媒體代理公司應用通訊平台之創新經營策略─以中國大陸微信公眾號為例

NCU Institutional Repository > 管理學院 > 高階主管企管（EMBA）碩士班 > 博碩士論文 > Item 987654321/71802

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题名:	媒體代理公司應用通訊平台之創新經營策略─以中國大陸微信公眾號為例
作者:	陳亞菁;Chen,Ya-Ching
贡献者:	高階主管企管碩士班
关键词:	微信;微信公眾號;經營策略;行銷策略;SWOT 分析;WeChat;WeChat public number;business strategy;marketing strategy;SWOT analysis
日期:	2016-06-06
上传时间:	2016-10-13 13:53:51 (UTC+8)
出版者:	國立中央大學
摘要:	隨著智慧型手機、平板電腦等行動裝置的普及，越來越多人正在改變以前的閱讀、取得資訊及溝通交流方式，形成了新媒體接觸習慣。在現今這個訊息高度發達的互聯網時代，移動終端已經成為人們接觸媒體及溝通的主要管道。在中國，微信已成為最大的移動社交應用平台，同時也是即時通訊、生活訊息與日常應用最重要的工具。本研究採用個案探討法，透過理論與相關文獻的探討，以及選擇的個案公司深入研究來進行。個案公司廈門奇樂廣告，為福建省地區一家以品牌策劃、媒體整合推廣、媒體代理為主的綜合性媒體代理廣告服務公司。個案公司從2013年開始籌劃發展創新經營策略，並於2014年自建新媒體微信公眾號，提供客戶進行新媒體運用及經營。本研究主要探討“媒體代理公司應用微信公眾號之創新經營策略”，先針對微信及微信公眾號進行介紹後，再進行個案研究，針對個案公司運用微信公眾號的創新經營策略深入分析，並探討微信公眾號運用的SWOT分析，最後再針對個案公司所經營的微信公眾號未來發展與策略提出建議。茲將對個案公司的研究結論摘要如下：因應潮流的轉變，個案公司不斷思考如何創新經營，透過市場環境分析、消費者行為分析及產品優勢分析，找出新的行銷方式和平台的選擇，創造新的經營策略。本研究亦建議個案在經營策略上可朝以下方向精進：1.強化所經營公眾號價值，鞏固既有粉絲黏著度，2.運用其他推廣策略組合，吸引新粉絲進入，3.建立明確盈利模式，創造永續經營價值。本研究僅以單一個案作為探討對象，在未來研究方向建議可朝:1.與其他媒體代理公司進行比較，2.以量化分析之方式進行研究，3.未來產業發展趨勢等方向研究。;With the popularity of smart phones, tablet computers and other mobile devices, more and more people are changing the previous reading, access to information and communication methods, forming a new media habits. In today′s highly developed post this age of the Internet, the mobile terminal has become a major conduit of people access to the media and communication. In China, WeChat has become the largest mobile social application platform, instant messaging, message and everyday life the most important tool. In this study we use the case study method, through theory and discuss relevant literature, and case-depth study. Case Xiamen Qile advertising company, is a brand planning, media integration marketing, media agency based integrated media agency advertising services company in Fujian Province. Cases Companies from 2013 to start planning for the development of innovative business strategies, and created WeChat public number in 2014, provide customers to use the marketing mix. This study focused on " the media agency the application of innovative business strategies of the WeChat public number ", the first for the WeChat and WeChat public number are introduced, then the case studies, in-depth analysis of cases companies use the WeChat public number of innovative business strategies, and explore WeChat public number using SWOT analysis, and finally suggestions for future development and strategy cases operated by the company′s WeChat public number. The conclusions of this study can be summarized as follows: In response to the trend of the change, the company constantly thinking about how to innovate management, through market analysis, consumer behavior analysis, and product superiority analysis, find out the new way of marketing to create the new business strategy. This study also suggests that in business strategy that can develop in the direction of the following: 1. The value of the WeChat public number to strengthen the management, consolidating fans of adhesion. 2. Use other promotional strategies combination, attract new fans to enter. 3. Establish a clear profit model, and create sustainable business value. Recommend future research directions: 1. Compare with other media agencies. 2. Research using quantitative analysis method. 3. Study on the development trend of future industry.
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