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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 盧信銘(Hsin-Min Lu) | |
| dc.contributor.author | Jen-Pin Hsu | en |
| dc.contributor.author | 許壬賓 | zh_TW |
| dc.date.accessioned | 2021-06-08T05:58:01Z | - |
| dc.date.copyright | 2011-08-16 | |
| dc.date.issued | 2011 | |
| dc.date.submitted | 2011-08-08 | |
| dc.identifier.citation | 1. Richard T. Watson, George M. Zinkhan, and Leyland F. Pitt (2000). Integrated Internet Marketing
2. Turban, King, Lang (2010). Introduction to Electronic Commerce 3. Edward Moran, Francois Gossieaux (2010). Marketing in a Hyper-Social World. (Journal of Advertising) 4. Michael E. Porter (2001). Strategy and the Internet 5. Denise Campbell (2010). What’s Your Social Media Strategy 6. Dan Zigmond, Horst Stipp, Ph.D. (2010). Accessing a New Advertising Effect. (Journal of Advertising) 7. Wenyu Dou, Kai H. Lim, Chenting Su, Zan Zhou, Nan Cui (2010). Brand Positioning Strategy Using Search Engine Marketing. (MIS Quarterly) 8. Wikipedia.org. 9. Jill Kocher (2010). SEO, Free Tools From Google 10. Michael A. Cusumano (2005). Google: What It Is and What It Is Not 11. Peter T. Wakiyama, Odia Kagan (2009). Facebook Vanity URLs May Hurt More than Just One’s Pride 12. http://www.admedia.org/ 13. Philip Volmar (2010). How to Market Like a Pro on Facebook 14. Jordi Casteleyn, Andre Mottart, Kris Rutten (2008). How to use Facebook in Your Market Research 15. Gartner Research. http://www.gartner.com/technology/home.jsp 16. Susan Gunelius (2011). Twitter Dos and Don’ts for businesses 17. Darrell Heaps (2009). Twitter: Analysis of Corporate Reporting Using Social Media 18. Bernard J. Jansen, Mimi Zhang (2009). eWOM as a Marketing Tool. Journal of Marketing 19. Ennew, Banerjee & LI (2000). Managing Word of Mouth Communication. International Journal of Bank Marketing, 18(2), 75-83 20. Hennig-Thurau (2004). Electronic Word of Mouth via Consumer-Opinion Platforms. (Journal of Marketing) 21. Anindya Goose, Sha Yang (2009). An Empirical Analysis of Search Engine Advertising: Sponsored Search In Electronic Markets. Management Science. Vol. 55, NO. 10, pp.1605 22. Plustek Website. http://www.plustek.com | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/24897 | - |
| dc.description.abstract | For today’s businesses, delivering marketing messages to the audience is no longer dependent on persuasive print advertising. In order to be truly successful in today’s competitive environment, it is absolutely essential for a company to conduct and include “Internet Marketing” in its yearly marketing plan. Since the term “Internet Marketing” is consider to be a broad scope, this research paper will only focus on a few important Internet Marketing tool that SMBs (Small and Medium Businesses) can take full advantage on to either increase brand awareness or generate sales. The main focus of this research will be on Google Advertising, Social Network, and Viral Marketing, which are some of the most widely used and are probably the most effective Internet marketing tool that any SMB need to adopt. This research paper will use the company Plustek Inc. for exploring various techniques and tools that can be utilized. Plustek, as a Taiwanese based company coming out of OEM business to heavily promoting its own brand in the recent years. This paper will attempt to provide understanding of each methods described and to provide proper guidance for implement a successful Internet marketing campaign. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-08T05:58:01Z (GMT). No. of bitstreams: 1 ntu-100-R98749025-1.pdf: 2186013 bytes, checksum: c13292ed4c6d6d0bfa771783c0f82b4f (MD5) Previous issue date: 2011 | en |
| dc.description.tableofcontents | Acknowledgements ...........................................................ii
Abstract ..................................................................iii Table of Contents ..........................................................iv List of Figures/Tables .....................................................vi Chapter 1: Introduction .....................................................1 1.1. Background and Motivation ...........................................1 1.2. Research Purpose and Problem Statement ..............................3 1.3. Organization of the Paper ...........................................5 Chapter 2: Literature Review, Online References and Academic Sources .......6 2.1. Definition of Internet Marketing ....................................6 2.2. Strategy and the Internet ..........................................13 2.3. Network Effect .....................................................15 Chapter 3: Plustek Inc. ...................................................17 3.1. History of Plustek Inc..............................................17 3.2. The Challenges of Plustek Inc.......................................21 Chapter 4: Methods .........................................................23 4.1. Google Advertising .................................................23 4.1.1 AdWords ............................................................24 4.1.2 Search Engine Optimization (SEO) ...................................28 4.2. Social Media Marketing .............................................32 4.2.1 Facebook ...........................................................33 4.2.2 YouTube ............................................................36 4.3. Viral Marketing ....................................................38 Chapter 5: Conclusion and Discussion ......................................40 5.1. Conclusion ...........................................................40 5.2. Discussion ...........................................................41 REFERENCES .................................................................42 | |
| dc.language.iso | en | |
| dc.subject | 社群媒體 | zh_TW |
| dc.subject | 病毒式行銷 | zh_TW |
| dc.subject | 搜尋引擎最佳化 | zh_TW |
| dc.subject | 關鍵字廣告 | zh_TW |
| dc.subject | 網路行銷 | zh_TW |
| dc.subject | Internet Marketing | en |
| dc.subject | Viral Marketing | en |
| dc.subject | Social Media Marketing | en |
| dc.subject | Search Engine Optimization | en |
| dc.subject | AdWords | en |
| dc.subject | Google Advertising | en |
| dc.subject | Network Effect | en |
| dc.title | 網路行銷策略 – 以 Plustek Inc. 公司為列 | zh_TW |
| dc.title | Internet Marketing Strategies – A Case on Plustek Inc. | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 99-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 陳建錦,陳宏鎮 | |
| dc.subject.keyword | 網路行銷,關鍵字廣告,搜尋引擎最佳化,社群媒體,病毒式行銷, | zh_TW |
| dc.subject.keyword | Internet Marketing,Network Effect,Google Advertising,AdWords,Search Engine Optimization,Social Media Marketing,Viral Marketing, | en |
| dc.relation.page | 43 | |
| dc.rights.note | 未授權 | |
| dc.date.accepted | 2011-08-08 | |
| 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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|---|---|---|---|
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