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題名 品牌合作活動為基礎的顧客參與服務平台:以搜尋引擎優化之觀點
Brand Alliance-Based Campaign in Customer Engagement Site: A Search Engine Optimizing Perspective
作者 楊維正
Yang, Wei-Cheng
貢獻者 苑守慈博士
Soe-Tysr Yuan
楊維正
Wei-Cheng Yang
關鍵詞 顧客參與行為
品牌合作
價值共創
搜尋引擎優化
Customer engagement behavior
brand partnership
value co-creation
search engine optimization
日期 2015
上傳時間 3-Aug-2015 13:20:02 (UTC+8)
摘要 在這個新媒體服務竄起的時代，許多中小型商家卻難以充分利用新媒體在顧客生命週期(customer life cycle)管理的過程中提升顧客參與行為。而在所有新媒體當中，搜尋引擎又被認為是獲取和發展新顧客最有效的方式之一。因此本研究在搜尋引擎的基礎上提出了一個藉由合作營銷活動最大化顧客參與的新架構。
我們利用在顧客參與平台上建構反向鏈結以及長尾關鍵字服務來實現我們的架構。通過針對中小型商家和顧客的控制實驗，我們驗證了該架構的可用性和效果。我們發現兩種服務對於增進網路能見度以及搜尋精準度都有明顯的提升。而高網路能見度及高搜尋精準度可以幫助中小型商家提升顧客參與行為，不論是在顧客參與平台或是其官方網站。因此本研究認為中小型商家可以利用顧客參與平台上的服務來建立合作營銷活動，以促進顧客參與行為。在這個過程中，不僅有利於顧客對於品牌態度的建立也有助於其轉變為中小型商家忠實顧客的可能性。
Facing the fast-changing trend of service economy upon new media, most small and medium enterprises (SMEs) don’t have the capability to utilize new media to stimulate customer engagement behavior (CEB) through customer life cycle (acquisition, development, and retention). In all the new media, search engine is the most helpful way on acquiring and developing new customers, thus we propose a new framework based on search engine to maximizing the CEB through brand alliance-based campaign (which is a popular marketing strategy for SMEs to acquire new customers).
According to our framework, the study implements two search engine services including inlink building service and long tail keyword service on engagement site. With conducting controlled experiments toward SMEs and customers, we testify our system by SMEs and the effects of services toward the customers. We find that inlink building service and long tail keyword service increase both on high search targetability and web visibility for customers. With high web visibility and search targeatbiliy, CEB can be stimulated on engagement site and also target sites of SMEs. Thus we conclude that SMEs can use brand alliance-based campaign with our services as a trigger to stimulate CEB. With increment on engagement behavior, customer’s brand attitudes then increase and in the end become loyal customers to the SMEs.
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[16] Dickinson, S., & Barker, A. (2007). Evaluations of branding alliances between non‐profit and commercial brand partners: the transfer of affect. International Journal of Nonprofit and Voluntary Sector Marketing, 12(1), 75-89.
[17] El Sawy, O. A., & Pereira, F. (2013). Business modelling in the dynamic digital space. Los Angeles, California: Springer.
[18] Foa, U. G. (1971). Interpersonal and economic resources. Science, 171(3969), 345-351.
[19] Forrester Consulting. (2008). How Engaged Are Your Customers?. https://www.adobe.com/engagement/pdfs/Forrester_TLP_How_Engaged_Are_Your_Customers.pdf. Retrieved on Oct. 1th, 2014
[20] Ho, S. S., Sung, T. J., & Yang, Y. F. (2014). Store Image Consistency: New Insights into Stakeholder Engagement. Design Management Journal, 9(1), 23-35.
[21] Joshi, A., & Motwani, R. (2006, December). Keyword generation for search engine advertising. In Data Mining Workshops, 2006. ICDM Workshops 2006. Sixth IEEE International Conference on (pp. 490-496). IEEE.
[22] Judd, R. L., Judd, K. W., & Wohadlo, L. R. (2012). U.S. Patent Application 13/599,384.
[23] Kahn, B. K., Strong, D. M., & Wang, R. Y. (2002). Information quality benchmarks: product and service performance. Communications of the ACM, 45(4), 184-192. Chicago"
[24] Kahn, Robert L., Donald M. Wolfe, Robert P. Quinn, Diederick J. Snoek, and Robert A. Rosenthal (1964), Organizational Stress: Studies in Role Conflict and Ambiguity. New York: John Wiley.
