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研究生:楊士緯
研究生(外文):YANG, SHIH-WEI
論文名稱:以價值共創觀點探討如何運用社交媒體應用程式於整合行銷傳播-多重個案公司為例
論文名稱(外文):A Value Co-creation View of Integrated Marketing Communications through Social Media App: Taking Multi-Cases as Examples
指導教授:林懿貞林懿貞引用關係
指導教授(外文):LIN, YI-CHEN
口試委員:林清河曾文宏
口試委員(外文):LIN, CHIN-HOTSENG, WEN-HONG
口試日期:2016-08-23
學位類別:碩士
校院名稱:國立臺南大學
系所名稱:經營與管理學系科技管理碩士班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2016
畢業學年度:104
語文別:英文
論文頁數:40
中文關鍵詞:社交媒體APP整合行銷傳播價值共創B2B
外文關鍵詞:Social media appIntegrated marketing communicationsValue co-creationB2B
相關次數:
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公司常常使用社交媒體應用與消費者溝通,但是如何使用社交媒體應用程式做整合行銷傳播來達到與消費者和客戶價值共創仍然相當缺乏的研究仍然缺乏。本研究透過三個個案研究來檢視如何使用社交媒體應用做整合行銷傳播來達到價值共創。研究發現公司除了可以透過社交媒體應用與消費者或客戶溝通,也能與利害關係者溝通。公司也能透過社交媒體應用的功能、特性傳達一致的公司相關的訊息給客戶與消費者來達到形象的整合與認知的整合。使用社交媒體能夠與客戶和消費者維持長期的關係並且更即時的滿足他們的需求。為了達到價值共創,公司可以透過社交媒體應用的功能來與利害關係者討論與分享訊息。公司也能夠透過社交媒體應用的調查功能來獲得更多消費者的資訊或是開發能夠更符合公司需求的API。研究發現社交媒體應用應改善它的正式性,也需要增加訊息回收的功能,才可增加B2B市場使用者。
Company usually uses SMA to communicate with consumers. However, the previous references still lack of examining how to use SMA for IMC to achieve value co-creation. Using three case studies, we examine how companies use SMA for IMC to achieve value co-creation. We found that company can use SMA to communicate with not only customers and consumers but also stakeholders. Company can deliver unified message to customers or consumers through SMA features to achieve unified image and awareness integration. Use SMA can maintain long-term relationship with customers and consumers, and satisfy their requirements on time. In order to achieve value co-creation, company can use features in SMA to discuss and share information with stakeholders (includes customers and consumers). Company can get more information from survey of SMA and further develop API to meet company’s requirements. The finding also shows that the formality of SMA should be improved and recall function has to be added to be more popular used for B2B market.
摘要 i
Abstract ii
誌謝 iii
Summary iv
Figure vi
Table vii
Chapter 1 Introduction 1
1-1 Research Background and Motivation 1
1-2 Research Purpose 2
1-3 Research Scope and Procedure 3
Chapter 2 Literature Review 4
2-1 Social Media App Marketing for Enterprises 4
2-2 Social Media App and Integrated Marketing Communications 6
2-3 Social Media App and Value Co-creation 7
2-4 Integrated Marketing Communications and Value Co-creation 8
Chapter 3 Research Methodology 10
3-1 Research Strategies Selection 10
3-2 Research Participants and Procedure 11
3-3 Data Collection Procedure (Methods) 13
3-4 Data Analysis Procedure 14
3-5 Research Model 14
Chapter 4 Research Results 17
4-1 Case Study of Company H 17
4-2 Case Study of Company T 23
4-3 Case Study of Company P 26
4-4 Case Comparison 33
Chapter 5 Conclusion 35
5-1 Findings and Contributions 35
5-2 Limitations and Future Research 37
References 38


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