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題名 平台企業裂變營銷之個案分析
A case study on the fission marketing of the platform business作者 陳品全
Chen, Pin-Chuan貢獻者 邱奕嘉
Chiu, Yi-Chia
陳品全
Chen, Pin-Chuan關鍵詞 裂變行銷
病毒行銷
聯盟行銷
社交裂變
平台
Fission Marketing
Viral Marketing
Affiliate Marketing
Social Fission
Platform日期 2020 上傳時間 2-Sep-2020 13:11:54 (UTC+8) 摘要 「裂變營銷」是近來年流行在中國的行銷手法，它可以讓企業在短時間內透過用戶拉新的方式快速成長，深受新創企業的青睞。然而目前有關裂變營銷的相關研究甚少，甚至何謂裂變營銷也未被學術界清楚的定義。本研究針對此議題選擇阿爾伊公司於2017年所推出的點數回饋平台「RE紅包」作為個案，探討裂變營銷的本質以及平台企業應用裂變營銷時的特性。本研究提出了裂變營銷架構圖說明裂變營銷中消費者從受眾成為用戶，再進一步成為分享者的轉變，以及採用門檻、分享門檻、用戶終身價值三者的互動關係。主要結論包括：（1）裂變營銷的本質結合了口碑行銷、病毒行銷、聯盟行銷等三種行銷手法的部分概念，擁有可不斷擴散又可確保消費轉換的優點。（2）裂變營銷成功擴散的三個關鍵包含：讓用戶對企業價值產生認同感、提供用戶推廣獎勵、提供用戶推廣工具與武器。（3）裂變營銷的長期獲利關鍵在於規劃補貼方案以降低其採用門檻與分享門檻時，必須同時衡量或進一步優化新用戶的用戶終身價值。（4）平台服務可善用多邊用戶的特性強化裂變營銷的效果，甚至讓部分用戶共同分擔補貼費用。
“Fission Marketing” allows enterprises to grow rapidly by acquiring new users through the effort of their existing users. The word has become a buzz among start-up companies, especially in the Chinese market. However, researches on the topic stay rare, even the word “Fission Marketing” has not yet been defined academically. Our research focuses on the topic of Fission Marketing and conducted a case study on 「RE Envelope」, which is a points reward platform created by RE company in 2017. In this paper, we discuss the essence of Fission Marketing and analyze the scenarios generated from when enterprises applied this marketing approach.Our research proposes a fission marketing framework, which demonstrates the evolution of consumers, starting from being target audience, next turn into user, users then turn into promoters. The framework furthermore explains the relationship between entry barriers, promotion barriers, and user lifetime value.Our main findings include: 1. The essence of fissions marketing merges concepts from word-of-mouth marketing, viral marketing, and affiliate marketing, it has the ability to spread rapidly and at the same time maintain a great conversion rate. 2. The 3 factors to successful fission marketing include: generate users’ sense of identity to the corporate values, provide user promotion rewards, and provide user strong promotion tools. 3. The key to long term success is, when planning for a subsidy strategy for lowering barriers of entry and promotion, how to optimizing users’ lifetime value should be in consideration. 4. Platform services could benefit from its multi-side market characteristic to generate the effect of fission marketing; it is even able to share the costs of subsidy to some of the users.參考文獻 中文部分Yin， R. K.， 周海濤， 李永賢， & 張衡 (2009)。個案研究設計與方法。台灣：五南圖書出版股份有限公司。內政部戶政司，人口統計資料，上網日期：2020年05月，檢自：https://www.ris.gov.tw/app/portal/346吳俞旻（2015）。騰訊帝國之平台策略，臺灣大學商學研究所學位論文，1-158.阿爾伊公司，RE紅包，上網日期：2020年05月，檢自：https://myre.life/tw/黃小仙，（2019）。社交裂變。中國：機械工業出版社。彭銘欽(2000)。病毒行銷原理之初探性研究，政治大學科技管理研究所學位論文，3-4，129賀關武，（2019）。社交電商。中國：電子工業出版社。楊飛，(2018)。流量池。采實文化事業股份有限公司。115-130蕭瑞麟，（2017）。不用數字的研究: 質性研究的思辯脈絡(4版)。台灣：五南圖書出版股份有限公司。 英文部分Akpinar, E. and Berger, J. (2017). Valuable Virality. Journal of Marketing Research, 54(2), 2017Berger, J. and Milkman, K. L. (2012). What Makes Online Content Viral. Journal of Marketing Research, 49(2), 192-205.Dobele, A., Toleman, D., & Beverland, M. (2005). Controlled infection! Spreading the brand message through viral marketing. Business Horizons, 48, 143-149Duffy, D. L. (2005). Affiliate marketing and its impact on e-commerce. Journal of Consumer Marketing, 22(3), 161-163.Hinz, O., Skiera, B., Barrot, C. & Becker, J. (2011). Seeding Strategies for Viral Marketing: An Empirical Comparison, Journal of Marketing, 75, 55-71.Hoffman, D., and T. Novak. (2000). How to Acquire Customers on the Web. Harvard Business Review, 78, 179-188.Kaplan, A. M., & Haenlein, M. (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. Business Horizons, 54, 253-263.Lans, R., Bruggen, G., Eliashberg, J., and Wierenga, B. (2010), A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth, Marketing Science, 29 (2), 348–65.Li, F. and Du, T.C. (2011). Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs, Decision Support Systems, Vol. 51, 190-197.Liu, Yong (2006). Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue, Journal of Marketing, 70, 74–89.Pinduoduo Announces First Quarter 2020 Unaudited Financial Results, Retrieved May 2020 from http://investor.pinduoduo.com/financial-information/quarterly-resultsStokes, R. (2008). eMarketing: The essential guide to online marketing. Quirk eMarketing (Pty) Ltd., 2008.Tucker, Catherine E. (2015), “The Reach and Persuasiveness of Viral Video Ads,” Marketing Science, 34 (2), 281–96.Villanueva, Julian, Shijin Yoo, and Dominique M. Hanssens (2008). The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth, Journal of Marketing Research, 45, 48–59.Wells, J., Danskin, G. and Ellsworth G. (2018）. Amazon.com, 2018, Harvard Business School 描述 碩士
國立政治大學
科技管理與智慧財產研究所
107364126資料來源 http://thesis.lib.nccu.edu.tw/record/#G0107364126 資料類型 thesis dc.contributor.advisor 邱奕嘉 zh_TW dc.contributor.advisor Chiu, Yi-Chia en_US dc.contributor.author (Authors) 陳品全 zh_TW dc.contributor.author (Authors) Chen, Pin-Chuan en_US dc.creator (作者) 陳品全 zh_TW dc.creator (作者) Chen, Pin-Chuan en_US dc.date (日期) 2020 en_US dc.date.accessioned 2-Sep-2020 13:11:54 (UTC+8) - dc.date.available 2-Sep-2020 13:11:54 (UTC+8) - dc.date.issued (上傳時間) 2-Sep-2020 13:11:54 (UTC+8) - dc.identifier (Other Identifiers) G0107364126 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/131920 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 科技管理與智慧財產研究所 zh_TW dc.description (描述) 107364126 zh_TW dc.description.abstract (摘要) 「裂變營銷」是近來年流行在中國的行銷手法，它可以讓企業在短時間內透過用戶拉新的方式快速成長，深受新創企業的青睞。然而目前有關裂變營銷的相關研究甚少，甚至何謂裂變營銷也未被學術界清楚的定義。本研究針對此議題選擇阿爾伊公司於2017年所推出的點數回饋平台「RE紅包」作為個案，探討裂變營銷的本質以及平台企業應用裂變營銷時的特性。本研究提出了裂變營銷架構圖說明裂變營銷中消費者從受眾成為用戶，再進一步成為分享者的轉變，以及採用門檻、分享門檻、用戶終身價值三者的互動關係。主要結論包括：（1）裂變營銷的本質結合了口碑行銷、病毒行銷、聯盟行銷等三種行銷手法的部分概念，擁有可不斷擴散又可確保消費轉換的優點。（2）裂變營銷成功擴散的三個關鍵包含：讓用戶對企業價值產生認同感、提供用戶推廣獎勵、提供用戶推廣工具與武器。（3）裂變營銷的長期獲利關鍵在於規劃補貼方案以降低其採用門檻與分享門檻時，必須同時衡量或進一步優化新用戶的用戶終身價值。（4）平台服務可善用多邊用戶的特性強化裂變營銷的效果，甚至讓部分用戶共同分擔補貼費用。 zh_TW dc.description.abstract (摘要) “Fission Marketing” allows enterprises to grow rapidly by acquiring new users through the effort of their existing users. The word has become a buzz among start-up companies, especially in the Chinese market. However, researches on the topic stay rare, even the word “Fission Marketing” has not yet been defined academically. Our research focuses on the topic of Fission Marketing and conducted a case study on 「RE Envelope」, which is a points reward platform created by RE company in 2017. In this paper, we discuss the essence of Fission Marketing and analyze the scenarios generated from when enterprises applied this marketing approach.Our research proposes a fission marketing framework, which demonstrates the evolution of consumers, starting from being target audience, next turn into user, users then turn into promoters. The framework furthermore explains the relationship between entry barriers, promotion barriers, and user lifetime value.Our main findings include: 1. The essence of fissions marketing merges concepts from word-of-mouth marketing, viral marketing, and affiliate marketing, it has the ability to spread rapidly and at the same time maintain a great conversion rate. 2. The 3 factors to successful fission marketing include: generate users’ sense of identity to the corporate values, provide user promotion rewards, and provide user strong promotion tools. 