娛樂運動產業數位行銷管道策略分析之 研究─以大魯閣大陸市場爲例

NCUIR > School of Management at National Central University > Executive MBA > Electronic Thesis & Dissertation > Item 987654321/95286

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Title:	娛樂運動產業數位行銷管道策略分析之研究─以大魯閣大陸市場爲例
Authors:	惲可永;yun，ko-yung
Contributors:	高階主管企管碩士班
Keywords:	大魯閣;行銷策略;管道;Dalge;marketing strategy;channel
Date:	2024-05-30
Issue Date:	2024-10-09 16:37:46 (UTC+8)
Publisher:	國立中央大學
Abstract:	本文以大魯閣爲例，分析了娛樂型運動産業的數位行銷策略。大魯閣通過綫上行銷活動、社交媒體推廣、聯合行銷活動等多種方式，提高了品牌知名度、吸引了更多顧客、提高了顧客滿意度，促進了業務增長。大魯閣在社交媒體平臺如微博、微信、Facebook和Instagram等上設有官方賬號，與消費者保持良好的互動和溝通。此外，大魯閣還利用搜索引擎營銷(SEM)和搜索引擎優化(SEO)策略，提高公司在搜索引擎中的曝光度和排名，吸引更多的潛在客戶。在內容行銷方面，大魯閣通過博客文章、視頻短片等形式，提供有價值的資訊，提升品牌形象和認知度。在綫上廣告方面，大魯閣主要投放於各大門戶網站、社交媒體平臺和相關行業網站，以擴大品牌曝光和影響力。大魯閣的數位行銷策略對其收入和利潤的貢獻非常明顯，通過精准定位目標客戶群體、提高産品銷售的轉化率，以及增加綫上銷售管道，大魯閣的數位行銷活動爲其帶來了可觀的收入和利潤。;Taking Daluge as an example, this paper analyzes the digital marketing strategy of the entertainment sports industry. Through online marketing activities, social media promotion, joint marketing activities and other ways, It has improved brand awareness, attracted more customers, improved customer satisfaction, and promoted business growth. Daluge has official accounts on social media platforms such as Weibo, wechat, Facebook and Instagram to maintain good interaction and communication with consumers. In addition, Daluge also uses search engine marketing (SEM) and search engine optimization (SEO) strategies to improve the company′s exposure and ranking in search engines and attract more potential customers. In terms of content marketing, Dalge provides valuable information through blog posts and video videos to enhance brand image and awareness. In terms of online advertising, Daluge is mainly placed in major portal websites, social media platforms and related industry websites to expand its brand exposure and influence. The digital marketing strategy of Daluge makes a significant contribution to its revenue and profit. By accurately positioning the target customer group, improving the conversion rate of product sales, and increasing the online sales channels, the digital marketing activities of Daluge have brought it considerable revenue and profit.
Appears in Collections:	[Executive MBA] Electronic Thesis & Dissertation

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