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| Title: | 數位內容傳遞與電子刊物創新應用以GOGOFINDER雲平台為例
Digital content delivery and innovative application of electronic publications take the GOGOFINDER cloud platform as an example |
| Authors: | 簡子竣
Chien, Tzu-Chun |
| Contributors: | 巫立宇
Wu, Lei-Yu
簡子竣
Chien, Tzu-Chun |
| Keywords: | 策略行銷4C分析
行銷4P
交易成本
五力分析
Strategic marketing 4C analysis
Marketing 4P
Transaction cost
Five forces analysis |
| Date: | 2022 |
| Issue Date: | 2022-08-01 17:34:12 (UTC+8) |
| Abstract: | 有鑑於網路諸多平台應用紛紛推出，數位內容應用也從靜態朝向動態與雙向互動方向發展，各類內容素材如何賦予新的應用型態，使其具有易於接取、互動、傳輸、複製、搜尋、編輯與重複使用等優點，本次研究以GOGOFINDER雲平台為個案研究，透過理論驗證，驗證平台在4C架構的各項創新應用。
研究發現，在外顯單位效益成本(C1)部分，個案單位應專注於產出公司產品服務與內容素材與尋求更有效率的宣傳方式，且應盡力培養內容編輯與數位工具使用專才、以降低服務成本，以最少人力來創造最大品牌效益，提升企業的競爭力。過程可整合GOGOFINDER雲平台，快速建立品牌數位刊物並透過各類數位媒體通路傳遞，在流通的過程中協助客戶開創最佳的品牌宣傳體驗，省去大量無效的網路行銷費用以降低客戶外顯單位效益成本。
在買者資訊搜尋成本(C2)方面，企業可將數位刊物快速透過各種方式傳遞給客戶，客戶在觀看後會透過口碑行銷模式主動傳給需要的對象，潛在客戶可在數位刊物中直接與企業進行雙向互動，藉此可掌握客戶需求與建立信任，進而產生業務訂單轉化的可能，對外行銷面可搭配整合SEO，Social，口碑(Word of Mouth; WOM)等機制，降低買者資訊搜尋成本。
在買者道德危機成本(C3)方面，企業可透過數位刊物快速匯整各類認證，客戶實績，結合多媒體機制呈現應用成果，降低買方的道德危機成本，用最短的時間讓買方安心放心、縮短交易週期。
專屬陷入成本方面，企業可定期以產品服務為核心搭配主題與教育內容，透過數位刊物的包裝呈現變成買方不可缺少的知識應用來源，經由長期的數位刊物內容與服務提供，讓買方因此產生長期的信任與習慣，讓買方產生專屬陷入成本。
In view of the launch of many platform applications on the Internet, and the development of digital content applications from static to dynamic and two way interaction, how can various content materials endow new applications with easy access, interaction, transmission, replication, and search? , editing and reuse, this research takes the GOGOFINDER cloud platform as a case study, and through theoretical verification, verifies the innovative applications of the platform in the 4C architecture.
The study found that in the part of explicit unit benefit-cost, business units should focus on producing company products, services, and content materials and seeking more efficient publicity methods, and should try their best to cultivate content editing and digital tool use professionals to reduce service costs. Create the maximum brand benefit with the least manpower and enhance the competitiveness of the enterprise. The process can be integrated with the GOGOFINDER cloud platform to quickly create brand digital publications and transmit and circulate through various digital media channels, to create the best brand promotion experience for customers, save a lot of ineffective online marketing costs and reduce customers` explicit unit benefits cost.
In terms of the cost of searching for buyer information, companies can quickly deliver digital publications to customers in various ways. After viewing, customers will take the initiative to pass them on to those who need them through word-of-mouth marketing. Potential customers can directly interact with companies in digital publications. , through which you can quickly understand customer needs and build trust, thereby generating the possibility of business order conversion, integrating SEO, Social, and word of mouth (Word of Mouth; WOM), reducing buyer information search costs.
In terms of the buyer`s moral crisis cost, enterprises can quickly collect various certifications, customer timing, and insurance through digital publications, and combine the multimedia mechanism to present the buyer`s moral crisis cost, so as to make the buyer feel at ease and shorten the transaction cycle in the shortest time.
In terms of exclusive cost, enterprises can regularly use products and services as the core with themes and educational content and become an indispensable source of knowledge application for buyers through the packaging and presentation of digital publications. Trust and habit allow the buyer to incur exclusive costs. |
| Reference: | 中文參考文獻
書籍:
邱志聖 (2014) 。策略行銷分析: 架構與實務應用（第四版）。台北: 智勝文化公司。
網際網路:
堂朝數位整合股份有限公司https://www.gogotdi.com ，最後瀏覽日期2022年05月07日。
GOGOFINDER 雲平台官網 https://www.gogofinder.com.tw，最後瀏覽日期2022年05月07日。
PwC《Global Entertainment and Media Outlook 2020-2024》報告 https://www.pwc.com/gx/en/entertainment-media/outlook-2020/perspectives.pdf，最後瀏覽日期2022年05月06日。
英文參考文獻
Journals:
Coase, R. H. 1937. The nature of the firm. economica, 4(16): 386-405.
Porter, M. E. 1979. HOW COMPETITIVE FORCES SHAPE STRATEGY. Harvard Business Review, 57(2): 137-145.
Williamson, O. E. 1975. Markets and hierarchies. New York, 2630.
Williamson, O. E. 1985. The economic institutions of capitalism: firms, markets, relational contracting: Free Press ;--Collier Macmillan. |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
106932416 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106932416 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202200670 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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| 241601.pdf | | 4469Kb | Adobe PDF2 | 156 | View/Open |
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