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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃俊堯(Chun-Yao Huang) | |
| dc.contributor.author | Wei-Chi Chou | en |
| dc.contributor.author | 周韋綺 | zh_TW |
| dc.date.accessioned | 2021-05-12T09:36:14Z | - |
| dc.date.available | 2018-02-26 | |
| dc.date.available | 2021-05-12T09:36:14Z | - |
| dc.date.copyright | 2018-02-26 | |
| dc.date.issued | 2018 | |
| dc.date.submitted | 2018-01-16 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/handle/123456789/1316 | - |
| dc.description.abstract | 本論文旨在探究非營利組織對於關鍵字廣告之運用，並以開放文化基金會作為個案研究之對象。小型非營利組織投入行銷時，常面臨財務困境及人力短缺，因此必須善用資源以最大化行銷效果。本論文聚焦於數位行銷下的關鍵字廣告，研究目的在於找出不同行銷標的下，能發揮最大效能的特定關鍵字屬性，以幫助非營利組織有效地選擇購買關鍵字，達到更佳的關鍵字廣告成效。
進行個案研究的資料分析時，我們根據AARRR模型的五個階段，提出對應的行銷目標，並採用迴歸分析辦別各項關鍵字屬性與這些標的之間是否相關、相關方向及相關強度。研究結果呈現不同關鍵字屬性在各階段的影響能力，我們嘗試解讀原因，討論後續應用及改善機會，綜整並提出關鍵字廣告運用之建議。 | zh_TW |
| dc.description.abstract | The purpose of this thesis is to uncover the possibilities for nonprofit organizations (NPOs) to better utilize the limited resource and optimize their online marketing effectiveness. Focusing on keyword advertising, our analysis aims to identify the significant factors and find out the specific attributes of the keywords that can affect advertising performance, and accordingly put forward the suggestions.
We conducted the case study on Open Culture Foundation (OCF), a Taiwan-based NPO. Performing the regression analysis of keyword attributes in the AARRR model, we examined and interpreted the relationships between independent variables (keyword attributes) and the dependent variable (advertising effectiveness measurement). Our research findings discover each attribute’s potential impacts in particular stages. | en |
| dc.description.provenance | Made available in DSpace on 2021-05-12T09:36:14Z (GMT). No. of bitstreams: 1 ntu-107-R04749005-1.pdf: 1904112 bytes, checksum: 8ab8a18b66a3d5c17c4353a4e0edb22f (MD5) Previous issue date: 2018 | en |
| dc.description.tableofcontents | Thesis Certification by Oral Defense Committee i
Acknowledgement ii 中文摘要 iii Abstract iv Table of Contents v List of Tables viii List of Figures x Chapter 1 Introduction 1 Chapter 2 Literature Review 6 2.1 Online Marketing 6 2.1.1 Introduction of Online Marketing 6 2.1.2 Types of Advertising in Online Marketing 8 2.2 Keyword Advertising 8 2.2.1 Introduction of Keyword Advertising 8 2.2.2 Challenges in Keyword Selection 10 2.3 NPO’s Marketing 11 2.3.1 Introduction of NPOs 11 2.3.2 Adoption of Marketing by NPOs 11 2.4 Growth Hacking 13 2.4.1 Introduction of Growth Hacking 13 2.4.2 AARRR Model 14 Chapter 3 Methodology 15 3.1 Case Study 15 3.2 Regression Model 16 Chapter 4 Empirical Analysis 18 4.1 Open Culture Foundation 19 4.1.1 Organization Introduction 19 4.1.2 Website Structure 20 4.1.3 Donation Project 22 4.2 Research Data 25 4.2.1 Data Scope 25 4.2.2 Data Overview 27 4.2.2.1 Cross-Year Comparison 27 4.2.2.2 Cross-Channel Comparison 28 4.2.2.3 Seasonality 34 4.3 Regression Analysis of Keyword Attributes in the AARRR Model 35 4.3.1 Sample and Variable 35 4.3.2 Acquisition 43 4.3.2.1 Descriptive Statistics 43 4.3.2.2 Regression Analysis 44 4.3.2.3 Findings and Implications 45 4.3.3 Activation 47 4.3.3.1 Descriptive Statistics 47 4.3.3.2 Regression Analysis 48 4.3.3.3 Findings and Implications 49 4.3.4 Retention 52 4.3.4.1 Descriptive Statistics 52 4.3.4.2 Regression Analysis 54 4.3.4.3 Findings and Implications 56 4.3.5 Revenue 57 4.3.5.1 Descriptive Statistics 57 4.3.5.2 Regression Analysis 59 4.3.5.3 Findings and Implications 61 4.4 Summary 61 Chapter 5 Conclusions 65 5.1 Research Purpose and Contribution 65 5.2 Findings and Suggestions 66 5.3 Limitation and Future Work 68 References 70 | |
| dc.language.iso | en | |
| dc.subject | 開放文化基金會 | zh_TW |
| dc.subject | 非營利組織 | zh_TW |
| dc.subject | 迴歸分析 | zh_TW |
| dc.subject | AARRR模型 | zh_TW |
| dc.subject | 關鍵字廣告 | zh_TW |
| dc.subject | Nonprofit Organization | en |
| dc.subject | Keyword Advertising | en |
| dc.subject | Regression Analysis | en |
| dc.subject | AARRR Model | en |
| dc.subject | Open Culture Foundation | en |
| dc.title | 非營利組織對關鍵字廣告之運用：開放文化基金會個案研究 | zh_TW |
| dc.title | Keyword Advertising for Nonprofit Organizations: A Case Study of Open Culture Foundation | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 106-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 楊曙榮(Sunny S. Yang),柯冠州(Kuan-Chou Ko) | |
| dc.subject.keyword | 非營利組織,關鍵字廣告,迴歸分析,AARRR模型,開放文化基金會, | zh_TW |
| dc.subject.keyword | Nonprofit Organization,Keyword Advertising,Regression Analysis,AARRR Model,Open Culture Foundation, | en |
| dc.relation.page | 74 | |
| dc.identifier.doi | 10.6342/NTU201800083 | |
| dc.rights.note | 同意授權(全球公開) | |
| dc.date.accepted | 2018-01-17 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
| 顯示於系所單位： | 管理學院企業管理專班(Global MBA) | |
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