臺灣博碩士論文加值系統

互動式行銷的定義為賣方和買方互動關係的管理，它不但吸引廣大的注意力，並且已有很多行銷業者開始執行了。互動式行銷的競爭優勢為連結了滿意和再購意願的關係，及滿意和口碑傳播的關係，在在都顯示出它對服務業和消費市場的重要性。早期的研究已經顯示出當消費者和業者互動愈多，他們會從事繼續購買的機率就愈高。根據有些報告指出，互動式行銷的支出正不斷快速成長，已經佔了總行銷市場的百分之八。因為互動式行銷已經成為市場上的焦點，本研究將介紹及檢驗互動式行銷的概念及應用，及以個案研究的方式來探討它如何影響即飲調和酒精飲料市場(RTD)的市場佔有率。
本文經由個案研究的資料及問卷調查來檢驗互動式行銷對銷售及市佔率的影響。樣本是由兩群受訪者組成，72名曾經參與本土即飲調和酒精飲料的設計活動和另一組184名沒有參與的受訪者對照，以發現互動式行銷的效果。研究結果顯示出互動式行銷的活動提高目標品牌的辨認度和喜好度，及達到保留和再購，甚至忠誠的行銷目標。有了科技快速演化，商業界能夠提供更創新及以網路為基礎的個人化接觸平台，以促進顧客支援和互動系統的發展。

Interactive marketing (IM) defined as the management of the buyer-seller interactions has drawn great attention and been conducted by leading marketing practitioners. The competitive advantage of interactive marketing such as the linkages between satisfaction and repurchases intentions, and between satisfaction and positive word-of-mouth signaled its importance to service and consumption marketing. Prior researches have shown that the more customers interact with marketers, the greater possibilities they would make subsequent purchases. According to some reports, the expenditure on interactive marketing (IM) is growing fast; it has already accounted for more than 8% of total marketing share. Since interactive marketing has become the focal to the marketing, the thesis introduced and examined the concept and application of interactive marketing and interpreted how it impacted the marketing share of ready-to-drink (RTD) by a case study.
This thesis examined the impacts of interactive marketing on sales and marketing share through case study data and empirical investigation through questionnaires. Subjects were consisted of two groups- 72 subjects who had participated in local ready-to-drink (RTD) brand design and 180 subjects who did not participate. The effect of interactive marketing program was achieved through the comparison of these two groups.
This study shows that interactive marketing campaigns can enhance the recognition and favoritism of the target brand, and achieve the marketing objectives of retention and repatronage, or even loyalty. With the rapid evolution of technology, business can provide more innovative and internet-based personal contact platform for the development of customer support and interactive system to enhance customers’ satisfaction and repurchase intentions.

一、 緒論 1
1.1 研究背景 1
1.2 研究動機 2
1.3 研究目的 4
1.4 研究範圍與限制 5
1.5 研究流程 6
二、文獻探討 7
2.1 行銷策略 7
2.2 互動行銷 9
2.2.1 互動行銷之定義 9
2.2.2 互動行銷的品質構面 12
2.2.3 互動式行銷和傳統行銷之差異 15
2.2.4 互動式行銷之國內相關研究 19
2.2.5 互動式行銷之相關案例 21
2.3 國內即飲調和酒精飲料市場現況 26
三、 研究方法 28
3.1 研究架構 28
3.2 個案研究 28
3.2.1 個案研究法 28
3.2.2個案公司介紹 30
3.2.3 個案行銷策略之描述 32
3.2.4 個案互動行銷設計之描述 33
3.3 問卷調查 36
3.3.1 問卷設計 36
3.3.2 資料蒐集 37
3.3.3資料分析方法 38
四、研究結果與分析 39
4.1 即飲調和酒精市場分析 39
4.1.1 產業分析：五力分析 39
4.1.2 內部分析：競爭優勢分析 41
4.2 問卷結果分析 43
4.2.1 樣本資料描述 43
4.2.2 問卷結果分析 47
4.3 效益分析 57
4.3.1 設計活動和成本效益分析 57
4.3.2 銷售趨勢分析 59
4.4 本章小結 61
五、結論與建議 64
5.1 結論 64
5.2 建議 67
參考文獻 70
附錄：問卷 76

