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    Title: 台灣市場網紅媒合智能推薦平台差異化策略之研究
    Research on the Differentiation Strategy of Intelligent Influencer Matching Platform in Taiwan Market
    Authors: 鍾嘉玲
    Chung, Chia-Ling
    Contributors: 詹文男
    鍾嘉玲
    Chung, Chia-Ling
    Keywords: 網紅行銷
    網紅媒合
    網紅媒合智能推薦平台
    行銷科技
    Influencer Marketing
    Influencer matching
    Intelligent influencer matching platform
    Marketing Technology
    Date: 2019
    Issue Date: 2019-09-05 15:50:33 (UTC+8)
    Abstract: 無論國內外市場,網紅行銷仍然是非常年輕的產業,且因為行銷科技的涉入,讓產業逐步朝向正規化、系統化的方向發展。從2018年開始,台灣市場陸續出現許多網紅媒合平台,並且深受行銷市場和廣告媒體產業的矚目。本研究著重於探討台灣市場網紅媒合智能推薦平台的差異化,主要研究問題包括:1. 台灣市場現有網紅媒合推薦平台分類與概況;2. 網紅媒合智能推薦平台的差異化策略,及其對既有網紅行銷生態系的影響。

    研究發現,「平台之所以為平台」強調的不是單一線性的交易方式,而是讓每個個體在平台中可以是「供給者」也是「需求者」。若以此來檢視台灣市場目前在線的網紅媒合推薦平台,可發現大部分的平台仍然著重在單一管道式(pipeline)的方式運作,並不是平台(platform)形式。各平台間雖有差異,但使用者在各平台間的轉移成本並不高。品牌商和廣告代理商、媒體代理商雖然亟需科學化與數據化的服務,但“自助”使用平台的習慣仍未養成。基於當前行銷對於數據的需求,透過透明化的平台可降低雙邊的資訊落差,並針對網紅行銷過程中的每一個環節的價值,也能給予合適的定位。網紅媒合平台的推出,也讓產業生態系中的上下游關係變得模糊,彼此可能是競爭者,但同時也可能是重要的合作夥伴。近期國外發現,部分網紅透過黑科技虛假增長粉絲人數以及互動率,國外市場上也已經推出相對應的技術和解決方案。雖然在台灣,多數行銷人尚未注意到此類議題,但假以時日仍值得產業的參與者密切觀察。
    Regardless of the domestic and international markets, influencer marketing is still a very young industry. Thanks to the involvement of marketing technology, the industry is gradually moving towards a more normal and systematic direction. Since 2018, there have been many influencer matching platforms in the market, and they have successfully attracted the attention from the advertisers and the online marketing industry. This research focuses on the differentiation strategy of the intelligent influencer matching platform in Taiwan market. The main research issues include: 1. Classification and overview of the existing influencer matching platforms in Taiwan market; 2. Understanding the differentiation strategy of the intelligent influencer matching platforms and their impact on the existing influencer marketing ecosystem.

    The research found that, the so-called platform emphasizes not a single linear trading method, but allows each individual to be a "supplier" or a "demander" in the platform. If we look at the current influencer matching platforms in the market, you can find that most of the platforms still focus on a single pipeline operation, not a platform. Although there are differences between platforms, the transfer cost of users between platforms is not high. Advertiser and their agencies are in urgent need of scientific and data-based services, but the habit of using “self-severed” platform has not yet been developed. Based on the current marketing demand for data, the transparent platform can reduce the bilateral information gap, and can also give appropriate positioning for the value of each link in the influencer marketing. Moreover, the launch of the influencer matching platform has also blurred the upstream and downstream relationships in the industrial ecosystem, which may be competitors, but may also be important partners. Besides that, in other markets, they have also found that some influencers are trying to use black technology to fake grow their fanbase and engagement rate, the corresponding technologies and solutions have also been developed to deal with that. In Taiwan, most of marketers have not noticed such issues, but it is still worthy of close observation by industry participants in the future.
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    105932009
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0105932009
    Data Type: thesis
    DOI: 10.6814/NCCU201900743
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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