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研究生:陳淨瑩
研究生(外文):Ching-Yin Chen
論文名稱:新消費型態、網路直播與商品銷售—某D創意行銷公司經營策略之研究
論文名稱(外文):New Consumption patterns, Webcasting and Merchandise Sales- A Research of D Creative Marketing Company Business Strategy
指導教授:蔡政言 博士
口試委員:林江峰 博士王凱立 博士
口試日期:2017-06-15
學位類別:碩士
校院名稱:淡江大學
系所名稱:國際行銷碩士在職專班
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:85
中文關鍵詞:新消費型態網路直播商品銷售購物平台
外文關鍵詞:New Consumption patternsWebcasting and Merchandise Sales
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隨著舊通路的沒落及新興通路的新消費型態崛起,通路行銷策略的擬定與執行,已成為學者與從業人員必須高度掌握的顯學。藉由本論文之研究,能夠對新消費型態通路的行銷策略更為了解;尤其是客情電視台這樣的一個通路,在過去幾乎沒有人能夠一窺堂奧,甚至普遍認為是水準相對低下的台別,殊不知,這樣的通路甚至常常單檔產值高於電視購物,看似簡單的節目內容,事實上卻是將操作策略建構在馬斯洛需求理論與空巢症候群...等的心裡學說上,依著行銷4R的行銷模組,推出針對精準TA的準確行銷策略。而消費者對於新興通路的知名度、品牌知覺、品牌聯想,是否和通路策略有所關聯,以及是否對銷售績效造成影響,都在此篇論文中得到進一步的深入討論。
With the decline of the old path and the emerging channels of the new consumption patterns rise, channel marketing strategy formulation and implementation, has become a scholar and practitioners must have a high degree of mastery. With the study of this paper, it is possible to understand the marketing strategy of the new consumption type pathways. In particular, there is a channel for the guest TV station. In the past, almost no one has been able to glimpse the horizon, and it is generally considered that the level is relatively low. , I do not know that such a path and often even a single file output value is higher than the TV shopping, seemingly simple program content, in fact, is the operation strategy is constructed in Maslow demand theory and empty nest syndrome ... and other heart theory, In accordance with the marketing 4R marketing module, launched for accurate TA accurate marketing strategy. The popularity of consumers in the new channel, brand awareness, brand association, whether and channel strategy is related, and whether the impact on sales performance, in this paper will be further in-depth discussion.
目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍與對象 2
第二章 文獻探討 4
第一節 網路行銷趨勢 4
第二節 直播效益驚人,掌握最為有效的直播內容 15
第三節 臉書Facebook廣告投放秘訣 19
第四節 精準操作廣告受眾的具體策略 25
第三章 研究方法 30
第一節 研究方法 30
第二節 研究對象與訪談問題 32
第四章 研究結果與分析 35
第一節 社群團購、直播銷售與客情電視節目的定義 35
第二節 社群團購、直播銷售與客情電視節目的現況 36
第三節 社群團購、直播銷售與客情電視節目的操作策略 39
第四節 D公司在社群團購、直播銷售與客情電視節目的操作實例分享 63
第五章 結論與建議 69
第一節 研究結論 69
第二節 對社群團購、直播銷售與客情電視節目的行銷策略之分析及改善建議 72
參考文獻 76
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