數位時代的品牌行銷

Abstract

數位時代早已到來，根據資策會2014年7月的報告指出，台灣持有智慧型手機或平板電腦的民眾已高達1,330萬人，台灣家戶連網率高達84.8%；市場調查機構Millward Brown於2014年最新調查報告亦指出，台灣民眾每日手機上網時間197分鐘，較全球平均142分鐘，高出55分鐘，高居首位，對於社群網站Facebook黏著度也是世界第一。網路世界儼然成為我們的現實社會！而此數位時代的來臨成為品牌行銷兵家必爭之地。 過去的傳統行銷，我們依賴電視、報紙、雜誌…等媒體，但近年來數位行銷興起，從blog、Youtube、Facebook、Uber、Instagram …，每隔一段時間就會出現一個新興數位變革，數位時代強勁力量所造成的影響超乎我們想像，2014年台北市長選舉就是最佳案例，柯連之爭，就是一場數位行銷與傳統行銷的戰役，新任市長就是以數位行銷透過社群網路擄獲消費者，打出了一場新時代選戰。 在品牌行銷面，以前消費者購買產品後，就結束和品牌的接觸。現在，消費者在購買時不僅被數位行銷所影響，購買後，仍繼續透過數位管道和品牌進行接觸。因此，在這樣強調數位的時代，企業如何運用數位行銷，更快速的傳播品牌概念，將是品牌的決勝關鍵。 數位時代顛覆了消費者接觸品牌的方式，它正在改造行銷的思維，數位時代的品牌行銷該怎麼做？將是此篇論文研究的方向。

The digital era has arrived. According to Institute of Information Industry, more than 13 million Taiwanese people have mobile or tab devices. The web connection of Taiwan household is 84.8%. According to Millward Brown, the average time for Taiwanese spending on mobile Internet is highest in the world, 197 minutes. It is 55 minutes more compared to the global average of 142 minutes. The stickiness of Facebook is also the No.1 in the world. Digital world has become the real world. The arrival of digital era challenges many thing inlcuing brand marketing. We relied on TV, newspaper, and magazine… media for marketing for decades. Digital revolutions like blog, Facebook, Uber, Instagram… never stops influencing our behavior. Digital has it s power reached the unprecedented. The 2014 Taipei City mayoral election is a great example of the competition between digital and traditional marketing. The relationship between brand and consumers finished as soon as purchase had happened. However, the conversation between brand and consumers exists anytime in the digital era. It is crucial for brands to deal with the ever-changing digital era. Digital era disrupted the way consumers interact with brands. Digital era also revolutionized the marketing thinking. Therefore, the focus of this thesis is about brand marketing in the digital era.