品牌電商產業廣告行銷策略之研究

Abstract

臺灣近十多年來電子商務產業與數位內容產業的快速成長，各種社交平台及行動APP大幅改變了人們接受資訊的方式。傳統媒體逐漸式微且被新的數位媒體取代，數位廣告成為明星產業，也是各大科技巨頭(Google、Facebook、YouTube、Yahoo…等等)的主要營收來源，當顧客(受眾)來源集中在少數媒體巨擘平台後，廣告主面對高科技包裝下的新興媒體產業毫無抵抗能力，造成廣告成本逐年墊高。 電子商務的營運倚賴穩定而大量的人流量，過去以來品牌電商網站都是依賴數位廣告來導流，在廣告成本低的時代，數位廣告產業成為所有電子商務業者營運上的最佳夥伴，高投資報酬率帶動品牌電商業者迅速擴張營業規模，然而隨著廣告成本逐年上升，加上長期以來過度倚賴數位廣告而疏於經營顧客，最佳夥伴變成品牌電商的經營壓力。 本研究以品牌電商產業在廣告行銷策略上與數位廣告業者的關係，並以台灣流行服飾品牌電商業者X公司作為主要研究個案，依本研究所提出的研究流程，運用PEST，五力分析，價值網模型、價值鏈分析，SWOT分析等策略工具，分析品牌電商產業廣告行銷的策略，以個案研究法，搜集品牌電商與數位廣告產業相關資訊，解析個案對象之廣告行銷策略，探討X公司如何因應廣告成本上升的經營困境，取得與數位廣告業者最佳的合作關係，並進一步突破困境達到擴大成長的目標。 研究結果發現，本研究所提出採用的策略管理程序，適用於品牌電商產業廣告行銷策略的分析，個案研究結果，建議個案X公司應先建立以會員行銷為主體的行銷廣告策略，降低廣告成本；另外也須立即著手建構策略核心架構，包含自動化渠道管理平台、自動化會員分群演算法模型、個人化內容推薦模組、動態出價模型、數據分析與AI應用，進一步強化核心競爭力；最後則是整合數位廣告業者的資源，透過更緊密的合作，達到雙贏局面。

E-commerce industry and the digital media industry in Taiwan have grown rapidly in the past decade. Social media and mobile apps have changed the way people receive information. Traditional media has declined gradually and been replaced by new digital media. Digital advertising becomes a star industry and brings huge revenue for those technology giants (Google, Facebook, YouTube, Yahoo...etc.). The advertisers cannot against the new media industry which under high-tech packaging when the customer (audience) is concentrated in them. Then the advertising cost is rising year by year. The operation of e-commerce relies on a stable and large amount of traffic. Brand e-commerce relied on digital advertisements to guide them in the past. The digital advertising industry has become the best partner for all e-commerce site because of lower advertising costs. High return on investment has driven brand e-commerce to expand the scale of business. Because advertising costs have risen year by year and have long relied on digital advertising and neglected to operate customers, the best partners become business pressure for brand e-commerce. This paper overviewed the competition between brand e-commerce industry and digital advertising industry. Take the Taiwan popular fashion brand e-commerce company, X as the study case and follow the research flow to analyze the environment and strategies by PEST, five forces, value net model, value chain and SWOT analysis. This research also discuss how X can achieve the best cooperative relationship with advertisers to against rising advertising costs and bring about the goal of expanding growth by collecting the related information of these two industries and analyzing X’s digital advertising strategies. The research indicates the strategy management flow in this paper can be adapted in digital advertising strategy analysis of the brand e-commerce industry. This research recommend that X should first establish an advertising strategy based on member marketing and reduce advertising cost. Then construct core strategy architectures, including channel management platform, member grouping algorithm model, personalized content recommendation module, dynamic bidding and pricing model, data analysis and AI application to strengthen competitiveness. Finally achieve a win-win strategy through integrating the resource of digital advertising industry and closer cooperation with digital advertising companies.