[25] Kumar, P. (2005) The impact of co-branding on customer evaluation of brand counter-extensions. Journal of Marketing 69(3): 1–19.
[26] Levy, T.W.(2013), “The Engagement Project: Connecting with Your Consumer in the Participation Age” (Accessed October 10, 2014), Available at http://www.thinkwithgoogle.com/articles/engagement-project-new-normal.html"
[27] Merrilees, B., Getz, D., & O`Brien, D. (2005). Marketing stakeholder analysis: branding the Brisbane Goodwill Games. European Journal of Marketing, 39(9/10), 1060-1077.
[28] Merz, M. A., He, Y., & Vargo, S. L. (2009). The evolving brand logic: a service-dominant logic perspective. Journal of the Academy of Marketing Science, 37(3), 328-344.
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[31] Nambisan, S., & Baron, R. A. (2009). Virtual customer environments: Testing a model of voluntary participation in value Co‐creation activities. Journal of product innovation management, 26(4), 388-406.
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描述 碩士
國立政治大學
資訊管理研究所
102356006
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0102356006
資料類型 thesis
dc.contributor.advisor 苑守慈博士zh_TW
dc.contributor.advisor Soe-Tysr Yuanen_US
dc.contributor.author (Authors) 楊維正zh_TW
dc.contributor.author (Authors) Wei-Cheng Yangen_US
dc.creator (作者) 楊維正zh_TW
dc.creator (作者) Yang, Wei-Chengen_US
dc.date (日期) 2015en_US
dc.date.accessioned 3-Aug-2015 13:20:02 (UTC+8)-
dc.date.available 3-Aug-2015 13:20:02 (UTC+8)-
dc.date.issued (上傳時間) 3-Aug-2015 13:20:02 (UTC+8)-
dc.identifier (Other Identifiers) G0102356006en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/77173-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 資訊管理研究所zh_TW
dc.description (描述) 102356006zh_TW
dc.description.abstract (摘要) 在這個新媒體服務竄起的時代，許多中小型商家卻難以充分利用新媒體在顧客生命週期(customer life cycle)管理的過程中提升顧客參與行為。而在所有新媒體當中，搜尋引擎又被認為是獲取和發展新顧客最有效的方式之一。因此本研究在搜尋引擎的基礎上提出了一個藉由合作營銷活動最大化顧客參與的新架構。
我們利用在顧客參與平台上建構反向鏈結以及長尾關鍵字服務來實現我們的架構。通過針對中小型商家和顧客的控制實驗，我們驗證了該架構的可用性和效果。我們發現兩種服務對於增進網路能見度以及搜尋精準度都有明顯的提升。而高網路能見度及高搜尋精準度可以幫助中小型商家提升顧客參與行為，不論是在顧客參與平台或是其官方網站。因此本研究認為中小型商家可以利用顧客參與平台上的服務來建立合作營銷活動，以促進顧客參與行為。在這個過程中，不僅有利於顧客對於品牌態度的建立也有助於其轉變為中小型商家忠實顧客的可能性。		zh_TW
dc.description.abstract (摘要) Facing the fast-changing trend of service economy upon new media, most small and medium enterprises (SMEs) don’t have the capability to utilize new media to stimulate customer engagement behavior (CEB) through customer life cycle (acquisition, development, and retention). In all the new media, search engine is the most helpful way on acquiring and developing new customers, thus we propose a new framework based on search engine to maximizing the CEB through brand alliance-based campaign (which is a popular marketing strategy for SMEs to acquire new customers).
