Title page for etd-0729118-120743


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URN etd-0729118-120743
Author Shu Ping Chen
Author's Email Address No Public.
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Department College of Management (Executive Master in Business Administration)
Year 2017
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title A Study on Marketing Strategy in the Era of Marketing 4.0: A Case of Company C
Date of Defense 2018-07-09
Page Count 50
Keyword
  • Digital Marketing
  • Brand
  • Social Media
  • Abstract The booming of digital and 3C products has influenced in the formation of digital marketing development. Many businesses have adopted various strategies and marketing model in the digital market environment. However, some companies has limited budget issues and have tried the cost-effective methods to maintain market competition. Social media platform has adopted by many companies because of free-charge use, and some products and services could gain more customers’ attention through keywords seeking approach used by customers. Digital marketing and information communication technology (ICT) has advantages of efficient information exchange and qualified service encounter of customers. In many cases, customers are satisfied with information and services that companies provide.
    Research has shown that many companies has tried to explore the influence of digital communication platform and know the method to exert digital marketing in customer relationship management. This research used case study analysis to exmine the development model as well as strategies of new brand “Zhi Zhi red-Leng series” and 5 A of marketing methods. Having the support of thd Oldsichuan research and procurement team, the first Zhi Zhi red-Leng store started at a department store (Dream-mall), company logo and marketing strategies gain the supports from customers, and the brand will expand to more customers. This study comb the development process of Zhi Zhi red-Leng, examine some service issues, and assert suggestions for entrepreneurs.
    Advisory Committee
  • Yu-Chen,Yang - chair
  • Shih-Sian (Sherwin) Jhang - co-chair
  • Wei-Ning, WU - advisor
  • Chi-Cheng, WU - advisor
  • Files
  • etd-0729118-120743.pdf
  • Indicate in-campus at 99 year and off-campus access at 99 year.
    Date of Submission 2018-08-29

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