English  |  正體中文  |  简体中文  |  Items with full text/Total items : 52047/87178 (60%)
Visitors : 8719056      Online Users : 105
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/987654321/51683

    Title: 我國表演藝術運用口碑傳銷與網路社群經營之策略分析
    Other Titles: Applications of mouth of words effects and virtual community conducting to the industry of performance arts
    Authors: 李傅中武;Li, Fu-jung-wu
    Contributors: 淡江大學國際貿易學系國際企業學碩士在職專班
    Keywords: 表演藝術;網路行銷;口碑傳銷;網路社群;Performance Arts;Internet Marketing;Mouth of Words Effects;Virtual Community
    Date: 2010
    Issue Date: 2010-09-23 15:47:14 (UTC+8)
    Abstract: 網路行銷已是目前表演藝術產業的宣傳與推廣方式之一,但在因應整體變化、善用網路資源與創新思維方面,仍有許多問題需要探討。而運用口碑傳銷與網路社群經營當做行銷的策略,更是許多表演藝術業者思索如何降低其行銷的效率與增加其行銷的效率的方式。因此,本文將探討表演藝術在台灣所面臨的問題與優劣勢,並如何運用有效的行銷媒介與行銷策略來擬定有效的經營策略。因此,本論文將探討口碑傳銷與網路社群經營之特性與優缺點,並分析如何將口碑傳銷與網路社群之經營運用於表演藝術行銷之策略。

    The internet marketing becomes a common tool for performing arts industry to use as a medium of marketing and promotion today. However, there still leave many questions to be answered since the environment, technologies and internet resources are changing quickly. How to apply mouth of words effects and virtual community conducting as marketing strategies become major methods of reducing marketing costs and increasing market efficiencies for many performance arts companies. To comprehend the variations and problems of internet marketing that performing arts companies may face in the future, the purposes of this study is to study the obstacles of Taiwanese performance arts industries face, to explore the effectives of mouth of words effects and virtual community conducting for Taiwanese performance arts industries, and to conclude the strategies for employing the marketing of mouth of words effects of and virtual community conducting.

    This study suggests that performing arts companies should take advantage of mouth of words effects of and virtual community conducting. They can encourage consumers to share the internet space by offering them chances to participate freely and widely. In addition, they can combine with virtual or physical events to create viral and word-of-mouth marketing effects, and to expand the segmental community promotion through internet opinion leaders. In final, the companies can use “keyword search engine” and “differential marketing” to create diversities among performing arts blogs. The study also makes four suggestions for blog service providers: customization threshold, cluster effect, performing arts blog portal, and sponsorship, and hope to encourage the cooperation between them and the performing arts groups. For virtual community conducting, performing arts companies should carefully allocate their scare resources on the following categories: (1) Innovative writing:Blog, output & reports, and podcasts;(2) Connecting: Social networks and virtual worlds; (3) Interactive:Forums, evaluations, and comments;(4) Sorting: Tags.
    Appears in Collections:[國際企業學系暨研究所] 學位論文

    Files in This Item:

    File 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