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    政大機構典藏 > 商學院 > 企業管理學系 > 學位論文 >  Item 140.119/59770


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    题名: 以行動通訊做為廣告媒體的創新經營模式─ 以獎勵式行動廣告及適地性行動廣告為例
    Mobile communication as an advertising media‐cases studies on award‐type mobile advertising and location‐based mobile advertising
    作者: 黃世民
    贡献者: 郭更生
    黃世民
    关键词: 獎勵式行動廣告
    適地性行動廣告
    創新經營模式
    日期: 2011
    上传时间: 2013-09-03 14:38:15 (UTC+8)
    摘要: 自2000 年以來，行動通訊市場以驚人的速度成長，目前為止全世界的行動
    電話已經超過三十三億台，這是個驚人的數字，這也代表著行動電話的市場規模
    以及影響性難以用人類歷史上所出現過的任何一種科技產品來相互比擬。同時行
    動通訊有許多先天上的優點使得我們相信它有機會取代網際網路與電視，成為最
    為主流、最為強大的廣告媒體。
    在這個新媒體的商業價值被大多數是人所體認之前，如何應用行動通訊的特
    點創造出一些非常有效並且新穎的行銷方法、獲利模式以及經營模式是一個非常
    值得研究的商業性課題。一旦研究出具有創新性又有可實踐性的經營模式或是廣
    告行銷的操作方式，將會有機會獲取龐大的商業機會與投資報酬。
    本論文透過對「獎勵式行動廣告」與「適地性行動廣告」兩種行動廣告方式
    的國外成功個案研究以及台灣的行動廣告公司的企業深度訪談進行個案企業的
    經營模式分析，並企圖歸納出這兩種新型態的行動廣告模式的關鍵成功因素，以
    作為有志投入行動廣告產業者的創業參考。
    參考文獻: 一、中文文獻
    1. 司徒達賢，「管理學的新世界」，天下文化，2005。
    2. 施敏慧，「企業關鍵成功要素分析」，數位學習平台，2005。
    3. 大前研一，王慧堂、郝明義合譯，「21世紀企業全球戰略」，天下叢書，1985。
    4. Nicholas Negroponte，「數位革命」：011011100101110111…的奧妙（Being Digital），齊若蘭譯。台北市：天下遠見出版股份有限公司，1998。
    5. 陳釧瑤等，「行動寬頻下之適地性服務」，經濟部技術處產業知識服務計畫(ITIS)，2009。

