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題名 台灣兒童出版產業的數位行銷策略：挑戰與發展機會
Analysis of Digital Marketing Strategies in Taiwan’s Children's Publishing Industry: Challenges and Opportunities
作者 黃博新
Huang, Wesley
貢獻者 林日璇
Lin, Jih-Hsuan Tammy
黃博新
Huang, Wesley
關鍵詞 台灣兒童出版
出版
策略
行銷
挑戰
數位行銷
digital
marketing
digital marketing
challenges
children publishing
education sector
日期 2024
上傳時間 4-Sep-2024 13:47:39 (UTC+8)
摘要 This study investigates the efficacy of various digital marketing strategies employed by Taiwanese children's publishing companies in expanding their market share. It comprehensively analyzes current trends, potential challenges, and the opportunities associated with each strategy.The core objective is to examine the effectiveness of existing research on digital marketing strategies used by Taiwanese publishers in mitigating the effects of the declining birth rate and other challenges. Furthermore, the research seeks to establish a correlation between the adoption of digital marketing and the ability to maintain market competitiveness. The investigation was bolstered by an anonymous survey distributed across Taiwan, which garnered responses from 77 parents (N=77) within a one-month period. The results demonstrate a degree of consistency with existing research while also revealing novel insights that can be leveraged by Taiwanese publishers. While the findings exhibit some alignment with prior studies, they also highlight the influence of additional variables on the growth trajectory of publishing companies.
參考文獻 012book. "Profile." 012book, 2023. https://www.012book.com.tw/data_area/eng012/profile.html. Anderson, Porter. "Taipei International Book Exhibition 2024: A Market Profile." Publishing Perspectives, 8 Feb. 2024, https://publishingperspectives.com/2024/01/taipei-international-book-exhibition-2024-a-market-profile. Campaign Monitor. "The Ultimate Guide to Developing Your Email Marketing Plan." Campaign Monitor, n.d., https://www.campaignmonitor.com/resources/infographics/the-ultimate-guide-to-developing-your-email-marketing-plan/. "Children's Book Publishing in Asia." Publishers Weekly, 2023, https://www.publishersweekly.com/pw/by-topic/childrens/childrens-book-news/article/10035-children-s-book-publishing-in-asia.html. Dataintelo. "Book Publishing Market Report | Global Forecast From 2024 To 2032." Dataintelo, 2024. DataReportal. "Digital 2024: Taiwan." DataReportal, 2024, https://datareportal.com/reports/digital-2024-taiwan. Digital Marketing Institute. "Key Digital Marketing Trends for 2024." Digital Marketing Institute, 2024, https://digitalmarketinginstitute.com/blog/key-digital-marketing-trends-for-2024. Digital Marketing Taiwan. "3 Top Marketing Trends to Watch in Taiwan for 2023." Digital Marketing Taiwan, 2023, https://www.digital-marketing-taiwan.com/. Forbes. "Search Engine Marketing." Forbes, 2022, https://www.forbes.com/advisor/business/search-engine-marketing-sem/. Future Market Insights. "Book Publishers Market - Size, Growth, Trends, Share | 2033." Future Market Insights, 2023. Generation, Lead. "Benefits of Search Engine Marketing (SEM) for Lead Generation." LinkedIn, n.d., https://www.linkedin.com/pulse/benefits-search-engine-marketing-sem-lead-generation/. Grandview Research. "Books Market Size, Share & Trends Analysis Report, 2030." Grandview Research, 2023. Hootsuite Inc. "Social Media Trends 2024." Hootsuite, https://www.hootsuite.com/research/social-trends. HubSpot. "HubSpot Blog Social Media Marketing