社群媒體與互動行銷

臺北科技大學 114-2 學期課程，課號 356632。

課程大綱

以消費者為重心已蔚為目前市場行銷的重要潮流。了解消費者決策過程也成為行銷領域研究的主流。一般而言，消費者的購買決策制定過程決定產品與服務的購買結果，主要包括五個階段：(1)問題察覺、(2)資訊搜尋、(3)方案評估、(4)購買選擇、(5)購後過程。消費者的購買決策制定過程深受各種不同因素之影響。本課程強調如何藉由理論概念、實例討論與實作方式進一步了解消費者，並將此知識應用於行銷策略上。此外網際網路為一整合媒體,有別於傳統之行銷環境,在網際網路上消費者與媒體可以產生高度的互動,並且也可能產生虛擬經驗.本課程也從消費者行為理論出發,探討在網際網路環境下之消費者行為。課程以哈佛式個案討論為主。

課程進度

次 主題 內容與個案 1. 課程介紹 分組 網路資源介紹 個案討論方法介紹 2. 消費行為概論 Ch1-Ch3與補充資料 3. 消費行為概論 Ch1-Ch3與補充資料 4. 購買後行為 Ch3 哈佛商學院HBS Case1: IKEA 1.請分析採購家俱的消費者行為,通常消費者會有哪些困難? 2.家俱業者提供哪些服務來解決困難? 3.分析美國的家俱市場 4.IKEA提供給消費者什麼價值?商業模式為何? 5.IKEA如何在美國拓展市場? 5. 消費者動機、涉入與價值觀 數位行銷 Ch4 哈佛商學院HBS Case2: Starbucks China: Managing Growth Through Innovation 1.請解釋Starbucks在中國成功的因素?他所提供的顧客價值與品牌形象為何? 2. Starbucks與競爭對手之差異為何?有何競爭優勢? 3.StarBucks應該要提出怎樣的擴張方案?如何展店? 4.Starbucks要如何在中國建立數位服務策略? 6. 參考群體與創新 APP應用 Ch 12 哈佛商學院HBS Case3: ASICS 1. The company is considering changes to the marketing mix of the core ASICS brand. What would you recommend going forward on issues such as: i. Product line (e.g., introducing mid-tier ASICS running shoes at a much lower price point) ii. Channels to market (e.g., increasing company owned retail stores) iii. Communications (e.g., changing the current ad campaign of “Want it More” and discontinuing sponsorship of the NYC marathon) 2. Was it wise for ASICS to acquire the fitness app RunKeeper? How can the company best leverage this new digital asset? 3. Do you feel the company is on the right track to achieving its 2020 goals? 7. 家庭與創新 Ch14 哈佛商學院HBS: Case4: Swatch 1. Why was the Swatch so successful? In what ways was the Swatch different than any watch the industry had ever seen? 2. What elements of the original Swatch marketing plan were most critical to the brand’s success? Do you agree with the original product strategy? the channel strategy? The promotional strategy? What about the pricing strategy? 3. Prior to the introduction of the Swatch, what kinds of watches were popular among consumers? In what ways was a Rolex different from a Timex, or from a gold-plated Seiko? How did consumers make buying decisions 8. 消費者知覺、學習與記憶 佛商學院HBS Case5: 2010 Cola Wars Continue: Coke and Pepsi in the Twenty- First Century 1. Why is the soft drink industry so profitable? Compare the economics of the concentrate business to the bottle business: why is the profitability so different? How has the competition between Coke and Pepsi affected the industry’s profit? Can Coke and Pepsi sustain their profits in the wake of flattening demand and the glowing popularity in non-carbonated drink? 9. 社群媒體與病毒行銷 哈佛商學院HBS:Case 6 Dove 1. What is a brand? Why does Unilever to want fewer of them? 2. What was Dove’s market positioning in the 1950s? What is its positioning in 2007? 3. How did Unilever organize to do product category management and brand management in Unilever before 2000? What was the corresponding structure after 2000? How was brand meaning controlled before 2000 and how is it controlled at the time of the case? 4. Spend a little time searching blogs, using Google Blog Search, Technorati, BlogRunner, or any other blog search engines, to get a sense of what people are saying about Dove today. What does this discussion contribute to the meaning of the brand?

