation will affect the development of all companies in the future. The collection of data is related to user behavior. How to achieve good touch and induce user's spontaneous behavior in the decision-making journey of customers to achieve viral The explosive power of marketing! Will be the focus of future marketing.