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題名：網路廣告與品牌定位之溝通策略
書刊名：臺灣企業績效學刊
作者：謝佩玲／魏上淩 引用關係／劉嘉涵
作者(外文)：Hsieh, Pei-ling／Wei, Shang-ling／Liu, Chia-han
出版日期：2015
卷期：9:1
頁次：頁53-72
主題關鍵詞：網路廣告；品牌定位；產品生命週期；金手指網路廣告獎；Brand positioning；Product lifecycle；CLICK Award；Advertisement attribute
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
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  • 共同引用共同引用:40
  • 點閱點閱:22
鑑於網路平台的便利性與不受時空限制的特性，網路廣告早已成為廠商傳播商品資訊與品牌形象的主要媒介。過去有關品牌定位溝通之研究，多以傳統媒體與實體環境為實證背景。本研究探討不同產品生命週期下，如何利用網路廣告進行品牌定位之溝通策略，是過去相關研究少有探討的議題。華人世界匯集台灣與兩岸地區之網路廣告優良作品的「金手指網路廣告獎」，迄今已舉辦十五屆的競賽，實為華文地區第一且最具有代表性的網路廣告獎。本文遂以擁有15年歷史之金手指廣告資料庫作為研究標的，分析其網路廣告屬性與品牌定位策略。以得獎最多或具代表性的數種產品／服務，分析其所歸屬之產品／服務生命週期階段，依據網路廣告屬性來探討處於不同產品生命週期階段的標竿網路廣告之品牌定位。研究結果顯示可針對處於不同生命週期之產品／服務，利用網路廣告的不同屬性，探討其品牌定位策略，進而提出相對應的行銷管理意涵，提升行銷績效。
The convenience and lack of temporal and spatial limitations of the Internet platform have made online advertising the primary medium for the propagation of product information and brand image. Most studies on brand positioning and communication have used conventional media and the physical environment as empirical settings. By contrast, this study explored how Internet advertising can be used in a direct communication strategy for brand positioning during various stages of the product lifecycle. Chinese World has compiled a list of Click Award-winning Internet advertisements from Taiwan and China. The Click Awards, with a 15-year history, are the oldest and most representative Internet advertising awards in Greater China. This study analyzed the advertisement attributes and brand positioning strategies associated with the advertisements in the Click Award database. The lifecycle stages of various most awarded or most representative products and services were analyzed, then, according to advertisement attributes, the brand positioning of benchmark-setting Internet advertisements for various product lifecycle stages was explored. The research results showed that the brand positioning strategy of a product or service at various lifecycle stages can be explored according to the different attributes of Internet advertising, and subsequently, a corresponding marketing management implication can be proposed for enhancing marketing performance.
期刊論文
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學位論文
1.謝政益(2003)。網路電話接受度之研究(碩士論文)。國立台灣科技大學。  延伸查詢new window
2.林俊宏(2002)。消費者特性、新產品屬性及環境變數對創新購買意願之影響(碩士論文)。國立成功大學。  延伸查詢new window
3.陳孟功(2003)。校園無線區域網路(WLAN)--科技接受模式(TAM)之研究(碩士論文)。國立高雄師範大學。  延伸查詢new window
4.陳廣山(2000)。人格特質與人口統計變數對網路購物知覺風險、降低知覺風險策略之影響(碩士論文)。國立交通大學。  延伸查詢new window
5.王祖康(2006)。以消費者特性、新科技特性探討消費者採用第三代行動通訊服務之關鍵因素研究(碩士論文)。國立臺北商業技術學院。  延伸查詢new window
6.郭鑑德(2004)。科技接受模式在行動上網市場之實驗研究--以台北地區為例(碩士論文)。銘傳大學。  延伸查詢new window
7.張清雅(2010)。從金手指往廣告獎探討台灣網路廣告設計之演變(碩士論文)。國立臺灣藝術大學。  延伸查詢new window
圖書
1.Rokeach, M.(1979)。Understanding Human Values。New York：The Free Press。  new window
2.Wasson, C. R.(1978)。Dynamic Competitive Strategy and Product Life Cycle。Austin：Austin Press。  new window
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5.de Chernatony, L.(2006)。From Brand Vision to Brand Evaluation: The Strategic Process of Growing and Strengthening Brands。Sydney：Elsevier-Butterworth-Heinemann。  new window
6.Keller, Kevin Lane(2003)。Strategic Brand Management: Building, Measuring, and Managing Brand Equity。Prentice-Hall, Inc.。  new window
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9.Rogers, Everett M.(1995)。Diffusion of innovations。Free Press。  new window
10.Monroe, Kent B.(1990)。Pricing: Making Profitable Decisions。New York：McGraw-Hill。  new window
 
 
 
 
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