Investigating Complimentary e-marketing Strategy for Enterprises at Growth Phase
| Autor: | TSAI, TSUNG-CHENG, 蔡宗成 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 With the development of network and technology, it has led to a rapid increase in the penetration and use of mobile device. This trend has actually changed the lives of consumers and their media exposure habits. Consumers have gradually reduced their exposure to traditional media and took online media as a replacement. In order to increase the probability of contact with consumers, many companies cut the traditional media budget and increase the online marketing budget. Competition between enterprises gradually shifts from real world market to the internet market. The change is a good opportunity for companies (at growth phase of enterprise life cycle) with fewer marketing budgets, because the costs for online media material production are lower than traditional media. There are even many complementary online marketing platforms available for enterprises, but many companies are not familiar with these e-marketing platforms. They even do not understand what marketing goals for these platforms can help to reach. In view of this, this study will conduct research on complementary e-marketing strategies through literature analysis, expert interviews, and analytic hierarchy process (AHP) research methods. It hopes that the results of this study can be used as a reference for enterprises at growth phase with limited marketing budgets when planning e-marketing strategies. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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