個案公司自2008年，便已開始耕耘影音分享與社群媒體，希望有效地利用現有的行銷資源與多元且變化迅速的平臺，散播出能真正有效流通的數位內容，來宣傳自身的優勢與獨特功能，進而提升產品的銷售量。本研究針對個案公司YouTube頻道上的影片，進行流量分析，結果發現在影片發布後，若是缺少相關的事件刺激或推廣的機制，點閱率的衰退將是相當的急遽與快速的。行銷影片製作者應該對於其所針對的地理區域的文化或偏好，進行研究與客製化設計。男性觀看網路行銷影片的比率遠高於女性，如果能夠更有效地針對女性人口推廣，這些網路行銷影片將可大大提升觀看次數。製作行銷影片的花費，與觀看次數並非成正比，因此如何更經濟且有效地使用行銷預算，是一重要課題。
在擬定行銷影片策略時，企業需決定影片類型與內容，才能有效傳播主要資訊，另也發現企業製作網路行銷影片，常面臨參與影片製作專案的相關人員，不熟悉製作的目的與過程、對於成效有錯誤幻想、無法有效控管整體製作流程的問題，最後並提出解決方法。

The case study companyhas cultivated consciously its video sharing and social media since 2008. The case studycompany intends to use effectively current marketing resources, diversified and fast-changing platforms to disseminate digital contents that can be circulated effectively. The purpose is to promote the advantages and unique functions of its smartphones to increase product sales. This study analyzed analytics data of videos on the case study company’s YouTube channel. The results indicated that after a video is published, the decline of click rates is very swift and fast if there are lack of relevant stimulated issues or promotion mechanisms. Producers of marketing videos should study the culture and preference of people in specific geographic areas for customized designs. There are more male viewers of the marketing videos than females. The marketing videos can greatly increase their viewing numbers if they can be promoted to the female population more efficiently. The cost of making a marketing video is not in direct proportion to the viewing number. It is an important issue to spend marketing budget more economically and efficiently.
When planning a marketing video strategy, companies need to define the genre and content of videos to effectively convey key messages. The study also discoveredsome issues during video production, such as the staff is unfamiliar with the purpose and process of production, the false illusion ofthe actual effect, the inability to control and manage the production process, and finally some solutions were proposed.

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