Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/29754
|
| Title: | 部落格行銷與顧客關係之研究
A Study of Blog Marketing and Customer Relationship |
| Authors: | 蔡沛成
Tsai, Pei-Chen |
| Contributors: | 祝鳳岡
蔡沛成
Tsai, Pei-Chen |
| Keywords: | 部落格
關係行銷
網路行銷
blog
relationship marketing
internet marketing |
| Date: | 2006 |
| Issue Date: | 2009-09-11 16:14:22 (UTC+8) |
| Abstract: | 本研究之研究目的在於瞭解目前部落格行銷的特性與人口統計變項及代言人偏好間的關聯性，並研究部落格行銷特性與顧客關係導向的顧客關係利益與顧客關係品質間的相關性，驗證結論部落格行銷特性在【小s性感媽咪日記】是否能得到實證上支持與部落格行銷人口統計變項及代言人偏好的相關調查。本研究對經營行銷部落格提出以下三點建議：一、繼續使用、永續經營。二、設法增加訂閱人數。三、建立使用者資料庫。
The absence of the empirical study of the importance and the correlation of blog marketing and the customer relationship aroused the practice of the research.
Blog marketing attributes: abundant information, customized content, interaction and user friendly surface affect the scales of the customer relationship benefits and qualities profoundly.
Managing to take the full advantages of the blog marketing, manager should use and update the blog constantly, trying to make the subscriber as mush as possible and finally end up with the set up of the user database, keep tracking of the blogger. |
| Reference: | 中文部分
方之光（2001）。〈網路行銷之特性與限制〉，「漁產品品牌與網路行銷研討會」，農委會。
方世榮（1995）。《行銷管理學》。台北：東華。
王志平（2002）。《網路行銷導論》。台北：全華。
史博言Brian Spengler（1999年11月），〈1999年度台灣業者之顧客關係管理運作現狀調查報告〉。《電子化企業經理人報告》，3: 9-15。
李大有（1997）。《關係行銷策略規劃—商業銀行個案分析》，政治大學企業管理研究所碩士論文。
李文威（2006年3月）。〈連結即思想，思想即連結〉。《誠品好讀》，63: 42-45。
周立軒（2005）。《網誌的使用者與使用行為之研究》，元智大學資訊傳播學系碩士論文。
林俊毅（1997年2月）。〈網路行銷的現況與迷思〉。《0與1 BYTE雜誌》，263: 24-32。
洪順慶（1995年12月21日）。〈一對一獲取顧客終生價值〉，《工商時報》，第33版。
袁瑜卿（2002）。《關係結合類型對關係品質之影響-探討產品涉入之干擾效果》。國立雲林科技大學企業管理研究所碩士論文。
郭瓊隆（1998）。《整合行銷傳播規劃在網路行銷上應用－以台灣電子商店為例》，輔仁大學大眾傳播學研究所碩士論文。
黃國禎（2005）。《初探BLOG在企業內部溝通的可行性》，政治大學廣告學系碩士論文。
榮泰生（2001）。《網路行銷：電子商務實務篇》。台北市：五南。
劉江釗（2005）。《部落格之社會網絡與自我呈現初探》，中山大學資訊管理學系研究所碩士論文。
劉晏尚（2004）。《探討企業建立網際網路對顧客關係影響之研究－以服務業為例》，中原大學國際貿易學系碩士論文。
蕭應麟（2000）。〈關係行銷－未來的行銷主流〉，《世界經理文摘》， 52: 124-131。
藝力協（2003）。《Blog：部落格線上出版、網路日誌實作》。台北：上奇科技。
英文部分
Alexandra D. (2006). A new marketing medium. Customer Relationship Management, 10 (1), 32-36.
Anderson E. W., Fornell, C. & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: Findings from Sweden. Journal of Marketing, 58(3), 53-66.
Anderson, E. W., & Sullivan, M. W. (1993).The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2) , 125-143.
Applebaum, M. (2004, Nov. 8), Blah Blah Blah ... Blogs! Brandweek, 45(40), 38.
Barnes,J.G. (1994). The Issue of Establishing Relationships With Customers in Service Companies：When Are Relationships Feasible and What Form Should They Take? Working paper. Memorial University of Newfoundland.
Bauer, H. H., M. Grether, & M. Leach (2002). Building Customer Relations over
Berry, L. L. & Parasureman, A. (1991). Marketing Services-Competing through Quality. NY: The Free Press.
