Strengthening Business Competitive Advantage through Digital Marketing

• Main Authors: Yi-ping Lin, 林宜屏
• Other Authors: Shu-ching Wang
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/41148585944780651762

碩士 === 朝陽科技大學 === 資訊管理系碩士班 === 99 === Marketing is not just sales and advertising, but to provide the necessary direction of business operators and determine the goods and services are correct. At the same time, it needs to find the distribution channels access to consumers. Therefore, from the enterprise’ point of view how to meet the market demand has been an important issue in marketing research. In order to meet market demand and to develop the industry different from other marketing strategies, the “market segmentation” can be started to explore the opportunity of target market. The method of market segmentation generally start from the “consumer preference”, “distribution channel”, “geographical analysis”, and so on. However, the research of marketing only focused on some fixed point in the past and those were lack a set of process analysis. In addition, the corporate decision-making analyses are mostly collected from the past data. Using information system to get the factors and do the market research by those factors. However, the dynamic needs of the market will obstruct the decision making, or affect the appropriateness of the analysis results. In recent years, there are many researches about personal services. The ultimate goal is try to achieve marketing and services one by one. However, with a large of customers if they can be clustered, i.e. market segmentation not only can reduce the business costs of personal services, but also enhance the quality of personalized services and customer satisfaction. Relatively, customer loyalty will be straight up. With the ever changing of customer psychology, how to understand consumer preference is an urgent task. After understanding the needs of customers, base on customers’ needs, the enterprise can adjust demand strategy. Then, the enterprise can increase customers’ satisfaction and obtain win-win situation. Therefore, the structure of the digital marketing is proposed in this study, our study attempts to connect information technology with enterprise management integration, and looking for the key factors of digital marketing mix for enterprise, through interactive multimedia let marketing information can provide more customization interactions. In this study during the selection process of the marketing, the products information and previous marketing experience or data are used to analysis firstly and then to find the useful, unobvious or ineffective methods of marketing. Moreover, the results will be selected, mixed and saved into the marketing database. Finally, the information of marketing activities is presented. In addition, base on the market response, consumer behavior, click-through rate and other feedback mechanisms, the related information of marketing activities is transferred to the required information that need to store in the marketing database. The study provides not only an advantageous way to find marketing strategies but also an effective way to transform the feedback mechanisms. It makes marketing more instantaneous and effective.