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| Title: | 移動式裝置數位行銷的商業模式-以法國Drcom公司為例
Digital Marketing Business Model of Mobile Devices - A Case of French Company Drcom |
| Authors: | 侯冠廷
Hou, Kuan Ting |
| Contributors: | 黃思明
Hwang, Syming
侯冠廷
Hou, Kuan Ting |
| Keywords: | 移動式裝置
數位行銷
商業模式
Mobile Devices
Digital Marketing
Business Model |
| Date: | 2013 |
| Issue Date: | 2014-07-14 11:25:33 (UTC+8) |
| Abstract: | 從智慧型手機與平板電腦問市以來，移動式裝置的應用創造了人類生活的許多可能性，各類創新的商業模式應運而生。在即將邁入物聯網的未來，除了智慧型手機和平板電腦兩類移動式裝置外，手錶或眼鏡等生活用品，也都已經在實驗創新的應用，甚至在市面上販售，這些移動式裝置將為數位行銷領域帶來革命，產生新的商機。
本研究的個案公司Drcom，為一家法國的數位行銷及顧問公司，即是透過移動式裝置創造出的新商業模式，在醫療產業中使用E-detailing的方式為客戶提高業務銷售量。研究者透過在Drcom法國總部實習半年的方式，實地參與個案公司日常運作來進行研究。除了描寫Drcom實務上運作的情形外，本研究藉由Business Canvas的模型來分析Drcom的商業模式，架構出Drcom運作的各類商業元素，並描繪彼此間之關係。
最後，研究結論點出Drcom以移動式裝置進行數位行銷獲利的四個關鍵，並且就觀察到的問題，給予個案公司建議。
Since smart phones and tablets launched to the market, the various mobile devices applications have changed the imagination and possibilities of human life. As a result, different business models are created. In the near future, the concept of Internet of Things will defineitely bring more impact on digital marketing and business model.
Drcom is a digital marketing and consulting company, specialized in pharmaceutical indusrty, and Drcom runs their business, which is e-detailing, through mobile devices. E-detailing is an efficient and effective business solution to sales in pharmaceutical industry. The researcher conducted the research by half year internship in person, and anlyzed the company by Business Canvas to clarify how the business model works and the relationship between business elements.
Lastly, the research comes to a four key factors concultion regarding how Drcom runs business through mobile devices, and finally would end up with several suggetions. |
| Reference: | 參考文獻
中文文獻:
1. 數位時代(2014)，Gartner：今年全球運算裝置出貨量可望成長7.6％，Android裝置將突破10億，存取時間：2014/01/27，取自http://www.bnext.com.tw/article/view/id/30694
2. 林之晨(2014)，2014極有可能的智慧生活元年，存取時間：2014/01/27，取自http://mrjamie.cc/2014/01/15/smart-2014/
3. Google(2013)，Our Mobile Planet：台灣，存取時間：2014/01/27，取自http://services.google.com/fh/files/misc/omp-2013-tw-local.pdf
4. Osterwalder.A., & Y. Pingneur，尤傳莉譯(2012)，獲利時代，初版，台北 : 早安財經
5. 世新大學傳播資料庫(2010)，2010媒體風雲榜
6. 林之晨(2012) ，Jamie流行銷L:向可口可樂、星巴克等20個一流品牌學App行銷，台北市 :智圓
7. 許世杰(2012)，價值創新的追尋之路 : 從Business Model Canvas談起，存取時間 :2014/06/05，取自 http://www.inside.com.tw/2012/08/22/business-model-canvas
8. 胡政源(2009)，企業研究方法，初版，台北 : 鼎茂圖書
9. 楊政學(2012)，企業研究方法，二版，新北市 : 普林斯頓國際
10. 榮泰生(2011)，企業研究方法，四版，台北市: 五南
11. Robert K.Yin，尚榮安譯(2001)，個案研究法，台北: 弘智文化事業有限公司
英文文獻 :
1. American Marketing Association, AMA(July, 2013). Definition of Marketing. Retrieved February 12, 2014, from http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx
2. Osterwalder, A., Pigneur, Y., & Tucci, C. L. (2005). Clarifying business models: Origins, present, and future of the concept. Communications of the association for Information Systems, 16(1), 1-25.
3. Magretta, J. (2002). Why business models matter.
4. Wind, J., & Mahajan, V. (2002). Digital marketing: global strategies from the world`s leading experts. John Wiley & Sons.
5. Banerjee, S., & Dash, S. K. (2011). Effectiveness of e-detailing as an innovative pharmaceutical marketing tool in emerging economies: Views of health care professionals of India. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing, 11(3), 204-214.
6. Hedman, J., & Kalling, T. (2003). The business model concept: theoretical underpinnings and empirical illustrations. European Journal of Information Systems, 12(1), 49-59.
7. Patton, M. Q. (1990). Qualitative evaluation and research methods . SAGE Publications, inc.
8. McKinsey & Company. (2012) Making sense of e-detailing in Japan’s pharmaceutical sector. Consumer and Shopper Insights.
9. Silicon.com, Patrick Murphy, Feb 2011, What is Closed Loop Marketing? Retrieved April 8, 2014, from http://www.siliconcloud.com/blog/bid/59097/What-is-Closed-Loop-Marketing
10. Şahin, Ç. Healthier, Happier & Smarter(2014): Digital Health Communication & Digital Publics. |
| Description: | 碩士
國立政治大學
企業管理研究所
100355006
102 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0100355006 |
| Data Type: | thesis |
| Appears in Collections: | [企業管理學系] 學位論文
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