網路廣告與品牌定位之溝通策略

鑑於網路平台的便利性與不受時空限制的特性，網路廣告早已成為廠商傳播商品資訊與品牌形象的主要媒介。過去有關品牌定位溝通之研究，多以傳統媒體與實體環境為實證背景。本研究探討不同產品生命週期下，如何利用網路廣告進行品牌定位之溝通策略，是過去相關研究少有探討的議題。華人世界匯集台灣與兩岸地區之網路廣告優良作品的「金手指網路廣告獎」，迄今已舉辦十五屆的競賽，實為華文地區第一且最具有代表性的網路廣告獎。本文遂以擁有15年歷史之金手指廣告資料庫作為研究標的，分析其網路廣告屬性與品牌定位策略。以得獎最多或具代表性的數種產品／服務，分析其所歸屬之產品／服務生命週期階段，依據網路廣告屬性來探討處於不同產品生命週期階段的標竿網路廣告之品牌定位。研究結果顯示可針對處於不同生命週期之產品／服務，利用網路廣告的不同屬性，探討其品牌定位策略，進而提出相對應的行銷管理意涵，提升行銷績效。

關鍵字

網路廣告；品牌定位；產品生命週期；金手指網路廣告獎

並列摘要

The convenience and lack of temporal and spatial limitations of the Internet platform have made online advertising the primary medium for the propagation of product information and brand image. Most studies on brand positioning and communication have used conventional media and the physical environment as empirical settings. By contrast, this study explored how Internet advertising can be used in a direct communication strategy for brand positioning during various stages of the product lifecycle. Chinese World has compiled a list of Click Award-winning Internet advertisements from Taiwan and China. The Click Awards, with a 15-year history, are the oldest and most representative Internet advertising awards in Greater China. This study analyzed the advertisement attributes and brand positioning strategies associated with the advertisements in the Click Award database. The lifecycle stages of various most awarded or most representative products and services were analyzed, then, according to advertisement attributes, the brand positioning of benchmark-setting Internet advertisements for various product lifecycle stages was explored. The research results showed that the brand positioning strategy of a product or service at various lifecycle stages can be explored according to the different attributes of Internet advertising, and subsequently, a corresponding marketing management implication can be proposed for enhancing marketing performance.