The Application of IMC on IM--Case study by "MSN Messenger Club" website

• Main Authors: Jay-Ing Liang, 梁子英
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/67114197469069003331

碩士 === 國立中山大學 === 傳播管理研究所 === 93 === With the advances of Internet technologies, Internet users can not only deliver instant text message through the Instant Messenger (IM), but enhance the effect of messages delivered with showing lively mood symbols or other pictures on IM. Moreover, Internet users can deliver their looks and voice to other users through webcam and microphone with IM, and IM business also provides convenient daily information through it. At present, Internet users haven’t been charged with IM service yet, but IM business has used the popular software on business, including Internet advertisement and the information service of strategy cooperation. IM plays several roles as a product, information service plat, and marketing channel. It becomes a new commercial tool. The study takes Microsoft MSN Messenger as an applied empirical example. The purpose of this study is to analyze the MSN Messenger marketing strategy with the theory structure of IMC to construct the integrated marketing plan model of MSN Messenger; through the questionnaire survey for MSN Messenger users, the study approves the marketing strategy effect of “MSN Messenger club” website, and provides the workable suggestions of marketing strategy for MSN business. The study finds that the MSN business unit is highly aware of IMC, and it takes integrated and multi marketing communication plans on MSN Messenger. According to the result of the analysis, the suggestions of marketing strategy includes to enhance the long-term interactive relationship with the resources and stakeholders, and explore more originally interactive advertisements and activities to gather the loyalty of MSN Messenger users. As for the website promotion of “MSN Messenger Club”, this study also suggests to develop more creative Internet suggestions advertisements with instant messenger, add the website’s hyperlink on MSN Messenger or add the information tab service to enhance the relationship connection between website and software, and MSN can actively converge another related pictures resources to enrich the club website.