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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。
    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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