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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 陳鴻基(Houn-Gee Chen) | |
| dc.contributor.author | Chien-Ju Lin | en |
| dc.contributor.author | 林建儒 | zh_TW |
| dc.date.accessioned | 2021-06-15T06:46:34Z | - |
| dc.date.available | 2011-07-25 | |
| dc.date.copyright | 2011-07-25 | |
| dc.date.issued | 2011 | |
| dc.date.submitted | 2011-06-17 | |
| dc.identifier.citation | REFERENCE
1. Boyce, Carolyn and Neale, Palena (2006). “PATHFINDER INTERNATIONAL: CONDUCTING IN-DEPTH INTERVIEW” 2. Chen, Jeffrey. (2010). “Social Media’s effectiveness as a marketing tool” 3. Evans, Dave (2008), “Social media marketing: an hour a day” 4. Festa, P. (2003, November 11). Investors snub Friendster in patent grab. CNet News. Retrieved August 26, 2007 from http://news.com.com/ 2100-1032_3-5106136.html 5. Fisher, Tia (2009). “ROI in social media: A look at the arguments” 6. Hacker, Scot (2003). 'Put Weblogs to Work'.Macworld: the Macintosh magazine 7. Kaplan, Andreas M.; Michael Haenlein (2010). 'Users of the world, unite! The challenges and opportunities of Social Media' 8. Mangold, W. Glynn and Faulds, David J. (2009). “Social media: The new hybrid element of the promotion mix” 9. Mustonen, Piia. (2009). “Social media - a new way to success?” 10. Pat McCarthy (2006-09-10). 'Revisiting Top 10 Web Predictions of 2006'. Conversionrater.com. 11. Scott A., personal communication, June 14, 2007 12. Stelzer, Michael A. (2009). “Social media marketing industry report: How Marketers Are Using Social Media to Grow Their Business” 13. Sundén, J. (2003). Material Virtualities. New York: Peter Lang. 14. Williamson, Debra Aho Williamson. (2011). “Worldwide Social Network Ad Spending: 2011 Outlook” | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/48115 | - |
| dc.description.abstract | The emergence of Internet-based social media has made it possible for marketers to easily communicate with hundreds or thousands of their fans about products and the companies that provide them. Thus, the impact of rapid “many to many” communications has been greatly magnified in the marketplace. As for retailers, Social media has become very integrated with how they operate in the past, it’s part of the way they do marketing. By adding the “word of mouth” marketing, retailers are facing great opportunity and challenge in the Social Media era.
The aim of this research is to study how social media is adapted by retailers as well as the innovation related to its future development. Among many creative and emerging social media tools available for retailers, the focus of this research is to discover how Facebook Marketing Solutions is changing the retailing industry. Not only networking, building relationships and participating actively in online applications, retailers are using Facebook as a channel for gathering feedback and disseminating information as well as for marketing purposes. At Facebook, everything they do is about making the world more open and connected. Connecting with people is just the beginning. In the pages that follow, let’s discover best practices for reaching customers and achieve businesses objectives though Facebook Marketing Solutions. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-15T06:46:34Z (GMT). No. of bitstreams: 1 ntu-100-P98745009-1.pdf: 3852926 bytes, checksum: cc84343d6e8945c0129e09041fcc16b3 (MD5) Previous issue date: 2011 | en |
| dc.description.tableofcontents | TABLE OF CONTENTS
ACKNOWLEDGEMENT..............................................................................................i ABSTRACT..................................................................................................................ii TABLE OF CONTENTS................................................................................................iii FIGURE LIST................................................................................................................v 1. INTRODUCTION.....................................................................................................1 1.1 Research Background.......................................................................................1 1.2 Research Purpose..............................................................................................2 2 LITERATURE REVIEW AND ACADEMIC RESOURCES.............................................3 2.1 Definition & evolution of Social Media.............................................................3 2.2 Social Media Genres..........................................................................................5 2.2.1 Social Networking............................................................................................5 2.2.2 Social Media Sharing.......................................................................................7 2.2.3 Social News and Bookmarking.......................................................................8 2.2.4 Real-Time Updates and Microblogging........................................................9 2.2.5 Lifestreaming and Lifecasting.......................................................................10 2.3 Social Media Revolution...................................................................................11 2.4 Social Media Marketing....................................................................................12 2.5 Facebook Marketing Solutions.........................................................................14 2.5.1 Killer Applications............................................................................................15 2.5.2 Solution Objectives.........................................................................................17 2.5.3 Management Tools........................................................................................17 2.6 Current Challenges on Soical Media Marketing for retailers........................19 3 RESEARCH FRAMEWORK......................................................................................20 3.1 Research Method: Exploratory Research.......................................................20 3.2 Research Model: Michael Porter’s Five Forces............................................21 3.3 Research Design: In-Depth Interview..............................................................25 3.3 Case Study: Wrigley, Hands Tailung, & Heme...............................................27 4 ANALYSIS & CASE STUDIES....................................................................................31 4.1 Michael Porter’s Five forces Analysis.............................................................31 4.1.1 Bargaining Power of Suppliers.......................................................................31 4.1.2 Bargaining Power of Customers....................................................................33 4.1.3 Threat of New Entrants...................................................................................34 4.1.4 Threat of Substitute Products.........................................................................35 4.1.5 Competitive Rivalry within an Industry..........................................................36 4.2 Best Practices......................................................................................................37 4.3 Ongoing Management of Facebook Marketing Solutio...............................42 5 CONCLUSION........................................................................................................46 5.1 Implications of This Research............................................................................46 5.2 Suggestions to Future Research.......................................................................50 5.3 Research Limitation...........................................................................................54 REFERENCE...............................................................................................................55 WEB SITES..................................................................................................................56 Appendix 1: Chinese In-depth interview questions.............................................57 Appendix 2-1: Response from Wrigley Taiwan.....................................................58 Appendix 2-2: Response from Hands Tailung ......................................................60 Appendix 2-3: Response from Heme International Inc.......................................62 | |
| dc.language.iso | en | |
| dc.subject | 電子商務 | zh_TW |
| dc.subject | 臉書行銷 | zh_TW |
| dc.subject | 零售業 | zh_TW |
| dc.subject | 社群媒體 | zh_TW |
| dc.subject | Social Media | en |
| dc.subject | Retailing | en |
| dc.subject | Facebook Marketing | en |
| dc.subject | eCommerce | en |
| dc.title | 社群媒體行銷平台對零售產業之影響 ~以Facebook Marketing Solutions為例 | zh_TW |
| dc.title | The impact of Social Media Marketing platform on Retailers ~ a study of Facebook Marketing Solutions | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 99-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.coadvisor | 廖咸興(Hsien-Hsing Liao) | |
| dc.contributor.oralexamcommittee | 胡星陽(Shing-Yang Hu) | |
| dc.subject.keyword | 社群媒體,零售業,臉書行銷,電子商務, | zh_TW |
| dc.subject.keyword | Social Media,Retailing,Facebook Marketing,eCommerce, | en |
| dc.relation.page | 70 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2011-06-21 | |
| dc.contributor.author-college | 管理學院 | zh_TW |
| dc.contributor.author-dept | 財務金融學研究所 | zh_TW |
| 顯示於系所單位： | 財務金融學系 | |
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