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研究生: 陳姸蒨
Chen, Yen-Chien
論文名稱: 探討電子商務的行銷模式—以內容行銷為依據
Discussion on Marketing Model of E-commerce – Based on Content Marketing
指導教授: 林孟彥
Lin, Meng-Yen
學位類別: 碩士
Master
系所名稱: 國際時尚高階管理碩士在職專班
Executive Master of Business Administration Program in Global Fashion
論文出版年: 2019
畢業學年度: 107
語文別: 中文
論文頁數: 41
中文關鍵詞: 電子商務內容行銷行銷策略網站行銷
英文關鍵詞: e-commerce, website marketing, content marketing, marketing strategy
DOI URL: http://doi.org/10.6345/NTNU201900192
論文種類: 學術論文
相關次數: 點閱:231下載:36
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  • 數位時代的興起,內容行銷已成為數字行銷傳播領域的領先行銷技術,並且利用消費者的觀點去探討社群媒體創建和分享引人入勝的內容來增強他們的日常生活,從而建立關係。

    長期以來,內容行銷相關的文獻研究以及報導總圍繞在我們週遭。從這些文章中 發現內容行銷模式變化快速,每年總有許多新的內容行銷議題竄起,例如這兩年興起 的 Instagram、KOL 等,每每總造成一股潮流風氣。

    這些文獻大多是在探討內容行銷與品牌忠誠度或是購買力的影響,卻顯少有人去探討在眾多的內容行銷工具中,它在行銷領域的發展以及可行性,其實內容行銷在社群媒體溝通中潛藏許多與行銷息息相關的數據,卻總被忽視了。

    本研究主要透過內容行銷相關文獻來探討內容行銷與電子商務的關聯性,以及內容行銷與生俱來的影響力和目標受眾互動。

    With the rise of the digital age, content marketing has become a leading marketing technology in the field of digital marketing communications, and uses consumer perspectives to build relationships by creating and sharing compelling content in social media to enhance their daily lives.

    Interested in the digital age, content marketing has become a leading marketing technology in the field of digital marketing communications, and uses consumer perspectives to build relationships by creating and sharing compelling content in social media to enhance their daily lives.

    For a long time, literature research and reports related to content marketing have always been around us. From these articles, we found that the content marketing model has changed rapidly. There are always many new content marketing issues starting each year. For example, Instagram, KOL, etc., which have arisen in the past two years, have always created a trend.

    Most of these documents are about the impact of content marketing and brand loyalty or purchasing power. However, few people have explored the development and feasibility of marketing in many content marketing tools. In fact, content marketing is in social media communication. There are many hidden data related to marketing, but they are always ignored.

    This research mainly explores the relevance of content marketing and e-commerce through content-related literature, as well as the influence of content marketing and its original audience.

    致謝... I 摘要... II ABSTRACT ... III 目錄... IV 圖目錄.... V 表目錄... VI 第一章 緒論... 1 第一節 研究動機... 1 第二節 研究目的... 2 第二章 文獻探討... 3 第一節 關於電子商務... 3 第二節 內容行銷定義... 8 第三節 內容行銷的特色... 11 第四節 內容行銷優勢... 15 第三章 研究方法... 18 第一節 研究流程... 18 第二節 文獻分析法... 18 第三節 案例研究法... 19 第四章 研究分析... 20 第一節 行銷的演變... 20 第二節 內容行銷與傳統行銷... 20 第三節 內容行銷的發展... 21 第四節 內容行銷的挑戰... 24 第五節 案例分析... 29 第五章 研究發現... 33 第一節 內容行銷未來式... 33 第二節 人工智慧在內容行銷中的作用... 33 第六章 結論與建議... 35 第一節 研究結果... 35 第二節 研究限制與建議... 36 參考文獻... 38 英文文獻... 38 英文書籍... 38 網路資料...38

    英文文獻
    Berger, Jonah and Milkman, Katherine L. (2012), “What Makes Online Content Viral?” Journal of Marketing Research, 49(2), 192–205.

    Berelson, Bernard (1952), “Content Analysis in Communication Research,” New York: Free Press.

    Christopher, Martin, Payne Adrian, and Ballantyne David (1991), “Relationship Marketing: Bringing Quality,” Customer Service and Marketing, SEGA, 538-541.

    Riffe, Daniel, and Freitag, Alan. (1997), “A Content Analysis of Content Analyses: Twenty- Five Years of Journalism Quarterly,” Journalism & Mass Communication Quarterly, 74(4), 873-882.

    Viitouladiti, Ourania. (2014), “Content analysis as a research tool for marketing, management and development strategies in tourism,” Procedia Economics and Finance, 9, 278-287.

    Yale, Laura, and Gilly, Mary C. (1988), “Trends in advertising research: A look at the content of marketing-oriented journals from 1976 to 1985,” Journal of Advertising, 17(1), 12-22.

    英文書籍
    Neuendorf, Kimberly.A. (2002). The Content Analysis Guidebook, London, England.

