網路行銷策略 – 以 Plustek Inc. 公司為列

Internet Marketing Strategies – A Case on Plustek Inc.

許壬賓(Jen-Pin Hsu)

指導教授 ： 盧信銘

國立臺灣大學/管理學院/企業管理碩士專班/碩士(2011年)

https://doi.org/10.6342/NTU.2011.10162

摘要

無資料

關鍵字

網路行銷 ； 關鍵字廣告 ； 搜尋引擎最佳化 ； 社群媒體 ； 病毒式行銷

並列摘要

For today’s businesses, delivering marketing messages to the audience is no longer dependent on persuasive print advertising. In order to be truly successful in today’s competitive environment, it is absolutely essential for a company to conduct and include “Internet Marketing” in its yearly marketing plan. Since the term “Internet Marketing” is consider to be a broad scope, this research paper will only focus on a few important Internet Marketing tool that SMBs (Small and Medium Businesses) can take full advantage on to either increase brand awareness or generate sales. The main focus of this research will be on Google Advertising, Social Network, and Viral Marketing, which are some of the most widely used and are probably the most effective Internet marketing tool that any SMB need to adopt. This research paper will use the company Plustek Inc. for exploring various techniques and tools that can be utilized. Plustek, as a Taiwanese based company coming out of OEM business to heavily promoting its own brand in the recent years. This paper will attempt to provide understanding of each methods described and to provide proper guidance for implement a successful Internet marketing campaign.

並列關鍵字

Internet Marketing ； Network Effect ； Google Advertising ； AdWords ； Search Engine Optimization ； Social Media Marketing ； Viral Marketing

參考文獻

2. Turban, King, Lang (2010). Introduction to Electronic Commerce

4. Michael E. Porter (2001). Strategy and the Internet

5. Denise Campbell (2010). What’s Your Social Media Strategy

7. Wenyu Dou, Kai H. Lim, Chenting Su, Zan Zhou, Nan Cui (2010). Brand Positioning Strategy Using Search Engine Marketing. (MIS Quarterly)

10. Michael A. Cusumano (2005). Google: What It Is and What It Is Not