| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 104 === In the past study of startups, there were two main theories which are adopted by the researchers: Resource Orchestration, which was based on Resource-Based View, and Business Model Canvas, which was based on the viewpoint of income statement. From a very different angle, this study focuses on the viewpoint of “network traffic”, and develops an analysis framework, which can help E-commerce companies to evaluate the effectiveness of their branding process.
The analysis framework of this study is divided into three parts: content, community and commerce. In the first part, the main purpose is to find out the archetype of the brand in the case through in-depth interviews and secondary researches, and further analyze its possible application. Second, we analyze the social media and offline physical activities, and concluded three principles of management: resonance, consistency and integration. In the third part, we evaluate the efficiency of traffic conversion rate through Google Analytics.
In the end, this research gives out practical suggestions to the company and develops an analysis process for other E-commerce companies to examine their operations of brand management.
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