淡江大學機構典藏:Item 987654321/32044
English  |  正體中文  |  简体中文  |  Items with full text/Total items : 62822/95882 (66%)
Visitors : 4027988      Online Users : 765
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
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version


    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/32044


    Title: 網路電視導入一對一行銷模式之研究 : 以中華電信MOD為例
    Other Titles: Analysis of one-to-one marketing in IPTV system : a case study of CHT's MOD
    Authors: 翁于珣;Ueng, Yu-shyun
    Contributors: 淡江大學國際商學碩士在職專班
    蔡政言;Tsai, Jeng-yan
    Keywords: 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
    Date: 2009
    Issue Date: 2010-01-11 01:35:01 (UTC+8)
    Abstract: 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    This study explored through historical documents related to research.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.
    Appears in Collections:[Graduate Institute & Department of International Business] Thesis

    Files in This Item:

    File SizeFormat
    0KbUnknown268View/Open

    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