web時代下,資訊搜索和傳播的便捷性使得消費者不再被動地接受企業的推式行銷,更傾向於主動去搜尋所需要的資訊,這使內容行銷策略應運而發展。儘管內容行銷成為熱點備受關注,但其在行銷領域尚屬新概念,其相關研究更多聚集於概念和其具體內容方面以及講故事這一維度的探究分析,對其他維度尤其互動參與這一維度的行銷效果及內容因素的深入探究尚為匱乏。與此同時,全球短租民宿Airbnb的中國本土化發展也開始採用內容行銷這一策略,但其更多地聚焦於講故事維度,而在互動參與方面較為缺乏。遂本研究主要基於其他學者針對互動影響因素的探究結果以及內容行銷成熟度模型,並結合Airbnb的互動參與案例,對互動參與和品牌影響以及消費者使用意願的邏輯關係進行假設,並通過資料分析進行驗證,最終基於資料分析結果提出相關行銷啟示。
SMEs (Small And Medium Enterprises) have been the base of economy in Taiwan. Entrepreneur's intellectual capital successfully transferring from first generation to next one reveals the key factor of keeping SME's sustainable development. However, there have been few researches probing in the subject of intellectual capital transfer between generations so far. The current study adopts the concept of knowledge transfer (Gilbert & Cordey-Hayes, 1996), disclosing and constructing the process of entrepreneurs' intellectual capital in SMEs. Not only does the study contribute to the theory, but also demonstrates the optimal pattern of intellectual capital transfer to some enterprises. Qualitative research method used in this current study, the secondary data was from the interviewees of 23 entrepreneurs in 8 SEMs, which revealed that the process of intellectual capital went through five stages (acquisition, communication, application, acceptance and assimilation), and that the patterns of intellectual capital fell into four categories (model setting, expert consulting, mentoring, plan organizing). Furthermore, the results point out that the higher business transfer is, the better financial performance is. Mentoring is greatly beneficial to intellectual capital transfer. In accordance to our findings, our proposition provides both practical and theoretical implication and further studies.
為了持續優化網站功能與使用者體驗,本網站將Cookies分析技術用於網站營運、分析和個人化服務之目的。
若您繼續瀏覽本網站,即表示您同意本網站使用Cookies。