web2.0網路行銷技術商業效益之實證研究

Abstract

隨著資訊科技的發展，web2.0的創新應用，網路虛擬社群的網路行銷效益成了各大中小企業最重視的議題。綜觀過往研究，多半以問卷調查或是實驗室模擬的方式進行網路行銷研究，研究構面也多著重在消費者行為或是資訊系統構面。本論文不同於以往，採用於真實世界實際執行行銷企劃的方式，探討資訊行銷工具本身的行銷效益與影響因素。 作者透過文獻探討的方式，建立了一奠基於組織運算理論、社交網路理論、web2.0新式行銷工具應用的理論架構，並回顧關於網路廣告、網路行銷效益衡量等文獻以確立本論文衡量指標的選取。 本研究方法偏向質性分析法，作者找尋了一家以進口咖啡豆批發給各餐飲通路為主的中小企業做為本研究合作廠商。針對其市場及競爭力分析擬訂一系列的網路行銷計畫，並實際執行、管理之。為獲取關鍵績效指標，作者嵌入google analytics以記錄合作廠商的官網流量統計數據，並經廠商授權獲得後台交易金額與件數等資料。利用統計軟體進行獨立樣本T檢定，以檢視網路行銷效益。最後以過往文獻回顧的方式探討影響網路行銷的成敗之因。從社交網路結構中影響病毒式行銷的三因子進行資料剖析。 研究結果發現，網路使用者瀏覽活動訊息的行為存在明顯的週期效應，且消費者對行銷活動的注意與感知存在遲至效應。但目前最熱門的facebook、plurk則可有效即時於第一時間發揮最大效益，故遲至效應較不明顯。此外，相對於舊式的網路廣告或是部落格，將實際人際關係線上化的facebook、plurk等網路社交網站，較容易發揮網路行銷力量，提升網站流量。唯對交易金額與件數的影響端視活動誘因的強烈程度，並間接影響消費者轉貼訊息的程度。由此可知，網路行銷效益貨幣化的機制還有待未來進一步研究。 就病毒式行銷觀點觀之，經營種子數量是企業行銷最容易的方式，但是增加激活連結數量才是企業所追求的，因此如何取得平衡，是企業行銷規劃的重要考量。最後總結以下建議，第一，讓活動持續發燒是網路行銷成功的不二法門，因此成立專責部門專人全程管理網路行銷，當是公司網路行銷不容小覷的重要議題。第二，為增加社交網路黏著度，雖不用舉辦活動太頻繁，仍應秉持活動不間斷的原則，讓網友或消費者能夠持續感受到公司網路行銷的旺盛企圖心。希冀能透過提供上述建議給予中小企業進行網路行銷時一些策略操作與組織結構設計的準則。

Along with the development of information technology and the innovative application of web2.0, the application value of internet marketing is of importance to enterprises. Compared to previous research which use questionnaire survey and experiment, the purpose of this research is to investigate multiple internet marketing tools’ effectiveness by using case study method, planning a sequential online marketing activity and executing in the real world. First, author reviews literature to integrate several theories such as organizational computing theory, social network theory and the introduction of web2.0application into a theoretical framework. In addition, author also chooses some key performance index based on some literature related to web ad to measure the marketing effectiveness. In addition to internet marketing planning and execution, author also installs google analytics to obtain traffic statistics and have been authorized to retrieve financial data to examine the marketing effectiveness by using independent t-test. Furthermore, author also analyzes three factors that affect the efficiency of viral marketing. The research results are as follows. First, there exists weekend effect and delay effect. Second, contrast to the web ad and blog, the online community such as facebook and plurk which transform the traditional interpersonal relationship into digital social network have significant impact on website traffic. However, the elevation of the amount and number of trade are not guaranteed since the mechanism of monetizing electronic social network is not clear yet to date. In viral marketing perspective, although it is easy for enterprise to manage the number of seeds, the forwarding possibility is most important at all. Therefore, how to balance these two factors is the key to internet marketing plan. Last but not least, to make internet marketing plan be successful, enterprise should establish department and specialist to be responsible for internet marketing planning and the execution control. Moreover, the online marketing plan should be persistent to increase electronic social network density.