臺灣博碩士論文加值系統

隨著網際網路的興起，網際網路行銷傳播逐漸改變行銷模式，在電視廣告、T-bar廣告、建築外牆廣告、報紙雜誌廣告內，都會見到「搜尋關鍵字」的訊息，利用網路「關鍵字」整合行銷策略與消費者溝通，使得消費者“主動”搜尋需求的資訊透過關鍵字有效接觸到消費者需求。網路消費的行為中，搜尋動作佔了重要過程，因而企業主漸漸重視運用搜尋引擎以關鍵字精準一致的整合媒體曝光廣告，成為企業主與消費者雙向溝通的新興網路關鍵字行銷廣告模式。

關鍵字行銷正為各產業企業主及行銷人員所重視，然而，於學術研究與實務運作上之關鍵字行銷機制尚無一個完整之架構，因而引發本研究動機。本研究透過Lin(2000)提出的整合行銷傳播架構延伸探討網路關鍵字整合行銷架構模式，探討關鍵字行銷與整合行銷傳播的關聯並提出網路關鍵字整合行銷架構模式為業界實務上之參考。

研究結果顯示，Lin(2000)整合行銷傳播架構之認知整合、形象整合、資料庫整合、消費者整合、利害關係群體整合、評估整合的六個構面與關鍵字行銷認知需求、涉入度、一致性三個構面之間關聯性皆為顯著；透過文獻探討與專家和業界經營者的訪談，提出網路關鍵字整合行銷模式。這個模式在後續研究建議可延伸對顧客關係管理CRM分析，將整合的資訊進一步提出競爭策略或行動方案，以提供企業更完善的行銷效益。

As the development of internet, the internet marketing changes the marketing mode gradually. In the advertisements on TV, T-bars, external wall of buildings, newspapers and magazines, the information about search keyword is always included . The internet keyword integrated marketing strategy is utilized to make the consumers search the information by keyword actively. In the internet consumer behavior, search plays an important role. Therefore, the business owners begin to make use of keyword search engine in advertisements. It becomes a new model of internet keyword marketing, a two-way communication between business owners and consumers.

The business owners and marketing staff of various industries are paying attention to keyword marketing. However, on academic research, there is not a complete operating structure for keyword integrated marketing. This motives the research. Through the integrated marketing communications structure, proposed by Lin(2000), the internet keyword integrated marketing is discussed in this research. The relationship between keyword integrated marketing and integrated marketing communications is studied. The structure of keyword integrated marketing strategy is also proposed to be a reference for business.

In this research, it is found out that the relationships between the six aspects of integrated marketing communications (Awareness Integration, Unified Image, Database Integration, Customer-based Integration, Stakeholders-based Integration, and Evaluation Integration),proposed by Lin (2000) and the three aspects keyword marketing (Consistence, Involvement, and Need for Cognition) are all apparent. Through the literature review and interviews with experts and managers, the internet keyword integrated marketing model is proposed in this research. This model can be extended to Customer Relationship Management analysis in the future research.

中文摘要．．．．．．．．．．．．．I
英文摘要．．．．．．．．．．．．．II
誌謝．．．．．．．．．．．．．．．IV
目錄．．．．．．．．．．．．．．．V
表目錄．．．．．．．．．．．．．．VII
圖目錄．．．．．．．．．．．．．．VIII
一、緒論．．．．．．．．．．．．．1
1.1 研究背景與動機．．．．．．．．1
1.2 研究目的．．．．．．．．．．．3
1.3 研究範圍．．．．．．．．．．．3
1.4 研究流．．．．．．．．．．．．3
二、文獻探討．．．．．．．．．．．5
2.1 企業部落格．．．．．．．．．．5
2.2 關鍵字行銷．．．．．．．．．．9
2.3 整合行銷傳播．．．．．．．．．12
2.4 認知需求之相關研究．．．．．．18
2.5 涉入度之相關研究．．．．．．．21
2.6 一致性之之相關研究．．．．．．25
三、研究方法．．．．．．．．．．．28
3.1 研究架構．．．．．．．．．．．28
3.2 質性訪談．．．．．．．．．．．30
3.3 問卷調查．．．．．．．．．．．32
四、實證分析與結果．．．．．．．．38
4.1 文獻回顧與訪談之結果分析．．．38
4.2 問卷結果分析．．．．．．．．．44
五、結論與建議．．．．．．．．．．63
5.1 研究結論．．．．．．．．．．．63
5.2 管理意涵．．．．．．．．．．．65
5.3 研究限制．．．．．．．．．．．66
5.4 後續研究建議．．．．．．．．．66
參考文獻．．．．．．．．．．．．．68
中文部分．．．．．．．．．．．．．68
英文部分．．．．．．．．．．．．．70
網路資料．．．．．．．．．．．．．72
附錄一研究問卷．．．．．．．．．．74

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