Title page for etd-0510114-163210


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URN etd-0510114-163210
Author Chun-Hung Chen
Author's Email Address No Public.
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Department Information Management
Year 2013
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study on Website Traffic and Behavior Analysis for Internet Marketing Benefit: A Case Study of E Theme Park
Date of Defense 2014-07-14
Page Count 119
Keyword
  • Theme park
  • Internet marketing
  • User generate content
  • Web 2.0
  • Social media marketing
  • Social media
  • Abstract The Internet had changed user habits. The way Internet marketing is no longer limited to one-way push mode is replaced by word of mouth to drive interactive marketing. This study is based on a new large-scale theme park south of Taiwan. First, we discuss the development process of the theme park, trend of Internet marketing and Social marketing. Second, discuss enterprise web site traffic and messages on social media website. Analyzing the contents to point out what is important on Social Marketing.
    This study focuses on measuring “Website Effectiveness”, “Community Operations”, Community Activities”. Discussing the meanings when website traffic and activities changing. Also discuss the social media contents could be or not to be raise up website browsing rate to reach enterprise goal. The “browsing persons, browsing page view, bounce rate”, are the major analysis factors on Website Effectiveness. The “touch, browsing, like”, are the major analysis factors on Community Operations. The “photo, status”, are the major analysis factors on Community Activities. In the end of analysis, I make some examples with user generate contents to confirm the positive correlation on this study, in order to make the study more rigorous and complete.
    The results show that, the official website and social media sites to operate in coordination can spread word of mouth. Study concluded that: (1) the official website combined with community message has a positive pull, (2) user generated content in the Internet marketing has a positive pull. (3) social media marketing has the effect on push and streamline costs. If the enterprise can use social media well, the power of value will more than traditional marketing.
    Advisory Committee
  • Hsing-Hei Lin - chair
  • Yih-Jeng - co-chair
  • Feng-Yang Kuo - advisor
  • Files
  • etd-0510114-163210.pdf
  • Indicate in-campus at 5 year and off-campus access at 99 year.
    Date of Submission 2014-09-04

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