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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 謝明慧 | |
dc.contributor.author | Zhi-Chuan Yang | en |
dc.contributor.author | 楊芝川 | zh_TW |
dc.date.accessioned | 2021-06-07T17:28:21Z | - |
dc.date.copyright | 2020-09-03 | |
dc.date.issued | 2020 | |
dc.date.submitted | 2020-06-08 | |
dc.identifier.citation | [1]楚軍輝.基於APP的移動廣告發展策略研究[D].北京郵電大學,2016.
[2]張茜.移動互聯網廣告行銷研究[D].哈爾濱:黑龍江大學,2014. [3]羅伯特·斯考伯,謝爾·伊斯雷爾.即將到來的場景時代[M].北京聯合出版公司,2014. [4]艾瑞諮詢.2016年中國程式化場景行銷市場研究報告[OL].https://www.iimedia.cn/c400/47519.html. [5]Scornavacca E,Mckenzie J.unveiling managers’ perceptions of the critical success factors for SMS based on campaigns[J].international journal of mobile communications,2007,5(4):445-456. [6]Seongil Lee.mobile internet services from consumers’ perspectives[J].journal of human computer interaction,2009,25(5):390-413. [7]張波.移動廣告投放行為制約因素研究[D].天津:天津師範大學,2013. [8]關芷蕙.移動程式化技術驅動下的場景行銷buz模式研究目[D].暨南大學2017. [9]蔡余傑,紀海. 場景行銷[M].北京:當代世界出版社,2016. [10]羅敏.場景連接一切[M].電子工業出版社,2018. [11]餘夢妮.移動互聯網時代的場景行銷探析[J].管理觀察,2015:17-19. [12]劉祥.場景:移動行銷的“阿喀琉斯之踵”[J].銷售與市場,2015:26-27. [13]武曉麗.體驗與共鳴:大資料時代場景行銷模式研究[J].今傳媒,2016,11:78-79. [14]王佳煒,楊豔.移動互聯網時代程式化廣告的全景匹配[J].當代傳播,2016,01:92-95. [15]賀磊.大資料時代下程式化購買廣告中的倫理問題研究[D].暨南大學,2016. [16]廖秉宜.中國程式化購買廣告產業現狀、問題與對策[J].新聞界,2015,24:43-46. [17]陳剛.新媒體與廣告[M].北京:中國輕工業出版社,2002. [18]唐興通.社會化媒體行銷大趨勢:策略與方法[M].北京:清華大學出版社,2012. [19]王愛寶. 移動互聯網技術基礎與開發案例[M].北京:人民郵電出版社,2012. [20]羅星.互動式手機廣告策略分析[J].天津商務職業學院學報,2014(6):27-29. [21]李欣璟.當廣告行業遇見大資料[J].銷售與市場:管理版,2014,9:38-40. [22]高紅梅.基於新媒體的整合行銷傳播策略研究[J].新聞知識,2013,12:54-55. [23]陳娜,鮑立泉.基於智慧手機的廣告策略研究[J].青年記者,2014(6):63-64. [24]王晶晶.基於企業和商家的手機二維碼互動行銷策略研究[D].河北大學,2016. | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/15184 | - |
dc.description.abstract | 從中國互聯網路資訊中心發佈的《中國互聯網路發展狀況統計報告》中能夠看出,截至2019年中旬,我國擁有的手機線民數量已經超過8.4億,其在線民體系中所占比值已經高達99.1個百分點。隨著移動互聯網的發展和智慧手機的廣泛使用,各類商家在手機APP中內置廣告就理所當然的成為了移動數位行銷的重要形式,這一切都是基於移動程式化技術的發展,讓移動程式化場景行銷目標的最終實現。在最短時間內掌握用戶需求,結合存在問題有針對性制定解決方案,這樣不僅能夠對資訊干擾現象形成有效控制,同時也能夠為用戶帶來更好的消費體驗。一般情況下,廣告主希望將全部與廣告相關的歷史資訊全部提供給APP移動廣告平臺,由其開展專業性資料分析操作,並制定科學投放策略,在確定目標受眾群體條件下,使廣告宣傳作用得到全面發揮。從廣告平臺角度來看,提高開發有效性是一項極具挑戰性的工作。根本原因即是,APP廣告平臺的目標使用者並不只是點擊或下載APP,關注重點主要集中在廣告轉化方面。所以,廣告點擊率和轉化率的高低是廣告主在移動APP廣告平臺上投放廣告時考慮的重要因素。
伴隨著移動互聯網、AI智慧、大資料的飛速發展,攜程作為國內最大的OTA(線上旅遊)公司,積累了超過3億的旅遊客戶,並彙集了海量客戶資料。攜程以商旅客戶起家,給平臺客戶的專業成熟可信賴的商旅形象,但是攜程想要區別其他的旅遊類公司,就必須僅僅抓住時代的機遇,將旅行與場景的深度融合,然後再在APP平臺上優化旅遊目的地廣告主的廣告投放方案,所以無論是借助於微博、微信等社交場景還是地鐵、餐廳等生活場景,亦或者是景點、商城等消費場景,場景行銷已經轉化為旅行類APP參與市場行銷競爭活動的主要方式。以用於為核心,打造最為真實的消費場景,改善客戶體驗的同時,通過大資料技術應用,瞭解使用者在進行產品消費時的“痛處”,採取有效措施,將線上與線下的跨界行銷方式結合在一起,最終提升廣告投放效果和轉化率,增強對用戶行為的畫像,實現攜程品牌以及攜程APP平臺上合作商家的品牌行銷的目的。 | zh_TW |
dc.description.abstract | As can be seen from the 'Statistical Report on the Development of the Internet in China' released by the China Internet Network Information Center, as of mid-2019, the number of mobile Internet users in China has exceeded 840 million, and its proportion in the Internet user system has reached 99.1 percentage point. With the development of the mobile Internet and the widespread use of smart phones, various businesses have built-in advertising in mobile APPs as an important form of mobile digital marketing. All this is based on the development of mobile programmatic technology to make mobile programming The ultimate realization of scenario marketing goals. Grasp user needs in the shortest time, and formulate targeted solutions based on existing problems. This can not only effectively control the phenomenon of information interference, but also bring a better consumer experience for users. Under normal circumstances, advertisers want to provide all historical information related to advertising to the APP mobile advertising platform, which will carry out professional data analysis operations and formulate scientific delivery strategies to make advertising publicity under the condition of determining the target audience Get full play. From an advertising platform perspective, improving development effectiveness is a very challenging task. The root cause is that the target users of the APP advertising platform are not just clicking or downloading the APP, and the focus is mainly on advertising conversion. Therefore, the click-through rate and conversion rate of advertisements are important factors that advertisers consider when placing advertisements on mobile APP advertising platforms.