According to our framework, the study implements two search engine services including inlink building service and long tail keyword service on engagement site. With conducting controlled experiments toward SMEs and customers, we testify our system by SMEs and the effects of services toward the customers. We find that inlink building service and long tail keyword service increase both on high search targetability and web visibility for customers. With high web visibility and search targeatbiliy, CEB can be stimulated on engagement site and also target sites of SMEs. Thus we conclude that SMEs can use brand alliance-based campaign with our services as a trigger to stimulate CEB. With increment on engagement behavior, customer’s brand attitudes then increase and in the end become loyal customers to the SMEs.		en_US
dc.description.tableofcontents 謝辭 I
中文摘要 II
ABSTRACT III
TABLE OF CONTENTS IV
LIST OF TABLES VI
LIST OF FIGURES VIII
CHAPTER 1 INTRODUCTION 1
1.1 BACKGROUND AND MOTIVATION 1
1.2 RESEARCH PROBLEM 3
1.3 RESEARCH METHOD 5
1.4 PURPOSE AND CONTRIBUTION 6
1.5 CONTENT ORGANIZATION 7
CHAPTER 2 LITERATURE REVIEW 8
2.1 CUSTOMER ENGAGEMENT BEHAVIOR 8
2.1.1 CEB in New media 10
2.1.2 Engagement Site 12
2.2 CEB CO-CREATION THROUGH BRAND PARTNERSHIP 13
2.2.2 BRAND PARTNERSHIP AS DRIVER 13
2.3 SEARCH ENGINE OPTIMIZATION 14
CHAPTER 3 IENGAGEMENT PROJECT 18
3.1 THE CONCEPTUAL FRAMEWORK OF IENGAGEMENT 18
3.1.1 Situation – Organization and Eco-stakeholders 19
3.1.2 Organism – E-empowerment 19
3.1.3 Behavior – CEB 21
3.1.4 Consequence - Value conversion 21
3.2 THE SYSTEM ARCHITECTURE OF IENGAGEMENT 22
3.3 SYSTEM SCENARIO 24
CHAPTER 4 THE BRAND ALLIANCED-BASED CUSTOMER ENGAGEMENT INCREMENT MECHANISM ON SEARCH EGNEINE 27
4.1 CONCEPTUAL FRAMEWORK 27
4.2 DESIGN LOGIC AND RESEARCH APPROACH 30
4.3 BRAND ALLIANCE MANAGEMENT MODULE 32
4.4 BRAND ALLIANCE-BASED SEARCH ENGINE OPTIMIZATION FOR CAMPAIGN MODULE 33
4.4.1 Brand Alliance-based Campaign 34
4.4.2 Brand Alliance-based Campaign Keyword Suggestion 34
4.4.3 Brand Alliance-based Campaign Inlink Building 38
4.5 MEASUREMENT MODULE 40
CHAPTER 5 APPLICATION SCENARIO 42
5.1 WHY & HOW: THREE BELIEFS THAT WE HOLD AND HOW WE ACHIEVE IT 43
5.2 AN APPLICATION SCENARIO 48
CHAPTER 6 EVALUATION 55
6.1 PROPOSITIONS 55
6.1.1 Assumptions 57
6.2 CONTROLLED EXPERIMENT A AND INTERVIEW FOR SME 57
6.2.2 Subjects of Controlled experiment A with SME 61
6.2.3 Results of Controlled Experiment A 62
6.3 CONTROLLED EXPERIMENT B WITH CUSTOMERS 69
6.3.1 Design and Objective of Experiment B 70
6.3.2 Subjects of Controlled experiment 2 with customer 75
6.3.3 Result of Controlled experiment 2 with customer 77
6.4 DISCUSSION OF FINDINGS 97
6.4.1 Propositions 97
CHAPTER 7 CONCLUSION 106
7.1 CONTRIBUTIONS 106
7.2 MANAGERIAL IMPLICATIONS 107
7.3 LIMITATIONS AND FUTURE WORKS 110
REFERENCES 111
APPENDIX A. CAMPAIGN ID 2-4 FOR WEB VISIBILITY INCREASE ON KEYWORDS CHANGING 116
APPENDIX B. 14 IMAGES WORDS LIST 120
APPENDIX C. SEARCH QUERIES CLICKS FROM ENGAGEMENT SITE (HTTP://TAIPEING.NET) 121
APPENDIX D. EXPERIMENT 2 ON SUBJECT’S BACKGROUND 123		zh_TW
dc.format.extent 4276974 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0102356006en_US
dc.subject (關鍵詞) 顧客參與行為zh_TW
dc.subject (關鍵詞) 品牌合作zh_TW
dc.subject (關鍵詞) 價值共創zh_TW
dc.subject (關鍵詞) 搜尋引擎優化zh_TW
dc.subject (關鍵詞) Customer engagement behavioren_US
dc.subject (關鍵詞) brand partnershipen_US
dc.subject (關鍵詞) value co-creationen_US
dc.subject (關鍵詞) search engine optimizationen_US
dc.title (題名) 品牌合作活動為基礎的顧客參與服務平台:以搜尋引擎優化之觀點zh_TW
dc.title (題名) Brand Alliance-Based Campaign in Customer Engagement Site: A Search Engine Optimizing Perspectiveen_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) [1] Abhishek, V., & Hosanagar, K. (2007, August). Keyword generation for search engine advertising using semantic similarity between terms. In Proceedings of the ninth international conference on Electronic commerce (pp. 89-94). ACM.
