多元管道數據搜集的品牌客戶關係管理

Management of Brand Relationship to Customers via Multi-Channel Data Collection

謝佩芳(Pei-Fang Hsieh)

指導教授 ： 洪一薰

國立臺灣大學/工學院/工業工程學研究所/碩士(2019年)

https://doi.org/10.6342/NTU201903128

摘要

在數位時代，品牌僅掌握顧客會員資料、銷售紀錄及第二手市場調查資訊，進行行銷企劃已不足;因品牌與顧客關係以從單向行銷宣傳變成多向互動回饋，顧客對於品牌數位廣告的反應、主動搜尋品牌相關資訊又或者分享自身品牌的體驗經驗，而有多元的互動回饋訊息可導入品牌顧客數據平台，品牌可更瞭解顧客對於品牌及產品的實際喜好程度，並提供顧客偏好的溝通模式跟內容，更有效率的增強行銷效益轉換的效率。從傳統行銷學中「品牌關係」、「消費者決策漏斗」、「有效頻次」等理論，並結合現代實務上的效益轉換理論，搭配在數位世代中消費者互動數據的收集，來架構數據時代有效行銷投資的品牌族群關係建立效益模組，讓中小企業可以投資的角度建構品牌族群，有利於長期品牌的建立跟經營銷售。

關鍵字

品牌數據庫 ； 數據行銷漏斗 ； 顧客數據平台

並列摘要

In a digital era, it is not enough to come out a complete marketing strategy with only customer membership data, sales data and 2nd hand market research reports. That is because the brand relationship has turned into a multi-way engagement and interaction between brands and customers from one-way communication. The reaction to advertisements, intention to learn more brand information and spontaneously sharing self-experience are meaningful interactions. All these responses should be stored in brand data hub by individual-level. Therefore, brands can understand how much customers like the brand and products through data insights exploration. Meanwhile, brands can also utilize these data to offer customized, more relevant branded contents to customers for better engagement and conversion. After reviewing classic marketing theories like brand relationship, consumer purchase funnel and effective frequency, this study is to connect classical theories with evolving hierarchy of effects model to build up an efficient framework of data accumulating brand-growth model. Based on this framework, SMEs would be more confident on investing building up their own brands which could be beneficial to long-term brand development and business sales.

並列關鍵字

Brand Data Hub ； Customer Data Platform ； Data Marketing Funnel ； Dual AISAS

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