企業發展行銷管理應用程式APP評估準則之研究

Research on Evaluation Criteria of Marketing Management APP Developed by Enterprises

蔣永明(Yungi-Min Chiang)

指導教授 ： 盛子駿

嶺東科技大學/商管學院/企業管理系高階經營管理碩士在職專班/碩士(2023年)

摘要

伴隨著硬體技術高速發展，智慧型手機所使用的APP不論在功能、品質及數量都有長足的進步。多樣化的APP正在快速入侵人類的生活同時為使用者的生活和工作帶來便利，其中具有行銷管理功能的的APP最受產業界及消費者矚目。這種類型的APP不但可以提供消費者各式各樣關於產品及服務的訊息，更能幫助企業的行銷人員蒐集關於消費者行為的重要資訊。受惠於智慧型手機APP科技的發展，廠商忽然得到可以以較低成本與顧客進行雙向溝通的資訊平台。傳統上，企業的公關及行銷部門習慣於與電視、廣播、報章、雜誌及戶外廣告等媒體合作。時至今日，擁有充沛資源的廠商能雇用到專業的社群行銷經營者或是聘請APP開發公司為其量身設計行銷APP。本研究目的在於分析企業發展行銷管理應用程式APP評估準則。本研究以模糊層級分析法(FAHP)分析蒐集自專家問卷的數據。本研究將進行專家問卷之受訪專業人士分類為兩類群組，第一類專家群之成員由研發行銷APP團隊之專家組成，第二類專家群之成員則由相關之產業界專家組成。研究結果可作為企業發展行銷管理應用程式APP的重要參考依據，也為後續研究指引方向。

關鍵字

行銷管理與策略 ； 行銷應用APP ； 績效評估 ； 模糊層級分析法

並列摘要

With the rapid development of hardware technology, the applications used in smart phones have made great progress in terms of function, quality and quantity. A variety of APPs are rapidly invading human life and bringing convenience to users' life and work. APPs with marketing management functions attract the most attention from the industry and consumers. This type of APP not only provides consumers with a wide variety of information about products and services, but also helps corporate marketers collect important information about consumer behavior. Because of the development of smart phone APP technology, companies suddenly have a two-way communication platform with customers at a lower cost. Traditionally, corporate public relations and marketing departments have worked with media such as television, radio, newspapers, magazines and outdoor advertising. Today, companies with sufficient resources can hire professional community marketing operators or hire APP development companies to tailor their marketing APPs. The purpose of this study is to analyze the evaluation criteria of enterprise development marketing management APPs. In this study, fuzzy hierarchical analysis (FAHP) was used to analyze the data collected from expert questionnaires. In this study, the professionals surveyed by the expert questionnaire were divided into two groups. The first group consists of experts from the team that developed the marketing APPs. The second group of experts comes from industry. The research results can be used as an important reference for enterprises to develop marketing management application programs, and can also guide the direction of subsequent research.

並列關鍵字

Marketing Management & Strategy ； Marketing Management Applications ； Performance Evaluation ； Fuzzy hierarchical analysis

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