| Summary: | 碩士 === 國立屏東科技大學 === 高階經營管理碩士在職專班 === 101 === People's stereotyped impression on the public sector is nothing more than passive, static and standardized. Nowadays, cloud computing has become a mainstream trend. The real-time video and audio community website and APP have been developed. It is worth for public sector learning and making good use of combing with cloud real-time video and audio community website and APP application, to take the initiative to expand the marketing activities effectively. The research purpose of this thesis to analyze the benefits to the public sector marketing combined with cloud real-time video and audio community website and APP application. The researcher in Pingtung County Government built the QR-CORD Happy Pingtung real-time high-definition video and audio 24h channel on the free YouTube video community website, which has been operated for 4 years and 5 months from October 2008 to April 2013, and reached more than 310,000 visitors viewing marketing effectiveness, and used it as a case study for analysis. Besides, depth interviews with experts, questionnaires survey and literature analysis are performed. Look forward to exploring through theory and practice as reference for future public sector marketing combined with the cloud live video social networking sites and the APP application.
The study concluded: First, the public sector marketing combining with cloud real-time video and audio community website and APP is effective in the technical, financial, intenal organizational policy side, and the participation of external public.
Second, there is no causal relationship between the level of efficiency and the cost on the public sector marketing combining with cloud real-time video and audio community website and APP.
Third, it deepens the public the impression on the public sector marketing by combining with cloud real-time video and audio community website and APP, integrating audio, video, images, text into community marketing of dynamic multimedia.
Fourth, there is significant difference in the degree of recognition, participation, interaction and willingness to the public sector marketing combined with cloud real-time video and audio community website, from peoples gender, age, occupation, education and experience using social networking sites. Thus, focus group community website should be established to provide the most appropriate services.
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