1.丁瑞華，”微關非必要產品屬性對產品線延伸之影響”，國立台北大學企業管理學系博士論文，民國九十三年。
2.王怡如，”互動行銷、服務價值、顧客滿意與行為意向關係之研究-以宜蘭地區休閒農場為例”，國立宜蘭大學經營管理研究所碩士論文，民國九十五年。
3.米勒行銷世界電子報，2002年。
4.吳燕惠，”電子化行銷魅力無法擋”，貿易雜誌161期，民國九十三年12月。
5.周逸衡、關復勇與滕以勇，”人員服務接觸中顧客滿意之研究”，1998中華民國商業流通研討會，高雄：技術學院，民國八十七年。
6.范維倉，” NIKE運動搏感情”，Intelligent Times ，民國九十六年1月。
7.曹振華，”保險互動行銷中適性銷售與業務績效之研究”，國立高雄第一科技大學行銷與流通管理所碩士論文，民國九十年。
8.陳世耀，”Marketing Show Case”，天下雜誌，356期，民國九十五年9月。
9.喬友慶、楊國杉、宮志亮，”顧客導向的服務業行銷分析－以華信商業銀行MM為例”，產業金融季刊，109，pp. 44-59，民國八十九年。
10.楊千，策略管理，華泰書局，民國九十六年，
11.董明遜，”網際網路應用於中國汽車市場行銷之個案研究”，臺灣大學國際企業學研究所碩士論文，民國九十五年。
12.滕以勇，”人員服務接觸與顧客反應間關係之研究─以眼鏡業為例”，國立中山大學企業管理學系碩士論文，民國八十五年。
13.謝憶文，”顧客滿意,品牌權益與顧客終身價值關係之研究- 以服務過程為服務業分類之實證”，中原大學企業管理學系碩士論文，民國八十七年。
14.關復勇，”專業服務接觸互動行銷中關係品質知覺之研究”，國立中山大學企業管理學系博士論文，民國八十六年。
15.Yin, R.K.著。尚榮安譯，個案研究，台北：弘智文化事業有限公司，民國九十年。
16.Armistead, C. G, ”Introduction to service operations in Voss”, New York: John Wiley & Sons Ltd., 1985.
17.Baker, Michael J. “Design Orientation and Market Success”, Design Studies, Vol. 10. Iss. 2. pp. 103-108, 1989.
18.Barwise, P. and Farley, J. U., “The state of interactive marketing in seven countries: interactive marketing comes of age”, Journal of interactive marketing, Vol. 19, NO 3, pp. 67-80, 2005.
19.Barwise, P. and Farley, J. U., ”The State of Interactive Marketing in Seven Countries: Interactive Marketing comes of Age”, Journal of Interactive Marketing, Vol. 19, Num 3, Summer, pp. 67-80, 2005.
20.Barwise, P., & Styler, A. ”Marketing Expenditure Trends”, Paris: Havas and London Business School, 2002.
21.Bitner, M. J., ”Building Service Relationship: It’s All about Promises ”, Journal of the Academy of Marketing Science, pp. 246-251, 1995.
22.Bitner, M. J., ”Evaluating service encounters: The effects of physical surroundings and employee responses ”, Journal of Marketing, 54(Apr.), pp. 69-82, 1990.
23.Bitran, Gabriel and Lojo, Maureen, ”A Framework for Analyzing the Quality of the Customer Interface”, European Management Journal. 11, pp. 385-396, December, 1993.
24.Blattberg, R.C., & Deighton, J., ”Interactive Marketing: Exploiting the Age of Addressability”, Sloan Management Review, pp. 5–14, Fall, 1991.
25.Booms, B.H. and Nyquist, J. L., ”Analyzing the Customer/Firm Component of the Service Marketing Mix”, in Donnelly, J. H. and George, W. R. (Eds), Marketing of Services, ”American Marketing Association, Chicago, IL, pp. 1720177, 1981.
26.Creswell, J. W., ”Qualitative inquiry and research design: choosing among five traditions”, London: Sage Publications. Thousand Oaks, CA: Sage, 1998.
27.Czepiel, J. A., ”Service Encounters and Service Relationships: Implications for Research”, Journal of Business Research, Vol. 20, No. 1, pp. 13-21, 1990.
28.Denzin, N.K., The research act in sociology: A theoretical introduction to sociological methods, 1970.
29.Evans, J. R. & Laskin, R. L., ”The Relationship Marketing Process: A Conceptualization and Application”, Industrial Marketing Management. 23: 439-452, 1994.
