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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
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dc.contributor.advisor | 陳建錦 | zh_TW |
dc.contributor.advisor | Chien-Chin Chen | en |
dc.contributor.author | 胡志輝 | zh_TW |
dc.contributor.author | Zhihui Hu | en |
dc.date.accessioned | 2024-02-01T16:14:24Z | - |
dc.date.available | 2024-02-02 | - |
dc.date.copyright | 2024-02-01 | - |
dc.date.issued | 2023 | - |
dc.date.submitted | 2024-01-09 | - |
dc.identifier.citation | [1] Bhandari R & Sin M V A, Optimizing digital marketing in hospitality industries[J]. SABDA Journal, 2023, 2(1), 269-279.
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/91589 | - |
dc.description.abstract | 本研究以中國酒店行業為研究物件,深入探討了在全球數位化趨勢下的酒店數位化行銷,以及人工智慧技術在酒店數位化行銷中所扮演的重要角色,並在此基礎上提出5C行銷新範式。
首先,本文梳理了行銷理論的發展脈絡,並回顧了數位化行銷和人工智慧技術在行銷領域的應用等相關文獻,指出酒店行業行銷理論相對於實踐的滯後性。接著,通過PEST分析和波特五力分析,從戰略角度討論了數位化行銷在酒店行業管理實踐中的重要性。研究進一步通過問卷調查發現,由於新技術的驅動,傳統的4P或4C理論在指導數位化行銷方面存在局限,基於此通過理論演繹提出了5C行銷組合新範式,並展開多案例研究對該理論進行了檢驗。 研究發現,5C新範式相較於4C理論,原有的四個行銷要素受人工智慧技術的驅動,在內涵上更加豐富,更加貼合數位化行銷的需要,特別是新增的內容創新要素,是提升數位化行銷核心競爭力的關鍵。本文最終得出以下結論:(1)酒店行業處於數位化行銷轉型的關鍵階段。(2)人工智慧技術在酒店數位化行銷中起著極重要作用。(3)5C新範式為酒店數位化行銷提供了有效的指導。 本文在理論上強調了行銷理論創新的重要性,明確了5C行銷新範式對於提高酒店數位化行銷效率方面的指導意義和實踐價值。 | zh_TW |
dc.description.abstract | This study focuses on the hotel industry in China, exploring digital marketing in hotels under the global trend of digitization and the critical role of artificial intelligence (AI) technology, leading to the proposal of a new 5C marketing paradigm.
Initially, the paper traces the development of marketing theories and reviews the application of digital marketing and AI technology in the marketing field, highlighting a lag in the hotel industry''s marketing theory relative to practice. Following this, the study discusses the strategic importance of digital marketing in hotel management through PEST analysis and Porter''s Five Forces analysis. Further investigation through surveys reveals that traditional 4P or 4C theories are limited in guiding digital marketing in the age of new technology, leading to the theoretical derivation and proposal of the new 5C marketing mix. This paradigm is then tested with multiple case studies. The research finds that the 5C paradigm, in comparison to the 4C theory, enriches the original marketing elements with AI technology, making it more relevant to digital marketing needs, especially with the addition of content innovation, key to enhancing core competitiveness in digital marketing. The study concludes that (1) the hotel industry is at a critical stage in the digital marketing transformation; (2) AI technology plays a vital role in digital marketing in hotels; and (3) the new 5C paradigm provides effective guidance for digital marketing in the hotel industry. The paper emphasizes the importance of innovation in marketing theory, clarifying the guidance and practical value of the new 5C marketing paradigm in enhancing the efficiency of digital marketing in the hotel industry. | en |
dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2024-02-01T16:14:24Z No. of bitstreams: 0 | en |
dc.description.provenance | Made available in DSpace on 2024-02-01T16:14:24Z (GMT). No. of bitstreams: 0 | en |
dc.description.tableofcontents | 目次
致謝 I 中文摘要 II THESIS ABSTRACT III 目次 IV 圖次 VI 表次 VII 第一章 緒論 1 1.1 研究背景及意義 1 1.2 研究的主要內容 3 1.3 研究方法 4 1.4 研究框架 5 第二章 理論基礎及文獻綜述 6 2.1 行銷組合理論 6 2.2 酒店數位化行銷的研究現狀 8 2.3 行銷領域的人工智慧研究綜述 9 2.4 文獻評述及小結 10 第三章 酒店行業行銷現狀及問題分析 12 3.1 酒店行業PEST宏觀環境分析 12 3.2 五力模型分析:行業競爭態勢分析 16 3.3 酒店數位化行銷的發展 20 3.4 現有的問題及原因分析 22 第四章 人工智慧技術驅動的酒店數位化行銷5C新範式 26 4.1洞察客戶(Customer) 26 4.2 產品創新(Convenience) 28 4.3 動態定價(Cost) 29 4.4 管道創新(Communication) 31 4.5 內容創新(Content) 32 4.6 小結 35 第五章 人工智慧技術驅動的酒店數位化行銷實踐案例研究 37 5.1 案例研究目的 37 5.2 案例研究設計 37 5.3 案例描述 39 5.4 研究小結 50 第六章 研究結論和展望 51 6.1 主要發現與結論 51 6.2 理論與實踐意義 52 6.3 研究局限與未來展望 52 參考文獻 53 附錄 58 圖次 圖 1.1 中國高星級酒店數位化行銷業績規模 1 圖 2.1 研究框架圖 5 圖 3.1 2013~2022年全國居民可支配收入變化 14 圖 3.2 2020~2023年各假期國內旅遊恢復情況 14 圖 3.3 2013~2021年中國酒店行業相關專利申請趨勢 15 圖 3.4 數位化行銷落地的挑戰 23 圖 3.5 數位化行銷落地的困難 23 圖 4.1 5C新範式:以消費者為中心、以內容創新為突破口的數位化行銷組合 36 圖 5.1 不同客戶群體關注度和滿意度對比 40 圖 5.2 兩類客戶群體畫像 40 圖 5.3 “機會”產品流入流出熱度分析的產品示例圖 44 圖 5.4 流失酒店及其產品套餐分析的產品示例圖 45 圖 5.5 從流失酒店分析競爭酒店的產品示例圖 45 圖 5.6 競爭酒店及競爭產品分析的產品示例圖 46 圖 5.7 HDOS架構圖 48 表次 表 3.1 各地“十四五”規劃相關政策及發展目標彙總 12 表 3.2 全球主要經濟體GDP增速情況 13 表 3.3 問卷調查受訪者情況 22 表 5.1 案例基本資訊及情況說明 37 表 5.2 數據資料分析結構 38 | - |
dc.language.iso | zh_TW | - |
dc.title | AI技術驅動的數位化行銷5C新範式─基於酒店行業的多案例研究 | zh_TW |
dc.title | New 5C Paradigm of Digital Marketing Driven by Artificial Intelligence─A Multi-Case Study Based on Hospitality Industry | en |
dc.type | Thesis | - |
dc.date.schoolyear | 112-1 | - |
dc.description.degree | 碩士 | - |
dc.contributor.oralexamcommittee | 翁崇雄;何耕宇;胥正川;洪劍峭 | zh_TW |
dc.contributor.oralexamcommittee | Chorng-Shyong Ong ;Keng-Yu Ho;Zhengchuan Xu;Jian-Qiao Hong | en |
dc.subject.keyword | 數位化行銷,人工智慧技術,AIGC,酒店行業,5C行銷, | zh_TW |
dc.subject.keyword | Digital marketing,Artificial intelligence Technology,AIGC,Hospitality industry,5C Marketing, | en |
dc.relation.page | 59 | - |
dc.identifier.doi | 10.6342/NTU202304344 | - |
dc.rights.note | 同意授權(全球公開) | - |
dc.date.accepted | 2024-01-10 | - |
dc.contributor.author-college | 管理學院 | - |
dc.contributor.author-dept | 臺大-復旦EMBA境外專班 | - |
顯示於系所單位: | 臺大-復旦EMBA境外專班 |
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