Establishing an Integrated Marketing Platform - A Case Study of Y Company

• Main Authors: HUANG,YU-SHAN, 黃于珊
• Other Authors: Shiau,Yau-Ren
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/8p9n5a

碩士 === 逢甲大學 === 經營管理碩士在職學位學程 === 107 === Every industry will have marketing needs. Whether it is from the '4S Marketing' which is derived from the traditional '4P Marketing' used nowadays, marketing models have been constantly changing over time. Most of the advertisements in the past are from newspapers, magazines and TV, while nowadays bloggers, KOL, YouTubers, and internet celebrities are used frequently to help marketing. According to research, such new marketing models have been more effective and economic compared to models in the past, leading to popular usage by various major companies. To establish the business strategy of Company Y, this study uses SWOT Analysis on the subject company and its competitors in connection with customer demands, and analyzes how new marketing models offer a variety of advertising options for customers and the needs of customers in different industries. To arrive at the final research results and recommendation, this study categorizes all performance, marketing and internet celebrity cooperation projects of Company Y, and consolidates the resources made available through the company's integrated marketing platform. Also, this study provides information on new marketing strategies in recent years, and discusses the differences of Company Y and its competitors.