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| 研究生： |
錢亞玲 Chuan, Yea-Ling |
|---|---|
| 論文名稱： |
從電視置入性行銷到數位媒體整合式行銷：以H個案公司為例 From TV-placement Marketing to the Integrated Marketing of the Digital Media: Taking H Company as A Case Study |
| 指導教授： |
賴香菊
Lai, Hsiang-Chu 王千睿 Wang, Chien-Jui |
| 學位類別： |
碩士 Master |
| 系所名稱： |
國際時尚高階管理碩士在職專班 Executive Master of Business Administration Program in Global Fashion |
| 論文出版年： | 2019 |
| 畢業學年度： | 107 |
| 語文別： | 中文 |
| 論文頁數： | 42 |
| 中文關鍵詞： | 電視置入性行銷 、數位媒體 、整合式行銷 、顧客價值主張 |
| 英文關鍵詞： | TV-infomercial Marketing, Integrated Marketing, Customer Value Proposition |
| DOI URL： | http://doi.org/10.6345/NTNU201900754 |
| 論文種類： | 學術論文 |
| 相關次數： | 點閱：96 下載：30 |
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| 查詢本校圖書館目錄 查詢臺灣博碩士論文知識加值系統 勘誤回報 |
從電視置入性行銷，結合科技運用，有效地運用顧客價值主張理論，在消費者有需要的時間，經由對消費者便捷的通路，運用對消費者具吸引力、感覺物超所值的銷售手法，賣具競爭力的商品，給需要的人，進而增加企業銷售獲利、競爭力和提高客戶重購率與客單價，企業經營歸納如下：
1.發展自有品牌SOFER、命運好好玩。
2.耗資千萬研發智慧性電話行銷中心平台，輔以CRM及ERP大數據之資訊科技為工具。
3.順應網路時代來臨，增加手機版網站、社群媒體等經營，轉型到數位媒體整合式行銷。
4.結合線上線下，清楚目標客群的需求以及整合販售商品、提供服務。
5.創新研發商業模式，在產業中建立地位與獨特性。
How enterprises should transform under the rapidly changing environment from TV-infomercial marketing strategies to digital media integrated marketing strategies is crucial. This research has contributed to solve this problem by the following:
1.Created own brands such as Sofer, Superlucky.
2.Invested over 10 million to develop smart call center, with information technology tools like CRM and ERP to further optimize the service.
3.In response to the advent of the Internet era, with addition of mobile web, social media operation, evolving into digital media integrated marketing.
4.Combining online to offline, understand the needs of the target customer base and integrate the sale of products and services.
5.Innovative new business models, to establish uniqueness and leading status in the industry.
中文文獻
吳巧松（1998），現代行銷學：國際性視野，智勝文化。
楊春曉（2005），置入性行銷及其公共對策：兼做大陸在地的探討性研究，復旦大學碩士學位論文。
英文文獻
Accenture (2016), Consumer Survey on Patient Engagement, Accenture Consulting.
Clark, Timothy, Alexander Osterwalder, and Yves Pigneur (2012), Business Model You: A One-Page Method For Reinventing Your Career, John Wiley & Sons.
Drucker, Peter Ferdinand (1985), Innovation and entrepreneurship: principles and practices, New York: Harper Trade.
Johnson, Mark W., Clayton M. Christensen, and Henning Kagermann (2008), “Reinventing Your Business Model,” Harvard Business Review, 86 (12), 50-59.
Kotler, Philip T. (1986), Marketing Management: International Version, Pearson ESL.
Osterwalder, Alexander and Yves Pigneur (2010), Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers, John Wiley and Sons Inc.
Porter, Michael E. (1998), “Clusters and the New Economics of Competition,” Harvard Business Review,76 (6), 77-90.
Teece, David J., Gary Pisano, and Amy Shuen (1997), “Dynamic capabilities and strategic management,” Strategic Management Journal,18 (7), 509-533.
