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    題名: 網路電視導入一對一行銷模式之研究 : 以中華電信MOD為例
    其他題名: Analysis of one-to-one marketing in IPTV system : a case study of CHT's MOD
    作者: 翁于珣;Ueng, Yu-shyun
    貢獻者: 淡江大學國際商學碩士在職專班
    蔡政言;Tsai, Jeng-yan
    關鍵詞: 網路電視;多媒體隨選視訊;資料探勘;一對一行銷;IPTV;MOD;data mining;One-to-One Marketing
    日期: 2009
    上傳時間: 2010-01-11 01:35:01 (UTC+8)
    摘要: 本論文之目的在探討網路電視導入一對一行銷模式,並以中華電信公司之多媒體隨選服務為研究個案,瞭解網路電視業之營運現況與未來發展,以及一對一行銷模式有效與否之研究。最後研究結果,將作為網路電視業者未來發展之建議與行銷決策之參考。
    本研究經由歷史文獻探討相關研究與資料,並進一步訪談業者與技術廠商之專業意見,最後研擬出適用於網路電視之行銷模式。研究結果顯示,網路電視的競爭優勢,在於隨選視訊與客製化服務,且相較於單向廣播的傳統有線電視,網路電視系統具備後網路時代即時互動之要件。因此網路電視業者之行銷策略,應根據用戶個別的消費需求,找尋適切之分析工具,以導入一對一行銷模式,藉此達成企業追求更大利潤的目標。
    The purpose of this paper is to explore one-to-one marketing model to implement in IPTV(Internet Protocol Television) system. This paper presents a case study of Chunghwa Telecom''s multimedia on-demand service to understand not only the current situation and the development of IPTV industry, but also the utility of one-to-one marketing model. The final results of the study will advise the IPTV industry for decision-making and marketing strategy reference in the future.
    This study explored through historical documents related to research. Besides, interviewed with industry and technology manufacturers of professional opinions to develop a marketing model apply to the IPTV industry. The results show that the IPTV industry''s competitive advantage lies in video on-demand and customized interactive services. In comparison to traditional one-way cable television, the IPTV system fits in the pro-internet-era of real-time information and interaction demand. Thus, the IPTV industry should seeks further additional tools in fulfilling the growing needs of one-to-one marketing to suit variant customers preferences in order to obtain greater profits.
    顯示於類別:[國際企業學系暨研究所] 學位論文

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