A Study of The Application Interactive Internet Marketing Event in Asia -- Using A Case of Technology Company

• Main Authors: Su-May Wu, 吳素梅
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/w9xr7a

碩士 === 世新大學 === 公共關係暨廣告學研究所(含碩專班) === 102 === Due to the global recession and the pressure on companies to generate profits, product promotion or service are often depressed the marketing budget. Internet, which has the ability to cross geographic boundaries and allows companies to have one–to-one communicate with their consumers, has become an important marketing tools. In this research, the author draws on the transnational marketing activities of “A Technology Co. Ltd” in Asia to analyze a modular concept of standardized and consistent “interactive web marketing” under the conditions of a limited budget, and to examine if the language is different, the same standardized marketing effect can still be achieved or not. According to the data from operators in China, Korea and Kazakhstan collected by qualitative research interviewing methods, it was found that: by using a standardized and consistent “interactive web marketing” strategy, the effect can still be achieved while only “translation of activity contents” and “popularity of social media in the local market” needed to be slightly adjusted. The effect and benefits of using a standardized and consistent “interactive web marketing” strategy were: production cost savings; experience sharing; effective utilization of advertising budgets; reduction of intangible communications and human resources costs of companies; increasing local brand awareness; and enhancing consistency of brand image.