| dc.contributor.advisor | 尚孝純 | zh_TW |
| dc.contributor.advisor | Shari Shang | en_US |
| dc.contributor.author (Authors) | 謝佩芳 | zh_TW |
| dc.contributor.author (Authors) | Nicky Hsieh | en_US |
| dc.creator (作者) | 謝佩芳 | zh_TW |
| dc.creator (作者) | Nicky Hsieh | en_US |
| dc.date (日期) | 2010 | en_US |
| dc.date.accessioned | 7-Jul-2014 11:12:05 (UTC+8) | - |
| dc.date.available | 7-Jul-2014 11:12:05 (UTC+8) | - |
| dc.date.issued (上傳時間) | 7-Jul-2014 11:12:05 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0093933017 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/67322 | - |
| 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) | 93933017 | zh_TW |
| dc.description (描述) | 99 | zh_TW |
| dc.description.abstract (摘要) | 全球化之數位行銷應用方法 | zh_TW |
| dc.description.abstract (摘要) | With the popularity of internet and continuous digitalizing environment, it’s getting more complicated do digital marketing. Meanwhile, internet makes the world connect closer without boundary. The objective of this research is to propose a methodology to offer corporate a cost-effective method to conduct digital marketing domestically and globally. The methodology originates from the early official website traffic monitoring system and membership profile analysis. Through enhancement and evolvement, there are 2 modules developed to help for proposing a global digital marketing strategy to fulfill different individual needs from corporate. We use 4 cases to present how the methodology works to fulfill different requirements. The 4 cases are PizzaHut , TrendMicro, FamilyMart & Asus. The methodology is used to propose the digital marketing strategy for the corporate.The value of this methodology is to offer broad application in any digital development stage. The key factor to affect the level of quality and completeness is how much information collected. In most cases, the information could be derived from 1) the free online analysis tools and 2) the corporate/the brand itself. The professional online research data is an optional source, but not a crucial one to make major effect. The important point is that the analysis should stick with the concept of OBE (Owned Media, Bought Media and Earned media) to review results from the past marketing campaigns to see whether all of the results could connect with the corporate long term goals and whether these results could be accumulated to make owned media stronger. For the brand owner and management team, implementing the methodology can make it easy to understand the current status of the brand’s digital development and catch up external digital environment trends. It’s also more accurate and practical to propose a strategic plan to accumulate the results for future digital development. | en_US |
| dc.description.tableofcontents | 1. Introduction 12. Strategy of Global E-Marketing 32.1. Global E-Marketing Strategy 32.2. The Trend of E-Marketing 42.2.1.A-I-S-A-S : New Consumer Purchasing Decision Making Process 42.2.2.Introduction of the Concept : AISAS 42.2.3.The Power of Share 52.2.4.iPad2 Lowers the Barrier to Enter Digital World 102.2.5.Ubiquitous Mobility Will Make the World Connect Tighter 102.3. Different Kinds of Media (Owned Media, Bought Media, Earned Media) 112.4. Strategy of E-Marketing --- Building Owned Digital Assets by Corporate 143. Research Methodology 163.1. Methodology Development 163.2. Steps to Using the Methodology 193.2.1.Analysis of the Brand’s Digital Assets (Owned Media) 203.2.2.Analysis for Competitors’ Digital Assets (Owned Media) 223.2.3.Analysis for Efficiency of Media Budget Utilization (Bought Media) 243.2.4.Updates for Digital Trend and Environment 243.2.5.Updates for Industrial Digital Application 253.2.6.Annual Digital Marketing Strategy for the Brand 263.3. A Checklist for Application of This Methodology 274. Case Studies 284.1. Execution Process of Concept 284.2. Case 1: Pizza Hut 304.2.1.Introduction to the Project 304.2.2.Review Process 314.2.3.Collected Data 324.2.4.Pizza Hut Digital Management Structure 354.2.5.Pizza Hut Digital Development Performance Review Sheet 364.2.6.Pizza Hut Digital Development Improvement Suggestions 374.3. Case 2: Trend Micro 434.3.1.Introduction to the Project 434.3.2.Brief for this project 444.3.3.Ways to Create Noise 464.3.4.Promotion Program Requirement 464.3.5.Analysis & Mission Re-defined for This Promotion Program 474.3.6.Online Research for Cloud Security 484.3.7.Introduction for Google - Double Click Ad Planner 494.3.8.Understanding IT Professionals’ Preference in Different Markets 514.4. Case 3: Family Mart 604.4.1.Introduction to the Project 604.4.2.Review Process 604.4.3.Review Results 614.5. Case 4: Asus 674.5.1.Introduction to the Project 674.5.2.Review of Brand’s Owned Media 684.5.3.Strategy for Asus Transformer 785. The Value of the Methodology 805.1. The Application of the Methodology 805.2. The Value of the Methodology 816. Conclusion 826.1. Summary 826.2. Strength and Weakness 836.3. Future Use 84Appendix A: References 85 | zh_TW |
| dc.format.extent | 3744976 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.language.iso | en_US | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0093933017 | en_US |
| dc.subject (關鍵詞) | 全球化 | zh_TW |
| dc.subject (關鍵詞) | 數位行銷 | zh_TW |
| dc.subject (關鍵詞) | Global | en_US |
| dc.subject (關鍵詞) | Digital Marketing | en_US |
| dc.title (題名) | 全球化之數位行銷應用方法 | zh_TW |
| dc.title (題名) | A Development of Global Digital Marketing Methodology | en_US |
| dc.type (資料類型) | thesis | en |
| dc.relation.reference (參考文獻) | 1. World Internet Usage Statistics http://www.internetworldstats.com/stats.htm2. Joe Tripodi. 2011. “Coca-Cola Marketing Shifts from Impressions to Expressions” Harvard business review. http://blogs.hbr.org/cs/2011/04/coca-colas_marketing_shift_fro.html. Aug 27,2011. 3. Dentsu media. 2006. “A-I-S-A-S in digital planning” http://www.dentsumedia-network.com/digital/index.html4. Sarah Kessler.2011. “ The influence of Facebook on top news sites.” Mashable. http://mashable.com/2011/05/09/for-top-news-sites-facebook-drives-more-traffic-than-twitter-stats/5. Matt Murphy / Mary Meeker. 2011. “ Top Mobile Internet Trends” http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011.February 2011.6. Daniel Goodall. 2009. “ Owned,Bought and Earned Media.” http://danielgoodall.com/2009/03/02/owned-bought-and-earned-media/. March 2,2009. 7. Sean Corcoran. 2009. “ Defining Earned, Owned And Paid Media.” http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html . Dec 16,2009.8. Daniel Goodall. 2009. “ Owned,Bought and Earned Media(redux).” http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/. March 20,2009.9. Insightxplorer. http://www.insightxplorer.com/index.html 10. Google Trends http://www.google.com.tw/trends11. Stat Counter http://gs.statcounter.com/12. Google Ad Planner http://www.google.com/adplanner/ | zh_TW |
