| dc.contributor.advisor | 邱奕嘉 | zh_TW |
| dc.contributor.author (Authors) | 林毓聲 | zh_TW |
| dc.contributor.author (Authors) | Lin, Yu-Sheng | en_US |
| dc.creator (作者) | 林毓聲 | zh_TW |
| dc.creator (作者) | Lin, Yu-Sheng | en_US |
| dc.date (日期) | 2024 | en_US |
| dc.date.accessioned | 1-Feb-2024 11:03:18 (UTC+8) | - |
| dc.date.available | 1-Feb-2024 11:03:18 (UTC+8) | - |
| dc.date.issued (上傳時間) | 1-Feb-2024 11:03:18 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0106932073 | en_US |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/149494 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 經營管理碩士學程(EMBA) | zh_TW |
| dc.description (描述) | 106932073 | zh_TW |
| dc.description.abstract (摘要) | 遊戲個案公司面臨第三方cookie即將失效，導致廣告花費上升，增加了招募玩家的成本。進而注重第一方數據，運用行銷科技中的顧客數據平台，透過標籤勾畫出玩家360度樣貌，進而用預測、分群、旅程來頗析玩家，有效減少玩家流失，留住現有客戶，降低行銷成本和增加營收。
在個案成功導入行銷科技的過程中，公司中的組織變革、敏捷開發，和由上而下的支持與推動至關重要。本文也提供顧客數據平台的平台架構和完整的功能說明，作為有意自行開發或導入顧客數據平台的公司之參考。 | zh_TW |
| dc.description.abstract (摘要) | The gaming case company is facing the impending expiration of third-party cookies, leading to a rise in advertising costs and an increase in the recruitment expenses for acquiring players. Consequently, there is a shift towards prioritizing first-party data, leveraging Customer Data Platforms (CDP) within MarTech. Through tagging, a comprehensive 360-degree profile of players is outlined, enabling the analysis of players through prediction, segmentation, and customer journey mapping. This approach effectively reduces player churn, retains existing customers, and lowers marketing costs while increasing revenue.
In the successful implementation of MarTech in this case, organizational change, agile development, and top-down support and promotion are crucial within the company. This article also provides the platform architecture and a comprehensive explanation of functionalities of the CDP, serving as a reference for companies intending to develop or adopt CDP. | en_US |
| dc.description.tableofcontents | 第一章 緒論 1
第一節 研究背景動機 1
第二節 研究問題與目的 2
第二章 個案公司介紹 4
第一節 公司背景 4
第二節 公司使命與價值觀 4
第三節 產品和服務 4
第四節 公司策略與優勢 5
第五節 公司未來展望 6
第六節 組織變革 6
第七節 敏捷開發導入 7
第三章 個案分析 8
第一節 數位時代的挑戰 8
第二節 行銷科技的採用 14
第三節 導入行銷科技的關鍵因素 20
第四章 結論與建議 24
第一節 解決遊戲產業在數位時代所遇到的行銷困難 24
第二節 運用行銷科技提昇行銷的作法 27
第三節 成功導入行銷科技的關鍵因素 29
參考文獻 34 | zh_TW |
| dc.format.extent | 3629407 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0106932073 | en_US |
| dc.subject (關鍵詞) | 行銷科技 | zh_TW |
| dc.subject (關鍵詞) | 數位轉型 | zh_TW |
| dc.subject (關鍵詞) | 顧客數據平台 | zh_TW |
| dc.subject (關鍵詞) | 人工智慧 | zh_TW |
| dc.subject (關鍵詞) | 敏捷開發 | zh_TW |
| dc.subject (關鍵詞) | 最小可行性產品 | zh_TW |
| dc.subject (關鍵詞) | 產品與市場相契合 | zh_TW |
| dc.subject (關鍵詞) | MarTech | en_US |
| dc.subject (關鍵詞) | Digital Transformation | en_US |
| dc.subject (關鍵詞) | CDP | en_US |
| dc.subject (關鍵詞) | AI | en_US |
| dc.subject (關鍵詞) | Agile | en_US |
| dc.subject (關鍵詞) | MVP | en_US |
| dc.subject (關鍵詞) | PMF | en_US |
| dc.title (題名) | 行銷科技發展與應用之個案分析 | zh_TW |
| dc.title (題名) | A Case Study on the MarTech Developments and Applications | en_US |
| dc.type (資料類型) | thesis | en_US |
| dc.relation.reference (參考文獻) | Frederick F. Reichheld and W. Earl Sasser, Jr. (September – October 1990). Zero Defections_ Quality Comes to Services. 擷取自Harvard Business Review - Ideas and Advice for Leaders: https://hbr.org/1990/09/zero-defections-quality-comes-to-services | zh_TW |
