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    政大典藏 > College of Commerce > International MBA > Theses >  Item 140.119/67322


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/67322


    Title: 全球化之數位行銷應用方法
    A Development of Global Digital Marketing Methodology
    Authors: 謝佩芳
    Nicky Hsieh
    Contributors: 尚孝純
    Shari Shang
    謝佩芳
    Nicky Hsieh
    Keywords: 全球化
    數位行銷
    Global
    Digital Marketing
    Date: 2010
    Issue Date: 2014-07-07 11:12:05 (UTC+8)
    Abstract: 全球化之數位行銷應用方法
    With the popularity of internet and continuous digitalizing environment, it’s getting more complicated do digital marketing. Meanwhile, internet makes the world connect closer without boundary. The objective of this research is to propose a methodology to offer corporate a cost-effective method to conduct digital marketing domestically and globally.
    The methodology originates from the early official website traffic monitoring system and membership profile analysis. Through enhancement and evolvement, there are 2 modules developed to help for proposing a global digital marketing strategy to fulfill different individual needs from corporate.
    We use 4 cases to present how the methodology works to fulfill different requirements.
    The 4 cases are PizzaHut , TrendMicro, FamilyMart & Asus. The methodology is used to propose the digital marketing strategy for the corporate.
    The value of this methodology is to offer broad application in any digital development stage. The key factor to affect the level of quality and completeness is how much information collected. In most cases, the information could be derived from 1) the free online analysis tools and 2) the corporate/the brand itself. The professional online research data is an optional source, but not a crucial one to make major effect.
    The important point is that the analysis should stick with the concept of OBE (Owned Media, Bought Media and Earned media) to review results from the past marketing campaigns to see whether all of the results could connect with the corporate long term goals and whether these results could be accumulated to make owned media stronger.
    For the brand owner and management team, implementing the methodology can make it easy to understand the current status of the brand’s digital development and catch up external digital environment trends. It’s also more accurate and practical to propose a strategic plan to accumulate the results for future digital development.
    Reference: 1. World Internet Usage Statistics http://www.internetworldstats.com/stats.htm
    2. Joe Tripodi. 2011. “Coca-Cola Marketing Shifts from Impressions to Expressions” Harvard business review. http://blogs.hbr.org/cs/2011/04/coca-colas_marketing_shift_fro.html. Aug 27,2011.
    3. Dentsu media. 2006. “A-I-S-A-S in digital planning”
    http://www.dentsumedia-network.com/digital/index.html
    4. Sarah Kessler.2011. “ The influence of Facebook on top news sites.” Mashable. http://mashable.com/2011/05/09/for-top-news-sites-facebook-drives-more-traffic-than-twitter-stats/
    5. Matt Murphy / Mary Meeker. 2011. “ Top Mobile Internet Trends” http://www.slideshare.net/kleinerperkins/kpcb-top-10-mobile-trends-feb-2011.February 2011.
    6. Daniel Goodall. 2009. “ Owned,Bought and Earned Media.” http://danielgoodall.com/2009/03/02/owned-bought-and-earned-media/. March 2,2009.
    7. Sean Corcoran. 2009. “ Defining Earned, Owned And Paid Media.” http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html . Dec 16,2009.
    8. Daniel Goodall. 2009. “ Owned,Bought and Earned Media(redux).” http://danielgoodall.com/2009/05/20/owned-bought-and-earned-redux/. March 20,2009.
    9. Insightxplorer. http://www.insightxplorer.com/index.html
    10. Google Trends http://www.google.com.tw/trends
    11. Stat Counter http://gs.statcounter.com/
    12. Google Ad Planner http://www.google.com/adplanner/
    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    93933017
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0093933017
    Data Type: thesis
    Appears in Collections:[International MBA] Theses

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