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    Title: 企業總部行銷功能因應數位化趨勢之研究 -以高科技公司為例
    Transformation of Corporate Marketing Function in the Trend of Digitalization - The Case of a High Tech Company
    Authors: 宋欣芸
    Sung, Hsin Yun
    Contributors: 于卓民
    Yu, Chwo Ming
    宋欣芸
    Sung, Hsin Yun
    Keywords: 數位化
    行銷
    企業總部
    數位行銷
    行銷組織
    數位趨勢
    digitalization
    marketing
    corporate marketing
    digital marketing
    marketing organization
    digital trend
    Date: 2016
    Issue Date: 2016-02-15 10:06:15 (UTC+8)
    Abstract: 網路與科技發展改變了人類生活模式與溝通媒介,數位網路已逐漸取代傳統媒體成為接觸消費者最重要的管道之一,消費者在購買產品與服務的決策旅程也因為數位化趨勢而逐漸轉變。台灣的科技產業在發展品牌的歷程中仍相對年輕,相較於與西方國家品牌,台灣品牌在因應數位化趨勢的轉變上仍顯落後。即便有品牌已經開始擁抱數位媒體,但仍停留在操作面向,而缺乏根本策略上的改變。
    本研究以台灣高科技領導品牌為例,研究台灣國際品牌在面對如此的外在環境變化,如何強化自身能力,管理階層如何將數位化融入決策,移轉資源在數位化的行銷領域上,並在行銷組織上和工作內容上轉變,以更有效率的方式接觸消費者。本研究探討的問題為企業迄今所採用的行銷措施將所衍生的問題,並提出建議供企業參考以因應未來的挑戰。
    本研究發現企業要走向行銷數位化,首先必須要有高層的支持,然後以組織改革為起點,拉高數位行銷單位的層級,使行銷組織內有一該領域的專家,將數位行銷的觀念推廣到行銷組織內的各個層級,使數位行銷內化成所有行銷人員的核心能力。除此之外,企業也應增設數位與社交平台,多元化消費者溝通管道,並將內容行銷的功能從原先的產品行銷單位獨立出來,創造Hero、Hub、Hygiene不同層級的內容,利用自有媒體(Owned Media)、付費媒體(Paid Media)和賺來的媒體(Earned Media)散播,以消費者為中心,整合內容和消費者的接觸點。再者,數位行銷使得數據隨手可得,如能以更系統性的方法管理與分析資料,將可在過程中優化行銷活動,並進一步影響到商業決策。最重要的是,數位行銷要從總部向下落實到區域和分公司,透過訓練綁訂績效的模式,強迫所有行銷人員升級,總部更需要以身表率以重要市場為實驗場域,利用當地市場上的成功案例建立最佳實務,逐步影響公司各個階層和各個區域都擁抱數位,以因應數位化趨勢的轉變。
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    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    102363034
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102363034
    Data Type: thesis
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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