[2] Back, T. (1996). Evolutionary algorithms in theory and practice. Oxford Univ. Press.
[3] Bengtsson, M., & Kock, S. (1999). Cooperation and competition in relationships between competitors in business networks. Journal of Business & Industrial Marketing, 14(3), 178-194.
[4] Besharat, A., & Langan, R. (2014). Towards the formation of consensus in the domain of co-branding: Current findings and future priorities. Journal of Brand Management, 21(2), 112-132.
[5] Bijmolt, T. H., Leeflang, P. S., Block, F., Eisenbeiss, M., Hardie, B. G., Lemmens, A., & Saffert, P. (2010). Analytics for customer engagement. Journal of Service Research, 13(3), 341-356.
[6] Blau, Peter M. (2004), Exchange & Power in Social Life. New York: John Wiley.
[7] Bolton, R. N., Lemon, K. N., & Verhoef, P. C. (2004). The theoretical underpinnings of customer asset management: a framework and propositions for future research. Journal of the Academy of Marketing Science, 32(3), 271-292.
[8] Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 1094670511411703.
[9] Cecchini, R. L., Lorenzetti, C. M., Maguitman, A. G., & Brignole, N. B. (2007). Genetic algorithms for topical web search: A study of different mutation rates. In XIII Congreso Argentino de Ciencias de la Computación.
[10] Chen, Y., Xue, G. R., & Yu, Y. (2008, February). Advertising keyword suggestion based on concept hierarchy. In Proceedings of the 2008 international conference on web search and data mining (pp. 251-260). ACM.
[11] Chou, Szu-Yu, and Soe-Tsyr Daphne Yuan (2014), “How New Media Affect Customer Engagement Behavior in Service Ecosystems,” Summer Marketing Educators’ Conference (AMA Summer `14), San Francisco, CA, USA
[12] Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861.
[13] Cyr, D., Bonanni, C., Bowes, J., & Ilsever, J. (2005). Beyond trust: web site design preferences across cultures. Journal of Global Information Management (JGIM), 13(4), 25-54.
[14] D`astous, A., Colbert, F., & Fournier, M. (2007). An experimental investigation of the use of brand extension and co-branding strategies in the arts. Journal of Services Marketing, 21(4), 231-240.
[15] Desai, K.K. and Keller, K.L. (2002) The effects of ingredient branding strategies on host brand extendibility. Journal of Marketing 66(1): 73–93.
[16] Dickinson, S., & Barker, A. (2007). Evaluations of branding alliances between non‐profit and commercial brand partners: the transfer of affect. International Journal of Nonprofit and Voluntary Sector Marketing, 12(1), 75-89.
[17] El Sawy, O. A., & Pereira, F. (2013). Business modelling in the dynamic digital space. Los Angeles, California: Springer.
[18] Foa, U. G. (1971). Interpersonal and economic resources. Science, 171(3969), 345-351.
[19] Forrester Consulting. (2008). How Engaged Are Your Customers?. https://www.adobe.com/engagement/pdfs/Forrester_TLP_How_Engaged_Are_Your_Customers.pdf. Retrieved on Oct. 1th, 2014
[20] Ho, S. S., Sung, T. J., & Yang, Y. F. (2014). Store Image Consistency: New Insights into Stakeholder Engagement. Design Management Journal, 9(1), 23-35.
[21] Joshi, A., & Motwani, R. (2006, December). Keyword generation for search engine advertising. In Data Mining Workshops, 2006. ICDM Workshops 2006. Sixth IEEE International Conference on (pp. 490-496). IEEE.
[22] Judd, R. L., Judd, K. W., & Wohadlo, L. R. (2012). U.S. Patent Application 13/599,384.
[23] Kahn, B. K., Strong, D. M., & Wang, R. Y. (2002). Information quality benchmarks: product and service performance. Communications of the ACM, 45(4), 184-192. Chicago"
[24] Kahn, Robert L., Donald M. Wolfe, Robert P. Quinn, Diederick J. Snoek, and Robert A. Rosenthal (1964), Organizational Stress: Studies in Role Conflict and Ambiguity. New York: John Wiley.
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