公司希望透過MarTech 使用技術和數據來更準確地找到目標客戶。過去的研究集中於企業如何透過MarTech 找到客戶，但對企業如何與客戶建立連結卻知之甚少。本研究的目的是透過社會資本與結構洞的觀點，提出MarTech 策略模型框架。基於社會資本理論和結構洞理論，我們假設企業應該關注度中心度、中介中心度、特徵中心度和結構洞，這對企業與客戶之間的連結至關重要。本研究選擇案例研究法和三角驗證法，結合文獻和研究人員對因素進行驗證。透過對Facebook、Netflix 和Amazon 為代表的三個公司進行研究，我們發現大多數公司都使用系統化推薦和大數據分析作為增強與客戶連結的方式。此外，我們還發現企業可以透過結構洞從現在的社交網絡穿越到另一個網絡，再到過去無法接觸的另一個社交網絡，這將改變企業對MarTech 策略發展，從精準行銷到與客戶的連結。

Firms hope to use technology and data to find target customers more accurately
by using MarTech. While past studies focus on how firms can find customers through
MarTech, little is known about how firms connect with customers. The purpose of this
study is to propose a MarTech strategy model framework through the perspectives of
social capital and structural hole insights. Based on social capital theory and structural hole theory, we hypothesize that firms should focus on Degree Centrality, Betweenness Centrality, Eigenvector Centrality and structural hole, which are important with the connection between firms and customers. This study selects case study method and triangulation method, combined literature, and researchers to verify the factors. By surveying Facebook, Netflix and Amazon as three representative firms, we find out most firms uses system recommendations and big data analytics to increase connection with customers. In addition, we also find out that firms can span their social networks through structural holes from the current social network to another social network that was inaccessible in the past, and it changes firms’ development of MarTech strategies from precision marketing to the connection with customers.

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