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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 洪一薰 | |
dc.contributor.author | Pei-Fang Hsieh | en |
dc.contributor.author | 謝佩芳 | zh_TW |
dc.date.accessioned | 2021-06-17T08:14:54Z | - |
dc.date.available | 2024-08-18 | |
dc.date.copyright | 2019-08-18 | |
dc.date.issued | 2019 | |
dc.date.submitted | 2019-08-15 | |
dc.identifier.citation | Barry, T. E. (1987). The development of the hierarchy of effects: An historical perspective. Current issues and Research in Advertising, 10(1-2), 251-295.
Barry, T. E., & Howard, D. J. (1990). A review and critique of the hierarchy of effects in advertising. International Journal of Advertising, 9(2), 121-135. Blackston, M. (2000). Observations: Building brand equity by managing the brand's relationships. Journal of Advertising Research, 40(6), 101-105. eMarketer. (2018, June 19). Mobile Soon to Pass TV in Time Spent. Retrieved from https://www.emarketer.com/content/mobile-soon-to-pass-tv-in-time-spent Fajer, M. T., and Schouten, J. W. (1995). Breakdown and dissolution of person-brand relationships. ACR North American Advances. Fournier, S. (1996). A consumer-brand relationship framework for strategic brand management. Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of consumer research, 24(4), 343-373. Gartner (2018) The Marketer's Guide to Customer Data Platforms. Retrieved from https://www.gartner.com/smarterwithgartner/marketers-to-guide-customer-data-platforms/ Internetlivestats. (2019,July 13). Internet Live Stats - Internet Usage & Social Media Statistics. Retrieved from https://www.internetlivestats.com/ Internetlivestats.(2019, July 13). Total number of Websites. Retrieved from https://www.internetlivestats.com/total-number-of-websites/ Krugman, H. E. (1965). The impact of television advertising: Learning without involvement. Public opinion quarterly, 29(3), 349-356. Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of marketing, 25(6), 59-62. Lewis E. St Elmo.(1908) Financial Advertising. (The History of Advertising), USA, Levey Brothers Miller, G. A. (1956). The magical number seven, plus or minus two: Some limits on our capacity for processing information. Psychological review, 63(2), 81. Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9(4), 263-274. Payne, A., & Frow, P. (2004). The role of multichannel integration in customer relationship management. Industrial marketing management, 33(6), 527-538. Reichheld, F. F., and Sasser, W. E. (1990). Zero defeofions : Quoliiy comes to services. Harvard business review, 68(5), 105-111. Strong Jr, E. K. (1925). Theories of selling. Journal of applied psychology, 9(1), 75. Sugiyama, K., and Andree, T. (2010). The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most Innovative Advertising Agency. McGraw Hill Professional. The EU General Data Protection Regulation (GDPR). (2018). Retrieved from https://eugdpr.org/ Wijaya, B. S. (2015). The development of hierarchy of effects model in advertising. International Research Journal of Business Studies, 5(1). Wikipedia.(2019, July 13). Facebook–Cambridge Analytica data scandal. Retrieved from https://en.wikipedia.org/wiki/Facebook–Cambridge_Analytica_data_scandal Wikipedia. (2019, July 13) Facebook–Cambridge Analytica data scandal. Retrieved from https://en.wikipedia.org/wiki/Facebook–Cambridge_Analytica_data_scandal 田中道昭. (2019). GAFA×BATH 米中メガテックの競爭戰略. Retrieved from https://www.nikkeibook.com/item-detail/32265 有園雄一(2014). Dual AISAS https://dentsu-ho.com/articles/3100 秋山隆平and杉山恒太郎. (2004). ホリスティック・ コミュニケーション. 宣伝會議. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/73957 | - |
