影音應用程式行銷策略之研究
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2014
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Abstract
行動裝置越趨平價化、裝置效能及頻寬提升、影音內容迅速發展等趨勢，加速行動影音世代來臨，而未來影音平台將逐漸取代傳統影視通路，跨國優質之內容將透過訂閱服務，傳遞給更多民眾，並藉此創造更可觀之營收，因此，本研究旨在以4P為架構去發展一套影音App行銷策略，其研究目的有四個：探討影音App之產品策略、探討影音App之價格擬定策略、探討影音App之銷售通路策略、探討影音App之推廣方式策略。先經由國內外相關文獻探討，歸納出影音App行銷構面和項目初稿，而研究方法以修正式德懷術及層級分析法進行研究資料之蒐集與分析。先函請五位專家建立專家內容效度及意見提供，而後五位專家組成德懷術諮詢委員群後，將問卷調查所得資料，以敘述性統計方法進行分析，再選取五位專家組成層級分析小組，透過層級分析模式，可瞭解各層級間之權重，最後歸納出四點結論如下：
(一)在行銷影音App之產品策略時，以「App內容」為最重要。
(二)在影音App之價格擬定策略時，以「免費購買」為最重要。
(三)在影音App之銷售通路策略時，以「App商店」為最重要。
(四)在推廣影音App之行銷策略中，以「社群行銷」為最重要。
The main purposes of this study was to develop a framework using 4P (product phase, price phase, place phase, promotion phase) as the analytical structure to collect the main video marketing strategies of the App Store, while aiming to develop the video App marketing strategies. There were four objectives for this research paper, with the main focus on Video App product marketing strategies, and the investigation of the price, place and the promotion of marketing strategies. First, related literatures were reviewed and analyzed to conclude the first edition of video App marketing strategies, indicators, and items. This study used research method with Modified-Delphi technique and Analytic Hierarchy Process (AHP) to collect and analyze research data. Then, five experts were invited to develop content validity and to provide suggestions. Second, five Delphi advisors were polled for one time, followed by data analysis using descriptive statistics analysis. Lastly, five AHP advisors were polled for one time, and the data of which was analyzed using AHP to get specific gravity of marketing strategy and to develop the concept with video App to evaluate proposal for feasible. The results of this study were shown as follow. (1)The most important marketing strategy for Video App product is App Content. (2)The most important marketing strategy for Video App price is freemium. (3)The most important in marketing strategy for Video App place is App Store. (4)The most important marketing strategy in promoting Video App is Social Marketing.
The main purposes of this study was to develop a framework using 4P (product phase, price phase, place phase, promotion phase) as the analytical structure to collect the main video marketing strategies of the App Store, while aiming to develop the video App marketing strategies. There were four objectives for this research paper, with the main focus on Video App product marketing strategies, and the investigation of the price, place and the promotion of marketing strategies. First, related literatures were reviewed and analyzed to conclude the first edition of video App marketing strategies, indicators, and items. This study used research method with Modified-Delphi technique and Analytic Hierarchy Process (AHP) to collect and analyze research data. Then, five experts were invited to develop content validity and to provide suggestions. Second, five Delphi advisors were polled for one time, followed by data analysis using descriptive statistics analysis. Lastly, five AHP advisors were polled for one time, and the data of which was analyzed using AHP to get specific gravity of marketing strategy and to develop the concept with video App to evaluate proposal for feasible. The results of this study were shown as follow. (1)The most important marketing strategy for Video App product is App Content. (2)The most important marketing strategy for Video App price is freemium. (3)The most important in marketing strategy for Video App place is App Store. (4)The most important marketing strategy in promoting Video App is Social Marketing.
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4P, 影音App, 行銷策略, 層級分析, 4P, Video App, Marketing Strategies, Analytic Hierarchy Process (AHP)