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系統識別號 U0026-0308202018372300
論文名稱(中文) 以內容行銷資訊與數位平台特性建立品牌形象之研究:以智慧型手機品牌為例
論文名稱(英文) Successfully build the brand through Content Marketing by Digital Marketing features- A case in Smart Phone Brand
校院名稱 成功大學
系所名稱(中) 企業管理學系碩士在職專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 108
學期 2
出版年 109
研究生(中文) 盧奕宏
研究生(英文) Yi-Hung Lu
學號 R47071241
學位類別 碩士
語文別 中文
論文頁數 96頁
口試委員 指導教授-賴孟寬
口試委員-高如妃
口試委員-蔡惠婷
中文關鍵字 內容行銷精準性  內容行銷價值性  數位行銷平台特性  智慧型手機品牌形象 
英文關鍵字 digital marketing features  brand image 
學科別分類
中文摘要 智慧型手機已成為現代生活中不可或缺的必需品,各家品牌的興衰與產品競爭亦是市場注目的焦點,本研究主要探討當智慧型手機品牌欲建立品牌形象時,需要將欲傳播內容資訊透過多元的數位行銷與平台的特性擴散,而除了數位行銷外,內容行銷精準性及內容行銷價值性也可能對消費者在資訊爆炸與疲乏的環境下能否注意並認同品牌的效果產生影響,對於品牌形象的重要性不言可喻,而品牌形象的正面知覺程度經過往研究亦會影響消費者購買決策,在數位時代下,品牌透過各式線上媒介結合線下進行行銷已是常態,但有無善用平台特性與差異,以及規劃符合目標消費者的設定與適切、差異化的內容,對於品牌形象的正面效果間關係是研究因素設定緣由。由於過往研究多探討特定智慧型手機品牌或是數位行銷方式,本研究則希望了解前述構面之影響關係,依據文獻探討及實證研究來探討內容行銷精準性、內容行銷價值性對品牌形象的影響,且目前各式數位行銷與媒體的快速發展下,以數位行銷平台特性作為中介效果。本研究以曾購買過智慧型手機且具使用經驗消費者做為研究樣本,採網路問卷方式收集有效問卷共156份,進行敘述性統計分析及信效度分析後,以迴歸分析驗證假說,研究結果發現數位行銷平台特性對智慧型手機品牌形象有正向影響,且對於內容行銷價值性與智慧型手機品牌形象間具備部分中介效果,內容行銷精準性與價值性對數位行銷平台特性的影響並不顯著,由研究結果可知良好規劃並善用數位行銷平台特性及差異化屬性會對智慧型手機品牌形象產生重要影響,最後根據驗證結果提出實務應用與未來研究建議。
英文摘要 Smartphone has already become an essential product in our life. The rise and fall of various brands and product competition are always the focus of market. Due to the different limitation of product attributes, consumers' perception of brand image is getting more and more important. This thesis mainly discusses the communication of content information through multiple digital marketing and platform features when the smartphone brand establishes its brand image. In addition to digital marketing, the precision and the value of content marketing may also affect consumers' attention to recognize the brand's effectiveness, especially in an information explosion and fatigue environment. This thesis is expected to find out the effect of the aforementioned aspects according to literature and empirical research, and to explore the effect of content marketing accuracy and content marketing value on brand image while using the feature of digital marketing platform as an mediation. The results of the research found that the feature of the digital marketing platform has a positive effect on the smartphone brand image. And it has a partial mediation between the value of content marketing and the brand image of smartphones. The effect of content marketing's accuracy and value on the feature of digital marketing platforms is not supported. The results show that making good use of digital marketing is very important for building brand image.
論文目次 摘要 I
Abstract II
誌謝 V
目錄 VI
表目錄 VIII
圖目錄 X
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究問題與目的 5
第二章 文獻探討 8
第一節 內容行銷 8
第二節 數位行銷定義與平台特性 12
第三節 品牌形象 15
第四節 研究架構與假設 19
第三章 研究方法 23
第一節 研究設計 23
第二節 研究實驗變數之操作定義及衡量 23
第三節 前測 29
第四節 前測研究結果 31
第五節 正式問卷取樣方式 48
第四章 研究結果與討論 49
第一節 描述性統計 49
第二節 因素分析及信度分析 55
第三節 假說驗證 62
第五章 結論 69
第一節 研究摘述 69
第二節 研究結論 70
第三節 研究貢獻 71
第四節 研究限制與建議 74
參考文獻 76
附錄一:前測問卷 83
附錄二:正式問卷 90
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