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Title: 網際網路對企業廣告策略的影響--探索性研究
Other Titles: The Impact of Internet on Advertising Strategy - An Exploratory Study
Authors: 謝效昭
Keywords: 網際網路;企業;廣告策略
Date: 1998-07
Issue Date: 2016-11-10 15:04:55 (UTC+8)
Abstract: 網際網路對企業具有策略性應用與影響,網際網路突破性的技術,可以讓個人的資訊系統藉由各種網路間的資源輕易的整合應用與傳送文字、圖形、影像、動畫、聲音等資料,因此不僅是大規模的企業,就連規模小的企業也能運用此一創新技術,在廣告行銷上創造競爭優勢。本文以個案訪談的方式,探索分析企業應用網際網路的策略及與廣告策略的關係,建立了一個具有理論性的觀念架構,及發展了十個研究命題,以作為後續實證研究的基礎。
The Internet has become a strategic information tool for commercial enterprises. All companies, large or small, can use the Internet to gain competitive advantages on advertising by the sophisticated and creative use of the Internet. This paper proceeded with case study method. analyzed the impact of the Internet on advertising strategies, built a theoretical conceptual framework, and developed 10 prepositions.
Relation: 廣告學研究, 11, 1-18
Data Type: article
Appears in Collections:[廣告學研究] 期刊論文

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