    二、英文文獻
    1. Konczal, E.F., “Models Are for Managers, Not Mathematicians”, Journal of System Management, 26(1) pp.12-14, 1975.
    2. Schlachter, E., “Generating revenues from websites”, http://www.ispworld.com /boardwatchonline /1995/jul95/bwm39.htm, 1995.
    3. Timmers, P., “Business Models for Electronic Markets”, Electronic Markets, Vol.8, No.2, pp.3-8, 1998.
    4. Mahadevan, B., “Business Models for Internet-based E-Commerce”, California Management Review, Vol.42, No.4, pp.55-68, 2000.
    5. Hamel, G., “Leading the Revolution”, Harvard Business School Press, Boston, 2000.
    6. Amit, R. & Zott, C., “Value creation in E-Business”, Strategic Management Journal, 22: pp.493-520, 2001.
    7. Magretta, J., “Why Business Models Matter”, Harvard Business Review, Vol. 80, pp. 86-92, 2002.
    8. Chesbrough, H. & Rosenbloom, R. S., “The Role of the Business Model in Capturing Value from Innovation: Evidence from Xerox Corporation’s Technology Spin-off Companies,” Industrial and Corporate Change, 11(3). pp.529-555, 2002.
    9. Lumpkin, G.T. and Dess, G.G., “E-Business Strategies and Internet Business Models: How the Internet Adds Value”, Organizational Dynamics, Vol. 33(2), pp.161-173, 2004.
    10. Hill, C. W. L., and Jones, G. R., Strategic management: An integrated approach, South-Western College Pub; 8th edition, 2007.
    11. Osterwalder, A. and Y. Pigneur, “An Ontology For E-Business Models” in Value Creation from E-Business Models, Butterworth-Heinemann, 2004.
    12. Osterwalder, A., Y. Pigneur, and C.L.Tucci, “Clarifying Business Models: Origins, Present, and Future of the Concept”, Communications of the Association for Information Systems, Vol. 15, 2005.
    13. Daniel, D. Ronald, “Management Information Crisis”, Harvard Business Review, September-October, 1961.
    14. Rockart, John F., "Chief executives define their own data needs", Harvard Business Review 1979 (2), pages 81-93, 1979.
    15. Rockart, John F.,“A Primer on Critical Success Factors”, published in The Rise of Managerial Computing: The Best of the Center for Information Systems Research, edited with Christine V. Bullen. McGraw-Hill School Education Group, 1986.
    16. Aaker, D., Developing Business Strategies, N.Y.: John Wiley & Sons Inc. 1984.
    17. Leidecker, J.K. & Bruno, A.V.,“Identifying and using Critical Success Factors:
    Long Range Planning”, Vol.17，p25. 1984.
    18. Hofer & Schendel, Strategic Management and Strategic Marketing: What` s Strategic About Either One?, New York: John Wiley and Sons., 1985.
    19. Yuan, S. T. and Tsao, Y. W., “A recommendation mechanism for contextualized mobile advertising”, Expert Systems with Applications, 24(4), 399-414. 2003.
    20. Bauer, H.H., Barnes, S.J., Reichardt, T. and Neumann, M.M.,“Driving Consumer Acceptance of Mobile Marketing: A Theoretical Framework and Empirical Study”, Journal of Electronic Commerce Research, 6(3), pp181-191, 2005.
    21. Scharl, A., Dickinger, A., and Murphy, J., “Diffusion and Success Factors of
    Mobile Marketing”, Electronic Commerce Research and Applications, Vol. 4, pp. 159-173. 2005.
    22. Patrick Barwise & Colin Strong, “Permission-Based Mobile Advertising”, Journal of Interactive Marketing, Vol.16, pp.14-24. 2002.
    23. Mittal, B. and Lassar, W.M., “The Role of Personalization in Service Encounters”, Journal of Retailing, Vol.72, no. 1, pp. 95-109, 1996.
    24. Allen C., D. Kania, B. Yaeckel., “One to One Web Marketing: Build a Relationship Marketing Strategy One Customer at a Time”, 2nd edition. John Wiley and Sons, New York, 2001.
    25. Liu, Yuping and L. J. Shrum, “What is Interactivity and is it always such a good thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness”, Journal of Advertising, 31 (4), 53-64. 2002.
    26. Ahonen, T.T., Mobile as 7th of the Mass Media: Cellphone, Cameraphone, iPhone, Smartphone, Futurertext, 2008.

    三、網站資料
    1. Business Model Generation: www.businessmodelgeneration.com
    2. Wikipedia: http://www.wikipedia.org/
    3. Mobile Marketing Association UK: http://mmaglobal.com/region/emea/united-kingdom
    4. Mobile Marketing Association Global: http://mmaglobal.com/main
    5. PWC: http://www.pwc.com/
    6. International Advertising Bureau UK: http://www.iabuk.net/
    7. Wachob, C., “What are personalization and customization??”, available at: http://www.workz.com/cgi-bin/gt/
    8. Blyk.com: www.blyk.com
    9. ShopShavvy: http://shopsavvy.mobi/
    10. FREEdi私廣告：http://www.freedi.com.tw/freedi/home.f
    描述: 碩士
    國立政治大學
    企業管理研究所
    96355061
    100
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0096355061
    数据类型: thesis
    显示于类别:[企業管理學系] 學位論文

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