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    题名: 人工智慧應用於行銷科技之個案分析— 以iKala 為例
    A Case Study on the Applications of AI in MarTech
    作者: 林司晴
    Lin, Sz-Ching
    贡献者: 邱奕嘉
    Chiu, Yi-Chia
    林司晴
    Lin, Sz-Ching
    关键词: 行銷科技
    人工智慧
    商業模式
    產品市場適配理論
    進入市場理論
    MarTech
    artificial intelligence
    business model
    PMF
    GTMF
    日期: 2020
    上传时间: 2021-03-02 14:58:54 (UTC+8)
    摘要: 行銷科技的落地與應用，只是近10年的新興議題，但這10年間的產品及服務卻有高達5,233%的成長率，總產值甚至突破1210億美元。而從相關文獻和實務場域可發現，導入人工智慧（AI）的行銷活動，其成效相對於其他行銷科技的發展更顯著且被更廣泛的應用。
    由於行銷科技領域的發展仍屬新穎，故本研究嘗試以商業模式、產品市場適配理論PMF和進入市場理論GTMF作為研究理論，並選擇當今台灣企業中，以AI為核心發展行銷事業的佼佼者iKala做分析，透過訪談創辦人獲得第一手資料以及搜集次級資料，整理並探究兩大問題：（一）以個案公司為例，探討如何以AI建構其行銷科技發展模式？（二）以個案公司為例，分析AI作為行銷科技所帶來的成效與影響為何？
    但因為iKala為新創公司，在搜集文獻以及訪談過程中，關於AI應用於內部營運的外部資料較少，公司也不便透露，故本文的研究主要聚焦在iKala提供的AI產品分析以及其商業模式的轉變，最終提出6項研究發現並精煉出2大命題：（一）以AI作為行銷科技來優化行銷成效的市場大且機會多，但是企業若要脫穎而出，選對市場和靈活的調整商業模式設計才是致勝關鍵。（二）在劇變的世代中，應當站在巨人的肩膀上，以數據為基礎發展平台事業和創造綜效，同時秉持著以人為本及高層次的價值主張設計商業模式。
    The application of marketing technology has become an emerging topic in the past 10 years. The growth rate of MarTech products and services has reached 5,233% and the total output value has exceeded US$121 billion. Based on the relevant literature and practical experience, we can find that utilizing artificial intelligence (AI) is one of the most widely used marketing technologies to improve the effectiveness of marketing activities.
    In order to further understand the successful factors, I use “Business Model Theory”, “Product Market Fit, and “Go to Market Fit” as the research theory. iKala, a Taiwanese leading company that applies AI to develop marketing business, is chosen as a main company to be studied. Many information has been collected by in-depth interview with iKala co-founder and reading relevant articles. There are two major issues discussed in this thesis:

    (1) Take the case company as an example and investigate how the company introduces AI into its marketing technology.

    (2) Take the case company as an example and analyze the effectiveness and impact of AI as a marketing technology.

    In this study, the information collecting process is challenging. The external information of AI applications in iKala is limited because it is just a start-up company. The internal operations of iKala is also not easily accessible due to the protection of business confidentiality. Therefore, this research focuses on the AI product analysis provided by iKala and the transition of its business model. In the end, six research findings are proposed and two major propositions are refined:

    (1) Utilizing AI as a marketing technology to optimize the marketing effectiveness is attractive and opens up boundless prospects and opportunities. However, if a company wants to stand out, choosing the right market and adjusting the business model are the key success factors.

