行銷應用程式的導入之商業模式研究 —以N公司為例

Abstract

近年來，考量國內消費者的消費行為開始出現轉變，過去傳統產業的行銷模式儼然已成為銷售的過去式，隨之而來的是創新的銷售模式，也就是不用出門便可以輕輕鬆鬆的購買自己所想要的商品，在消費主流改變的環境下之消費市場，汽車產業也應該隨之對行銷模式進行改變，有鑑於此，個案公司針對業務員銷售的行為模式，進行行銷模式的變革，期望能為公司帶來較大的效益。因此，考量透過e化系統，即透過應用程式(Application，簡稱APP)的導入，轉換行銷方式，讓消費者可以在最短時間內瞭解產品內容，進而提高銷售成效。本研究透過質化研究的方法運用，探討個案公司導入行銷APP之後的效益，其研究發現綜合整理如下： 一、 服務與創新有助於產品的行銷； 二、 行銷APP的導入可以增加目標客群； 三、 行銷APP有助於重塑汽車品牌價值； 四、 透過行銷APP連結品牌與休閒活動。

Consider domestic consumer behavior began to change recent years. Traditional industry marketing model is becoming the sales of the past. Followed by innovative sales model, that is, they don't have to go out to buy their desired goods easily. The marketing model of automotive industry should be changed according to the consumer oriented market. In view of this, to change the marketing model of case company for salesperson promotion may bring more benefits for the company.Thus, taking into consideration via e system, namely, apply the application (Application, referred to as APP) to change marketing methods is not only make consumers can understand the content of the product in short time but increase the operating profits. In this paper, to explore the effectiveness of the case company on integrating marketing application into business model by qualitative research methods, the findings of this study are summarized as follows: First, service and innovation contribute to product marketing. Second, integrating marketing APP may increase the target customers. Third, integrating marketing APP help to reshape the automobile brand Value Fourth, integrating marketing APP can link the brand and leisure activities