數據管理平台與行銷分析之可行性研究—以台灣汽車品牌為例

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题名:	數據管理平台與行銷分析之可行性研究—以台灣汽車品牌為例
作者:	林佳寶;Lin, Chia-Pao
贡献者:	資訊管理學系在職專班
关键词:	大數據;數據管理平台;網路行銷;Big Data;Hadoop;DMP
日期:	2020-06-19
上传时间:	2020-09-02 17:55:41 (UTC+8)
出版者:	國立中央大學
摘要:	在各行各業之中，建立一個成功的自有品牌是許多企業的目標，而隨著網路世代的來臨，任何行為都會留下數據軌跡，潛藏在零散片段數據資料之中的是消費者在網路另一端的實際需求，如何洞察出其中的意義，制定客制化的行銷策略，已成為品牌經營成功的關鍵之一。 Apache Hadoop的出現，為各種大數據的分析需求，提供了一個簡便、成本低廉的解決方案。而品牌經營者透過應用Apache Hadoop技術建置數據管理平台 (Data Management platform, DMP) ，讓管理人員或行銷人員有足夠的數據分析資訊，以營運策略的高度，思考如何以消費者的角度，傳達品牌的核心理念、消費者價值 (Consumer Value) ，洞察出消費者的輪廓、發揮出數據資料的商業價值。本研究以台灣汽車品牌業者進行個案探討，研究在導入數據管理平台的過程中，個案如何整合各方資料、多元社群軌跡，分析出客群行為特徵、使用者輪廓、行銷管道效益，進而持續優化行銷方案，提升客戶黏著度，傳播企業品牌。透過數據管理平台的導入，整合線上線下資訊，以數據對行銷成效進行量化分析，使用大數據的分析結果重新審視品牌與產品能否真正符合消費者需求，讓行銷策略以數據驅動行銷，翻轉品牌價值。 ;Amongst the various different types of business industries, building a successful private brand is a goal for many enterprises. On the Internet, any form of behavior will produce a data trajectory. Hidden within the fragmented scattered data is the actual requirements of consumers at the other end of the network. How to provide insights into the meaning of these data, and using this information to set customized marketing strategy, should be one of the key requirements of successful brand management today. The emergence of Apache Hadoop, used for various big data analysis, provides a simple, low cost solution. By using Apache Hadoop technology, brand operators can setup a Data Management Platform (DMP) that allows management and marketing staff to have sufficient information for effective decision making from the perspective of business strategy, reflecting on how to view from a consumer’s perspective, conveying the brand’s core idea and consumer value, and providing insight into the consumer’s profile. This in turn unleashes the true business value of the data. This study uses a Taiwanese automobile brand as the case for investigation. The study investigates the process of DMP implementation, how the data of individuals can be combined from different aspects, how multi-community trajectory provides analysis for the characteristics of customer behavior, profiles of users, and the benefits of marketing channel. All these can serve as a basis for delivering an efficient marketing strategy in the future. Through the introduction of a data management platform, integrating online and offline information, the firm can carry out quantitative analysis on marketing effectiveness with appropriate data analytics. The analysis results of big data can ensure whether brands and products can really meet consumer needs, and drive marketing strategies with data, thereby enhancing brand value.
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