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研究生:彭詩軒
研究生(外文):Shih-Hsuan Peng
論文名稱:透過內容行銷強化消費者互動:整合 5A 與內容設計原則
論文名稱(外文):Enhancing Consumer Interaction Through Content Marketing: Integrating Kotler’s 5A Framework With Content Design Principles
指導教授:吳仁和吳仁和引用關係
指導教授(外文):Wu, Jen-Her
學位類別:碩士
校院名稱:國立中山大學
系所名稱:資訊管理學系研究所
學門:電算機學門
學類:電算機一般學類
論文種類:學術論文
論文出版年:2023
畢業學年度:111
語文別:中文
論文頁數:78
中文關鍵詞:社群行銷5A顧客體驗路徑IDEA程序內容行銷社群媒體廣告內容新產品行銷
外文關鍵詞:Social Media Marketing5A FrameworkIDEAContent MarketingSocial MediaAdvertising ContentAdvertising for New Products
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數位化的時代促使了企業數位轉型,也讓人們的生活習慣產生了變化,在這段期間社群媒體呈現了指數型增長,企業也開始透過社群媒體行銷,改變了企業和顧客間的互動方式,例如:企業如何吸引顧客、顧客又如何被廣告所吸引、吸引後企業應該如何留住顧客,因此,探討企業與顧客的互動成為了重要的議題。本研究以中南部的兩個新創品牌為例,使用設計科學研究法來設計與發展出一套完整的行銷方法論,增進企業與顧客互動的社群行銷方法其中包含:整合5A顧客體驗路徑、IDEA程序、內容設計原則、衡量顧客的參與度的指標與KPI公式,最後透過實際應用在兩個新創品牌的社群媒體貼文上,檢視貼文的成效與數據驗證方法論的可行性。本研究的研究意涵在於提供了一套實際可行的社群行銷方法論,並驗證了該方法在兩個新創品牌上的有效性,對於新創企業在進行社群行銷與建立良好的顧客關係時有重要的價值。
The advent of the digital age has driven businesses to undergo digital transformation, resulting in profound societal changes. Concurrently, social media platforms have experienced exponential growth, prompting businesses to adapt and leverage these platforms as powerful marketing tools. This shift is changing the way companies interact with customers dramatically, encompassing customer attraction, the appeal of advertising content to customers, and customer retention strategies. Therefore, the investigation of businesses-customer interaction has become crucial. In this study, a marketing methodology is implemented on two startup brands located in the central and southern regions of Taiwan, utilizing Design Science Research Methodology (DSRM) to design and develop an integrated marketing strategy. The methodology incorporates the 5A framework, the IDEA process, content design principles, indicators to measure customer engagement, and KPI formulas. By applying this methodology to the social media posts of two startup brands, the effectiveness and the feasibility of the data validation are evaluated. The study holds notable ramifications as it presents a pragmatic and feasible methodology for social media marketing. Through empirical validation on two starup brands, it demonstrates the effectiveness of this approach. Additionally, it emphasizes the criticality of this methodology in fostering robust customer relationships, further reinforcing its significance in contemporary business contexts.
論文審定書 i
摘要 ii
Abstract iii
目錄 iv
圖次 vi
表次 vii
第一章 緒論 1
第一節、 研究背景與動機 1
第二節、 研究目的與範圍 3
第二章 文獻探討 4
第一節、 社群媒體行銷 4
第二節、 標竿學習 8
第三節、 5A架構 9
第四節、 IDEA程序 10
第五節、 5A整合IDEA的行銷架構 11
第三章 研究方法 22
第一節、設計科學研究法 22
第二節、研究步驟 24
第四章 設計與發展解決方案 26
第一節、 整合Kotler的5A顧客體驗路徑與IDEA程序 26
第二節、 整合內容設計原則與設計元素 31
第三節、 數據定義與蒐集 33
第五章 展示與評估解決方案 35
第一節、 社群媒體平台的選擇 35
第二節、 個案的操作 36
第三節、 數據蒐集與分析 41
第六章 討論與結論 48
第一節、 研究成果 48
第二節、 學術貢獻 52
第三節、 實務貢獻 53
第四節、 研究限制與未來研究方向 54
參考文獻 55
附錄一、貼文設計 60
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