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https://ah.lib.nccu.edu.tw/handle/140.119/67869| 題名: | æå°å¼ææç¨æ¼ä¼æ¥é²è¡STPä¹ç 究 A study on enterprisesâ STP process utilizing search engines |
作者: | æ¥æ¶µæ·³ Yang, Han Chun Ryan |
貢獻者: | å£å»¶å¹³ Chi, Yan Ping æ¥æ¶µæ·³ Yang, Han Chun Ryan |
關鍵詞: | æå°å¼æ æå°å¼æè¡é· ééµå廣å å¸å ´åé é¸æç®æ¨å¸å ´ å¸å ´å®ä½ search engine search engine marketing pay-per-click marketing segmentation targeting positioning |
日期: | 2013 | 上傳時間: | 29-Jul-2014 | 摘要: | å¨ç¶²è·¯ä¸æ¾è³ææé 訪ç¹å®ç網ç«ï¼å°ç¾å¨ç人ä¾èªªæ¯å·²ç¶æ¯çæ´»çä¸é¨ä»½ï¼è¨±å¤æ°ç¾ç¿æ
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¶ä¼æ¥STPã Searching for information online or visiting a specific website has become a part of peopleâs everyday lives. Many people have a habit of checking the news on a portal website. When arranging outings, many also turn to the Internet to check the weather forecast beforehand. People look up restaurant information and go through customer reviews when deciding the venue for their upcoming get-together. People tend to surf through digital camera review websites when they are interested in buying a DSLR; and often check price comparison sites to find the best deal before buying one. The way we utilize the Internet has been evolving because of new gadgets and innovative services.\r\n\r\n As the Internet prevails all over the world, it has dramatically changed the way enterprises market their products and services. Nowadays, enterprises are able to grasp more and more detailed information from their prospects and customers, such as geographic locations, gender, age, purchase history and purchasing capabilities, etc. The information we are able to gather from the Internet users takes the precision marketing capability to a whole new level. But because of the huge amount of detailed information we can gather, the marketing competition among enterprises has become more and more sophisticated. A company that spends more money on marketing campaigns will not guarantee achieving better results than their competitors. Contrarily, those who can harness the new marketing techniques enjoy better results while spending the same or even less amount of marketing budget.\r\n\r\n Advertisers and marketers can utilize the tools that search engine service providers offer to help with their marketing strategies and of course, their sales. Some of the tools provide up-to-date market and website performance information which can help an enterprise for its segmentation purposes. With the information, a company can also be more precise on targeting their market and positioning their products and services. \r\n\r\n This study explores how a US public software company takes advantage of search engine tools for their STP (Segmentation, Targeting, Positioning) process and in result, have the ability to sell products and services that are normally only affordable by big companies. \"æ è¦ i\r\nAbstract ii\r\nç® é iv\r\n表ç®é vi\r\nåç®é vii\r\n\r\n第ä¸ç« ç 究ç·è« 1\r\n第ä¸ç¯ ç 究èæ¯ 1\r\n第äºç¯ ç 究åæ©èç®ç 2\r\n\r\n第äºç« æç»æ¢è¨ 4\r\n第ä¸ç¯ æå°å¼æä¹æ¢è¨ 4\r\n第äºç¯ STPçè« 30\r\n\r\n第ä¸ç« æ¶æ§èæ¹æ³ 35\r\n第ä¸ç¯ ç 究ç¯ååæ¶æ§ 35\r\n第äºç¯ ç 究æ¹æ³ 36\r\n\r\n第åç« åæ¡ä»ç´¹ 38\r\n第ä¸ç¯ åæ¡å ¬å¸ç°¡ä» 38\r\n第äºç¯ ç¨ Google å·¥å ·åå©å¸å ´åé 39\r\n第ä¸ç¯ é¸æç®æ¨å¸å ´åå¸å ´å®ä½ 54\r\n\r\n第äºç« çµè«èå»ºè° 55\r\n第ä¸ç¯ ç 究çµè«è實åå»ºè° 55\r\n第äºç¯ ç 究éå¶èæªä¾ç ç©¶å»ºè° 56\r\n\r\nåèæç» 58 |
參考文獻: | ä¸ææç»\r\n1. å»æè¯ï¼2007ï¼ï¼ç¶²é網路è¡é·ï¼ç¢å³°\r\n2. æ¥åæ¨ï¼1993ï¼ï¼ç¤¾æåè¡çºç§å¸ç 究æ³ï¼æ±è¯\r\n3. çæµ·å±±ï¼1998ï¼ï¼ç§å¸æ¹æ³ç¾ç§ï¼æ©æ¥·\r\n\r\nè±ææç»\r\n1. Clifton, B. ï¼2008ï¼, âAdvanced Web Metrics with Google Analyticsâ, Sybex\r\n2. Evans, D. ï¼2008ï¼, âSocial Media Marketing: An Hour a Dayâ, Sybex\r\n3. Pires G., and Stanton J., ï¼2004ï¼, âEthnic Marketingâ, Cengage Learning EMEA | 描述: | 碩士 åç«æ¿æ²»å¤§å¸ ç¶ç管ç碩士å¸ç¨(EMBA) 98932064 102 |
資料來源: | http://thesis.lib.nccu.edu.tw/record/#G0098932064 | 資料類型: | thesis |
| Appears in Collections: | 學位論文 |
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