隨著全球資訊技術和網路商業蓬勃發展，越來越多的公司將事業轉移至網路 上經營，希望能藉由網路的傳播力讓品牌能夠廣為人知。網路廣告在公司發展網 路事業計畫中佔了一席重要的地位，因此本研究旨在探討如何在不同的產品生命 週期中，選擇最適合的廣告方式與廣告平台。本研究共蒐集了 160 筆實驗樣本， 除了廣告方式與平台的探討外，也對彩妝品牌進行廣告測試，按月對同 M 品牌 口紅進行不同的廣告方式，並在兩個不同的平台上進行廣告投放。本研究在廣告 的設定上固定了每日預算及產品組合，來減少實驗可能產生的偏差，且每個廣告 活動各執行 40 天，以確保資料的一致性。經 Spss25 統計結果後發現 (1)不同 的廣告平台對於廣告效果有顯著的差異。(2)在蝦皮平台中，不同的廣告方式對於 點擊量並沒有顯著差異，但對於銷售量有顯著差異。(3)在 Instagram 平台中，不 同的廣告方式對點擊量及銷售量皆有顯著的差異。基於研究結果，本研究針對分 析結果提出建議，期望提供企業在面對產品不同的發展階段時，一些行銷規劃與 策略擬定上之參考依據。

With the rapid development of global information technology and e- commerce, more and more companies shifted their businesses to operate on the Internet store, hoping to make the brand widely known through the spread of the online world. In other words, online advertising represented a key point in the company's network strategy development. Therefore, this study aims to explore the most effective advertising method and advertising platform in different product life cycles. In this research, a total of 160 experimental samples were collected. In addition to the discussion of advertising methods and platforms, advertising tests were also conducted on a cosmetic brand, different advertising methods for lipsticks were performed monthly, and advertising campaigns were also performed on two different platforms. This research fixed the daily budget and product mix in the setting of advertisements, to reduce the possible deviations of the experiment, and each advertising campaign was executed for 40 days, to ensure the consistency of the data. After the statistical results of Spss25, it is found that (1) different advertising platforms have significant differences in advertising effectiveness. (2) In the Shopee platform, there are insignificant differences in clicks for different advertising methods, but there are significant differences in the sales volume. (3) In the Instagram platform, different advertising methods have significant differences in both clicks and sales. Based on the research results, this study provides recommendations and described the limitations, hoping to provide some effective online business strategies when the companies face different product life cycles.

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