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|Title: ||網路社群創新行銷之研究 : 以婚宴產業為例|
|Other Titles: ||The exploratory study of marketing innovation to internet virtual community : a case of wedding banquet market|
|Authors: ||林瑞麟;Lin, Jui-lin|
|Keywords: ||創新行銷;網路社群;婚宴產業;個案研究;Innovation Marketing;Internet Virtual Community;Wedding Banquet market;Case Study|
|Issue Date: ||2010-01-11 04:05:17 (UTC+8)|
The internet virtual community is a new interface of innovation marketing technique for wedding banquet market. The study is to explore the possibilities for wedding banquet marketing on internet virtual community platform, which is expected to be one of the marketing strategy complexes so as to descend the cost of transaction for the consumer, uplift the profit for wedding banquet enterprises and create the win-win advantage between the consumer and the business. In general, whenever the innovation technology leads into the organization of enterprises, there shall be an extent of impact and contradiction among employees, technology, and organization. Without exception, the wedding banquet enterprises are forced to face the same situations to innovation technology; however those are accepted and taken by lots of business. Frankly, some traditional wedding banquet enterprises know nothing about internet virtual community and some are lost in a misty forest of such kind of new technology. The study shows that after the concept of web 2.0 leads into the internet virtual communities, the interface of virtual communities become more easy going for the consumer in creating, retrieving, searching, comparing and sharing. Nevertheless, creating and sharing are two more important functions for the explorers on virtual communities. The study also finds that the “interactive” effect, a typical element on the virtual community activities, somehow inspire new thinking to wedding banquet enterprise for marketing strategy. By taking the innovation technology of internet virtual communities, the wedding banquet enterprises will change their marketing attitude from “push” into “pull”. Therefore, the enterprises are capable to design a set of products to meet the need of the consumer as well as the consumer will provide valuable feedback to enterprises. Besides, in the our case study verifies the theory of “first mover advantage”. Because the outside environment offers innovation atmosphere for enterprises, the active and creative marketing strategies are going in a climate of organizational innovation consequently.
|Appears in Collections:||[企業管理學系暨研究所] 學位論文|
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