請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/66164完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 湯明哲(Ming-Je Tang) | |
| dc.contributor.author | Mark Raddatz | en |
| dc.contributor.author | 馬克 | zh_TW |
| dc.date.accessioned | 2021-06-17T00:24:07Z | - |
| dc.date.available | 2012-06-27 | |
| dc.date.copyright | 2012-06-27 | |
| dc.date.issued | 2012 | |
| dc.date.submitted | 2012-05-15 | |
| dc.identifier.citation | Frederick Allen. Secret formula: How brilliant marketing and relentless salesmanship made Coca-Cola the best-known product in the world. 1994.
S. Banerjee and R.R. Dholakia. Mobile advertising: does location based advertising work? International Journal of Mobile Marketing, 3:68--74, 2008. Sy Banerjee and Scott Yancey. Enhancing mobile coupon redemption in fast food campaigns. Journal of Research in Interactive Marketing, 4(2):97--110, 2010. Sy Banerjee, Amit Poddar, Scott Yancey, and Danielle Mc Dowell. Measuring intangible effects of m-coupon campaigns on non-redeemers. Journal of Research in Interactive Marketing, 5(4):258--275, 2011. Patrick Barwise and Colin Strong. Permission-based mobile advertising. Journal of Interactive Marketing, 16(1):14--24, 2002. Astrid Dickinger and Mirella Kleijnen. Coupons going wireless: Determinants of consumer intentions to redeem mobile coupons. Journal of Interactive Marketing, 22(3): 23--39, 2008. Bernhard Kolmel and Spiros Alexakis. Location based advertising. In the 1st international conference on mobile business, Athens, Greece, 2002. Hyung Seok Lee and Min Sun Yeu. Factors influencing the intention to redeem coffee shop coupons in Korea. International Journal of Business and Management, 5(7):92-- 98, 2010. Chakravarthi Narasimhan. A price discrimination theory of coupons. Marketing Science, 3(2):pp. 128--147, 1984. ISSN 07322399. URL http://www.jstor.org/stable/183747. Gail Ayala Taylor. Coupon response in services. Journal of Retailing, 77:139--151, 2001. Gail Ayala Taylor and Sylvia Long-Tolbert. Coupon promotions in quick-service restaurants: Preaching to the converted? Cornell Hotel and Restaurant Administration Quarterly, 43:41--46, August 2002. D. Tilson, K. Lyytinen, and R. Baxter. A framework for selecting a location based service (lbs) strategy and service portfolio. In System Sciences, 2004. Proceedings of the 37th Annual Hawaii International Conference on, page 10 pp., jan. 2004. doi: 10.1109/ ICSS.2004.1265227. E. Trevisani and A. Vitaletti. Cell-id location technique, limits and benefits: an experimental study. In Mobile Computing Systems and Applications, 2004. WMCSA 2004. Sixth IEEE Workshop on, pages 51 -- 60, dec. 2004. doi: 10.1109/MCSA.2004.9. | |
| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/66164 | - |
| dc.description.abstract | 本篇論文的目的在研究：提供適地商家優惠之手機商業服務，以協助台灣的中小企業能在智慧型手機上提供優惠券的服務運用。近年來，線上優惠券日趨普及。而線上優惠券最常被使用的商業模式，就是消費者必須要在享受優惠之前，在線上先行付費。然而，這篇論文所要發展的商業模式，則是要使消費者能夠同時間享受優惠並付費。使用的方式，就是要利用智慧型手機或是一些適地性的服務〈如：GPS〉來顯示當地特定地點的線上優惠券。這篇論文分成許多章節：第一章先對整篇論文做簡單介紹，並說明研究動機；第二章則列出該篇研究的文獻探討；第三章說明優惠券的歷史；第四章關於適地性的服務─QR碼與無線通訊的介紹；第五章則針對本篇的商業計畫做一詳細介紹。 | zh_TW |
| dc.description.abstract | The work of this thesis is to introduce a business plan for a location and coupon based mobile service that could help small and medium sized business in Taiwan to offer coupons on smartphones. Online coupons have become very popular in recent years. The currently used business models are where consumers have to pay a discounted price first before they can use the coupon. With the approach described in this thesis, a consumer pays the discounted price at the time he uses it. This model makes it possible to use smartphone and location bases solutions like GPS to show online coupons from the specific location, for example a part of a city. The thesis is divided in several chapters starting with an introduction and the motivation. A literature review and the history are shown in Chapter 3. The technology about location based services, QR-Codes, and Near Field Communication will be introduced in Chapter 4 and the business model will be explained in Chapter 5. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-17T00:24:07Z (GMT). No. of bitstreams: 1 ntu-101-R99749067-1.pdf: 1043079 bytes, checksum: 235ede23d67049db91d2a5d983cc2b0e (MD5) Previous issue date: 2012 | en |
| dc.description.tableofcontents | Chapter 1............................................................1
Introduction.......................................................1 1.1 Motivation of Study..........................................1 1.2 Research Objectives..........................................1 1.3 Research Methodology.........................................2 Chapter 2............................................................3 Related Literature Review..........................................3 Chapter 3............................................................7 Coupons............................................................7 3.1 Definition...................................................7 3.2 History of Coupons...........................................7 3.3 Type of Coupons and Delivery.................................8 3.4 Industry Structure..........................................11 3.5 Examples of Business Models.................................12 Chapter 4...........................................................15 Location Based Services, QR-Codes and Near Field Communication....15 4.1 Definition..................................................15 4.2 Technology..................................................15 4.3 Business Models and Value Chains............................18 4.4 Barcodes and QR-Codes.......................................20 4.5 Near Field Communication....................................22 Chapter 5...........................................................23 Business Plan.....................................................23 5.1 Executive Summary...........................................23 5.2 Company Background Introduction.............................24 5.3 Product and Service.........................................24 5.4 Industry and Market Analysis................................29 5.5 Marketing Plan..............................................36 5.6 Organization Management.....................................40 5.7 Operation Plan..............................................42 Key Performance Indicators........................................46 5.9 Exit Strategy...............................................47 Conclusion..........................................................49 Bibliography........................................................50 | |
| dc.language.iso | en | |
| dc.subject | 折價券 | zh_TW |
| dc.subject | 適地性服務 | zh_TW |
| dc.subject | 智慧型手機 | zh_TW |
| dc.subject | coupon | en |
| dc.subject | location based service | en |
| dc.subject | smartphone | en |
| dc.title | 在手機上提供適地商家優惠之手機服務的商業計畫 | zh_TW |
| dc.title | A Business Plan for an Online Location and Coupon Based Mobile Service | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 100-2 | |
| dc.description.degree | 碩士 | |
| dc.contributor.oralexamcommittee | 王仕茹(Shih-Ju Wang),林修葳(Hsiou-Wei Lin) | |
| dc.subject.keyword | 適地性服務,智慧型手機,折價券, | zh_TW |
| dc.subject.keyword | location based service,smartphone,coupon, | en |
| dc.relation.page | 50 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2012-05-16 | |
| 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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|---|---|---|---|
| ntu-101-1.pdf 未授權公開取用 | 1.02 MB | Adobe PDF |
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