政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/99689

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/99689

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政大典藏 > College of Commerce > MBA Program > Theses > Item 140.119/99689

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/99689

Title:	成功部落客之個人品牌經營之道 —以策略行銷分析架構探討 Constructing How a Successful Blogger Manage Personal Branding from Strategic Marketing Analysis Framework
Authors:	陳采韓
Contributors:	巫立宇 Wu, Li Yu 陳采韓
Keywords:	部落客時尚產業策略行銷
Date:	2015
Issue Date:	2016-08-03 13:31:19 (UTC+8)
Abstract:	本研究探討之個案對象為知名部落客S小姐的個人品牌經營策略。台灣時尚部落客產業為新興產業，近兩三年來商業模式才大致成熟底定，然而卻有著超過十億的驚人年產值，令人不得不對這個新興奇蹟產業的營利模式與獲利成長速度欽佩不已。而個案主角S小姐從2009年誤打誤撞入行至今，雖然不是當紅一線，然有驚無險地也取得了今日不錯的經營績效。本個案透過一對一的質化訪談，深入了解這個產業的發展歷程與最新趨勢，同時也幫S小姐檢視目前的產業環境前提與她個人能力條件前提的適配程度。在後起之秀紛入搶食市場、讀者需求日漸分眾化發展與新科技不斷改變閱聽眾的資訊接收習慣之下，建議S小姐首先當務之急是確立欲攻入的目標市場，重整價值活動組合並強化自己的專業技能以提升文章質量(C1)，希望透過強化自身能力提升對雙邊交易對象(讀者顧客、廠商顧客)的議價力，建立專屬資產(C4)。
Reference:	一、英文部分 1. Alavi, M. and Carlson, P.(1992), "A Review of MIS Research and Disciplinary Development", Journal of Management Information System, Spring, Vol. 8, No.4, pp.45-62. 2. Coase, Ronald H., "The Nature of the Firm ", Economics, 4(4), 1937, pp.386-405.。 3. Creswell, J. W. (1998). Qualitative Inquiry and Research Design: Choosing among Five Tradition. Thousand Oaks, CA: Sage. 4. Eisenhardt, K. M., "Building Theories from Case Study Research", The Academy of Management Review, Vol. 14, No.4, pp.532-550. 5. Petty, R. E., Cacioppo, J. T. & Morris, K. J. (1983), Effects of Need for Cognition on Message Evaluation, Recall, and Persuasion. Journal of Personality and Social Psychology, 45(4), pp. 805-818. 6. Petty, R. E., Cacioppo, J. T., Kao, C. F., & Rodriguez, R. (1986), Central and Peripheral Routes to Persuasion: An Individual Difference Perspective. Journal of Personality and Social Psychology, 51(5), pp. 1032-1043. 7. Stake, R. E. (1995). The Art of Case Study Research, Thousand Oaks, CA: Sage. 8. Williamson, O. E. (1985). The Economic Institution of Capitalism, The Free Press, New York 9. Yin, R. K. (2003). Case Study Research Design and Methods, London: Sage Publication. 二、中文部分 1. 邱志聖（2010），策略行銷分析：架構與實務應用（三版），智勝文化。
Description:	碩士國立政治大學企業管理研究所(MBA學位學程) 102363093
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0102363093
Data Type:	thesis
Appears in Collections:	[MBA Program] Theses

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