台灣Tuku Online數位行銷策略個案研究｜國立臺灣科技大學博碩士論文系統

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研究生：	汪美珍 Frilin Larina Hartono
論文名稱：	台灣Tuku Online數位行銷策略個案研究 A Case Study of Digital Marketing Strategy on Tuku Online in Taiwan
指導教授：	劉代洋 Day-Yang Liu
口試委員:	鄭仁偉 Wei-Cheng Jen 許馨方 Hsin-Fang Hsu 范嘉莉 Chia-Lee Fang
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：	66
中文關鍵詞：	Digital Marketing 、Facebook 、Marketing Tools 、Marketing Strategy 、Indonesian Migrant Workers
外文關鍵詞：	Digital Marketing, Facebook, Marketing Tools, Marketing Strategy, Indonesian Migrant Workers
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At the beginning of 2020 there was a global pandemic, namely Covid-19 that made online product purchases have increased drastically because many people minimize going out of their homes to maintain health and minimize the spread of the disease that is currently happening. In this situation, many entrepreneurs have finally switched to online businesses. Tuku Online is one of the businesses that was established during the pandemic, namely March 2020. With an Indonesian background based in Taiwan, Tuku Online sell various kinds of daily necessities products and cardboard delivery services from Taiwan to Indonesia. Tuku Online target market are Indonesian migrant workers in Taiwan. The Ministry of the Interior National Immigration Agency Republic of China (Taiwan) has released data about Foreign Residents in Taiwan by Nationality as of January 2021 with Indonesian as the largest residents in Taiwan that reached total 255,087 inhabitants with total 67,898 male and 187,189 female.
Even though it has only been established for a year, Tuku Online has succeeded in attracting customers because it has a unique characteristic, namely using Javanese as its marketing language. As of January 2021, according to Statista, Facebook is the most popular social network worldwide with the most users. Tuku Online takes advantage of the opportunities that exist by opening its business on Facebook and several other social media to interact directly with customers. This case study aims to discuss the Tuku online business model and its marketing strategy as an Indonesian company in Taiwan. Using a qualitative approach, this case study data is collected from in-depth interviews with the CEO and Marketing Manager of Tuku Online in order to obtain better results. Some recommendations for companies are also provided at the end of the case study.

TABLE OF CONTENT
ABSTRACT    iv
ACKNOWLEDGEMENT    v
TABLE OF CONTENT    vi
LIST OF FIGURES    viii
LIST OF TABLES    ix
CHAPTER 1 INTRODUCTION    1
1    Research Background    1
2    Research Objective    4
3    Research Flowchart    4
4    Research Content    5
CHAPTER 2 LITERATURE REVIEW    6
1    Marketing Management Orientations    6
1.1    The Production Orientations    6
1.2    The Product Orientation    7
1.3    The Selling Orientation    7
1.4    The Marketing Orientation    8
1.5    The Societal Marketing Orientation    8
2    The Promotion Mix    9
2.1    Advertising    9
2.2    Sales promotion    10
2.3    Personal selling    10
2.4    Public Relations    11
2.5    Direct and digital marketing    11
3    Digital Marketing    11
4    Social Media    13
5    Facebook as Strategic Marketing Tools    15
6    Conclusion    17
CHAPTER 3 METHODOLOGY    19
1    Research design    19
2    Data Collection Method    20
3    Interview Structure    22
4    Research Limitation    25
CHAPTER 4 INDUSTRY ANALYSIS AND COMPANY INTRODUCTION    26
1    Indonesian Migrant Workers in Taiwan    26
2    Company Profile    28
3    SWOT Analysis    33
3.1    Strengths    33
3.2    Weaknesses    33
3.3    Opportunities    34
3.4    Threats    34
CHAPTER 5 CASE ANALYSIS    36
1    Key Success and Competitive Advantages    36
2    Tuku Online Marketing Strategies    39
2.1    Marketing Management Orientation    39
2.2    The Promotion Mix    40
2.3    Pricing Strategies    41
2.4    Social Media Tools    42
2.5    Sales Promotion    43
3    Problems and Challenges    45
3.1    Product and Service Development    45
3.2    Product Introduction and Marketing to Customer    46
3.3    Distribution Issues    47
3.4    Challenges    47
4    Future Plans    48
CHAPTER 6 CONCLUSION    50
1    Conclusion    50
2    Recommendation    52
REFERENCES    54
ONLINE REFERENCES    56

                                

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