A Preliminary Study of Facebook Optimal Advertising Release Portfolio Model -A Case Study of Taiwan Native Hirami Lemon Juice

• Main Authors: TSENG,KUO-TUNG, 曾國棟
• Other Authors: 蘇雄義
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/x9h4w7

碩士 === 東吳大學 === 企業管理學系 === 104 === According to the announcement of "Taiwan's top 100 website ranking" at the end of February 2015, Facebook beat Youtube,Yahoo, Google and other well-known virtual community.Facebook become Taiwan's most popular sites, the number of us-ers has reached as many as 15 million people. With the increase of Facebook users advertising serving in the Facebook has become a new trend.Explore Facebook the optimal advertising release model is the main purpose of this study. This study use"Taiwan native hirami lemon juice" as an example, in the man-ner of action research, trend graphs and correlation analysis ,and use click-through rate links, interaction rate and purchase rate as indicators.By setting different adver-tising release, analysis the benefits of each advertising serving models. The main results are as follows: First, different marketing portfolio brings dif-ferent adversting release effectiveness; Second, the best advertising serving effect is set to interactive posts, charging mode is set to CPM for the optimal advertising re-lease model setting ; Third, advertising posts content recommendation of famous people brings better advertising effectiveness; Fourth, the purchase rate and click-through rate links have more correlation.In final,this study provides manage-ment practices and suggestions for future studies.