Along with the rapid development of mobile Internet, AI intelligence, and big data, Ctrip, as the largest domestic OTA (online travel) company, has accumulated more than 300 million travel customers and has gathered a large amount of customer data. Ctrip started as a business travel customer and gave platform customers a professional, mature and reliable business travel image. However, if Ctrip wants to distinguish it from other travel companies, it must just seize the opportunities of the times, integrate travel and scenes in depth, and then use APP The platform optimizes the advertising solution for advertisers in tourism destinations, so whether it is using social scenes such as Weibo, WeChat, or living scenes such as subways and restaurants, or consumption scenes such as attractions and malls, scene marketing has gradually become a travel app One of the marketing methods commonly used in market competition is to build a real, take use as the core, create the most real consumption scenario, improve customer experience, and at the same time, through the application of big data technology, understand the 'pain' of users in product consumption, and take effective measures to combine online and offline cross-border marketing methods together, enhance the portrait of user behavior, and realize the brand marketing of the Ctrip brand and partner merchants on the Ctrip APP platform purpose. | en |
dc.description.provenance | Made available in DSpace on 2021-06-07T17:28:21Z (GMT). No. of bitstreams: 1 ntu-109-P06750043-1.pdf: 2624241 bytes, checksum: 225661027cc1d1137f26e12c0edb0d5a (MD5) Previous issue date: 2020 | en |
dc.description.tableofcontents | 致謝 II
摘要 III ABSTRACT IV 目錄VI 圖目錄VIII 表目錄IX 第1章 緒論 1 1.1研究背景 1 1.2研究意義 2 1.3研究思路 3 1.4研究方法 4 第2章 文獻綜述 5 2.1場景行銷的概念 5 2.1.1場景 5 2.1.2場景行銷 5 2.1.3程式化場景行銷 6 2.2場景行銷的要素和特點 7 2.2.1場景行銷的要素 7 2.2.2場景行銷的特點 8 2.3移動互聯網廣告投放的影響因素 9 2.4國內外文獻綜述 10 第3章 攜程APP的場景行銷案例分析 12 3.1攜程旅行網簡介 12 3.2攜程旅行APP簡介 12 3.3攜程旅行連接生活 14 3.4攜程旅行連接社交 16 3.5攜程旅行連接購物 17 3.6攜程APP程式化廣告場景匹配 19 第4章 攜程用戶對使用場景和廣告投放的認知情況 22 4.1問卷及訪談設計 22 4.2統計結果分析 22 第5章 攜程APP的場景行銷存在的問題 26 5.1形式內容呆板 26 5.2娛樂化遊戲化程度低 28 5.3品牌合作不深 30 5.4用戶隱私權易被侵犯 33 第6章 加強攜程APP的場景行銷的建議 35 6.1創新APP使用場景的內容 35 6.2構建基於社交娛樂的行銷場景 36 6.3加強與明星品牌的合作 37 6.4高效利用新媒體資源提升廣告轉化率 39 第7章 總結 42 圖目錄 圖1 攜程APP產品體系13 圖2 線上旅行類APP用戶人群年齡分佈14 圖3 攜程APP“旅遊社交”功能17 圖4 攜程APP產品推廣關鍵字18 圖5 攜程APP“微領隊服務”功能19 圖6 攜程APP中專題《最暖不過溫泉水》26 圖7 攜程APP中民宿故事27 圖8 線上旅遊類APP主頁佈局27 圖9 攜程APP中目的地旅遊攻略30 圖10 攜程APP的美食頻道32 表目錄 表1 攜程和大眾點評APP美食欄目品牌合作情況對比(以廣州站為例)32 | |
dc.language.iso | zh-TW | |
dc.title | APP使用場景對廣告投放的影響與調整分析
—以攜程APP為例 | zh_TW |
dc.title | App Use Scene Impact and Adjustment Analysis on Ad Serving
—Take Ctrip APP as an Example | en |
dc.type | Thesis | |
dc.date.schoolyear | 108-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 林世銘,翁崇雄,陳超,張成洪 | |
dc.subject.keyword | 場景行銷,廣告投放,旅遊,攜程APP, | zh_TW |
dc.subject.keyword | Scenario marketing,advertising,travel,Ctrip APP, | en |
dc.relation.page | 44 | |
dc.identifier.doi | 10.6342/NTU202000922 | |
dc.rights.note | 未授權 | |
dc.date.accepted | 2020-06-09 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 臺大-復旦EMBA境外專班 | zh_TW |
顯示於系所單位: | 臺大-復旦EMBA境外專班 |
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