30.Foxall, R.R. and Goldsmith, R.E., Consumer Psychology for Marketing. New York: Routledge, 1994.
31.Grönroos, C., ” Relationship approach to marketing in service contexts: The marketing and organizational behavior interface”, Journal of Business Research, 20: 3-11, 1990.
32.Grönroos, C., ”A service quality model and its marketing implications”, European Journal of Marketing. 18(4), pp. 36-44, 1984.
33.Haywood-Farmer, J., ”A conceptual model of service quality”, International Journal of Operations and Production Management, 8, pp. 19-29, 1988.
34.Hills, G.E. and LaForge, R.W., “Research at the Marketing Interface to Advance Entrepreneurship Theory”, Entrepreneurship: Theory and Practice, Vol. 16, Iss. 3, pp. 35-59, 1992.
35.Kelley, S. W., Donnelly, J. H. and Skinner, S. J., ”Customer Participation in Service Production and Delivery”, Journal of Retailing, Vol. 66, pp. 315-335, Fall, 1990.
36.Kendrick, T. and Fletcher, K., “Addressing customer myopia: Strategic interactive marketing planning in a volatile business environment“, Journal of Database Marketing, Mar, 9, 3, pp. 207-218, 2002.
37.Kotler, P. and Andreasen, A.R., Strategic Marketing for Nonprofit Organizations, New Jersey, Prentice Hall, 1991.
38.Lethinen, U. and Lethinen, J. R., ”Two approaches to service quality dimensions”, Service Industries Journal, 11(3), pp. 287-303, 1991.
39.Lovelock, C. H., Services marketing (3rd). Prentice-Hall International editions, 1996.
40.Mills, P. K. and Morris, J. H., ”Motivating the Clint/Employee System as a Service Production Strategy”, Academy of Management Review, Vol. 8 No. 4, pp. 301-310, 1983.
41.Molenaar, C., Interactive marketing (Knegt John, Trans.). England: Cower, 1995.
42.Parasuraman, A , et al., ”Communication and Control Processes in the Delivery of Service Quality”, Journal of Marketing, 52, pp.35-48, 1988.
43.Parasuraman, A., Zeithaml, V. A., & Berry, L. L., ”SERVQUAL: A multiple-item scale for measuring customer perceptions of service quality”, Journal of Retailing, 64, pp. 12-40, 1988.
44.Porter, M. E. ”Competitive Strategy: Techniques for Analyzing Industries and Competitor”, New York: Free Press, 1980.
45.Quinton, S. and Harridge-March, S., “Strategic interactive marketing of wine- a case of evolution”, Marketing Intelligence & Planning, 21, 6, pp. 357-362, 2003.
46.Rahi, Rohit, ”Adverse Selection and Security Design”, Review of Economic Studies, Blackwell Publishing, vol. 63(2), pp. 287-300, 1996.
47.Richins, M. L., ”An Analysis of Consumer Interaction Styles in the Marketplace”, Journal of Consumer Research, Vol, 10, June, pp. 73-82, 1983.
48.Runkel, P. J., & McGrath, J. E. Research on human behavior: A systematic guide to method. New York: Holt, Rinehart & Winston, 1972.
49.Schultz, D.E. and Bailey, S, ”Customer Brand Loyalty in an Interactive Marketplace”, Journal of Advertising Research, pp. 41-52, May. June, 2000.
50.Shani, D., and Chalasani, S. ”Exploiting Niches Using Relationship Marketing”, The Journal of Consumer Marketing, 3: 33-42, 1992.
51.Shoemaker, S. and Lewis, R. C., ”Customer loyalty: the future of hospitality marketing” , International Journal of Hospitality Management, Vol.18, Issue 4, pp. 45-370 , December 1999.
52.Solomon, Michael R., Surprenant, Carol F., Czepiel, John A. and Gutman, Evelyn G., ”A Role Theory Perspective on Dyadic Interactions: The Service Encounter”, Journal of Marketing, 49, pp. 99-111, 1985.
53.Stewart, K., ”An exploration of customer exit in retail banking”, International Journal of Bank Marketing, Vol. 16, pp.6-14, 1998.
54.Weitz, B A and Wensley, R, Strategic Marketing, Ken, Boston, Mass, 1984.
55.Zeithmal, V. A, & Bitner M. J., ”Consumer perceptions of service” ”, Service marketing, Mcgraw-Hill International editions, pp. 102-132, 1996.