Marketing Strategies in Era of Web 2.0:User Generated Content and Social Network Service－A case of Clinique Skin Beauty Pageant in Taiwan

• Main Authors: Yang, Li Yu, 楊麗玉
• Other Authors: Tang,Ying-Chan
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/11211503332251885497

碩士 === 國立交通大學 === 企業管理碩士學程 === 98 === No one can deny that Internet has changed our life. Once that Andy Warhol said: In the future, everybody will be world famous for 15 minutes, which is the best interpretation that how Internet affects us in the Era of Web 2.0. User Generated Content and Social Network service is two new booms in the Era of web 2.0, which attracts tremendous attention and media budget that makes Internet become a magic channel that advertisers now believe in. To examine the infrastructure of Internet service and the number of people who stay online, you will find that Taiwan is an ideal environment for Internet Marketing. According to the World Knowledge Competitiveness Index, Taiwan was ranked number 5 in Board –band Internet penetration among 145 countries in the world, which can explains the reason why an Internet marketing campaign in Taiwan was chosen as a topic in this research. In this research, it focus on exploring how user generated content and social network service take place and play a role in Internet marketing campaign. Also, to see if Internet marketing campaign can actually affect consumer and form the attitude as what advertisers expected. Focus group method was conducted in this research, and the outcome reveals that consumer is capable of sensing the business intention behind the content that they received from the Internet. And when the stronger they sense the information that they received could be a marketing promotion, the less that they can be persuaded by this content. Also, we found that by using social network service can enhance the willingness of Internet user to spread the information of marketing event such as Internet beauty pageant, however, when the design of event is too complicated, it may cause user to leave it half way unfinished.