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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/83537


    Title: 行動體驗行銷平台商業模式設計
    A Design of a Mobile Platform for Experience Marketing
    Authors: 黃勝宏
    Huang, Sheng Hung
    Contributors: 尚孝純
    Shang, Shari S. C.
    黃勝宏
    Huang, Sheng Hung
    Keywords: 擴增實境
    適地性服務
    體驗
    行銷
    平台
    AR
    LBS
    Experience
    Marketing
    Platform
    Date: 2014
    Issue Date: 2016-04-01 10:40:44 (UTC+8)
    Abstract: 本論文所探討的是利用智慧型行動裝置,如手機、平板電腦,以及未來可能大量普及的穿戴式眼鏡,打造一行動體驗行銷平台,並藉此平台設計一商業模式,使得消費者可以獲得四加一的體驗,包含:娛樂的、美學的、教育的、跳脫現實的,與參與的體驗。而商家在消費者參與遊戲的同時達到了吸客上門的目的,提高了能見度、傳達設計的訊息,同時也提高了購買意願。 此平台提供簡單易懂、自由創作的工具,只要利用智慧型行動裝置即可打造專屬的擴增實境行動服務。消費者可以建立自己所設計的故事與遊戲;商家也可以藉由平台設計遊戲應用軟體,將品牌精神、產品價值融入其中,藉以提高顧客關係,並達到行銷的目的。
    The objective of this study is to report a plan of an innovative business model on mobile devices. The business model is to provide a smart platform for businesses and individuals to conduct experience marketing. Applying the concept of gamification this platform can facilitate the design of the gaming applications and to attract a flow of users to visit the designated locations. This business model makes customers indulging in four plus one experiences including: entertainment, esthetic, educational, escapist, and engagement. The designers of the games can achieve the purpose of raising brand image, delivering key messages, and increasing visits. This platform provides simple and easy-to-understand tools. Users can build their own location-based game applications with augmented reality (AR) technology to enhance the experience of virtual/real challenges. Not only individuals can create their own games but also businesses can develop their own game applications embedded with brand spirit and product value to strengthen customer relationship.
    Reference: 一、 中文部分
    1. 邱志聖(2010),策略行銷分析-架構與實務應用,第三版。
    2. 張瑋倫(2009),顧客關係管理,第三版。
    3. Philip Kotler、Hermawan Kartajaya、Iwan Setiawan (2011),顏和正(譯),行銷3.0:與消費者心靈共鳴。
    4. Kevin Lane Keller (2008),徐世同(譯),策略品牌管理,第三版。
    5. MIC(2013),行動App下載偏好分析。

    二、 網站部分
    1. 愛迪斯科技(2013),http://www.axis3d.com.tw/
    2. MyAR(2013),http://www.myar.com.tw/
    3. Speedpass(2013),http://www.speedpass.net.tw
    4. 邁璽肯互動科技(2013),http://www.maxiken.com/
    5. 遠颺科技(2013),http://www.farsail.com.tw/
    6. 宇萌數位科技(2013),http://www.arplanet.com.tw/
    7. DAQRI(2013),http://daqri.com/
    8. Metaio(2013),http://www.metaio.com/
    9. Merlin(2013),http://merlinmobility.com/
    10. Kevin Phua (2013),行動App生態與發展趨勢,智慧型手機使用者年齡分布,http://www.slideshare.net/kmphua/app-20754231
    11. Kevin Phua (2013),行動App生態與發展趨勢,每人每天平均花127分鐘在App上,http://www.slideshare.net/kmphua/app-20754231。
    12. 中華電信emome (2013) 839小額付款,http://www.emome.net/channel?chid=309
    13. IDC (2013),Android 與 iOS佔智慧型手機市場92%, http://www.ithome.com.tw/itadm/article.php?c=80395
    14. App Annie Index (2013),Market Q2 2013: Google Play Exceeds iOS App Store in App Downloads by 10% in Q2 2013,http://blog.appannie.com/app-annie-index-market-q2-2013/
    15. Cherryeye (2013),Apple App Store 達成 500 億次下載量,Google Play 480 億次緊追其後,http://www.techbang.com/posts/13328-apple-reached-50-billion-app-store-downloads-google-play-with-48-billion-hot-pursuit
    16. 易春木(2013),全台春節十大最想去遊樂園! http://blog.yunlin.me/2013/01/28/top-10/
    17. 旅遊資訊王(2013),http://travel.network.com.tw/
    18. 王俊典(2013),如何促進高雄市觀光旅遊發展,http://online.kcc.gov.tw/fp.asp?fpage=cp&mp=1&xItem=2196&ctNode=687
    19. 黃文奇、宋健生、林政鋒(2012),遊樂區 228連假業績超High,http://ciis.cdri.org.tw/news/content.aspx?sid=0C060411115296993562
    20. 陳秋雲、徐白櫻、陳家倫、邱瓊平(2013),太陽出來兩天 主題樂園狂笑,http://travel.udn.com/mag/travel/printpage.jsp?f_ART_ID=57925
    21. annti wang(2012),Draw Something 在五個星期中超過二千萬下載次數,http://www.cool3c.com/article/56817
    22. Jamie (2013),網路內容的 1/9/90 定律,http://mrjamie.cc/2013/08/08/1-9-90-rule/
    23. Jamie (2013),一個 App 下載值多少錢,http://mrjamie.cc/2013/08/20/value-of-a-download/
    24. IDC (2013),智慧型手機已於第一季達到8成市佔,http://www.idc.com.tw/about/420.html
    25. 洪聖壹(2013),台灣網路使用調查結果出爐 無線上網民眾突破千萬,http://www.ettoday.net/news/20130927/275173.htm
    Description: 碩士
    國立政治大學
    商管專業學院碩士學位學程(AMBA)
    101380023
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101380023
    Data Type: thesis
    Appears in Collections:[管理碩士學程/商管專業學院碩士學位學程 AMBA] 學位論文

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