Report." HubSpot, n.d., https://blog.hubspot.com/marketing/hubspot-blog-social-media-marketing-report. Kolsen, and Kolsen. "It's True: You Really Do Need To Spend Money To Make Money." Nielsen, 22 July 2022. Kutuchief, Britny. "The 16 Most Important Social Media Trends for 2024." Hootsuite, 2 Feb. 2024. Latest Tech. and Trends Insights. "Global Book Publishers Market 2023: New Growth Techniques and Revenue Forecast 2030." LinkedIn, 15 Sept. 2023, https://www.linkedin.com/pulse/global-book-publishers-market-2023-new. LinkedIn. "How Can You Use Search Engine Marketing to Boost Your Business?" LinkedIn, n.d., https://www.linkedin.com/advice/3/how-can-you-use-search-engine-marketing-boost-bumse. Ministry of Culture (MOC). "Taiwan's Publishing Industry Overview." Ministry of Culture (MOC), 2019, https://file.moc.gov.tw/Download.ashx?u=LzAwMS9VcGxvYWQvT2xkRmlsZXMvQWRtaW5VcGxvYWRzL2ZpbGVzLzIwMTkwNS85MjZhOGQxYi04MWM4LTRlYjMtOTg5Ni1iNTg3MDk0ZTNhNTMucGRm&n=6Iux5paH54mI5pGY6KaBLnBkZg%3D%3D. MultiCollab. "SEO Publishing." MultiCollab, n.d., [invalid URL removed]. "Number of New Books Hits 18-year Low: Report." Taipei Times, 9 Mar. 2020, https://www.taipeitimes.com/News/taiwan/archives/2020/03/10/2003732413. Quinn, William. "Living up to a Brand Promise." Nielsen, 10 Aug. 2022. Research and Markets. "Book Publishers Global Market Report 2024." Research and Markets, 2024. Semrush. "Digital Trends 2024: Exploring Key Digital Marketing Innovations." Semrush, 2024, https://www.semrush.com/blog/digital-trends-exploring-key-digital-marketing-innovations/. Semrush. "What is PPC?" Semrush, n.d., https://www.semrush.com/blog/what-is-ppc/. Simplilearn. "History and Evolution of Digital Marketing." Simplilearn, n.d., https://www.simplilearn.com/history-and-evolution-of-digital-marketing-article. Simplilearn. "Types of Digital Marketing." Simplilearn, n.d., https://www.simplilearn.com/history-and-evolution-of-digital-marketing-article#types_of_digital_marketing. Statista. "Market Share of Mobile Search Engines in Taiwan." Statista, 2022, https://www.statista.com/statistics/1365281/taiwan-market-share-of-mobile-search-engines/. Taiwan Pavilion Catalogue. "Bologna Children's Book Fair Catalogue 2024." Taiwan Pavilion Catalogue, 2024, https://taiwan-bcbf.taicca.tw/wp-content/uploads/2024/03/2024BCBF_TaiwanPavilion_Catalogue-2.pdf. Taipei Times. "Challenges and Opportunities in Taiwan's Publishing Industry." 2020. Taylor & Francis. "SEO for Journal Articles." Taylor & Francis, n.d., https://editorresources.taylorandfrancis.com/welcome-to-tf/digital-publishing-excellence/seo-journal-articles/. Technavio. "Publishing Market Size, Share & Trends [2024 Report]." Technavio, 2024. UnitedAds. "SEO for Publishers." UnitedAds, n.d., https://unitedads.com/blog/seo-for-publishers/. WebFX. "SEM 101: Basics of SEM." WebFX, n.d., https://www.webfx.com/blog/marketing/sem-101-basics-of-sem/. Wilkinson, Marilyn. "What Is PPC? The Definitive Guide to Pay-Per-Click Marketing." Semrush, 7 Sept. 2023, https://www.semrush.com/blog/what-is-ppc/. WIPO. "The Global Publishing Industry in 2022." WIPO, 2023, https://www.wipo.int/edocs/pubdocs/en/wipo-pub-1064-2023-2-en-the-global-publishing-industry-in-2022.pdf. WordStream. "Search Engine Marketing." WordStream, n.d., https://www.wordstream.com/search-engine-marketing. World Press Trends. "World Press Trends Outlook 2023-24." World Press Trends, 2023, https://scholarsbank.uoregon.edu/xmlui/bitstream/handle/1794/29257/world-press-trends-outlook-2023-24.pdf?sequence=1&isAllowed=y.