    網路資料
    Adam Robinson. (2016). The Impact of B2B E-Commerce on Manufacturers and Distributors. Retrieved from https://cerasis.com/b2b-e-commerce/

    Asia Cargo buzz. Donald Urquhart. (August 1, 2017). C2C E-commerce Market to be the next Big Thing. Retrieved from https://asiacargobuzz.com/2017/08/01/c2c-e-commerce- market-next-big-thing/

    Big Commerce. (2016). Big Commerce Survey Shows Americans Consider Online Shopping Essential. Retrieved from https://www.bigcommerce.com/press/releases/bigcommerce- survey-shows-americans-consider-online-shopping-essential/

    Bridget Randolph. (2018). How Does Mobile-First Indexing Work, and How Does It Impact SEO? Retrieved from https://moz.com/blog/mobile-first-indexing-seo

    Chad Pollitt. (2014). Content Marketing Is 88 Percent Less Effective Than Public Relations. Retrieved from https://www.huffpost.com/entry/content-marketing-is-88-p_b_5128019

    Content Marketing Framework: Target Audience. (2013). Retrieved from https://contentmarketinginstitute.com/audience/

    Copy blogger. (2013). Content Marketing: How to Build an Audience that builds Your Business. Retrieved from http://www.copyblogger.com/content-marketing/

    Darren DeMatas. (2019). 5 Types of Ecommerce Business Models That Work Right Now. Retrieved from https://www.ecommerceceo.com/types-of-ecommerce-business-models/

    Ecommerce Guide. (2019). What is Ecommerce? Retrieved from https://ecommerceguide.com/guides/what-is-ecommerce/

    eMarketer. (August 1, 2016). Retail Ecommerce Sales Worldwide, 2015-2020. Retrieved from https://www.emarketer.com/Chart/Retail-Ecommerce-Sales-Worldwide-2015-2020- trillions-change-of-total-retail-sales/194275

    Forrester. (2019). Global Luxury Retail Forecast Through 2023. Retrieved from https://go.forrester.com/press-newsroom/global-luxury-retail-forecast-through-2023/

    Franklin. (1732). Poor Richard’s Almanack. Retrieved from http://www.benjamin-franklin- history.org/poor-richards-almanac/

    Gartner IT Glossary. (2018). Content Optimization. Gartner. Retrieved from https://www.gartner.com/it-glossary/content-optimization

    History of Ecommerce. (2018). Commerce-Land. Retrieved from https://www.ecommerce- land.com/history_ecommerce.html

    HubSpot. (2019). Creating an Inbound Strategy. Retrieved from https://www.hubspot.com/acp/creating-inbound-strategy

    I internet Billboard. (August 1, 2013) Content Marketing Explained. Retrieved from https://www.scoop.it/topic/latest-social-media-news/p/4005505122/2013/08/01/content- marketing-explained-dynographic-internet-billboards

    John Deere. (1897). The Furrow. Retrieved from https://www.johndeerefurrow.com/

    Kyle Shamorian. (2019). B2B e-Commerce Will Hit $1.8 Trillion By 2023. Retrieved from https://www.cleverbridge.com/corporate/b2b-ecommerce-to-reach-1-8-trillion-by-2023/

    Mandloys Digital Agency. (2013). What Is Content Marketing? Content Marketing Institute. Retrieved from https://contentmarketinginstitute.com/what-is-content-marketing/

    Margaret Rouse. (2019). E-commerce (Electronic commerce or EC). Retrieved from https://searchcio.techtarget.com/definition/e-commerce

    Martin Armstrong. (2016). The Future of A.I. Statista. Retrieved from https://www.statista.com/chart/6810/the-future-of-ai/
    Mega Web Design. B2C Portal Development. Retrieved from https://www.megawebdesign.in/b2c-portal-development.html

    Michelin. (1900). MICHELIN Guide. Retrieved from https://guide.michelin.com/sg/history- of-the-michelin-guide-sg

    Mobile-e-commerce. Brightedge. (2018) Retrieved from https://www.brightedge.com/glossary/mobile-e-commerce

    Retail and Ecommerce. (2016). Worldwide Retail Ecommerce Sales Will Reach $1.915 Trillion This Year. Retrieved from https://www.emarketer.com/Article/Worldwide-Retail- Ecommerce-Sales-Will-Reach-1915-Trillion-This-Year/1014369

    Richa Naidu. (2017). Black Friday, Thanksgiving online sales climb to record high. Retrieved from https://www.reuters.com/article/us-usa-holidayshopping/black-friday-thanksgiving- online-sales-climb-to-record-high-idUSKBN1DP0PR?il=0

    Robert Cialdini. (2016). BOOK REVIEW: “PRE-SUASION: A Revolutionary Way to Influence and Persuade” by Robert Cialdini. Retrieved from http://www.marketingjournal.org/book-review-pre-suasion-a-revolutionary-way-to- influence-and-persuade-robert-cialdini/

    Roland Berger. (2015). The digital future of B2B sales. Retrieved from https://www.rolandberger.com/en/Publications/The-digital-future-of-B2B-sales.html

    Seopressor. What Is C2B Ecommerce and How Does It Help Your Business? Retrieved from https://seopressor.com/blog/what-is-c2b-ecommerce/

    Statista. (2019). U.S. Mobile Retail Commerce Sales as Percentage of Retail E-commerce Sales from 2017 to 2021. Retrieved from https://www.statista.com/statistics/249863/us-mobile- retail-commerce-sales-as-percentage-of-e-commerce-sales/

    Taylor Nelson Sofres. (2014). WP Engine Study: Majority of Americans Want Original Content Directly from Brands. Retrieved from https://www.businesswire.com/news/home/20140505006297/en/WP-Engine-Study- Majority-Americans-Original-Content

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    %E5%AE%B9%E8%A1%8C%E9%8A%B7/

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