dc.description.abstract | 在數位時代,品牌僅掌握顧客會員資料、銷售紀錄及第二手市場調查資訊,進行行銷企劃已不足;因品牌與顧客關係以從單向行銷宣傳變成多向互動回饋,顧客對於品牌數位廣告的反應、主動搜尋品牌相關資訊又或者分享自身品牌的體驗經驗,而有多元的互動回饋訊息可導入品牌顧客數據平台,品牌可更瞭解顧客對於品牌及產品的實際喜好程度,並提供顧客偏好的溝通模式跟內容,更有效率的增強行銷效益轉換的效率。從傳統行銷學中「品牌關係」、「消費者決策漏斗」、「有效頻次」等理論,並結合現代實務上的效益轉換理論,搭配在數位世代中消費者互動數據的收集,來架構數據時代有效行銷投資的品牌族群關係建立效益模組,讓中小企業可以投資的角度建構品牌族群,有利於長期品牌的建立跟經營銷售。 | zh_TW |
dc.description.abstract | In a digital era, it is not enough to come out a complete marketing strategy with only customer membership data, sales data and 2nd hand market research reports. That is because the brand relationship has turned into a multi-way engagement and interaction between brands and customers from one-way communication. The reaction to advertisements, intention to learn more brand information and spontaneously sharing self-experience are meaningful interactions. All these responses should be stored in brand data hub by individual-level. Therefore, brands can understand how much customers like the brand and products through data insights exploration. Meanwhile, brands can also utilize these data to offer customized, more relevant branded contents to customers for better engagement and conversion. After reviewing classic marketing theories like brand relationship, consumer purchase funnel and effective frequency, this study is to connect classical theories with evolving hierarchy of effects model to build up an efficient framework of data accumulating brand-growth model. Based on this framework, SMEs would be more confident on investing building up their own brands which could be beneficial to long-term brand development and business sales. | en |
dc.description.provenance | Made available in DSpace on 2021-06-17T08:14:54Z (GMT). No. of bitstreams: 1 ntu-108-P06546013-1.pdf: 9389664 bytes, checksum: b6bd951351e408e0415bee6b45c0d14f (MD5) Previous issue date: 2019 | en |
dc.description.tableofcontents | 口試委員會審定書 #
誌謝 i 中文摘要 ii ABSTRACT iii 目錄 iv 圖目錄 vi 表目錄 viii 第 一 章 緒論 1 1.1 研究背景與動機 1 1.2 研究目的與問題 7 第 二 章 品牌關係建立的發展 9 2.1 品牌關係 9 2.1.1 短期記憶與長期記憶 9 2.1.2 品牌關係與人際關係 9 2.2 品牌知名度 11 2.2.1 品牌回想 12 2.2.2 品牌認知 13 2.2.3 心占率知名度(Top-of-Mind) 13 2.2.4 品牌回想和品牌認知的關係 14 2.2.5 監測品牌知名度 15 2.3 有效頻次 16 2.3.1 七次法則 (The Marketing Rule of Seven) 16 2.3.2 三打理論 16 2.4 行銷溝通效益評估 17 2.4.1 效益轉換層級模型(Hierarchy of Effects Model) 17 2.4.2 AIDA 模型 19 2.4.3 電通廣告從AISAS 模組到Dual AISAS模組 21 2.4.4 AISDALSLove模組 23 2.4.5 行銷溝通效益評估之理論探討及結論 24 第 三 章 數據收集及處理之研究方法 26 3.1 數位時代的品牌互動數據收集及評估 26 3.2 外部付費廣告媒體的數據監測 29 3.3 完整的外部廣告監測到品牌自有網站成效的轉換追縱 30 3.4 Unified ID 串接品牌自有媒體的消費者互動渠道 32 3.5 數據整合從小到大、從部分到全面 34 3.6 數據優化通用原則 35 第 四 章 數據搜集後行銷效益優化案例 37 4.1 個案A - 國際影音平台-從外部導入到內部轉換優化 37 4.2 個案B - 台灣本土銀行- 重新認識品牌族群 39 第 五 章 結論 41 5.1 建議 44 5.2 未來研究方向 45 第 六 章 參考文獻 46 | |
dc.language.iso | zh-TW | |
dc.title | 多元管道數據搜集的品牌客戶關係管理 | zh_TW |
dc.title | Management of Brand Relationship to Customers via Multi-Channel Data Collection | en |
dc.type | Thesis | |
dc.date.schoolyear | 107-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳文智,楊曙榮 | |
dc.subject.keyword | 品牌數據庫,數據行銷漏斗,顧客數據平台, | zh_TW |
dc.subject.keyword | Brand Data Hub,Customer Data Platform,Data Marketing Funnel,Dual AISAS, | en |
dc.relation.page | 47 | |
dc.identifier.doi | 10.6342/NTU201903128 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2019-08-15 | |
dc.contributor.author-college | 工學院 | zh_TW |
dc.contributor.author-dept | 工業工程學研究所 | zh_TW |
顯示於系所單位: | 工業工程學研究所 |
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