探討電子商務的行銷模式—以內容行銷為依據

Discussion on Marketing Model of E-commerce – Based on Content Marketing

陳姸蒨(Chen Yen-Chien)

指導教授 ： 林孟彥

國立臺灣師範大學/管理學院/國際時尚高階管理碩士在職專班/碩士(2019年)

https://doi.org/10.6345/NTNU201900192

摘要

數位時代的興起，內容行銷已成為數字行銷傳播領域的領先行銷技術，並且利用消費者的觀點去探討社群媒體創建和分享引人入勝的內容來增強他們的日常生活，從而建立關係。

長期以來，內容行銷相關的文獻研究以及報導總圍繞在我們週遭。從這些文章中 發現內容行銷模式變化快速，每年總有許多新的內容行銷議題竄起，例如這兩年興起 的 Instagram、KOL 等，每每總造成一股潮流風氣。

這些文獻大多是在探討內容行銷與品牌忠誠度或是購買力的影響，卻顯少有人去探討在眾多的內容行銷工具中，它在行銷領域的發展以及可行性，其實內容行銷在社群媒體溝通中潛藏許多與行銷息息相關的數據，卻總被忽視了。

本研究主要透過內容行銷相關文獻來探討內容行銷與電子商務的關聯性，以及內容行銷與生俱來的影響力和目標受眾互動。

關鍵字

電子商務 ； 內容行銷 ； 行銷策略 ； 網站行銷

並列摘要

With the rise of the digital age, content marketing has become a leading marketing technology in the field of digital marketing communications, and uses consumer perspectives to build relationships by creating and sharing compelling content in social media to enhance their daily lives.

Interested in the digital age, content marketing has become a leading marketing technology in the field of digital marketing communications, and uses consumer perspectives to build relationships by creating and sharing compelling content in social media to enhance their daily lives.

For a long time, literature research and reports related to content marketing have always been around us. From these articles, we found that the content marketing model has changed rapidly. There are always many new content marketing issues starting each year. For example, Instagram, KOL, etc., which have arisen in the past two years, have always created a trend.

Most of these documents are about the impact of content marketing and brand loyalty or purchasing power. However, few people have explored the development and feasibility of marketing in many content marketing tools. In fact, content marketing is in social media communication. There are many hidden data related to marketing, but they are always ignored.

This research mainly explores the relevance of content marketing and e-commerce through content-related literature, as well as the influence of content marketing and its original audience.

並列關鍵字

e-commerce ； website marketing ； content marketing ； marketing strategy

參考文獻

英文文獻

Berger, Jonah and Milkman, Katherine L. (2012), “What Makes Online Content Viral?” Journal of Marketing Research, 49(2), 192–205.

Berelson, Bernard (1952), “Content Analysis in Communication Research,” New York: Free Press.

Christopher, Martin, Payne Adrian, and Ballantyne David (1991), “Relationship Marketing: Bringing Quality,” Customer Service and Marketing, SEGA, 538-541.

Riffe, Daniel, and Freitag, Alan. (1997), “A Content Analysis of Content Analyses: Twenty- Five Years of Journalism Quarterly,” Journalism & Mass Communication Quarterly, 74(4), 873-882.