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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 黃俊堯(Chun-Yao Huang) | |
| dc.contributor.author | Emily Yu-Ting Chen | en |
| dc.contributor.author | 陳玉婷 | zh_TW |
| dc.date.accessioned | 2021-06-15T05:18:16Z | - |
| dc.date.available | 2010-08-20 | |
| dc.date.copyright | 2010-07-27 | |
| dc.date.issued | 2010 | |
| dc.date.submitted | 2010-07-21 | |
| dc.identifier.citation | 1. CLIFFORD, S. (2008, 11 23). For Luxury Brands, less money to spend on Ads. Retrieved 03 20, 2010, from New York Times: http://www.nytimes.com/2008/11/24/business/media/24luxury.html?_r=2
2. Datamonitor. (2009). Burberry Group plc. Datamonitor. 3. Datamonitor. (2010). Global Apparel, Accessories & Luxury Goods. Datamonitor. 4. Datamonitor. (2009). Gucci Group. Datamonitor. 5. Datamonitor. (2009). LVMH Moet Hennessy Louis Vuitton SA. Datamonitor. 6. Dougherty, H. (2009, 03 10). Hitwise Intelligence - Heather Dougherty - North America. Retrieved 04 05, 2010, from Hitwise Pty. Ltd.: http://weblogs.hitwise.com/heather-dougherty/2009/03/visits_to_gmail_surpass_youtub_1.html 7. eMarketer. (2009, 9 21). Customer Acquisition and Retention Top Priorities. Retrieved 04 08, 2010, from eMarketer: http://www.emarketer.com/Article.aspx?R=1007284 8. eMarketer. (2009, 9 19). Measuring the Business Effects of Web 2.0. Retrieved 04 05, 2010, from eMarkter: http://www.emarketer.com/Article.aspx?R=1007276 9. HalliburtonChris, & ZiegfeldAgnes. (2009). How do major european companies communicate their corporate identity across countries? - An empirical investigation of corporate internet communications. Journal of marketing management (Vol. 25), pp.909-925. 10. Jones, B., Temperley, J., & lima, A. (2009). Corporate reputation in the era of Web 2.0: The case of Primark. Journal of marketing management (25), pp. 927-939. 11. KapfererJ.N., & BastienV. (2009). The Luxury Strategy. Kogan Page. 12. Milano, C. (2007). Can Luxury Go Online? Taipei: National Taiwan University. 13. Nguyen, V. (2004, 11). Analysis of the Luxury Goods & Apparel and Footwear Industries. 14. Nielsen. (2008). Consumers and Designer Brands - A Global Nielsen Report. Nielsen. 15. Research, C. f. (2009, 09). 2010 Media Planning Intelligence Study. Retrieved 04 05, 2010, from bzreport: http://www.bizreport.com/2009/09/social_media_on_marketers_menu_for_2010.html 16. Schonfeld, E. (2010, 2 16). Facebook Drives 44 Percent Of Social Sharing On The Web. Retrieved 04 05, 2010, from techcrunch: http://techcrunch.com/2010/02/16/facebook-44-percent-social-sharing/ 17. Shukla, P. (2008, 08). Managing luxury brands in recession. Retrieved 03 20, 2010, from Blogspot: http://pauravshukla.blogspot.com/2008/08/managing-luxury-brands-in-recession.html 18. The Nielsen Company. (2009, 7). Global Advertising: Consumers Trust Real Friends and Virtual Strangers the Most. Retrieved 04 05, 2010, from Nielsenwire: http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/ 19. The Nielsen Company. (2009, 9 24). Social Networking and Blog Sites Capture More Internet Time and Advertising. Retrieved 04 05, 0210, from The Nielsen Wire: http://blog.nielsen.com/nielsenwire/online_mobile/social-networking-and-blog-sites-capture-more-internet-time-and-advertisinga/ 20. Verna., P. (2009, 9 14). US Twitter Usage Surpasses Earlier Estimates. Retrieved 04 05, 2010, from Emarketer: http://www.emarketer.com/Article.aspx?R=1007271 21. Victoria Bracewell Lewis, M. d. (2008, 7 17). Luxury sector is keen to try social computing. Retrieved 03 20, 2010, from Forrester: www.forrester.com/rb/Research/luxury_sector_is_keen_to_try_social/q/id/45838/t/2 22. Weiss, T. (2007, 7 8). kids are heavy social network users, they don’t say no to relevant marketing efforts: online surveys and tips for marketers. Retrieved 04 05, 2010, from Grunwald Associates National Study – Trendsspotting Blog | Millenials Conference: http://www.trendsspotting.com/blog/?p=165 23. Bastien, V. (2009). Differentiated Marketing: The Luxury Strategy. HEC Paris, Paris, France. 24. Chang, P. (2010, 6 3). Facebook Strategy of Louis Vuitton. (E. Chen, Interviewer) 25. Cocoran, I. (2007). The art of digital branding. allworth press. 26. Dentsu Inc. (2006). Dentsu Annual Report 2006. 27. HalliburtonChris, & ZiegfeldAgnes. (2009). How do major european companies communicate their corporate identity across countries? - An empirical investigation of corporate internet communications. Journal of marketing management (Vol. 25), pp. 909-925. 28. Huang, C. Y. (2009). Marketing Management. GMBA, Taipei. 29. Jones, B., Temperle, J., & lima, A. (2009). Corporate reputation in the era of Web 2.0: The case of Primark. Journal of marketing management (25), pp. 927-939. 30. Kozinets, R. V., Valck, K. d., C.Wojnicki, A., & J.S.Wilner, S. (2010, 3). Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities. Journal of Marketing Vol. 74 , pp. 71–89. 31. Kristine de ValckH. van Bruggen, Berend WierengaGerrit. (2009). Virtual communities: A marketing perspective. Elsevier Vol. 47-Decision Support System, pp. 185–203. 32. LARBANET, C., & Ligier, B. (2009). The Internet use by the Luxury industry. Umea School of Business. 33. Levy, & Weitz. (2004). Retailing Management. McGraw Hill. 34. Milano, C. (2007). Can Luxury Go Online? Taipei: National Taiwan University. 35. Shih, C. (2009). Sales and Social Media: No One’s social (Yet). Retrieved 04 10, 2010, from DestinationCRM.com: DestinationCRM.com 36. Shih, C. (2010). The Facebook Era Marketing Guide. The Facebook Era . | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/46604 | - |
| dc.description.abstract | A few years ago, it was a ”should or could the luxury go online” question while it is now a fact that the luxury brands are going online and further to social media in the era of WEB2.0. It is now the question for luxury brands on “how to market online well.” It is observed that Facebook marketing contributes significantly and corresponds to the core of the communication strategy of luxury brands. Thus, Facebook marketing facilitates a real luxury web experience.
