| Summary: | 碩士 === 國立臺灣大學 === 國際企業學研究所 === 104 === As internet developed vigorously, one another platform sprang up and huge amount of e-commerce replaced the importance of brick-and-mortar stores. However, the fraudulent transaction kept happening without credits, which gave birth to “third-party payment”. Also, the revolution of the mobile industry led to a breakthrough, and in the following years the smartphone became prevailing. Due to the internet and the smartphone innvoation, the market of mobile payment started gaining grounds, which turned out to be the investment target for all walks of life.
In the thesis, we mainly discussed about three case studies, including “Tenpay”, “Mirco Payment” and “Line Pay”. We used theories of “Online Customer Experience”, “Customer Relationship Management”, “Social Network” and “Network Effect” to see the combination of the practices and academies. The results revealed as below:
1.In terms of the marketing of “Red Envelope” for Tenpay, we gauged the elements of “Sensorial”, “Emotional”, “Cognitive”, “Pragmatic”, “Lifestyle” and “Relational”, and found we could use “Online Customer Experience” to explain why it succeeded.
2.In terms of the marketing of “Ten-years Payment Memo” for Micro Payment, we analyzed the dimensions of “Core Service”, “Relationship Customization”, “Premiums”, “Pricing” and “Internal Marketing”, and found we could use “Customer Relationship Management” to explain why it gained popular.
3.In terms of the marketing of “Collage” for Line Pay, we assessed the components of “Homophily”, “Tie Strength”, “Source Credibility”, “Scale of Economies” and “Complementary Products and Services”, and found we could use “Online Social Network” and “Network Effect” to explain why it reached high attention by the public.
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