| dc.contributor.advisor | 祝鳳岡 | zh_TW |
| dc.contributor.author (Authors) | 蔡沛成 | zh_TW |
| dc.contributor.author (Authors) | Tsai, Pei-Chen | en_US |
| dc.creator (作者) | 蔡沛成 | zh_TW |
| dc.creator (作者) | Tsai, Pei-Chen | en_US |
| dc.date (日期) | 2006 | en_US |
| dc.date.accessioned | 11-Sep-2009 16:14:22 (UTC+8) | - |
| dc.date.available | 11-Sep-2009 16:14:22 (UTC+8) | - |
| dc.date.issued (上傳時間) | 11-Sep-2009 16:14:22 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0934520081 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/29754 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 廣告研究所 | zh_TW |
| dc.description (描述) | 93452008 | zh_TW |
| dc.description (描述) | 95 | zh_TW |
| dc.description.abstract (摘要) | 本研究之研究目的在於瞭解目前部落格行銷的特性與人口統計變項及代言人偏好間的關聯性，並研究部落格行銷特性與顧客關係導向的顧客關係利益與顧客關係品質間的相關性，驗證結論部落格行銷特性在【小s性感媽咪日記】是否能得到實證上支持與部落格行銷人口統計變項及代言人偏好的相關調查。本研究對經營行銷部落格提出以下三點建議：一、繼續使用、永續經營。二、設法增加訂閱人數。三、建立使用者資料庫。 | zh_TW |
| dc.description.abstract (摘要) | The absence of the empirical study of the importance and the correlation of blog marketing and the customer relationship aroused the practice of the research. Blog marketing attributes: abundant information, customized content, interaction and user friendly surface affect the scales of the customer relationship benefits and qualities profoundly. Managing to take the full advantages of the blog marketing, manager should use and update the blog constantly, trying to make the subscriber as mush as possible and finally end up with the set up of the user database, keep tracking of the blogger. | en_US |
| dc.description.tableofcontents | 第一章 緖論........................................................................................................... 1 第一節 研究動機....................................................................................................... 1 第二節 研究目的....................................................................................................... 2第三節 研究流程....................................................................................................... 4第二章 文獻探討................................................................................................. 5 第一節 部落格的定義............................................................................................... 5 第二節 部落格的基本特性....................................................................................... 6 第三節 部落格的發展............................................................................................... 8 第四節 部落格行銷................................................................................................. 10 第五節 關係行銷..................................................................................................... 16 第六節 小結............................................................................................................. 23 第参章 研究方法.................................................................................................. 24 第一節 研究對象..................................................................................................... 24 第二節 研究概念架構與研究問題......................................................................... 24 第三節 研究變數與操作性定義............................................................................. 26 第四節 研究假設..................................................................................................... 32 第五節 問卷調查與設計......................................................................................... 32 第六節 資料分析與統計方法................................................................................. 33 第肆章 研究結果.................................................................................................. 34 第一節 樣本基本資料分析.................................................................................. 34 第二節 問卷之信度與效度分析.......................................................................... 36 第三節 獨立樣本的平均數之假設檢定.............................................................. 41 第四節 變異數分析.............................................................................................. 47 第五節 部落格特性及顧客關係利益與品質之多元迴歸分析.......................... 52 第伍章 研究結論與建議.................................................................................... 57 第一節 研究結論.................................................................................................. 57 第二節 研究限制.................................................................................................. 59 第三節 部落格行銷經營之建議.......................................................................... 60 第四節 後續研究建議.......................................................................................... 61 参考書目.................................................................................................................. 62 附錄1：繁體中文版問卷................................................................................... 68 附錄2：簡體中文版問卷................................................................................... 72 | zh_TW |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0934520081 | en_US |
| dc.subject (關鍵詞) | 部落格 | zh_TW |
| dc.subject (關鍵詞) | 關係行銷 | zh_TW |
| dc.subject (關鍵詞) | 網路行銷 | zh_TW |
| dc.subject (關鍵詞) | blog | en_US |
| dc.subject (關鍵詞) | relationship marketing | en_US |
| dc.subject (關鍵詞) | internet marketing | en_US |
| dc.title (題名) | 部落格行銷與顧客關係之研究 | zh_TW |
| dc.title (題名) | A Study of Blog Marketing and Customer Relationship | en_US |
| dc.type (資料類型) | thesis | en |
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