個案分析 - 台灣商務通訊APP新創公司的数字营销策略｜國立臺灣科技大學博碩士論文系統

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研究生：	張幸如 Joan Jesslyn Prajnawati Firman
論文名稱：	個案分析 - 台灣商務通訊APP新創公司的数字营销策略 A Case Study of Digital Promotion Channels in a Taiwanese Business Chat App Startup Company
指導教授：	劉代洋 Day-Yang Liu
口試委員:	鄭仁偉 Jen-Wei Cheng 曾盛恕 Seng-Su Tsang
學位類別：	碩士 Master
系所名稱：	管理學院 - 管理學院MBA School of Management International (MBA)
論文出版年：	2021
畢業學年度：	109
語文別：	英文
論文頁數：	58
中文關鍵詞：	數字營銷、數字廣告、推廣渠道
外文關鍵詞：	Digital Marketing, Digital Ads, Promotion Channels
相關次數：	點閱：171 下載：4
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數字化改變了世界。越來越多的人連接到Internet，這是數字廣告開始成為現實的時候。自2013年以來，數字廣告已正式開始產生比傳統媒體廣告更多的支出，因此受到廣泛歡迎。數字廣告被認為是營銷人員在全球範圍內有效，潛在地吸引潛在客戶並與其互動的最佳方法之一。此外，有證據表明，企業越來越多地將廣告重點從傳統媒體轉移到數字媒體。

Rolo是成立於2018年的台灣安全業務聊天應用程序創業公司。在過去的兩年中，Rolo為專業人士和商人開發了一款令人難以置信的聊天應用程序。 Rolo知道在COVID-19大流行期間世界需要一個非常安全的消息傳遞應用程序這一事實，因此Rolo意識到2020年是他們發布產品的正確時機。 Rolo與WhatsApp和Zoom面對面競爭，憑藉其特殊的業務功能充滿信心地打入了全球市場。

這項研究分析了Rolo的數字營銷策略，因為他們已經為應用發布做好了準備。該計劃特別闡明了數字廣告和促銷渠道，將其作為主要和主要工具。數據是通過對首席執行官和首席運營官的深入採訪以及全面觀察而收集的。啟動期間遇到了一些問題，並立即得到解決。此後，Rolo調整併改進了他們的策略，從而取得了成功。

Digitalization has changed the world. More and more people are attached to the internet and this is when digital advertising started to become a thing. Digital advertising has gained its popularity since 2013 when it officially generated more spending than traditional media advertising. Digital advertising is believed to be one of the best ways for marketers to get, target, and engage with their potential customers globally and effectively. Moreover, evidence shows that businesses have increasingly switched their advertising focus from traditional to digital media.

Rolo is a Taiwanese secure business chat app startup company founded in 2018. For the past two years, Rolo has developed an incredible chat app for professionals and businessmen. Knowing the fact that the world is in the need for a very secure messaging app during this COVID-19 pandemic, Rolo realizes that 2020 is the right time for them to launch their product. Competing head-to-head with WhatsApp and Zoom, Rolo confidently penetrates the global market with their special business features.

This study analyzes the digital marketing strategy of Rolo as they have prepared the plan for their app launch. The plan specifically spells out the digital ads and promotional channels as their primary and main tools. The data is collected from an in-depth interview with the CEO and COO and a thorough observation. Some problems were encountered during the launch and immediately addressed. Hereafter, Rolo adjusts and improves their strategy, leading to their success.

TABLE OF CONTENT
ABSTRACT    i
ACKNOWLEDGEMENT    ii
TABLE OF CONTENT    iii
LIST OF FIGURES    vi
LIST OF TABLES    vii
CHAPTER 1    1
1 Research Background and Motivation    1
2 Research Objectives    2
3 Research Content    3
CHAPTER 2    5
1 Digital Marketing    5
2 Online Promotion Channels    6
2.1 Email Marketing    6
2.2 Website, Blog, and Vlog    7
2.3 Social Media Marketing    8
2.4 Profile Story and Live Streaming    10
2.5 Podcast and Webcast    10
2.6 Virtual Events and Webinar    11
2.7 In-App Push Notification    12
3 Digital Ads    12
3.1 SEO and SEM    13
3.2 Display Ads    14
3.3 Video Ads    14
3.4 Shopping Ads    15
3.5 Universal App Campaign    15
CHAPTER 3    17
1 Research Design    17
2 Data Collection Method    18
2.1 Data Sources    19
2.2 Data of Interviewees    19
2.3 Interview Questions    20
3 Data Analysis    21
CHAPTER 4    22
1 Instant Messaging App    22
2 Security and Privacy for Instant Messaging    22
2.1 WhatsApp    24
2.2 Telegram    24
2.3 Signal    25
2.4 Viber    25
3 Company Introduction - Rolo Innovation Inc.    25
4 Porter’s Five Force Analysis    28
4.1 Threat of New Entry    29
4.2 Threat of Substitution    30
4.3 Bargaining Power of Suppliers    30
4.4 Bargaining Power of Users    30
4.5 Industry Rivalry    31
CHAPTER 5    32
1 Managerial Decision    32
2 Digital Marketing Strategy    34
2.1 Rolo’s Website and Blog    35
2.2 Rolo Social Channels    36
2.3 SEO    36
2.4 SEM    37
2.5 Media Coverage    37
2.6 Offline Marketing    38
2.7 BlackBerry Channels    38
3 Key Success Factors and Competitive Advantages    39
4 Problems and Challenges    40
5 Future Plans    41
CHAPTER 6    42
1 Conclusion    42
2 Recommendation    43
3 Research Limitation    44
REFERENCES    45





                                

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