- 學位論文
建築業數位媒體廣告投放成效之研究 -以A案為例
Research on the effectiveness of digital media advertising in the construction industry - Taking A case as an example
摘要
建築業數位媒體廣告，運用電腦科技技術以數位內容形式於媒體廣告投放，以提高銷售成效的影響性。本研究以質性訪談及個案分析法，探討建築業數位媒體投放銷售成效的影響。本研究發現Google/Multiforce聯播網和Google關鍵字，媒體支出金額為1,289,723元，創造出來電220通，促成簽約為8戶，相當於每戶的Google/Multiforce聯播網和Google關鍵字的費用161,215元/戶可促成銷售一戶。FACEBOOK來電通數為168通，創造出224組來客，總支付費用778,018元，促成5組簽約，簽約支出效益比為155,604元。591房屋交易網，單向媒體支出金額為288,750元，來電數為180通，來電支出效益比為1,604元/通，促成簽約為3戶，簽約支出效益比為96,250元。全房產成交合計為24戶，總媒體支出金額為1,750,000元，來人數為409組，簽約為24戶，為所有簽約中比率最大，簽約支出效益比為72,917元/戶。比起其他個案使用傳統媒體及數位媒體交互投放，其簽約支出效益比為136,120元/戶，或是只使用傳統媒體投放，其簽約支出效益比為110,6320元/戶，其成效分析結果，可見善用純數位媒體進行廣告的投放，將可有效提升銷售成效、及大量節省成本支出。
並列摘要
Digital media advertising in the construction industry, the use of computer technology in the form of digital content in the form of media advertising, in order to improve the impact of sales effectiveness. This study explores the impact of digital media sales in the construction industry by qualitative interviews and case analysis. This study found that Google/Multiforce network and Google keywords, media spending amount of 1,289,723 yuan, created 220 electricity, resulting in the signing of 8 households, equivalent to the cost of each household Google/Multiforce network and Google keywords 161,215 yuan / household can promote sales of one household. Facebook calls were 168, creating 224 groups of visitors, with a total cost of 778,018 yuan, resulting in five groups signing up, with a cost-benefit ratio of 155,604 yuan. 591 housing transaction network, one-way media expenditure amount of 288,750 yuan, the number of calls for 180, caller expenditure efficiency ratio of 1,604 yuan / pass, resulting in the signing of 3 households, the signing of expenditure efficiency ratio of 96,250 yuan. The total number of transactions of the whole property is 24 households, the total media expenditure amount is 1,750,000 yuan, the number of people to 409 groups, signed for 24 households, the largest proportion of all contracts, the contract expenditure efficiency ratio of 72,917 yuan / household. Compared with other cases using traditional media and digital media interactive delivery, its contract expenditure efficiency ratio of 136,120 yuan / household, or only the use of traditional media delivery, its contract expenditure efficiency ratio of 110,6320 yuan / household, the results of the analysis of its effectiveness, it can be seen that the good use of pure digital media advertising, will effectively improve sales effectiveness, and a large number of cost savings.