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| Title: | 利用網路口碑大數據賦能 實現4C策略行銷分析理論量化新指標
Powered by Big Data Analysis: Constructing 4C Strategy Analysis Quantitative Indicators |
| Authors: | 黎榮章
Li, Jung-Chang |
| Contributors: | 邱志聖
黎榮章
Li, Jung-Chang |
| Keywords: | 網路大數據
語意分析
網路口碑
策略行銷
4C理論
Big data analysis
Sentiment analysis
Electronic word-of-mouth
Strategic marketing
4C theory |
| Date: | 2023 |
| Issue Date: | 2023-08-02 13:19:44 (UTC+8) |
| Abstract: | 好策略壞策略一書作者Richard P. Rumelt(2013)提到，公司經營策略與行銷觀念密不可分，好的策略可以督促團隊朝向目標或願景齊步前進，讓團隊共同認清面對的挑戰，並集思廣益提出方案來加以解決。
策略行銷分析一書，邱志聖(2020)教授提供一套完整的知識架構，著述涵蓋了傳統行銷學理、專業術語、行業知識，論述嚴謹之外，更透過圖表、流程圖等視覺化呈現，輔以業界實際應用範例，幫助讀者快速吸收書中想要傳遞的行銷策略觀念。
本研究試圖透過網路大數據賦能，將書中概念化的論述結構，轉換成簡潔清晰、一眼可辨的量化指標；此外，還可以透過網路大數據分析的特性，繼續下探得到更多行銷領域最想探索的，包含環境、競爭、品牌、產品以及消費者洞察等關鍵策略分析元素。研究結果將得到：
一、 根據策略行銷4C理論架構基礎，以奢侈品品類作為研究案例，建構4C策略分析量化指標分析模型。
二、 透過網路大數據強大的語料分析能力，在4C策略分析成本效益之外，持續下探挖掘品牌之間差異化的內涵。
Richard P. Rumelt suggested in the book "Good Strategy Bad Strategy" that a company`s business strategy and marketing concepts are inseparable. A good strategy can integrate the team to advance towards a common goal or vision, allowing the team to jointly recognize the challenges they face and brainstorm ideas to solve them.
The book "Strategic Marketing Analysis" by Professor Chiou Jyh-Shen provides a complete knowledge framework, covering traditional marketing theory, professional terminology, and industry knowledge. The research is rigorous, and visual infographic such as charts are used to present the material, along with practical industry application examples, helping readers quickly absorb the marketing strategy concepts conveyed in the book.
This research attempts to transform the discussions in the book into concise and clear quantitative indicators that are easily identifiable at a glance through big data analysis. The research also explores the strategy analysis elements that the marketing industry is most eager to explore, including environment, competition, brand, product, and consumer insights, through big data analysis.
The research results will include:
(1) Constructing a 4C strategy analysis quantitative indicator analysis model based on the luxury goods category as a case study, according to the 4C marketing theory.
(2) Continuously exploring and discovering the connotation of brand differentiation beyond the cost-effectiveness of 4C strategy analysis, utilizing the powerful corpus analysis capability of big data. |
| Reference: | 1. Bastien, Vincent,& Kapferer, Jean-Noel(2014)。奢侈品策略：讓你的品牌，成為所有人奢求的夢想(謝綺紅譯)。台北市：商周出版。
2. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
3. Kotler, Philip,& Keller, Kevin Lane(2015)。行銷管理(15版)(徐世同、楊景博譯)。台北市：華泰文化。
4. Philip, K., Hermawan, K., & Iwan, S.(2017)。行銷 4.0：新虛實融合時代贏得顧客的全 思維(劉盈君譯)。台北市：天下雜誌。
5. Rumelt, Richard P. (2013)。好策略壞策略：第一本讓歐洲首席經濟學家欲罷不能、愛不釋手的策略書(陳盈如譯)。台北市：天下文化。
6. 大衛・艾德曼(2010)。開創品牌數位時代。哈佛商業評論(全球繁體中文版)，2010年12月號，56-65。
7. i-Buzz 大數據產業調研中心，上網日期:2023年5月19日，檢自: https://reurl.cc/V8Gmgb
8. 余至浩(2014年6月22日)。Big Data權威：大資料問What比Why更重要。取自：https://www.ithome.com.tw/news/88806
9. 邱志聖(2017)。品牌策略與管理。台北市：元照出版。
10. 邱志聖(2020)。策略行銷分析：架構與實務應用（五版）。台北市：元照出版。
11. 許永昕(2022年7月25日)。行銷4P、新4P是什麼？4C又是什麼？用UNIQLO的例子帶你一次搞懂。取自：https://www.managertoday.com.tw/articles/view/64145?utm_source=copyshare |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
110932010 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110932010 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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| 201001.pdf | | 4659Kb | Adobe PDF2 | 95 | View/Open |
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