Berry, Leonard L. (1995, Fall). Relationship marketing of services-growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 236-245.
Bettencourt(1997). L. A. customer voluntary performance: customer as partner in service delivery. Journal of Retail , 73, 389.
Bitner, M. J., Booms, B. H. & Mohr, L. A. (1994). Critical service encounters: The employee’s viewpoint. Journal of Marketing, 58(10), 95-106.
Bluedorn, A. C. (1982). The Theories of Turnover : Causes, Effects, and Meaning. Research in The Sociology of Organization, 1, 75-128.
Cardozo, R. N.(1965, August).An experimental study of customer, effort, expectation and satisfaction. Journal of Marketing Research, 11(2), 244-249.
Crosby, L. A., Evans, K. R. & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54, 68-82.
De Ruyter, K., L. Moorman & Lemmink J. (2001). Antecendents of Commitment and Trust in Customer-Supplier Relationships in High-Technology Markets, Industrial Marketing Management, 30(3), 271-286.
Donney, P. M. & Cannon, J. P. (1997, April). An examination of the nature of trust in buyer-seller relationships,” Journal of Marketing, 61, 35-51.
Ganesan, S. (1994). Determinant of long-term orientation in buyer-supplier relationships. Journal of Marketing , 58(2), 1-19.
Garbarino, E. & Mark S. Johnson(1999, April). The different roles of satisfaction, trust, and commitment in customer relationship. Journal of Marketing, 63, 70-87.
Gartenberg, M. (2004, Nov. 15). Business Weblogs Are Double-Edged. Computerworld, 38(46), 23
Gillmor, D. (2004). We the Media. O`Reilly Media.
Griffin, J. (1996). Customer loyalty. NY: Simon & Schuster.
Gronroos, C. (1983, May). Strategic Management and Marketing in the Service Sector. Boston: Marketing Science Institute.
Haim, M. & Oliver R. L. (1993). Assessing the Dimensionality and Structure of the Consumption Experience, Feeling, and Satisfaction. Journal of Consumer Research, 20, 451-66.
Hennig-Thuran, T. & Klee, A. (1997). The Impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology and Marketing, 14(8): 737-764.
Hennig-Thurau, T., K.P. Gwinner, & D.D. Gremler（2002）. Understanding Relationship Marketing Outcomes. Journal of Service Research, 4(3), 230-247.
Ivana, A., Chan K. M., & Handford, D. (2003). Relationship marketing: Customer commitment and trust as a strategy for the smaller Hong Kong corporate banking sector. The International Journal of Bank Marketing, 347-358.
Jacoby, J. & Kyner, D. B. (1973). Brand Loyalty and Repeat Purchasing Behavior. Journal of Market Research, 10, 1-9.
Janal, DS. (1995). Online marketing handbook, NY: Van Nostrand Reinhold.
Jeffrey H Dyer; Wujin Chu, (2000). The determinants of trust in supplier-automaker relationships in the U.S., Japan and Korea. Journal of International Business Studies, 31(2), 259-285.
Jones, T.O., & Sasser, Jr., W. E.(1995). Why satisfied customers defect. Business Review, 73(6), 88-99.
Kelley, S.W. & M.A. Davis (1994), Antecedents to customer expectations for service recovery, Journal of the Academy of Marketing Science, 22(1), 52-61.
Kolter, P. & Philip, E. (2000), Marketing Management: Planning, Implementation, and Control(10th ed.). NJ: Prentice Hall.
Kolter, P. (1999). Marketing management analysis, planning, implementation and control (9 th ed.). NJ: Prentice Hall.
Krishnamurthy, S. (2002). The Multidimensionality of Blog Conversations：The Virtual Enactment of September 11. In Maastricht , The Netherlands: Internet Research 3.0.
Lars Gronholdt, Anne Martensen & Kai Kristensen (2000, July). The Relationship Between Customer Satisfaction and Loyalty: Cross-Industry Differences. Total Quality Management, 11, 509-516.
Lee J., J. Kim, & J.Y. Moon (2000), What makes Internet users visit cyber store again? Key design factors for customer loyalty. Proceedings of the CHI 2000 Conference on Human Factors in Computing Systems, pp.305-312.
