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https://nccur.lib.nccu.edu.tw/handle/140.119/153088
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| Title: | 台灣兒童出版產業的數位行銷策略：挑戰與發展機會
Analysis of Digital Marketing Strategies in Taiwan’s Children's Publishing Industry: Challenges and Opportunities |
| Authors: | 黃博新
Huang, Wesley |
| Contributors: | 林日璇
Lin, Jih-Hsuan Tammy
黃博新
Huang, Wesley |
| Keywords: | 台灣兒童出版
出版
策略
行銷
挑戰
數位行銷
digital
marketing
digital marketing
challenges
children publishing
education sector |
| Date: | 2024 |
| Issue Date: | 2024-09-04 13:47:39 (UTC+8) |
| Abstract: | This study investigates the efficacy of various digital marketing strategies employed by Taiwanese children's publishing companies in expanding their market share. It comprehensively analyzes current trends, potential challenges, and the opportunities associated with each strategy.The core objective is to examine the effectiveness of existing research on digital marketing strategies used by Taiwanese publishers in mitigating the effects of the declining birth rate and other challenges. Furthermore, the research seeks to establish a correlation between the adoption of digital marketing and the ability to maintain market competitiveness.
The investigation was bolstered by an anonymous survey distributed across Taiwan, which garnered responses from 77 parents (N=77) within a one-month period. The results demonstrate a degree of consistency with existing research while also revealing novel insights that can be leveraged by Taiwanese publishers.
While the findings exhibit some alignment with prior studies, they also highlight the influence of additional variables on the growth trajectory of publishing companies. |
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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
111933015 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0111933015 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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