3. The key to long term success is, when planning for a subsidy strategy for lowering barriers of entry and promotion, how to optimizing users’ lifetime value should be in consideration. 4. Platform services could benefit from its multi-side market characteristic to generate the effect of fission marketing; it is even able to share the costs of subsidy to some of the users. en_US dc.description.tableofcontents 第 一 章 緒論 1第一節 研究背景與研究動機 1第二節 研究問題與目的 4第三節 論文架構 5第 二 章 文獻回顧 6第一節 裂變營銷 6第二節 口碑行銷 10第三節 病毒行銷 11第四節 聯盟行銷 13第五節 文獻小節 15第 三 章 研究方法 18第一節 個案研究法 18第二節 研究架構 20第 四 章 個案介紹 22第一節 公司簡介 22第二節 商業模式 23第三節 發展歷程 29第四節 消費者用戶使用情形 34第五節 商家用戶使用情形 38第 五 章 研究與討論 41第一節 RE紅包的雙邊用戶分析 41第二節 RE紅包的演進分析 54第 六 章 結論與建議 65第一節 研究發現 65第二節 研究命題 69第三節 結論 72第四節 研究限制 76第五節 研究建議 76參考文獻 77 zh_TW dc.format.extent 3765901 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0107364126 en_US dc.subject (關鍵詞) 裂變行銷 zh_TW dc.subject (關鍵詞) 病毒行銷 zh_TW dc.subject (關鍵詞) 聯盟行銷 zh_TW dc.subject (關鍵詞) 社交裂變 zh_TW dc.subject (關鍵詞) 平台 zh_TW dc.subject (關鍵詞) Fission Marketing en_US dc.subject (關鍵詞) Viral Marketing en_US dc.subject (關鍵詞) Affiliate Marketing en_US dc.subject (關鍵詞) Social Fission en_US dc.subject (關鍵詞) Platform en_US dc.title (題名) 平台企業裂變營銷之個案分析 zh_TW dc.title (題名) A case study on the fission marketing of the platform business en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) 中文部分Yin， R. K.， 周海濤， 李永賢， & 張衡 (2009)。個案研究設計與方法。台灣：五南圖書出版股份有限公司。內政部戶政司，人口統計資料，上網日期：2020年05月，檢自：https://www.ris.gov.tw/app/portal/346吳俞旻（2015）。騰訊帝國之平台策略，臺灣大學商學研究所學位論文，1-158.阿爾伊公司，RE紅包，上網日期：2020年05月，檢自：https://myre.life/tw/黃小仙，（2019）。社交裂變。中國：機械工業出版社。彭銘欽(2000)。病毒行銷原理之初探性研究，政治大學科技管理研究所學位論文，3-4，129賀關武，（2019）。社交電商。中國：電子工業出版社。楊飛，(2018)。流量池。采實文化事業股份有限公司。115-130蕭瑞麟，（2017）。不用數字的研究: 質性研究的思辯脈絡(4版)。台灣：五南圖書出版股份有限公司。 英文部分Akpinar, E. and Berger, J. (2017). Valuable Virality. Journal of Marketing Research, 54(2), 2017Berger, J. and Milkman, K. L. (2012). What Makes Online Content Viral. Journal of Marketing Research, 49(2), 192-205.Dobele, A., Toleman, D., & Beverland, M. (2005). Controlled infection! Spreading the brand message through viral marketing. Business Horizons, 48, 143-149Duffy, D. L. (2005). Affiliate marketing and its impact on e-commerce. Journal of Consumer Marketing, 22(3), 161-163.Hinz, O., Skiera, B., Barrot, C. & Becker, J. (2011). Seeding Strategies for Viral Marketing: An Empirical Comparison, Journal of Marketing, 75, 55-71.Hoffman, D., and T. Novak. (2000). How to Acquire Customers on the Web. Harvard Business Review, 78, 179-188.Kaplan, A. M., & Haenlein, M. (2011). Two hearts in three-quarter time: How to waltz the social media/viral marketing dance. Business Horizons, 54, 253-263.Lans, R., Bruggen, G., Eliashberg, J., and Wierenga, B. (2010), A Viral Branching Model for Predicting the Spread of Electronic Word-of-Mouth, Marketing Science, 29 (2), 348–65.Li, F. and Du, T.C. (2011). Who is talking? An ontology-based opinion leader identification framework for word-of-mouth marketing in online social blogs, Decision Support Systems, Vol. 51, 190-197.Liu, Yong (2006). Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue, Journal of Marketing, 70, 74–89.Pinduoduo Announces First Quarter 2020 Unaudited Financial Results, Retrieved May 2020 from http://investor.pinduoduo.com/financial-information/quarterly-resultsStokes, R. (2008). eMarketing: The essential guide to online marketing. Quirk eMarketing (Pty) Ltd., 2008.Tucker, Catherine E. (2015), “The Reach and Persuasiveness of Viral Video Ads,” Marketing Science, 34 (2), 281–96.Villanueva, Julian, Shijin Yoo, and Dominique M. Hanssens (2008). The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth, Journal of Marketing Research, 45, 48–59.Wells, J., Danskin, G. and Ellsworth G. (2018）. Amazon.com, 2018, Harvard Business School zh_TW dc.identifier.doi (DOI) 10.6814/NCCU202001263 en_US
