- 學位論文
保養品網路廣告分析與方法
The Analysis and Techniques of Online Advertising in Cosmetics Industry
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摘要
歐菲爾有限公司成立於2010年，利用CPC（Cost per click）廣告及部落客生態使企業近五年成長幅度大幅提昇，歐菲爾有限公司至2014年營業額更高達一億新台幣。面對網路市場之轉型與挑戰，如何調整策略、分析廣告成本效益，如何挑選適合自身產業的網路廣告，並有效操作使效益極大化，達到企業最大獲利將成為重要議題。 本研究主要探討企業於電子商務中，在這眾多廣告行銷之中，針對CPC（Cost per click）廣告以數據分析方法來進行，1. 識別信息需求，找出可能影響廣告成本的原因，如素材之好壞、版位的選擇等。2. 收集數據，以公司五年來的網路廣告報表進行蒐集。3. 分析數據，分析不同變因所造成的數據變化，找出影響趨勢變化的原因。4. 數據分析過程的改進，以實驗確認一切分析的合理性，找出網路廣告操作的實際方法。5. 最佳解，最後以實際個案操作映證方法的可行性，針對不同的產品成本與客單價，跑出廣告成本迴歸方程式，帶入利潤方程式求解找出最適廣告預算，為企業尋求利潤極大。 本文將廣告區分為兩大類型-即時轉單類型及品牌形象類型。因此，企業需要先確定廣告目的。對於品牌形象類型的廣告，建議直接用公司名義下定額廣告，並以PPA (Pay per action)、PPA Video的版位呈現，原因在於此類型廣告圖較大較完整，且可以因為”讚”、”留言”及”分享”造成口碑效果，達到品牌傳播效益。對於即時轉單類型的廣告，建議以部落客的名義下廣告，原因在於需呈現客觀、推薦的形態給顧客，提高廣告點擊率，並以PPA Link的版位呈現，如此可以匯聚TA (Target Audience) 的點擊，直接導進購物頁面。對於即時轉單類型廣告，本研究採用CPC廣告最佳解的分析模型，找出銷售利潤最大化的廣告預算。
並列摘要
Found in 2010, Zephyrine has reached a milestone of 100 millions annual revenue in year 2014. The secret behind its high business growth is through the well-managed of CPC (cost per click) online advertising and the recruiting of influential bloggers. With the promising future ahead, however, Zephyrine is facing the transition of Internet industry that could possibly turn its legacy into ash.Therefore, the company is seeking a way to overcome this challenge by adjusting the strategy, analyzing the cost-and-benefit, selecting suitable advertising channels, and maximizing its profit. This study attempts to discuss the CPC advertising, among all the other online advertising, through data analysis: 1. To identify the information needs and find out the potential reasons that affect the cost of the ad, such as the quality of the materials and the placement of the advertisement. 2. To collect the company’s advertising data for the past 5 years. 3. To dig out the underlying cause that impacts the performance of each advertisement. 4. To verify the above hypothesis in order to determine the best practice of online advertising. 5. To prove the feasibility and maximum the profit by constructing regression model, to which the data is taken from real company cases. Based on the result, the company should first make sure the goal of the advertising. Sales-oriented advertisement should be placed in the name of bloggers. The reason is because it presents more genuine and objective ad that can increase customers click rate. Also, PPA-link is suggested as it has the effect of gathering target customer’s clicks and directing to shopping site. On the other,branding-oriented advertisement is recommended to be placed directly in the name of the brand. PPA and PPA video are suggested due to presenting larger picture and being able to “like”, “comment”, and “share” thus creating WOM and spreading the brand.
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