Dissertation/ Thesis
以社群口碑及關鍵時刻行動策略探討線上學習平台之行銷分析 ; Analyzing the Marketing of Online Learning Platforms by Using Social Media and Micro Moments Strategies
| العنوان: | 以社群口碑及關鍵時刻行動策略探討線上學習平台之行銷分析 ; Analyzing the Marketing of Online Learning Platforms by Using Social Media and Micro Moments Strategies |
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| المؤلفون: | 林品辰, LIN, PING-CHEN |
| المساهمون: | 林俊昇, LIN, JEUN-SHENG, 行銷與流通管理學系數位行銷碩士在職專班 |
| سنة النشر: | 2020 |
| المجموعة: | National Pingtung University Institutional Repository (NPTUIR) / 國立屏東大學 |
| مصطلحات موضوعية: | 關鍵時刻行動策略, 線上學習平台, 品牌知名度, 品牌好感度, 網紅, mobile strategy, online learning platforms, brand awareness, brand favorability, online celebrity |
| الوصف: | 受到網路普及化與人手一支智慧型手機的影響，改變了人們的生活模式，也改變了學習的方式。網路巨頭Google透過觀察人們使用智慧型手機上網的習慣，發現當人們在使用手機的零碎且片段的關鍵時刻當中，希望透過網路解決當下的問題及滿足需求時，業者若能夠立即呈現(Be There)、有用(Be Useful)且快速(Be Quick)的資訊，便能夠提高消費者進行交易的機會，Google稱之為關鍵時刻的行動策略(Mobile Strategies)。 本研究以國內三大知名學習平台「PressPlay」、「Hahow」以及「YOTTA」作為研究對象，套用科技接受模式作為研究架構，並以關鍵時刻行動策略作為理論基礎進行平內容分析，即針對平台之資訊展示方式、提供的課程內容種類，以及付款方式做量化統計，觀察平台易用性與有用性，並以知名知識型網紅「阿滴en-US」在平台開班授課作為影響因素，使用Opview社群口碑資料觀察網紅開課對線上學習平台的品牌知名度及好感度的影響。 研究發現，雖線上學習平台的品牌知名度及好感度，與平台本身的易用性、有用性及合作網紅知名度等並無絕對關聯，然而，透過優化平台操作介面、提高課程內容與使用者需求的媒合效果，使平台易用性及有用性更加強化，再配合符合市場期待之行銷機制，帶動網路聲量以提升品牌知名度及好感度，便可達到相輔相成的效果。 ; Influenced by the popularity of the Internet and the use of smartphones, it has changed people's lifestyles and learning methods. Google observes the habits of people using smartphones to surf the Internet, and finds that when people use mobile phones in scattered moments, they hope to solve the current problems and meet the needs through the network, so the industry must provide & quot ; Be There& quot ; & quot ; Be Useful& quot ; and & quot ; Be Quick& quot ; conditions, this information can increase the opportunity for consumers to conduct transactions. Google called it & quot ; mobile strategy& quot ; of the micro moments. In the research, we used three well-known online learning platforms which is & quot ; PressPlay& quot ; & quot ; Hahow& quot ; and & quot ; YOTTA& quot ; as the research objects, and applied the technology acceptance model as the research framework, and used the mobile strategies as the theoretical basis to analysis the display methods, the types of course and payment methods of the platforms. Moreover, we used the online celebrity & quot ; Ray Du English& quot ; as an influencing factor, and using social listening system, named Opview to observes the influence of online celebrity courses on brand awareness and favorability of online learning platforms. Turning now to the experimental evidence that the brand awareness and favorability of the online learning ... |
| نوع الوثيقة: | thesis |
| وصف الملف: | 2381648 bytes; application/pdf |
| اللغة: | unknown |
| Relation: | http://140.127.82.166/handle/987654321/20420; http://140.127.82.166/bitstream/987654321/20420/1/108NPTU1691002-002.pdf |
| الاتاحة: | http://140.127.82.166/handle/987654321/20420 http://140.127.82.166/bitstream/987654321/20420/1/108NPTU1691002-002.pdf |
| رقم الانضمام: | edsbas.CB4F7032 |
| قاعدة البيانات: | BASE |
| الوصف غير متاح. |