This paper is the first paper examining the concurrent Facebook practices of luxury brands with three case studies, Louis Vuitton, Gucci and Burberry. After the reviews of both luxury industry, with its communication strategy, and then of Facebook, the empirical studies are conducted by the method of observation and analysis of secondary data on both “brand offline” and “brand online”, on two aspects of website and on Facebook marketing. The contribution is to assess the performance and effectiveness of Facebook marketing to luxury brands on four dimensions – IMC, CRM, WOM and consumer behavior from AIDMA to AISAS. The value of this paper is to provide managerial indications to utilize Facebook marketing particularly for brands in luxury sector and/or brands that aim at positioning luxurious by reviewing three luxury case studies. Conclusively, there are five implications for managers: monitoring, measurement, quality content, the differences of luxury strategy from general marketing strategy and “T-S.T.P” (Technological factor in Segmentation, Targeting and Positioning). Nevertheless, there are some limitations of the paper, such as the dynamic characteristics of Facebook; the non-filtering of user-generated content (UGC) and a geographic access limitation and user profile differences. Further studies are suggested on topics: “What are the determinant factors of the value of a Fan page? Further, what is the weighting of each determinant factor as to the value of the page?” and “How do brands get attention among the massive information from the multi-sources which is also updatable dynamically by any user?” | en |
| dc.description.provenance | Made available in DSpace on 2021-06-15T05:18:16Z (GMT). No. of bitstreams: 1 ntu-99-R97749005-1.pdf: 4172945 bytes, checksum: b3a062e3e10e7eca1d9a9854b28b6b1b (MD5) Previous issue date: 2010 | en |
| dc.description.tableofcontents | List of Figures 3
List of Tables 4 Acknowledgements 5 Abstract 6 Chapter I Introduction 8 Chapter II Background 11 1. Background of Luxury Industry 11 i. Definition of Luxury 11 ii. Luxury Industry 12 iii.Luxury Strategy 14 Communication Strategy 15 Luxury Online Strategy 18 2. Background of Facebook 22 i. Web 2.0 and Social Media 22 ii. What is Facebook 27 3. Review of Relevant Measurement 34 4. Related Marketing Concepts 36 i. IMC 36 ii. CRM 36 iii.WOM 39 iv. Consumer Behavior : AIDMA ,AISAS 41 Chapter III Empirical Studies 43 1. Methodology 43 2. Brand Offline 44 i. Brand Introduction 44 ii. Brand Characteristics 47 3. Brand Online 57 i. Website 57 ii. Facebook Marketing 62 Searching 68 Application and Features 71 Content 78 Chapter IV Findings 86 1. IMC 93 2. CRM 98 3. WOM 102 4. Consumer Behavior from AIDMA to AISAS 108 Chapter V Conclusion 111 1. Implications for Managers 111 i. Monitoring 111 ii. Measurement: Impression, Interaction then Conversion 114 iii.Quantity vs Quality: Quality first, Quantity comes along 116 iv. Differences of luxury strategy from general marketing strategy 117 v. T-STP: Technological Factor in STP 118 2. Limitations 122 3. Future Studies Suggestions 124 References 127 | |
| dc.language.iso | en | |
| dc.subject | 社群網站 | zh_TW |
| dc.subject | 精品 | zh_TW |
| dc.subject | 臉書 | zh_TW |
| dc.subject | 行銷 | zh_TW |
| dc.subject | 策略 | zh_TW |
| dc.subject | 品牌 | zh_TW |
| dc.subject | Luxury | en |
| dc.subject | Social Media | en |
| dc.subject | Branding | en |
| dc.subject | Strategy | en |
| dc.subject | Marketing | en |
| dc.subject | en | |
| dc.title | 精品產業的Facebook行銷策略 - 個案研究: Louis Vuitton, Gucci,Burberry - | zh_TW |
| dc.title | Facebook Marketing for Luxury Brands - Case Studies: Louis Vuitton, Gucci and Burberry - | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 98-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 黃崇興,張重昭 | |
| dc.subject.keyword | 精品,臉書,行銷,策略,品牌,社群網站, | zh_TW |
| dc.subject.keyword | Luxury,Facebook,Marketing,Strategy,Branding,Social Media, | en |
| dc.relation.page | 131 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2010-07-21 | |
| 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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