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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/139182


    Title: 用戶旅程與精準行銷之個案分析
    A Case Study on Customer Journey and Precision Marketing
    Authors: 游玉如
    YOU, YU-RU
    Contributors: 邱奕嘉
    Chiu, Yi‐Chia
    游玉如
    YOU, YU-RU
    Keywords: 用戶旅程
    精準行銷
    直效行銷
    Customer journey
    Precision marketing
    Direct marketing
    Date: 2022
    Issue Date: 2022-03-01 17:02:26 (UTC+8)
    Abstract: 個案公司在該產業逐漸走下坡時創立，創立初期也碰到瓶頸，但當時
    Facebook、Google 都往客戶軌跡收集並應用廣告的啟發，就毅然決定以客戶為主的核心策略，大舉投資軟硬體在收集用戶旅程，在收集的過程中，線下的行為收集相當不易，但有兩大廣告系統可參考下，一步一步開拓資料探索。而有初步的數據分析之後，進行廣告投放也來帶相當的成果。後續客戶雛形越來越清晰下。
    也可以精準的投放廣告到可控制的受眾，用戶旅程跟精準行銷兩項相輔相乘下，成就個案公司在業界能後起新秀之姿，站穩腳步。
    The case company was founded when the industry was on the decline. It also encountered bottlenecks in the early days of its establishment. But at that time, Facebook and Google both collected and applied advertisements to customer
    trajectories. This kind of thinking makes us resolutely decide on the core strategy of focusing on customers.
    Investing heavily in software and hardware to collect user journeys, in the process of collecting, offline behavior collection is quite difficult. However, there are two major advertising systems for reference, step by step to develop data exploration. And after preliminary data analysis, advertising will also bring considerable results.
    The prototype of the follow-up customer is getting clearer and clearer. It can also precisely deliver advertisements to a controllable audience.
    The combination of user journey and precision marketing enables the case company to become a rookie in the industry.
    Reference: (Philip Kotler, Hermawan Kartajaya, Iwan Setiawan,2016) Marketing 4.0:
    Moving from Traditional to Digital(2017) 行銷 4.0：新虛實融合時代贏得
    顧客的全思維 (劉盈君譯；1 版) 天下雜誌 (2016)
    (Jonah Berger, 2014) Contagious: Why Things Catch On(2014) 瘋潮行銷：華頓商學院最熱門的一堂行銷課！6 大關鍵感染力，瞬間引爆大流行
    Contagious: Why Things Catch On (陳玉娥；1 版) 時報出版
    王曉峰、張永強、吳笑一，(2015) 零售 4.0 時代北京：中信出版社 2015 年
    (Nikkei Digital Marketing, 2016) 最新マーケティングの教科書 2016 最新數位行銷聖經：全方位圖解數位行銷的最新趨勢‧先端知識‧策略技法‧案例運用(陳心慧；1 版) 奇光出版(2017)
    范冰，(2016) 成長駭客：未來十年最被需要的新型人才，用低成本的創意思考和分析技術，讓創業公司的用戶、流量與營收成長翻倍 高寶出版 (2016)
    (宗像淳, 2015) 商品を売るな コンテンツマーケティングで「見つけてもらう」仕組みをつくる內容的力量：不販賣商品！用「內容行銷」讓客人自己找上門！(李青芬；1 版) 財經傳訊 (2015)
    (川上徹也, 2016)ひと言で気持ちをとらえて、離さない 77 のテクニック キ ャッチコピー力の逼人買到剁手指的 77 個文案促購技巧：抓住眼球、刺進要害、留在心上的廣告文案力 (涂綺芳；1 版) 商業周刊(2017)
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    108932426
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0108932426
    Data Type: thesis
    DOI: 10.6814/NCCU202200214
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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