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
111933015
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111933015
資料類型 thesis
dc.contributor.advisor 林日璇zh_TW
dc.contributor.advisor Lin, Jih-Hsuan Tammyen_US
dc.contributor.author (Authors) 黃博新zh_TW
dc.contributor.author (Authors) Huang, Wesleyen_US
dc.creator (作者) 黃博新zh_TW
dc.creator (作者) Huang, Wesleyen_US
dc.date (日期) 2024en_US
dc.date.accessioned 4-Sep-2024 13:47:39 (UTC+8)-
dc.date.available 4-Sep-2024 13:47:39 (UTC+8)-
dc.date.issued (上傳時間) 4-Sep-2024 13:47:39 (UTC+8)-
dc.identifier (Other Identifiers) G0111933015en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/153088-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 111933015zh_TW
dc.description.abstract (摘要) This study investigates the efficacy of various digital marketing strategies employed by Taiwanese children's publishing companies in expanding their market share. It comprehensively analyzes current trends, potential challenges, and the opportunities associated with each strategy.The core objective is to examine the effectiveness of existing research on digital marketing strategies used by Taiwanese publishers in mitigating the effects of the declining birth rate and other challenges. Furthermore, the research seeks to establish a correlation between the adoption of digital marketing and the ability to maintain market competitiveness. The investigation was bolstered by an anonymous survey distributed across Taiwan, which garnered responses from 77 parents (N=77) within a one-month period. The results demonstrate a degree of consistency with existing research while also revealing novel insights that can be leveraged by Taiwanese publishers. While the findings exhibit some alignment with prior studies, they also highlight the influence of additional variables on the growth trajectory of publishing companies.en_US
dc.description.tableofcontents 1. Introduction 1 1.1. Literature Review 1 1.1.1 Overview of Publishing Industry Worldwide 1 1.1.2 Overview of Children Publishing Industry in Taiwan 5 1.1.3 Digital Marketing Trends in Taiwan 9 2. Types of Digital Marketing 13 2.1 Search Engine Marketing (SEM) 13 2.1.2. Components of Search Engine Marketing (SEM) 14 2.1.3. Benefits of Search Engine Marketing (SEM) 15 2.2 Search Engine Optimization (SEO) 16 2.2.2. Components of Search Engine Optimization (SEO) 17 2.2.3. Benefits of Search Engine Optimization (SEO) 18 2.3 Social Media Marketing (SSM) 20 2.3.2. Components of Social Media Marketing (SMM) 21 2.3.3. Benefits of Social Media Marketing (SMM) 22 2.4 Email Marketing 23 2.4.2. Components of Email Marketing 24 2.4.3. Benefits of Email Marketing (SEM) 26 3. Challenges 27 4. Real Life Studies 29 5. Methods 32 6. Results 34 7. Research Findings/ Discussion 40 8. Overview in Digital Marketing 43 9. Conclusion 44 Reference 46zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111933015en_US
dc.subject (關鍵詞) 台灣兒童出版zh_TW
dc.subject (關鍵詞) 出版zh_TW
dc.subject (關鍵詞) 策略zh_TW
dc.subject (關鍵詞) 行銷zh_TW
dc.subject (關鍵詞) 挑戰zh_TW
dc.subject (關鍵詞) 數位行銷zh_TW
dc.subject (關鍵詞) digitalen_US
dc.subject (關鍵詞) marketingen_US
dc.subject (關鍵詞) digital marketingen_US
dc.subject (關鍵詞) challengesen_US
dc.subject (關鍵詞) children publishingen_US
dc.subject (關鍵詞) education sectoren_US
dc.title (題名) 台灣兒童出版產業的數位行銷策略：挑戰與發展機會zh_TW
dc.title (題名) Analysis of Digital Marketing Strategies in Taiwan’s Children's Publishing Industry: Challenges and Opportunitiesen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 012book. "Profile." 012book, 2023. https://www.012book.com.tw/data_area/eng012/profile.html. Anderson, Porter. "Taipei International Book Exhibition 2024: A Market Profile." Publishing Perspectives, 8 Feb. 2024, https://publishingperspectives.com/2024/01/taipei-international-book-exhibition-2024-a-market-profile. Campaign Monitor. "The Ultimate Guide to Developing Your Email Marketing Plan." Campaign Monitor, n.d., https://www.campaignmonitor.com/resources/infographics/the-ultimate-guide-to-developing-your-email-marketing-plan/. "Children's Book Publishing in Asia." Publishers Weekly, 2023, https://www.publishersweekly.com/pw/by-topic/childrens/childrens-book-news/article/10035-children-s-book-publishing-in-asia.html. Dataintelo. "Book Publishing Market Report | Global Forecast From 2024 To 2032." Dataintelo, 2024. DataReportal. "Digital 2024: Taiwan." DataReportal, 2024, https://datareportal.com/reports/digital-2024-taiwan. Digital Marketing Institute. "Key Digital Marketing