政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/81252

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/81252

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政大典藏 > College of Commerce > MBA Program > Theses > Item 140.119/81252

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/81252

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:	[MBA Program] Theses

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