政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/118600

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政大典藏 > College of Commerce > MBA Program > Theses > Item 140.119/118600

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/118600

Title:	時尚媒體操作網紅行銷效益評估 Assessing the benefit of Internet Celebrity marketing on fashion media
Authors:	曾群懿 Tseng, Chun-Yi
Contributors:	黃思明 Hwang, Syming 曾群懿 Tseng, Chun-Yi
Keywords:	網紅經濟數位行銷社群媒體數位媒體 Internet celebrity economy Digital marketing Social media Digital media
Date:	2018
Issue Date:	2018-07-11 17:36:38 (UTC+8)
Abstract:	「網紅經濟」一詞在2016年從中國大陸產生，網紅意指網路紅人，這些網路紅人透過其外表、搞笑、知識、個人魅力在網路上產生吸引粉絲的文字、圖片、影音內容，經由網路社群擴散，讓這群網紅累積了龐大粉絲，也吸引許多品牌捧著產品與酬勞想與網紅們合作，目的就是想將網紅粉絲轉換成品牌客人。現今數位行銷操作手法中，與網紅合作產生內容已是趨勢，本研究將針對台灣時尚數位媒體，在操作網紅行銷時的效益評估做完整檢視，了解在網紅行銷操作的各階段作業中，有哪些指標能夠評估出與網紅合作的最大效益。透過個案研究法及次級資料收集法，本研究將提出一份網紅行銷效益評估表，提供給未來想操作網紅行銷之品牌行銷人員一份完整的效益評估量表。「Internet Celebrity Economy」is a term originated from China. People can be popular on the internet via upload text, photos, videos to their social platforms. And due to their personalities, appearance, professional knowledge about a specific issue, these people attract more and more fans. And these people who we call them Internet Celebrity now. Many brands want to cooperate with Internet Celebrities for bringing more profits and gain brand`s exposure. Internet Celebrity Marketing is an indispensable tactic when planning a digital marketing strategy. This study will focus on fashion media in Taiwan, finding out assessment indexes among every step while executing Internet Celebrity Marketing. This study indicates the procedures of Internet Celebrity Marketing by interviewing two leading fashion media companies. And reveals the pros and cons of this method. Although Internet Celebrity Marketing is an important promotional method, there are still some situations need to be concerned. This study will provide an evaluation form at the end for people who want to plan Internet Celebrity Marketing events.
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Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 105363056
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0105363056
Data Type:	thesis
DOI:	10.6814/THE.NCCU.MBA.035.2018.F08
Appears in Collections:	[MBA Program] Theses

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