English  |  正體中文  |  简体中文  |  Items with full text/Total items : 52084/87215 (60%)
Visitors : 8916010      Online Users : 97
RC Version 7.0 © Powered By DSPACE, MIT. Enhanced by NTU Library & TKU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/105154

    Title: 跨國企業數位行銷策略之研究 : 以星巴克為例
    Other Titles: A study of multinational corporation digital marketing : a case of Starbucks
    Authors: 羅鈺婷;Lo, Yu-Ting
    Contributors: 淡江大學國際行銷碩士在職專班
    林江峰;張勝雄;Lin, Chiang-feng;Chang, Sheng-Hsiung
    Keywords: 數位行銷;網路行銷;星巴克;Digital Marketing;Internet Marketing;Starbucks
    Date: 2015
    Issue Date: 2016-01-22 14:49:06 (UTC+8)
    Abstract: 英特爾創辦人葛洛夫曾說過:「未來每一家公司,都是網路公司。」數位化已滲透生活各個層面,未來每個產業都需要靠數位化來轉型。網路與社群已徹底顛覆了消費者的購買決策與順序,消費者已從被動的接收訊息,轉變為主動搜尋有興趣的產品,或是主動分享心得與體驗。


    Intel Founder Grove once said, “In the future every company will be an Internet company”. Digitalization has infiltrated all aspects of life such that in the future, every industry will need to pursue digitalization to seek transformation.

    Networking and Internet communities have revolutionized consumer purchase decisions and order, turning consumers from passively receiving information to actively searching for products they are interested in or taking the initiative to share ideas and experiences.

    Starbucks, indebted to the rapid development of the Internet, is an excellent example of successful digital transformation. Digital marketing has perfected the Starbucks experience, giving customers the feeling that Starbucks is by their side, enabling Starbucks to establish the internetwork “4th space” to establish contacts with customers, achieve thriving business against the odds, and maintain market leadership.

    With the advent of the interactive multi-screen era, there has also been a surge of digital marketing and its importance is growing. How do traditional multinational companies deploy a digital marketing strategy layout against the wave of digitalization? In this paper, Starbucks was adopted as the case study to explore marketing strategy, the digital operations of multinational companies, and the revelation Starbucks’s digital marketing strategy sends to multinational companies.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

    Files in This Item:

    File Description SizeFormat

    All items in 機構典藏 are protected by copyright, with all rights reserved.

    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library & TKU Library IR teams. Copyright ©   - Feedback