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系統識別號 U0002-1301201613491400
中文論文名稱 針對80後世代網路行銷廣告策略之效益分析
英文論文名稱 An analysis of the effectiveness of internet advertising strategy toward post-80’s generation
校院名稱 淡江大學
系所名稱(中) 管理科學學系博士班
系所名稱(英) Doctoral Program, Department of Management Sciences
學年度 104
學期 1
出版年 105
研究生中文姓名 楊鳳美
研究生英文姓名 Feng-Mei Yang
學號 896620126
學位類別 博士
語文別 中文
口試日期 2015-12-19
論文頁數 83頁
口試委員 指導教授-張紘炬
指導教授-李培齊
委員-林進財
委員-黃建森
委員-顏錫銘
委員-賴奎魁
委員-歐陽良裕
委員-陳水蓮
中文關鍵字 網路行銷  消費者行為  整合行銷傳播  修正德菲法  TOPSIS  因素分析 
英文關鍵字 Internet Marking  Consumer Behavior  Integrated Marketing Communications  Modified Delphi Method  TOPSIS  Factor Analysis 
學科別分類
中文摘要 整合行銷傳播是2007年來最廣為使用的行銷推廣手法,相關的策略中以單一訊息的策略受到最多的矚目,訊息傳達從過去使用電視、報紙及平面廣告的方式,隨著電子產品及行動通訊技術的發展而轉移到了網路,消費者也開始習慣使用智慧型手機或電腦接受訊息。這種現象更常見於習慣使用網路之1980年後出生的世代,因此,對於行銷人員而言,以1980年後出生的世代為對象,找出最具競爭優勢且使用效益最佳的網路行銷廣告策略成為重要的課題。
本論文先由兩岸專家以修正德菲法選出六項網路行銷最佳方案,再將這六項方案以TOPSIS排出其各別在九種不同行業中的使用效益與重要性決策順序,以因素分析進行台灣與大陸1980代後出生的消費者,在網路購物行為上的分析,研究結果與結論可提供給企業決定網路行銷廣告策略建議。
英文摘要 IMC (Integrated Marketing Communications, IMC) is widely used in the marketing promotion works since 2007, and the One Voice strategy is the spotlight in the related strategies. Customers used to get messages from television, newspapers and print advertisement; however, with the development of digital products and mobile communication technology, customers have started using smart phones or computers to receive messages.
This phenomenon is commonly seen in Post-80’s generation who get used to using the internet. Therefore, for marketing workers, finding out the most competitive and effective online marketing advertising strategy becomes the most important issue. In the study Modified Delphi Method were used to find the six online marketing alternatives which were conducted by experts from Taiwan and China, and then ranking the importance in nine different industries by TOPSIS. In order to understand purchasing behavior on the net toward Post-80’, structured questionnaires were used as survey tools in Taiwan and China and factor analysis were used to analysize data. The study provides practical internet marketing promotion mix and may help marketers in Business conduct their marketing strategies of advertisement on the net.
論文目次 目 錄

誌 謝 I
中文論文提要 II
英文論文提要 III
目 錄 V
表 目 錄 VII
圖 目 錄 IX
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的與問題 3
第三節 論文架構及研究流程 4
第二章 文獻探討 7
第一節 行銷資源與能力 7
第二節 行銷策略與整合行銷 8
第三節 世代理論與文化 10
第四節 網路消費者行為 12
第五節 廣告效益 14
第六節 德菲法與修正德菲法 16
第七節 TOPSIS 17
第八節 因素分析 18
第三章 研究方法 21
第一節 修正德菲法 21
第二節 TOPSIS方法 23
第三節 因素分析方法 25
第四章 研究結果 27
第一節 樣本基本資料分析 27
第二節 修正德菲法及TOPSIS分析之結果 39
第三節 網購態度與生活型態分析之結果 42
第五章 結論與建議 63
第一節 結論 63
第二節 後續研究建議 66
參考文獻 67
中文部分 67
英文部分 70
附錄:網路購物問卷 78

表目錄

表3.1專家問卷格式 22
表4.1 台灣地區樣本基本資料 28
表4.2 大陸地區樣本基本資料 29
表4.3 網路購物之平均消費統計表 30
表4.4 網路購物之參與時間統計表 30
表4.5 網路購物之購買頻率統計表 31
表4.6 台灣地區與大陸地區購物內容百分比之比較表 31
表4.7 網路購物行為t檢定結果 32
表4.8 使用的購物網站t檢定結果 34
表4.9 金額交付方式t檢定結果 35
表4.10 網路使用習慣統計表t檢定結果 36
表4.11 原始值正規化(normalization) 40
表4.12 建立加權後之正規化決策矩陣 41
表4.13 專家權重 41
表4.14 正理想解與負理想解 42
表4.15 進行方案間的優勢排序(rank the preference order) 42
表4.16 台灣地區網購態度之因素總表 43
表4.17 台灣地區生活型態之因素總表 45
表4.18大陸地區網購態度因素總表 46
表4.19 大陸地區生活型態因素 48
表4.20 台灣與大陸地區網購態度整體因素總表 50
表4.21台灣與大陸地區網購態度各因素之t檢定 52
表4.22 台灣與大陸地區網購態度各變項之t檢定結果 53
表4.23 台灣與大陸地區生活型態因素總表 57
表4.24 台灣與大陸地區生活型態各因素之t檢定 58
表4.25 台灣與大陸地區生活型態各變項之t檢定結果 59
表4.26 網購態度因素結果彙整表 62
表4.27生活型態因素結果彙整表 62

圖目錄

圖1.1 論文架構 4
圖1.2 研究流程 5

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