網路行銷與會員價值之效益評估模式 -以寬頻影音網站為例-

陳中和(Chung-Ho Chen)

指導教授 ： 洪明洲

國立臺灣大學/管理學院/商學組/碩士(2005年)

https://doi.org/10.6342/NTU.2005.10230

摘要

全球上網人口每年呈倍數地成長，提供各類資訊的網站的成長更是驚人。在各類型的網站中，寬頻影音網站是網路經濟泡沫化之後，投入豐富資源且具發展潛力的網路事業。以此寛頻影音網站作為研究對象，藉由收集完整的會員資料，以掌握其行銷投資與效益，建立網路的效益評估以及預測模式，以檢測網路公司從事行銷資源管理（MRM，Marketing Resource Management）的有效方式。建構數學評估模型，協助廣告主更能有效的運用網路媒體，並管理在行銷過程所吸收的會員，據此擬定出最有效的資源配置。
運用本研究所建立之行銷宣傳效益預測模式，可推估預測行銷活動所創造網站造訪數、新增付費會員數、媒體預算以及營業收益等效益，為期能達成此一預估目標應配合行銷作業推動時需配合之各項資源配合，更重要的是能建立一套評估作業成效的指標，有效率監督以及執行達成目標的作業內容。

關鍵字

寬頻影音 ； 行銷資源管理 ； 網際網路

並列摘要

Global internet population increases multiply in every year, but the growth of kinds of informative websites is more breathtaking. Among various websites, broadband content websites are one of the internet business that has been invested heavy resources and has the most potential after the internet bubble. By taking a website as an example, this study is designed to build up an effective method for internet companies that manage MRM (Marketing Resource Management) by collecting members’ complete data, tracking the feedback of marketing activities, and establishing a forecast . Structuring a mathematic evaluation model helps advertisers efficiently use internet and manage those members from marketing program in order to effectively allocate the resources they have.
The model of marketing promotion evaluation and forecast built for this study, thus allocating the resources in marketing activities, can predict webpage visits, number of new subscribers, media budget, revenue and so on. More importantly, this model constructs an index to evaluate activities effectiveness in order to supervise and execute the process efficiently for achieving the goals.

並列關鍵字

internet ； forecast ； Marketing Resource Management ； MRM

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