Mohr, J., & Spekman, R. (1994). Characteristics of partnership success: Partnership attributes, communication behavior, and conflict resolution techniques. Strategic Management Journal, 15(2), 135-152
Moorman, C., Deshpandè, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 29(3), 81-101
Morgan, R. M. and S. D. Hunt (1994). The commitment-trust theory of relationship. Journal of Marketing, 58, 20-38.
Oliver, R. L. & Macmillan J. (1992). Response determinants in satisfaction judgments. Journal of Consumer Research, 14, 495-507
Parasuraman, A., Azeithaml, V., & Berry, L. L. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60, 31-46.
Peterson,R.A. (1995).Relationship Marketing and the Consumer. Journal of the Academy of Marketing Science, 23（Fall）,278-281.
Peltier, J. W., Boyt , T., & Westfall, J. E.(1997). Building relationships with physicians: Internal marketing efforts help strengthen organizational bonds at a rural health care clinic. Marketing Health Services, 17(3), 12-18.
Peppers, Don, Martha Rogers & Bob Dorf (1999). Is your company ready for One-to-One Marketing. Harvard Business Review, Jan/Feb, 151-160.
Prakash, A. (1996). The Internet as a Global Strategic IS Tool. Information Systems Management, 45-49.
Shoemaker, S. & Lewis, R. C. (1999).Customer loyalty: The future of hospitality marketing. International Journal of Hospitality Management, 348-370.
Singh, J. & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments". Academy of Marketing Science, 28 , 150-167.
Smith, B. ( 1998) . Buyer-seller relationship: Bonds, relationship management, and Sex-type. Canadian Journal of Administrative Sciences, 1, 76-92.
Smith, J. B. (1998). Buyer-seller relationship: similarity, relationship
Steers, Richard. M. (1977). Antecedents and outcomes of organizational commitment. Administrative ScienceQuarterly, 22(1), 46-56.
Sterne, J. (1996). Customer Service on the Internet. NY: John Wiley & Sons.
Stum, David L & Alain T. (1991), Building Customer Loyalty, Training and Development Journal, 45, 34-36.
the Internet. Industrial Marketing Management, 155-163.
Westbook, O. E. (1981, Fall). Credible Commitments: Using Hostages to Support Exchange. Journal of Retailing, 57, 68-85.
Wilson, DT, & Mummalaneni, V. (1986). Bonding and commitment in supplier relationships: A preliminary conceptualization. Industrial Marketing and Purchasing, 1(3), 66-68.
Wright, J. (2005). Blog Marketing, McGraw-Hill.
線上資料
鄭國威（2005年3月15日）。Blog, Research, and Beyond 。上網日期：2006年2月8日，取自http://mail.nhu.edu.tw/~society/e-j/45/45-05.htm
李欣岳（2005年7月1日）。〈部落格來了－席捲企業的Blog Inc. 新勢力〉，《e 天下》，055 期。上網日期：2006年2月24日，取自「天下雜誌知識庫」：http://www.cwk.com.tw/cw/search/login.asp
蔡燿駿（2006 年3 月1 日）。〈部落格情感行銷力發威〉，《天下雜誌》，341。上網日期：2006年2月24日，取自「天下雜誌知識庫」：http://www.cwk.com.tw/cw/search/login.asp
陳麗安（2000年 1 月 3 日）。〈Computer Industry Almanac公佈1999年全球上網人口Top 15國家〉，《網路脈動》。上網日期：2006年2月8日，取自「資策會網站FIND」：http://www.find.org.tw/0105/news/0105_news_disp.aspx?news_id=571&SearchString=
羅皓菱（2004）。〈網路時代的麥哲倫－博客現象分析〉，《文化研究》。上網日期2005年1月11日。取自http://www.culstudies.com/rendanews/displaynews.asp?id=2959
方興東、劉雙桂（2004）。〈博客（blog）平臺的特色和商業前景分析〉。《南華社會所期刊》，36。取自http://mail.nhu.edu.tw/~society/e-j/36/36-11.htm
Corporate Fact Sheet. (n.d.). Retrieved April, 4, 2006 from http://www.forrester.com/FactSheet |
| Description: | 碩士
國立政治大學
廣告研究所
93452008
95 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0934520081 |
| Data Type: | thesis |
| Appears in Collections: | [廣告學系] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| index.html | 0Kb | HTML2 | 397 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
