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| Title: | 線上平台品牌經營線下實體活動之初探
An Exploratory Study on How the Online Platform Brand Manages Offline Events |
| Authors: | 鄭絜文
Cheng, Chieh-Wen |
| Contributors: | 張瑜倩
Chang, Yu-Chien
鄭絜文
Cheng, Chieh-Wen |
| Keywords: | 線上平台
線下實體活動
體驗
活動行銷
行銷4.0
Online platform
Offline physical activities
Experience
Event marketing
Marketing 4.0 |
| Date: | 2019 |
| Issue Date: | 2020-06-02 11:14:26 (UTC+8) |
| Abstract: | 近年來，因平台的進入成本較低，使得許多的業者紛紛以經營平台的方式進入產業，導致平台品牌眾多，再加上因網路發達，消費者每日暴露在大量的資訊中，導致平台難以被消費者看見，因此，平台難以提升消費者的黏著度以及平台的曝光度。為增加品牌曝光度以及消費者黏著度，許多品牌紛紛開始使用線下實體活動吸引消費者注意。基於上述動機，本研究旨在探究線上平台品牌舉辦線下實體活動的目的動機以及內部籌備過程。
本研究透過深度訪談以及個案分析收集資料，得出以下二點發現。雖過去文獻資料指出，企業使用線下實體活動對於增加消費者對於品牌的知覺、使用意願有正向影響，然本研究發現，企業舉辦線下實體活動的最主要目的為增加營收。此外，平台品牌線下實體活動的籌備流程為：決定是否舉辦、組織籌備團隊、決定活動主題、選定目標客群、決定活動場地及時間、決定合作公關活動公司、設計活動設備以及主視覺、招商、架設報名網站、宣傳活動、進入活動、成果檢討。
本研究之學術貢獻為，探討利用線下實體活動增加品牌曝光以及增加使用者黏著效果不彰、利用線下活動改變品牌體驗可能導致反效果、活動規劃流程不一定具有一定順序、個案企業實際舉辦線下實體活動之主要目的與文獻有所出入等問題。在實務貢獻方面為探討利用線下實體活動作為行銷手法時需考慮之效率面向以及時需考慮之之效率面向。
The low entry cost of the platform has caused high competition in the industry. Additionally, consumers are exposed to a large amount of information every day in this Internet era, which makes it difficult for the platforms to be seen by consumers. Above two main reasons make increasing consumer stickiness and brand exposure become more difficult for the platforms; thus using offline events to attract users’ attention has been a phenomena. Tis study aims to explore what the purpose and motivation of online platform brands are and how to organize offline physical events .
This study used case study in order to understand abovementioned question and collected data through in-depth interviews. Two main findings are revealed. The main purpose of the platform brand to organize offline events is to increase revenues and the process of organizing offline events is investigated.
The academic contribution of this study is that using offline events to increase the brand exposure and users stickiness to the brand. Besides, thinking of using offline events to change the brand experience is unrealistics. This study also suggests that organizing offline events should be taken marketing techniques into account as well as considering offline events as a long-term production when operating, as the practical implications. |
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| Description: | 碩士
國立政治大學
科技管理與智慧財產研究所
106364130 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106364130 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202000437 |
| Appears in Collections: | [科技管理與智慧財產研究所] 學位論文
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