本研究藉由一特定網路廣告公司為個案研究探討對象，對個案網路廣告公司以盟會員對廣告素材推廣與執行作為競爭策略來達成其提升廣告效益的競爭策略進行研究。採用Lin and Pao (2004)提出之策略管理架構，歸納出企業競爭策略形成之重要相關因素，以提供網路廣告產業相關參考。本研究採個案研究法，透過國內外相關文獻探討、初級資料及次級資料的蒐集，歸納結論如下：
In this study, in recent years, the popularity of Internet, mobile network advertising with the rise and development, so that enterprises began to notice the effectiveness of online advertising, but also makes online shopping and Internet community to flourish, more and more people select the purchase of goods via the network and search for information, consumers turn through parity and better prices on the web purchases. Therefore, how to use the Internet advertising company''s existing strengths, efforts to push through affiliate marketing and execution of advertising material in order to achieve the competitive strategies to enhance advertising effectiveness.
This study is a specific network advertising company as a case study was to investigate the object, Internet advertising company to the case of advertising material promoting EU membership as a competitive strategy and execution to achieve their competitive strategy to enhance advertising effectiveness study. Using Lin and Pao (2004) proposed strategic management structure, summarized the formation of corporate competitive strategy important factors, in order to provide Internet advertising industry related reference. This is a case study approach by domestic and foreign literature, primary data and secondary data collection, conclusions are summarized as follows:
1.Under the corporate mission statement, comprehensive internal environment, external environment and the overall industry environment analysis assessment, summed O Internet advertising company formed an important competitive strategy considerations: In the internal environment surface is "precise and professional advertising system marketing "in the external industry environment as" high commission ad compartmentalization "in the overall environmental aspect as the" home economy so that consumption is more convenient. "Summarize the preceding three important factors, the formation of O Internet advertising company''s competitive strategy is "affiliate promotion and execution of advertising material" to accomplish the mission statement.
2.The case O Internet advertising company mission statement - "to become the highest interest rate in Taiwan is affiliate marketing platform" to assess their internal environment, external environment and the overall industry environment, summed up the O-suited to Internet advertising company affiliate promotion and implementation of advertising material for its competitive strategy to achieve their "enhance advertising effectiveness" strategies.