    (2) In the era of drastic change, companies must stand on the shoulders of giants, develop platform businesses and create synergies based on data. In the meanwhile, the company should adhere to people-oriented and high-level value proposition to design business models for improving marketing effectiveness.
    參考文獻: 一、中文文獻
    1. 阿杰・艾格拉瓦、約書亞‧格恩斯、阿維・高德法布（2018）。AI經濟的策略思維：善用人工智慧的預測威力，做出最佳商業決策（林奕伶譯）。台北市：天下雜誌股份有限公司。（原著出版年：2018年）
    2. 馬克‧傑佛瑞（2018）。量化行銷時代：貝佐斯與亞馬遜經營團隊都在做，15個關鍵行銷計量指標（高英哲譯）。新北市。大牌出版。（原著出版年：2010年）
    3. 亞歷山大．奧斯瓦爾德...等人（2012）。獲利世代：自己動手，畫出你的商業模式。台灣：早安財經。（原著出版年：2010年）
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    7. 行政院（2019）。台灣AI行動計畫—掌握契機，全面啟動產業AI化。檢自https://www.ey.gov.tw/Page/5A8A0CB5B41DA11E/a8ec407c-6154-4c14-8f1e-d494ec2dbf23（May 29, 2020）
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    10. iKala官方網站，公司簡介。檢自https://ikala.tv/zh-tw/ （May 25, 2020）
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    12. 彭子豪（2020）。疫情延燒 愛卡拉iKala數位行銷火熱。檢自https://money.udn.com/money/story/5640/4404623（May 25, 2020）
    13. 陳湘庭（2012）。【Meet創業之星】多螢一雲跨裝置K歌平台－iKala。數位時代。檢自https://www.bnext.com.tw/article/23547/BN-ARTICLE-23547（May 27, 2020）
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    16. 智策慧編輯小組. (2020). 行銷與行銷科技趨勢與演變 | SWEM｜智策慧｜智創品牌. http://www.swem.com.tw/news/行銷與行銷科技趨勢與演變下/http://www.swem.com.tw/news/%E8%A1%8C%E9%8A%B7%E8%88%87%E8%A1%8C%E9%8A%B7%E7%A7%91%E6%8A%80%E8%B6%A8%E5%8B%A2%E8%88%87%E6%BC%94%E8%AE%8A%E4%B8%8B/
    17. iKala. (2018). iKala「GCP專門家」獲 Google Cloud Data Analytics 專業認證 ｜ MeetHub. https://meethub.bnext.com.tw/ikala%E3%80%8Cgcp%E5%B0%88%E9%96%80%E5%AE%B6%E3%80%8D%E7%8D%B2-google-cloud-data-analytics-%E5%B0%88%E6%A5%AD%E8%AA%8D%E8%AD%89/
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    二、英文文獻
    1. Marco Iansiti & Karim R. Lakhani (2020). Competing in the Age of AI. Harvard Business Review, Jan/Feb2020, Vol. 98 Issue 1, p60-67.
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    3. Managing Technological Innovation: Competitive Advantage from Change https://books.google.com.tw/books?id=EVHxcjeHqjUC&pg=PA30&dq=marquis+incremental+innovation&hl=zh-TW&sa=X&ved=0ahUKEwi6joSnpdnpAhUIGKYKHVLMDPEQ6AEIOzAC#v=onepage&q=marquis%20incremental%20innovation&f=false
    4. Technology Diffusion ADAM B. JAFFE (2015) https://onlinelibrary.wiley.com/doi/pdf/10.1002/9781118900772.etrds0328
    5. Diffusion of innovations roger, https://books.google.com.tw/books?hl=zh-TW&lr=&id=v1ii4QsB7jIC&oi=fnd&pg=PR15&dq=Diffusion+of+innovations+roger&ots=DL-oyQZqaU&sig=PBkK8WcaXmD5Lfa8jyCNCgq7TpA&redir_esc=y#v=onepage&q=Diffusion%20of%20innovations%20roger&f=false
    6. The Economics of Network Industries , By Oz Shy, Shy Oz https://books.google.com.tw/books?hl=en&lr=&id=xgt0BTJ54MgC&oi=fnd&pg=PR11&dq=info:VfSvn9amTrQJ:scholar.google.com&ots=bV36Rhhi4t&sig=3cNxtv7TbFuj1mjQrqPram1KI8I&redir_esc=y#v=onepage&q=network%20externality&f=false
    7. Scott Brinker (2020). Marketing Technology Landscape Supergraphic (2020): Martech 5000 — really 8,000, but who’s counting? Retrieved from https://chiefmartec.com/2020/04/marketing-technology-landscape-2020-martech-5000/
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    9. Almitra, K. (2018). Council Post: The Origin Of The Martech Stack And How To Build One That Drives Growth. Forbes. https://www.forbes.com/sites/forbescommunicationscouncil/2018/04/27/the-origin-of-the-martech-stack-and-how-to-build-one-that-drives-growth/#697bf2394524
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    13. Scott Brinker (2019). 3 trends driving the Second Golden Age of Martech: ecosystems, experts, and (citizen) engineers. Chief Marketing Technologist. https://chiefmartec.com/2019/01/3-trends-next-age-martech-ecosystems-experts-engineers/
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    28. McNeill, R. (2005). Go-to-Market Frontier: Global Account Management (GAM). Journal of Global Business and Technology, 1(1), 12-31.
    29. Schuhmacher, M. C., Kuester, S., & Hultink, E. J. (2018). Appetizer or Main Course: Early Market vs. Majority Market Go-to-Market Strategies for Radical Innovations. Journal of Product Innovation Management, 35(1), 106-124. https://doi.org/10.1111/jpim.12379
    30. Zott, C., & Amit, R. (2008). The fit between product market strategy and business model: implications for firm performance. Strategic Management Journal, 29(1), 1-26. https://doi.org/10.1002/smj.642
    描述: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    107363071
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0107363071
    数据类型: thesis
    DOI: 10.6814/NCCU202100338
    显示于类别:[企業管理研究所（MBA學位學程）] 學位論文

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