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| Title: | 以策略矩陣分析法探討數位行銷平台事業策略之研究
The Strategic Matrix Analysis of Business Strategy in a Digital Marketing Tool Platform |
| Authors: | 張益豪
Chang, I-Hao |
| Contributors: | 彭朱如
Peng, Tzu-Ju
張益豪
Chang, I-Hao |
| Keywords: | 策略矩陣分析法
數位行銷平台
strategy matrix analysis method
digital marketing platform |
| Date: | 2024 |
| Issue Date: | 2024-08-05 12:34:35 (UTC+8) |
| Abstract: | 本研究應用「策略矩陣分析法」探討個案公司數位行銷平台之事業策略，個案公司成立初期以程式開發、網頁設計及主機代管為主，其後轉為數位廣告代理商，唯因近年數位廣告市場日趨飽和且原廠政策改變，數位廣告代理商面臨極大的競爭壓力，在內部代理商也面臨人才培養困難和高流動性的問題。為解決上述問題，個案公司憑藉過去累計的資源開始發展自有數位行銷平台(WaHerYa)。本研究經由個案公司的數位行銷平台、客戶開發與行銷和客戶服務等經營流程展開策略矩陣，分析其現在策略之目標達成程度，以及內部條件、外部環境前提，發現個案公司在產品線廣度與特色、目標市場之區隔與選擇方式、垂直整合取決程度、規模經濟及時機、財力、獨特能力、資訊科技之運用、獨佔力，都擁有競爭優勢。本研究據此提出未來的兩個策略模組，分別為方案一優化平台服務、方案二開拓新市場。並針對此兩方案配合產品開發、組織調整及部門分工，提出具體的行動計劃。就個案公司而言，本研究的分析結果對公司未來能在拓展海外市場及組織發展上有明顯的策略方向。本研究結果對其他數位行銷代理商的策略轉型，亦能提供有價值的發展策略參考。
This study uses the "strategy matrix analysis method" to explore the business strategies of some enterprises' digital platforms. Some companies are founded to focus on program development, web design, and hosting, and then move to digital advertising. However, in recent years, the digital advertising market has become increasingly crowded, and due to changes in original factory policies, digital advertising consultants are facing increasing competitive pressure, and in-house advertising is also facing problems such as difficulty in cultivating talents and high mobility. Marketing platform (WaHerYa).
This study studied the digital marketing platform, customer development and marketing, and customer service operation processes of a few companies to develop a marketing strategy matrix, and analyzed the degree of completion of their current strategy goals, as well as internal conditions and external environmental conditions. It was found that a few companies had poor product line breadth and characteristics, The target market segmentation and selection method, the degree of vertical integration, scale and timely economic opportunities, financial resources, unique capabilities, use of information technology, and exclusivity all have competitive advantages.
Based on this, this study proposes two strategic modules for the future, namely plan one to optimize platform services and plan two to develop new markets. In response to these two plans, specific action plans were proposed based on product research and development, organizational adjustments, departmental division of labor, etc. As far as the case company is concerned, the analysis results of this study provide obvious strategic directions for the company's future overseas market expansion and organizational development. The results of this study can also provide valuable development strategy reference for the strategic transformation of other digital marketing agencies. |
| Reference: | 【中文參考文獻】
書籍
1. 司徒達賢(2016)，策略管理新論：觀念架構與分析方法（三版），臺北：智
勝文化事業有限公司。
學位論文
1. 潘欣煜(2018)。數位行銷轉型與動態能力：以房屋代銷公司為例。東海大學，高階經營管理碩士在職專班(EMBA) 未出版之碩士論文，臺中市。
2. 黃小京(2021)。新冠肺炎疫情下台灣中小企業導入數位行銷決策影響因素之研究。未出版之碩士論文，朝陽科技大學，企業管理系(MBA)，臺中市。
3. 王曉軍（2021）。數位行銷執行策略關鍵成功因素之研究。中國文化大學，碩士論文，新北市。
4. 林宜屏（2011）。以數位化行銷提昇企業經營之競爭優勢。朝陽科技大學，碩士論文，臺中市。
網際網路資料
1.《2023年中小企業白皮書》發布，中小企業為臺灣經濟發展之中流砥柱，上網日期 2024 年 4 月 29 日，檢自：https://www.moea.gov.tw/MNS/populace/news/News.aspx?kind=1&menu_id=40&news_id=112750
2.中華民國統計資訊網，上網日期 2024 年 4 月 29 日，檢自：https://www.stat.gov.tw/News_Content.aspx?n=2703&s=233266
3.Malik, P.(2024),8 Examples of Innovative Digital Transformation Case Studies (2024)，上網日期 2024 年 4 月 29 日，檢自：https://whatfix.com/blog/digital-transformation-examples/ |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
110932044 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0110932044 |
| Data Type: | thesis |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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| 204401.pdf | | 5028Kb | Adobe PDF | 0 | View/Open |
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