以數位化行銷提昇企業經營之競爭優勢

Strengthening Business Competitive Advantage through Digital Marketing

林宜屏(Yi-ping Lin)

指導教授 ： 王淑卿

朝陽科技大學/資訊學院/資訊管理系/碩士(2011年)

摘要

行銷不僅只是銷售與廣告，而是提供企業經營者所需的方向及協助確定所經營的商品和勞務是正確無誤的，同時也需要替它們尋找通往消費者的配銷管道。因此站在企業的角度來看，如何滿足市場需求一直是行銷研究的重要課題。為了滿足市場需求並能發展出與其他同業不同的行銷策略，可從“市場區隔”來加以發掘目標市場機會。區隔產品市場的方法一般是從“消費者偏好”、“配銷通路”、及“地域分析”等方向著手。但，過去有關的研究往往只會著眼在某些固定點，因而缺乏了一整套流程的分析。另外，目前企業的決策分析大都是搜集過去的歷史資料，藉由資訊系統進行彙總與統計後得出一些影響因素，再藉由這些影響因素來進行行銷研究。但市場的動態需求會對企業的決策分析造成阻礙，或者影響分析成果的適切性。
近年來有許多對於個人化服務的相關研究，其最終目的即為了想達到一對一的行銷與服務。但是顧客群何其龐大，倘若能先將顧客依其特性進行分群，即為市場區隔，不但能減少企業為了直接進行個人化服務所付出的成本，也能提昇個人化服務的品質，進而使顧客的滿意度升高，相對地顧客的忠誠度也會直線上升，連帶的也提高顧客的再購意願，以及增加其購買的數量與次數。
然而顧客的心理不斷的在改變，因此如何時時掌握顧客在消費時的偏好因素即為刻不容緩的工作，在得知顧客的需求後，便可依其需求來調整企業本身相對應的策略，而後必然能使顧客的滿意度提昇使企業與顧客獲得雙贏的局面。因此，本研究提出數位化行銷架構進行產品的資訊分析，企圖將資訊科技與企業管理做結合，並為企業尋找其數位化行銷組合的關鍵因素，以促使行銷資訊可以透過互動數位化媒體的應用，提供較為客製化的行銷互動。
本研究所提出的數位化行銷架構，首先在行銷的選擇過程中，會依據產品的資訊和以往的行銷經驗或資料等，運用分析工具進行統計分析，進而發現有用的、不明顯的或無效的行銷方式與特徵等，將分析結果進行選取與組合以及儲存至行銷資料庫，進而將行銷活動的資訊呈現出來。最後，將依據市場的反應、顧客消費行為或點擊率等回饋機制，將活動的行銷應用與效果等資訊，透過資料的前置處理，將資料轉換成所需的資訊，再回傳至資料庫進行儲存。提供企業在行銷過程中，除了有利於找出適合該產品的行銷手法之外，並且能以較有效的方式將回饋機制進行資料的轉換，使得行銷的即時性及有效性大幅的提升。

關鍵字

資料探勘 ； 數位化行銷 ； RFM資料分析技術 ； 行銷組合

並列摘要

Marketing is not just sales and advertising, but to provide the necessary direction of business operators and determine the goods and services are correct. At the same time, it needs to find the distribution channels access to consumers. Therefore, from the enterprise’ point of view how to meet the market demand has been an important issue in marketing research. In order to meet market demand and to develop the industry different from other marketing strategies, the “market segmentation” can be started to explore the opportunity of target market. The method of market segmentation generally start from the “consumer preference”, “distribution channel”, “geographical analysis”, and so on. However, the research of marketing only focused on some fixed point in the past and those were lack a set of process analysis. In addition, the corporate decision-making analyses are mostly collected from the past data. Using information system to get the factors and do the market research by those factors. However, the dynamic needs of the market will obstruct the decision making, or affect the appropriateness of the analysis results.
In recent years, there are many researches about personal services. The ultimate goal is try to achieve marketing and services one by one. However, with a large of customers if they can be clustered, i.e. market segmentation not only can reduce the business costs of personal services, but also enhance the quality of personalized services and customer satisfaction. Relatively, customer loyalty will be straight up.
With the ever changing of customer psychology, how to understand consumer preference is an urgent task. After understanding the needs of customers, base on customers’ needs, the enterprise can adjust demand strategy. Then, the enterprise can increase customers’ satisfaction and obtain win-win situation. Therefore, the structure of the digital marketing is proposed in this study, our study attempts to connect information technology with enterprise management integration, and looking for the key factors of digital marketing mix for enterprise, through interactive multimedia let marketing information can provide more customization interactions.
In this study during the selection process of the marketing, the products information and previous marketing experience or data are used to analysis firstly and then to find the useful, unobvious or ineffective methods of marketing. Moreover, the results will be selected, mixed and saved into the marketing database. Finally, the information of marketing activities is presented. In addition, base on the market response, consumer behavior, click-through rate and other feedback mechanisms, the related information of marketing activities is transferred to the required information that need to store in the marketing database. The study provides not only an advantageous way to find marketing strategies but also an effective way to transform the feedback mechanisms. It makes marketing more instantaneous and effective.

並列關鍵字

Digital Marketing ； Data Mining ； RFM ； Marketing Mix

參考文獻

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