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| 研究生： |
謝佩芳 Nicky Hsieh |
|---|---|
| 論文名稱： |
全球化之數位行銷應用方法 A Development of Global Digital Marketing Methodology |
| 指導教授： |
尚孝純
Shari Shang |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2014 |
| 畢業學年度： | 99 |
| 語文別： | 英文 |
| 論文頁數： | 86 |
| 中文關鍵詞： | 全球化 、數位行銷 |
| 外文關鍵詞： | Global, Digital Marketing |
| 相關次數： | 點閱：115 下載：49 |
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全球化之數位行銷應用方法
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.
1. Introduction 1
2. Strategy of Global E-Marketing 3
2.1. Global E-Marketing Strategy 3
2.2. The Trend of E-Marketing 4
2.2.1.A-I-S-A-S : New Consumer Purchasing Decision Making Process 4
2.2.2.Introduction of the Concept : AISAS 4
2.2.3.The Power of Share 5
2.2.4.iPad2 Lowers the Barrier to Enter Digital World 10
2.2.5.Ubiquitous Mobility Will Make the World Connect Tighter 10
2.3. Different Kinds of Media (Owned Media, Bought Media, Earned Media) 11
2.4. Strategy of E-Marketing --- Building Owned Digital Assets by Corporate 14
3. Research Methodology 16
3.1. Methodology Development 16
3.2. Steps to Using the Methodology 19
3.2.1.Analysis of the Brand’s Digital Assets (Owned Media) 20
3.2.2.Analysis for Competitors’ Digital Assets (Owned Media) 22
3.2.3.Analysis for Efficiency of Media Budget Utilization (Bought Media) 24
3.2.4.Updates for Digital Trend and Environment 24
3.2.5.Updates for Industrial Digital Application 25
3.2.6.Annual Digital Marketing Strategy for the Brand 26
3.3. A Checklist for Application of This Methodology 27
4. Case Studies 28
4.1. Execution Process of Concept 28
4.2. Case 1: Pizza Hut 30
4.2.1.Introduction to the Project 30
4.2.2.Review Process 31
4.2.3.Collected Data 32
4.2.4.Pizza Hut Digital Management Structure 35
4.2.5.Pizza Hut Digital Development Performance Review Sheet 36
4.2.6.Pizza Hut Digital Development Improvement Suggestions 37
4.3. Case 2: Trend Micro 43
4.3.1.Introduction to the Project 43
4.3.2.Brief for this project 44
4.3.3.Ways to Create Noise 46
4.3.4.Promotion Program Requirement 46
4.3.5.Analysis & Mission Re-defined for This Promotion Program 47
4.3.6.Online Research for Cloud Security 48
4.3.7.Introduction for Google - Double Click Ad Planner 49
4.3.8.Understanding IT Professionals’ Preference in Different Markets 51
4.4. Case 3: Family Mart 60
4.4.1.Introduction to the Project 60
4.4.2.Review Process 60
4.4.3.Review Results 61
4.5. Case 4: Asus 67
4.5.1.Introduction to the Project 67
4.5.2.Review of Brand’s Owned Media 68
4.5.3.Strategy for Asus Transformer 78
5. The Value of the Methodology 80
5.1. The Application of the Methodology 80
5.2. The Value of the Methodology 81
6. Conclusion 82
6.1. Summary 82
6.2. Strength and Weakness 83
6.3. Future Use 84
Appendix A: References 85
1. World Internet Usage Statistics http://www.internetworldstats.com/stats.htm
2. 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.html
4. 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/trends
11. Stat Counter http://gs.statcounter.com/
12. Google Ad Planner http://www.google.com/adplanner/
