從顧客觀點探討新型態廣告模式對提升企業行銷力的效果 以C產業專業媒體為例
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2016
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本研究探討「從顧客觀點探討新型態廣告模式對提升企業行銷力的效果 -以C產業專業媒體為例」，透過蒐集資料，透過個案研究法、深度訪談法、文件資料分析、親身觀察法等方式進行探析，對C產業專業媒體運用創新廣告發展方式做出論述與分析，及討論其組織、經營管理、應用層面，做出剖析。
本研究的研究方法透過文獻檔案探討與深度訪談進行資料收集。研究歸納出創新廣告模式，是以透過持續性的改善組織的產品或服務，以增加組織在市場上的競爭，Bernacki(2001) 。並認知服務創新與關係行銷對客戶知覺價值在整個廣告模式中，佔有重要關鍵要素，並從這些構面著手進行研究、探討和聯結。此次研究以(Kotler 2000) (黃俊英 2000) (Bernacki 2001)多位學者提出的客戶滿意度，以及Johnson, Christensen and Kagermann (2008)所提出的客戶價值主張，以這兩個構面作為研究架構。並對C產業專業媒體個案研究所得所得內容做質性歸納，探討現況與發展。
本研究的研究發現與建議為：
一、 擴大專業媒體雜誌在半導體產業的客戶價值層面
二、 專業＋商機＋資源整合＝競爭優勢
三、 與客戶結盟確能有效整合來延伸獲利與多贏局面
本研究發現，雜誌媒體可以憑借自身在讀者市場的廣泛影響力來建立一個新的延伸服務消費群體，同時與特定的群體客戶建立新的戰略夥伴關係。在數位匯流影音新浪潮中，專業媒體應朝向多角化經營，可為企業提升競爭優勢，創造新的獲利模式。
The purpose of this study is to investigate how competitive advantage enhanced by new type of advertising model: A case study on C media to explore new types of advertising model from the customer point of view to enhance themarketing power of the effect - in Case C industry professional media", through information gathered through case study method, depth interviews, analysis of documents, personal observation and other ways of, for C industry professional media advertising development using innovative ways to make discussion and analysis, and discussion of its organization, management, application level, to make analysis. Methods study documents and archives through discussion and in-depth interviews conducted data collection. Study concludes innovative advertising model, is through the continuous improvement of the organization's products or services in order to increase competition in the market organization, Bernacki (2001). Cognitive and service innovation and customer relationship marketing in the perceived value of the entire advertising model, occupies an important key elements, and from these facets to undertake studies to explore and links. The study (Kotler 2000) (Englewood Cliffs 2000) ( Bernacki (2001) put forward a number of scholars customer satisfaction, as well as Johnson, Christensen and Kagermann (2008) proposed customer value proposition to these two facets as research framework. Institute and the professional media industry have obtained case C content make qualitative induction discussed the current situation and development. Recommendations and findings of this study are: 1、Expand professional media magazines in the semiconductor industry, the level of Custom values. 2、Profession+ Business+ Resource Integration= Competitive Advantage 3、Customers can really form an alliance to extend the effective integration of profit Thus realizing “win-win”. The study found that, by virtue of its extensive magazine media can influence readers in the market to create a new extended service consumer group, while establishing new strategic partnerships with specific groups of customers. In the new wave of digital audio and video convergence, the professional media should be directed to diversification, for enterprises to enhance their competitive advantage and create new profit models. The result of study were that magazine media could established an extend service to group of customers by influence of public readers. Magazine media also could benefit customers to increase revenue through product sold and build up strategic partnership with specific customers.
The purpose of this study is to investigate how competitive advantage enhanced by new type of advertising model: A case study on C media to explore new types of advertising model from the customer point of view to enhance themarketing power of the effect - in Case C industry professional media", through information gathered through case study method, depth interviews, analysis of documents, personal observation and other ways of, for C industry professional media advertising development using innovative ways to make discussion and analysis, and discussion of its organization, management, application level, to make analysis. Methods study documents and archives through discussion and in-depth interviews conducted data collection. Study concludes innovative advertising model, is through the continuous improvement of the organization's products or services in order to increase competition in the market organization, Bernacki (2001). Cognitive and service innovation and customer relationship marketing in the perceived value of the entire advertising model, occupies an important key elements, and from these facets to undertake studies to explore and links. The study (Kotler 2000) (Englewood Cliffs 2000) ( Bernacki (2001) put forward a number of scholars customer satisfaction, as well as Johnson, Christensen and Kagermann (2008) proposed customer value proposition to these two facets as research framework. Institute and the professional media industry have obtained case C content make qualitative induction discussed the current situation and development. Recommendations and findings of this study are: 1、Expand professional media magazines in the semiconductor industry, the level of Custom values. 2、Profession+ Business+ Resource Integration= Competitive Advantage 3、Customers can really form an alliance to extend the effective integration of profit Thus realizing “win-win”. The study found that, by virtue of its extensive magazine media can influence readers in the market to create a new extended service consumer group, while establishing new strategic partnerships with specific groups of customers. In the new wave of digital audio and video convergence, the professional media should be directed to diversification, for enterprises to enhance their competitive advantage and create new profit models. The result of study were that magazine media could established an extend service to group of customers by influence of public readers. Magazine media also could benefit customers to increase revenue through product sold and build up strategic partnership with specific customers.
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創新, 競爭優勢, 客戶價值, 客戶滿意度, Innivation, Competitive advantage, Customer value, customer satisfaction