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題名：中小企業以網路整合行銷品牌產品之個案研究
書刊名：中小企業發展季刊
作者：樊祖燁 引用關係／樊岱杰／林佳萱
作者(外文)：Fan, Tsu-yeh／Fan, Tai-chieh／Lin, Jia-syuan
出版日期：2013
卷期：27
頁次：頁173-210
主題關鍵詞：骨傳導；科技接受模式；創新擴散模式；消費者行為模式；網路整合行銷；Bone conduction；Technology acceptance model；Diffusion of innovatoins theory；Consumer buying behavior mode；Integrated online marketing communication
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本研究以台灣自有品牌之中小企業公司（後稱個案公司）研發的機車騎乘者專用「骨傳導喉振藍牙耳機」，騎易通，為研究對象。以科技接受模式、創新擴散理論及消費者購買行為模式為理論基礎，運用網路整合行銷策略，並藉由網路社群網站做為平台，進行半年之行銷活動，同時追蹤該產品之銷售績效並給予後續之銷售建議。 本研究首先透過內外部環境分析以了解亞洲及台灣之喉振藍牙耳機市場，再以科技接受模式及創新擴散模式理論進行STP分析找到目標客群。接著透過對目標客群之焦點團體討論，以AIDAS五個消費者購買行為步驟，來規劃行銷策略。第一個AIDAS先以試賣的方式建立網路口碑，第二個AIDAS則進行實際之上市銷售活動。經過6個月之行銷活動，證明其銷售結果與預估相符。本研究並提出後續之行銷策略及新產品研發建議。 中小企業雖然具有的行銷資源有限，但可運用本研究之結果，擬定合適之行銷策略，運用網路整合行銷策略，在社群網站上將自有品牌產品推廣至全世界，使台灣早日脫離「代工王國」的稱號。
This research studies a Taiwanese SME Company (Case Company) who developed its own brand "bone conduction Bluetooth throat-vibration headset", Riding-Easy-Heard. Riding-Easy-Heard was specially developed for the motorcyclists. This research used technology acceptance model, diffusion of innovations theory and consumer buying behavior mode as the theory base to develop integrated online marketing communication strategy. The networking community website was used as the platform and six-month market activities were used to conclude the study. This research also tracked the Selling performance and gives the following marketing strategy advices. First, the Asia and Taiwan Bluetooth throat-vibration headset market was understood and summarized by the researchers using the environment analysis. The researchers then identified the target customers by STP using the technology acceptance model and diffusion of innovations theory. Based on the results of the target customer’s focus group discussion, the researchers developed the market strategy following the AIDIS customers buying behavior. The first AIDAS loop created the network word-of-mouth. The second AIDAS loop performed the actual launching sales activities. After six months of marketing activities,it generated excellent sales results and the financial plan was met. The researchers finally gave the case company the following marketing and product development advices. Although SMEs own limited market resource, they can use the results of this research to develop their market strategies. Using network integrated market strategy to promote own brand product through community websites, Taiwanese companies will depart from the “OEM Kingdom “very soon.
期刊論文
1.Christensen, L.、Dronhoffer, J. L.(2008)。Bone-Anchored Hearing Aids for Unilateral Hearing Loss in Teenagers。Otology & Neurotolgy，29(8)，1120-1122。  new window
2.Ming J. T. J.、Glass, Hazen, J. R.、Reynolds, D. A.(2007)。Robust Speaker Recognition in Noisy Conditions。IEEE Trans. Audio, Speech and Language Processing，15(5)，1711-1723。  new window
3.Krikelas, James(1983)。Information-seeking behavior: Pattern and concepts。Drexel Library Quarterly，19(2)，5-20。  new window
4.Moon, J. W.、Kim, Y. G.(2001)。Extending the TAM for World-Wide-Web Context。Information and Management，38(4)，217-230。  new window
5.Srinivasan, Narasimhan、Ratchford, Brian T.(1991)。An empirical test of a model of external search for automobiles。Journal of Consumer Research，18(2)，233-242。  new window
6.Ridings, Catherine M.、Gefen, David、Arinze, Bay(2002)。Some Antecedents and Effects of Trust in Virtual Communities。Journal of Strategic Information Systems，11(3/4)，271-295。  new window
7.Wellisch, Hans(1972)。From Information Science to Informatics: a terminological investigation。Journal of Librarianship，4(3)，157-187。  new window
8.Mathieson, Kieran(1991)。Predicting user intentions: comparing the technology acceptance model with the theory of planned behavior。Information Systems Research，2(3)，173-191。  new window