評量方式

10. 個案整理 Case review 1-6 11 社群媒體 Case 7: Tripadvisor 1.為何Tripadvisor會吸引消費者?為何消費者會願意寫口碑 2.飯店對Tripadvisor的想法如何?Tripadvisor如何取得飯店與消費者的平衡 3.Tripadvisor如何將口碑轉成利潤?與Yelp有何差異? 4.Tripadvisor未來成長的建議? 12 社群媒體與平台 哈佛商學院HBS Case8: Uber 1. 請分析消費者在搭乘汽車的消費行為，並與Uber及其競爭者比較。 2. 請評估Uber之APP有何優缺點 3. 你對Uber的服務行銷有何建議?台灣與大陸市場有何建議? 4. 共享經濟的營運模式成功要素為何? 13 互動行銷 補充互動行銷 哈佛商學院HBS: Case9: Predict Customer Tastes with Big Data at GAP 1. Why is Gap doing poorly in 2017? 2. Was Peck correct in firing his creative directors and replacing them with a big data-driven creative process? Why or why not? 3. What do you predict will happen to Gap Inc.’s sales going forward as a result of this decision? How will it affect each of its brands’ equity? 4. Does the big data approach work for all three of Gap Inc.’s primary brands: Old Navy, Gap, and Banana Republic? Why or why not? Which brands are better/worse served by this strategy? Why？ 14 消費者態度 與情緒 Ch7-8 哈佛商學院HBS: Case10: Marvel 1.請問Marvel 的Vice Chairman Peter Cuneo應該要追求何種的策略方向？ 2.為何Marvel 的轉型是成功的？你認為這個成功只是暫時的？還是會持續的？ 3.請說明Marvel漫畫（comic books），玩具(toys)與授權(licensing)三個事業部的重要性？以及三者有何綜效？ 4.你是否認為Marvel的成功只靠著蜘蛛人一個角色？Marvel是否該發展一些較不知名的角色？要如何做？ 15 互動行銷 CASE11: Shop Kick 1.說明目前shopkick的營運模式 2. 消費者使用shopkick的動機為何?會持續使用嗎? 3.shopkick是否要發展大數據業務? 16 互動行銷 哈佛商學院HBS: Case12: Sony-Eyetoy 1. Is EyeToy an important product for Sony? What role does EyeToy play within Sony Computer Entertainment Europe’s (SCEE) strategic objectives? 2. Although sales figures for EyeToy Play have been impressive, those for EyeToy Groove have been disappointing. What are reasons for Play’s phenomenal success -- and Groove’s failure to emulate Play’s performance? 3. If you were Phil Harrison, would you continue to invest in the development and marketing of EyeToy software? If so, how much? Why? 4. What EyeToy software should Sony focus on in the coming years? Which of the concepts currently in the pipeline is the most attractive? More generally, what is the ideal EyeToy development pipeline? Why? 5. What is the appropriate marketing strategy for EyeToy products? Specifically, how should Sony advertise, price, and bundle its new products? Why? 17. Case review 6-12 18 期末考 Case 1-12 take home exam

教材

【遵守智慧財產權觀念，請使用正版教科書，不得使用非法影印教科書】 使用外文原文書：否 消費者行為 Consumer Behavior 洞察生活、掌握行銷 Life and Marketing 作者 : 曾光華 出版日期 : 110年 書號 : MK302 規格 : 471頁 / 16K / 平裝 / 雙色 ISBN : 9789866264924 哈佛商學院HBS Case 二、評分方式: 個案討論(40%) 個案心得報告(30%) 期末考考個案(30%) 個案討論: 共12個，所有同學需繳交12個心得(哈佛商學院HBS個案)報告，於當天上課時繳交 本課以個案討論為主，講課或文選討論為輔。上課前必須準備好當天要討論之個案與文選。學生須準備篇個案，須於上課前繳交一頁個案問題與答案之書面資料。 上課規則如下： 9:10—9:10 相關教材補充說明10:10—10:40 休息時間與小組討論(分5組,每組上課時抄兩個個案筆記)10:40—12:00 80分鐘個案討論(請準時入座)