研究生: |
高瑞華 Jui-hua Kao |
---|---|
論文名稱: |
關鍵字廣告商對中小企業之行銷策略個案研究-以Y公司為例 Marketing Strategy of Paid Search Advertisement to Small and Medium Business─A Case Study of Y company |
指導教授: |
陳正綱
Cheng-kang Chen |
口試委員: |
欒斌
Luarn Pin 吳宗成 Tzong-chen Wu |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 管理研究所 Graduate Institute of Management |
論文出版年: | 2011 |
畢業學年度: | 99 |
語文別: | 中文 |
論文頁數: | 55 |
中文關鍵詞: | 關鍵字廣告 、中小企業 、市場定位 |
外文關鍵詞: | search marketing, keyword search, paid search advertisement, small and medium business |
相關次數: | 點閱:159 下載:11 |
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關鍵字廣告為成長最快的媒體之一,絕大多數的網友每天上網的目的就在搜尋,而每一筆搜尋背後都蘊含了一個動機與需求。在台灣之中小企業有123萬餘家,佔整體企業總數之97.91%,然而採用個案公司關鍵字廣告的客戶僅佔全台灣中小企業總數約1%。依據Research International 在2008年進行的抽樣調查中在中小企業之中有架設網站的佔47%,因此中小企業成為廣告商最為重視的發展市場。茫茫網海,如何讓對的客戶找到自己?讓自己的網站被看見,中小企業除了傳統媒體外,可使用的網路行銷工具五花八門,除了部落格、Facebook、官網外,在有限預算下如何運用並達到行銷目的,關鍵字廣告在1998年因應這樣的需求問世。本研究旨在廣告商對中小企業客戶推廣關鍵字廣告時採取之行銷策略,相對於中小企業主所面對的行銷挑戰:知名度低、預算有限、需求成效高等;與廣告商推廣關鍵字廣告之間所形成的對局,求得最佳解決方案,並形成正向循環,希望藉由個案的研究探討,建立可以適合中小企業參考使用關鍵字廣告時,需要考慮的構面及廣告商提供協助中小企業提高廣告成效之方案。
Paid search advertisement is a fast growing medium, the purpose of most internet users to get online is to search, and every search represents a demand with motivation. In Taiwan, 97.91% of enterprises are small and medium business, however the small and medium business using paid advertisement of Y company are around 1% of small and medium business. According to the survey of Research International in 2008, 47% of small and medium business have websites or have published their business related information on online yellow pages. Therefore these accounts are the market with the most potential and importance.
Besides of traditional media, many internet marketing tools are choosen by small and medium business to promote themselves and to be searched by right customers, such as: blogs, facebook fans clubs, websites, those tools are used for achieving marketing goals under limited budgets. To meet these needs, paid search advertisement were invented in 1998. This research aimed to explorer the positioning strategy of Y company paid search advertisement towards small and medium business, and to provide solutions for marketing challenges: limited awareness and budget, and the needs for high and immediate return of marketing investment. Marketing paid search advertisements and fulfill needs of small and medium business form a game. The solutions about optimized effectiveness and dimensions considered may be a reference when paid search advertisement is used as a marketing tool.
中文參考文獻
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