Trends for 2024." Digital Marketing Institute, 2024, https://digitalmarketinginstitute.com/blog/key-digital-marketing-trends-for-2024. Digital Marketing Taiwan. "3 Top Marketing Trends to Watch in Taiwan for 2023." Digital Marketing Taiwan, 2023, https://www.digital-marketing-taiwan.com/. Forbes. "Search Engine Marketing." Forbes, 2022, https://www.forbes.com/advisor/business/search-engine-marketing-sem/. Future Market Insights. "Book Publishers Market - Size, Growth, Trends, Share | 2033." Future Market Insights, 2023. Generation, Lead. "Benefits of Search Engine Marketing (SEM) for Lead Generation." LinkedIn, n.d., https://www.linkedin.com/pulse/benefits-search-engine-marketing-sem-lead-generation/. Grandview Research. "Books Market Size, Share & Trends Analysis Report, 2030." Grandview Research, 2023. Hootsuite Inc. "Social Media Trends 2024." Hootsuite, https://www.hootsuite.com/research/social-trends. HubSpot. "HubSpot Blog Social Media Marketing Report." HubSpot, n.d., https://blog.hubspot.com/marketing/hubspot-blog-social-media-marketing-report. Kolsen, and Kolsen. "It's True: You Really Do Need To Spend Money To Make Money." Nielsen, 22 July 2022. Kutuchief, Britny. "The 16 Most Important Social Media Trends for 2024." Hootsuite, 2 Feb. 2024. Latest Tech. and Trends Insights. "Global Book Publishers Market 2023: New Growth Techniques and Revenue Forecast 2030." LinkedIn, 15 Sept. 2023, https://www.linkedin.com/pulse/global-book-publishers-market-2023-new. LinkedIn. "How Can You Use Search Engine Marketing to Boost Your Business?" LinkedIn, n.d., https://www.linkedin.com/advice/3/how-can-you-use-search-engine-marketing-boost-bumse. Ministry of Culture (MOC). "Taiwan's Publishing Industry Overview." Ministry of Culture (MOC), 2019, https://file.moc.gov.tw/Download.ashx?u=LzAwMS9VcGxvYWQvT2xkRmlsZXMvQWRtaW5VcGxvYWRzL2ZpbGVzLzIwMTkwNS85MjZhOGQxYi04MWM4LTRlYjMtOTg5Ni1iNTg3MDk0ZTNhNTMucGRm&n=6Iux5paH54mI5pGY6KaBLnBkZg%3D%3D. MultiCollab. "SEO Publishing." MultiCollab, n.d., [invalid URL removed]. "Number of New Books Hits 18-year Low: Report." Taipei Times, 9 Mar. 2020, https://www.taipeitimes.com/News/taiwan/archives/2020/03/10/2003732413. Quinn, William. "Living up to a Brand Promise." Nielsen, 10 Aug. 2022. Research and Markets. "Book Publishers Global Market Report 2024." Research and Markets, 2024. Semrush. "Digital Trends 2024: Exploring Key Digital Marketing Innovations." Semrush, 2024, https://www.semrush.com/blog/digital-trends-exploring-key-digital-marketing-innovations/. Semrush. "What is PPC?" Semrush, n.d., https://www.semrush.com/blog/what-is-ppc/. Simplilearn. "History and Evolution of Digital Marketing." Simplilearn, n.d., https://www.simplilearn.com/history-and-evolution-of-digital-marketing-article. Simplilearn. "Types of Digital Marketing." Simplilearn, n.d., https://www.simplilearn.com/history-and-evolution-of-digital-marketing-article#types_of_digital_marketing. Statista. "Market Share of Mobile Search Engines in Taiwan." Statista, 2022, https://www.statista.com/statistics/1365281/taiwan-market-share-of-mobile-search-engines/. Taiwan Pavilion Catalogue. "Bologna Children's Book Fair Catalogue 2024." Taiwan Pavilion Catalogue, 2024, https://taiwan-bcbf.taicca.tw/wp-content/uploads/2024/03/2024BCBF_TaiwanPavilion_Catalogue-2.pdf. Taipei Times. "Challenges and Opportunities in Taiwan's Publishing Industry." 2020. Taylor & Francis. "SEO for Journal Articles." Taylor & Francis, n.d., https://editorresources.taylorandfrancis.com/welcome-to-tf/digital-publishing-excellence/seo-journal-articles/. Technavio. "Publishing Market Size, Share & Trends [2024 Report]." Technavio, 2024. UnitedAds. "SEO for Publishers." UnitedAds, n.d., https://unitedads.com/blog/seo-for-publishers/. WebFX. "SEM 101: Basics of SEM." WebFX, n.d., https://www.webfx.com/blog/marketing/sem-101-basics-of-sem/. Wilkinson, Marilyn. "What Is PPC? The Definitive Guide to Pay-Per-Click Marketing." Semrush, 7 Sept. 2023, https://www.semrush.com/blog/what-is-ppc/. WIPO. "The Global Publishing Industry in 2022." WIPO, 2023, https://www.wipo.int/edocs/pubdocs/en/wipo-pub-1064-2023-2-en-the-global-publishing-industry-in-2022.pdf. WordStream. "Search Engine Marketing." WordStream, n.d., https://www.wordstream.com/search-engine-marketing. World Press Trends. "World Press Trends Outlook 2023-24." World Press Trends, 2023, https://scholarsbank.uoregon.edu/xmlui/bitstream/handle/1794/29257/world-press-trends-outlook-2023-24.pdf?sequence=1&isAllowed=y.zh_TW