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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/71801


    Title: 通訊行銷產業整合行銷營運模式與價值創新分析─以中國C公司為例
    Authors: 蔣淑芳;Chiang,Shu-Fang
    Contributors: 高階主管企管碩士班
    Keywords: 通訊行銷;PEST分析;整合行銷;商業模式;Communication Marketing;PEST analysis;integrated marketing;business model
    Date: 2016-06-06
    Issue Date: 2016-10-13 13:53:47 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 中國通訊行銷產業市場規模從2011年的8520億元人民幣成長到2015年的36159億元人民幣,2015年在行動商務飛速成長的帶領下,讓中國通訊行銷產業市場零售額佔中國社會消費品零售總額比例達到12%,顯示「通訊行銷產業」已然成為消費者普遍接受與使用的消費通路。儘管如此,面對數位科技時代的來臨與市場激烈競爭及政策法規等快速的變化,加上產業鏈各環節創新能量不斷推陳出新,如何機動調整線上虛擬通路(online)與線下實體通路(offline)等多重通路的資源配置以達更適化的整合營運模式,得以為企業帶來創新價值,也不斷挑戰業者的營運能力。
    本研究以中國通訊行銷市場個案公司為研究對象,個案公司擁有自主研發並取得專利之系列美容儀器產品,在擁有此核心能力之下,針對其搭建電視媒體、電子商務與實體通路等多重通路進行整合行銷之商業模式與創新價值進行研究分析。經蒐集具有公信力之專刊與網站等次級資料,且透過個案公司官方網站、公司簡介與訪談內部高階主管等相關資訊,同時輔以產業專家深度訪談之內容進行個案分析。研究方法中先以總體環境PEST分析與整合行銷模式來探討中國通訊行銷產業之概況與個案公司發展多重通路進行整合行銷之背景因素;再以商業模式九宮格為理論基礎,探討個案公司之整合經營模式及創新價值。
      本研究結果顯示,整合概念與商業模式創新已成通訊行銷產業必然的發展趨勢,並為企業帶來創新價值,而行動商務將成為最具爆發力的市場,加上產業鏈各環節不斷推陳出新,在為市場帶來創新價值與推動規模成長的同時,也挑戰著市場機制與企業的應變能力;然而在市場快速成長之時,勢必也引發更激烈的競爭,因此,本研究也建議未來在通訊行銷領域上應著重創新才能帶來發展,同步應關注消費者、關注差異化市場潛力及與關鍵合作夥伴緊密結合;而在營運上則應注重透過改善知覺品質提升消費者再購意願,以及適時靈活機動性調整通路佈局與資源配置比重。
    在未來研究方向則建議針對通訊行銷產業之經營成效進一步進行數據分析與量化研究;同時因消費族群依其輪廓存在顯著差異,建議未來研究針對消費偏好、消費行為及對於各項滿意度與服務品質及再購意願進行探討,對實務上的應用將更加具體而明確。;The market scale of Communication Marketing industry in China grew from RMB 852 billion in the year of 2011 to RMB 3615.9 billion in the year of 2015. The Communication Marketing industry share of the total retail sales of social consumer goods in China reached 12% with the rapid growth of mobile commerce in 2015. That shows the "Communication Marketing” industry has already become a generally accepted consumption channel for consumers. Nevertheless, in the face of the Digital Age, fierce competition in the market, legal changes, and continuous innovation in all aspects of the industry chain, the challenge is how to maneuver virtual channel (online), entity channel (offline) and multiple channel allocation of resources to achieve optimal integrated business model in order to to bring the value of innovation for enterprise.
    The main study object of research is the case company in China market. By which the core competitive abilities of beauty instrumental product series are TV shopping, e-commerce, and entity channels in the case company to constructe the business model of integrated marketing. The present study collects credible journals and references, official website, company profile, internal high level managers interviews, and other related information, also supplemented by industry experts in-depth interviews for case analysis. PEST analysis and integrated marketing model analysis are the main tool used to explore the general situation of the Communication Marketing industry and the case company background of marketing development of multiple channels integrated factors, and The Business Model Canvas as theoretical framework of the present study.
    The research result shows that integrated concept and business model innovation has become the inevitable development trend of Communication Marketing industry, and for enterprises to bring the value of innovation; Mobile Commerce will become the most explosive force of the market, and when all sectors of the industry chain innovation energy continues to introduce new ideas, driving the growth of the market, at the same time, also challenging the adaptability of market mechanism and enterprise. However, a rapidly growing market must also bring fierce competition. Therefore, this study also suggest that in the future field of Communication Marketing industry should be focused on innovation in order to achieve research and development together; at the same time, the Communication Marketing industry should also pay attention to the consumers and the dissimilation market potentials, and to combine with key partners closely. Furthermore, the know-how of how to enhance the consumer repurchase intention by improving the perceived quality, and adjust channel layout and resource allocation proportion flexible mobility shall be important for enterprise.
    The future research direction is recommended for operating results further data analysis and quantitative research. On the other side, there have been significant differences by the consumer groups according to the profile, it is also recommended on consumer preferences, consumer behavior, the satisfaction for service quality and repeat purchase intention for depth exploration, the practice of application shall be more specific and clearified.
    Appears in Collections:[高階主管企管(EMBA)碩士班] 博碩士論文

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