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研究生:蔡政勳
研究生(外文):Jeonghoun Chae
論文名稱:企劃書: 南韓大邱線上市場行銷
論文名稱(外文):Business Plan for Online Marketing in Daegu, South Korea
指導教授:周德宇周德宇引用關係
指導教授(外文):Chou, Te-yu
口試委員:劉家豪彭喜樞
口試委員(外文):Liu, Jia-HaoPeng, Shi-Shu
口試日期:2020-07-10
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營管理英語碩士學位學程(IMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2020
畢業學年度:108
語文別:英文
論文頁數:50
中文關鍵詞:線上行銷廣告獨資企業餐廳咖啡廳臉書由Naver集團開發的社群應用程式
外文關鍵詞:Online marketingAdvertisingSole proprietorRestaurantCaféFacebookNaver Band
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Being designed and planned by an IMBA student who has a great interest in online marketing, this Business Plan for Online Marketing in Daegu, South Korea was made with the desire of supporting a lot of sole proprietors who have difficulty in advertising for themselves.
For more details, this business is expected to play a role as an advertising agency and runs an online community where the customers can raise a question, share their experience and communicate one another. Based on this community, this business plan anticipates that they can stand up for themselves without any help from others such as common advertising agency or influencers to which they have to pay high cost in order to advertise.
The business plan is made on the basis of 04 year period, emphasizing the core business and founder’s value, operational principles, and business model.
1. Market Insight 1
1.1. Online Marketing 1
1.2. Analysis of The Online Advertising Market In Korea 2
1.3. Treat of rivalry 4
1.4. Treat of Market Entrance 5
1.5. Supplier and Buyer Power 6
1.6. Substitute 7
2. Business Plan for Online Marketing in Korea 10
2.1. Overview 10
2.2. Customer Segmentation 12
2.3. Expected Location and Operation Hours 16
2.4. Main Service Description 19
2.5. Additional Service Description 23
2.6. Sales and Pricing 25
2.7. Marketing 28
2.8. Payment 30
2.9. Financial Plan 34
2.10. Future Growth 39
3. Conclusion 45
4. References 47
4.1. Bibliography 47
References in English
1. Statista, 2020. Digital Advertising Outlook in Korea[https://www.statista.com/outlook/216/125/digital-advertising/south-korea]
2. Wikipedia, 2020. Naver Corporation [https://en.wikipedia.org/wiki/Naver_Corporation]
3. Investopedia, 2020. Porter’s Five Forces [https://www.investopedia.com/terms/p/porter.asp]
4. Wikipedia, 2020. Daum [https://en.wikipedia.org/wiki/Daum_(web_portal)]
5. Wikipedia, 2019. Engel’s law [https://en.wikipedia.org/wiki/Engel's_law]
6. Facebook. Facebook Ad examples [https://www.facebook.com/business/help/840059356036765?id=802745156580214]
7. Wikipedia, 2020. Flat rate pricing [https://en.wikipedia.org/wiki/Flat_rate]
8. Facebook, 2018. Facebook Badge System [https://www.facebook.com/community/whats-new/facebook-group-badges/]
9. Wikipedia, 2020. KakaoTalk [https://en.wikipedia.org/wiki/KakaoTalk]
10. Google Maps, 2020. Daegu location [https://www.google.com/maps/place/Daegu,+South+Korea/@35.8474798,128.5644944,8.66z/data=!4m5!3m4!1s0x3565e3b8b2efadd5:0xba92e029a0382e30!8m2!3d35.8714354!4d128.601445]
11. Daegu Tourist Information, Daegu Subway Line Map [https://tour.daegu.go.kr/eng/contents.do?IDX=131&seIDX=129&grIDX=89]
12. Wikipedia, 2020. POSCO [https://en.wikipedia.org/wiki/POSCO]

References in Korean
1. Onestep company & Naver, 2019, Ranking of online advertising agencies. Ranking of online advertising agencies in Korea [https://blog.naver.com/onestepco/221704645994]
2. Intertrend, 2018. Ranking of portal sites in Korea [https://m.blog.naver.com/PostView.nhn?blogId=osb7642&logNo=221443068760&proxyReferer=https:%2F%2Fwww.google.com%2F]
3. Soomgo, 2020. Average expected influencer marketing price [https://soomgo.com/prices/%EC%9D%B8%ED%94%8C%EB%A3%A8%EC%96%B8%EC%84%9C-%EB%A7%88%EC%BC%80%ED%8C%85]
4. KOSIS, 2018. Average monthly income of sole proprietors in 2018 [http://kosis.kr/statHtml/s]
5. Minsoo Kim & WiseApp, 30s lead Instragram, Nocut News, 2018, Hours of usage of SNS [https://www.nocutnews.co.kr/news/5164643]
6. MOBIINSIDE, Age-spesific SNS preference, 2018. Age-specific SNS preference [https://www.mobiinside.co.kr/2018/06/21/press-mobidaysappape/]
7. Yoojin Seo & Byeongjun Lee, Why is Korean Engel’s law high?, Joongang Ilbo, 2019, Engel’s law by country [https://www.senior6040.com/post/2019/02/04/%EA%B0%9C%EB%8F%84%EA%B5%AD%EC%84%9C-%EB%86%92%EB%8B%A4%EB%8A%94-%EC%97%A5%EA%B2%94%EC%A7%80%EC%88%98%EC%9D%98-%EC%97%AD%EC%8A%B5-%EB%8F%84%EB%8C%80%EC%B2%B4-%ED%95%9C%EA%B5%AD%EC%9D%B4-%EC%99%9C]
8. Jongil Kim & Hyundai Economic Institute, Why do Koreans drink more than 350 cups of coffee annually?, Sisajornal , 2020, Annual coffee consumption in cups [https://www.sisajournal.com/news/articleView.html?idxno=194823]
9. Wikipedia, 2020. Last 5 Assembly Election results in Daegu [https://ko.wikipedia.org/wiki/%EB%8C%80%ED%95%9C%EB%AF%BC%EA%B5%AD_%EC%A0%9C17%EB%8C%80_%EA%B5%AD%ED%9A%8C%EC%9D%98%EC%9B%90_%EC%84%A0%EA%B1%B0_%EB%8C%80%EA%B5%AC%EA%B4%91%EC%97%AD%EC%8B%9C]
10. Kim Jeongeun’s Instagram, 2020. Examples of advertising pictures [https://www.instagram.com/hallo_jeongeun/]
11. Naver Internal Data, 2020, Naver Band description
12. Dr. Agnes Yun, Evolution of media network, PRESSBOOKS, 2014. Early and mature online community model [https://organicmedia.pressbooks.com/chapter/evolution-of-media-network/]
13. KOSIS, Population data, 2020, Local population in 2020 [http://kosis.kr/statHtml/statHtml.do?orgId=101&tblId=DT_1B040A3&checkFlag=N]
14. Jaesik Gil, Samsung Pay occupies the offline payment market, etnews, 2019. Fintech payment usage rate and satisfaction level in 2019 [https://www.etnews.com/20191014000132]
15. Hyunjoo Lee, No fee in using Samsung Pay, Asia Economy, 2018. The reason why there is no fee in using Samsung Pay [https://www.asiae.co.kr/article/2015030610525064511]
16. Byungjoon Jo, 12 million tourists visiting Gyeongju, where are they?, 2017, How to measure the number of visitors in Gyeongju [http://m.srbsm.co.kr/view.php?idx=26932]
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