9.Hennig-Thurau, Thorsten、Gwinner, Kevin P.、Walsh, Gianfranco、Gremler, Dwayne D.(2004)。Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?。Journal of Interactive Marketing，18(1)，38-52。  new window
10.Lavidge, Robert J.、Steiner, Gary A.(1961)。A Model for Predictive Measurements of Advertising Effectiveness。Journal of Marketing，25(6)，59-62。  new window
11.Boyd, Danah M.、Ellison, Nicole B.(2007)。Social Network Sites: Definition, History, and Scholarship。Journal of Computer-Mediated Communication，13(1)，210-230。  new window
12.Karahanna, Elena、Straub, Detmar W.、Chervany, Norman L.(1999)。Information Technology Adoption Across Time: A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs。MIS Quarterly，23(2)，183-213。  new window
13.Davis, Fred D.(1989)。Perceived Usefulness, Perceived Ease of Use, & User Acceptance of Information Technology。MIS Quarterly，13(3)，319-340。  new window
14.Gelb, Betsy D.、Sundaram, Suresh(2002)。Adapting to "Word of Mouse"。Business Horizons，45(4)，21-25。  new window
15.Herr, Paul M.、Kardes, Frank R.、Kim, Jaewoo John(1991)。Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective。Journal of Consumer Research，17(4)，454-462。  new window
16.Foster, J.(1990)。Working together: How companies are integrating their corporate communications。Public Relation Journal，46(9)，21-30。  new window
17.Petty, R. E.、Cacioppo, J. T.(1984)。The Effects of Involvement on Responses to Argument Quantity and Quality: Central and Peripheral Routes of Persuasion。Journal of Personality and Social Psychology，46(1)，69-81。  new window
18.Novelli, William D.(1989)。One-Stop Shopping: Some Thoughts on Integrated Marketing Communications。Public Relation Quarterly，34(4)，7。  new window
會議論文
1.Tsuge, S.、Osanai, T.、Makinae, H.、Kamada, T.、Fukumi, M.、Kuroiwa, S.(2008)。Combination Method of Bone-Conduction Speech and Air-Conduction Speech for Speaker Recognition。Proc. of Inter Speech。  new window
學位論文
1.游家銓(2011)。台北捷運系統應用整合行銷傳播影響遊客消費行為之研究(碩士論文)。銘傳大學。  延伸查詢new window
圖書
1.經濟部中小企業處(2012)。中小企業白皮書。台北：經濟部中小企業處。  延伸查詢new window
2.Sheldon, A. F.(1911)。The Art of Selling。Sheldon University Press。  new window
3.Assael, H.(2004)。Consumer Behavior: A Strategic Approach。Boston：Moughton Mifflin Harcourt Publishing。  new window
4.Goldblatt, J. J.(2002)。Special events。New York：John Wiley and Sons Australia, Inc。  new window
5.Kotler, P.、Keller, K. L.(2006)。Marketing Management。Upper Saddle River, NJ：Pearson Prentice Hall。  new window
6.Bettman, J. R.(1979)。An information processing theory of consumer choices。Reading, MA：Addison-Wesley Publishing Co.。  new window
7.Rogers, Everett M.(1995)。Diffusion of Innovations。New York, NY：Simon & Schuster。  new window
8.Hagel, John III、Armstrong, Arthur G.(1997)。Net Gain: Expanding Markets Through Virtual Communities。Harvard Business School Press。  new window
9.Strong, Edward Kellogg(1925)。The Psychology of Selling。New York：McGraw-Hill。  new window
10.Rheingold, Howard(1993)。The Virtual Community: Homesteading on the Electronic Frontier。Addison-Wesley Publishing Company。  new window
11.Howard, John A.(1994)。Buyer Behavior in Marketing Strategy。Prentice-Hall Inc.。  new window
12.Blackwell, Roger. D.、Miniard, Paul W.、Engel, James F.(2006)。Consumer behavior。Thomson South-Western。  new window
13.Hanson, Ward A.(2000)。Principles of internet marketing。South-Western College Publishing。  new window
14.蕭雅文(1997)。聽力學導論。臺北：五南。  延伸查詢new window
15.Hoyle, Leonard H.(2002)。Event marketing: how to successfully promote events, festivals, conventions, and expositions。New York：John Wiley & Sons Inc。  new window
16.Goossen, R. J.(2008)。e-Preneur: From Wall Street to Wiki: Succeeding as a Crowdpreneur in the New Virtual Marketplace。Franklin Lakes, NJ：Career Press。  new window
其他
1.(2009)。Facebook行銷大補帖，http://blog.chinatimes.com/tomsun/archive/2009/10/09/439653.html， 20130131。  new window
 
 
 
 
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