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標題: | 推動企業行銷數位轉型之策略研究:以AMT亞太行銷數位轉型聯盟協會為研討基礎 The Study of Digital Transformation Strategy—A Case Study of AMT |
作者: | 黃燕玲 Yen-Ling Huang |
指導教授: | 郭瑞祥 Ruey-Shan Guo |
關鍵字: | 行銷數位轉型,亞太行銷數位轉型聯盟,行銷科技,行銷自動化,大數據,顧客歷程,行銷5.0,人才力,CDP,CRM,DMP,商模,創新,組織,領導力, Digital Transformation,AMT,MarTech,Marketing Automation,Big Data,consumer journey,Marketing5.0,talent,CDP,CRM,DMP,innovation,organization,leadership, |
出版年 : | 2023 |
學位: | 碩士 |
摘要: | 本論文以協會立場,針對toC企業行銷數位轉型進行研究。
行銷科技環境發展迅速,Covid-19疫情造成生活消費型態改變,兩大環境前提,促使企業面臨轉型的必要性與急迫性。而行銷環境快速的變革,特別是行銷科技工具快速發展,也帶給企業甲方在行銷數位轉型的機會與挑戰。 台灣行銷科技議題,自從2021年“AMT亞太行銷數位轉型聯盟協會”,簡稱AMT成立,提出台灣第一張行銷科技地圖正式展開。企業行銷數位轉型與行銷科技運用互為因果。本研究主體為AMT,研究整理自AMT成立以來,在行銷數位轉型推廣服務過程所累積的個案專題、量化調查、產業交流,透過理論基礎進行研究整理。研究視角以AMT協會著眼,對於進行數行銷數位轉型的企業甲方,以及提供企業運用的科技服務乙方皆有觀察整理,故理論架構分析應用也較為多元。本研究主要期許透過整理企業行銷數位轉型的經驗與實務分析,瞭解並促進企業轉型在企業內部與外部環境的關鍵成功因素。同時,提供行銷科技產業,對顧客(企業甲方)需求有近一步的洞察。終能達到以AMT協會平台的角度,促進供需雙方在痛點解方、價值主張有效的溝通。成功扮演推動數位企業轉型的角色。 本論文的主要發現及結論: 1.企業甲方,行銷數位轉型趨勢不可逆,且是保持企業競爭力必要的常態運作。但目前企業均有很大努力空間。 2.企業甲方在自有數據的價值,理解尚不成熟。在行銷科技的運用層面,還是必較偏向追求結果論(廣告成效)。在自有顧客經營、流量池經營的投入度,多半還有進步空間。 3.人力、人才動能不足,將造成企業行銷數位轉型一大障礙。 4.行銷科技服務方,廠商量能、成長率因市場需求持續擴大。但容易陷入產品技術自我闡述,尚缺乏顧客價值的提煉,以致在服務推廣面,易陷於模糊競爭。 5.Mindset的改變,一切的改變之前先改腦袋是關鍵因素。 “Asia-Pacific MarTech Transformation Alliance Association” perspective. This thesis takes the standpoint of AMT “Asia-Pacific MarTech Transformation Alliance Association” and conducts research on the digital transformation of ToC enterprises. The rapid development of the marketing technology landscape and the changes in consumer behavior caused by the Covid-19 pandemic have created a necessity and urgency for businesses to undergo transformation. The fast-paced evolution of the marketing environment, particularly the rapid advancement of marketing technology tools, presents both opportunities and challenges for companies in their digital marketing transformation journey. Since the establishment of the AMT (Asia-Pacific MarTech Transformation Alliance Association) in 2021, the first MarTech Landscape in Taiwan has been officially launched. The digital transformation of enterprises and the application of marketing technology are mutually causal. The main body of this study is the AMT, which analyses and organizes the case topics, quantitative surveys, and industry explore which are accumulated by the AMT during the process of promoting digital transformation services. The research perspective focuses on the AMT association as a platform services, observing and organizing both the enterprises (party A companies) undergoing digital transformation and the MarTech services supplier (party B technology services) that provide companies with marketing technology services, so the theoretical analysis and application are multi-Facets. The main expectation of this research is to understand the key success factors of enterprise transformation in the internal strategic management and external environment of the enterprises. At the same time, it provides the marketing technology industry with further insights into enterprises’ needs. Ultimately, through the perspective of the AMT platform, it facilitates effective communication of pain points and value propositions between supply and demand, successfully playing the role of promoting digital enterprise transformation. The main findings and conclusions of this paper are as follows: 1. The digital transformation trend of enterprises side is irreversible and is a must be normal operation to maintain enterprise competitiveness. However, many enterprises still have a lot of room for improvement. 2. Enterprises’ understanding of the value of its own data (first party data) is not yet mature. In terms of the application of marketing technology, it still tends to pursue results-oriented (advertising effectiveness) approaches. There is still room for improvement in investment in its own customer management and traffic pool management. 3. Insufficient manpower and talent will be a major obstacle to enterprise digital transformation. 4. For marketing technology service providers, the volume and growth rate of vendors will continue to expand due to market dynamic. However, they are prone to self-description of product technology and lack refinement in customer value, resulting in easily getting trapped in ambiguous competition in service promotion. 5. A change in mindset is a critical factor in bringing about the change. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/89186 |
DOI: | 10.6342/NTU202301161 |
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顯示於系所單位: | 商學組 |
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