| Summary: | 碩士 === 雲林科技大學 === 設計運算研究所碩士班 === 99 === With the coming of digital era, the sharp development of internet marketing has urged many enterprises to satisfy customers with a brand new vision, that is, the digital medium has already become the crucial part of marketing. By the convenience of internet, enterprises may grasp the marketing rules and use creativity to make a practical benefit on internet, and this issue is worth noticing for enterprises. Today, digital medium is not the promulgator of information anymore because the predominant power has already transferred to customers. Customers now not only have the community influence but also have the ability to make digital information contents, thus, to figure out the purchasing style of customers and broaden the width to contact them have become the main conditions for planning internet marketing activities.
The research has the following conclusions: (1)As for internet marketing activities, enterprises may consider their enterprise image and product to arrange various activities on internet such as races, votes or games. And they can also strategically combine other medium such as email and posters to strengthen the propagation. (2)Through the questionnaire of “The net marketing activity of printer remanufacture toner cartridge questionnaire”, researchers can figure out the race participators` behaviors. According to the survey we can know: The education background and career type may have influences users` consuming behaviors on internet. The time of browsing pages on internet for students is not limited, and they can spend their time flexibly on the internet world. Male group has more chances to touch e-shopping than female, and this suggested that focusing on targeted groups may influence the activity benefits. (3)Through the system of “Google Analytics”, we can know the benefits of this marketing activity on internet. By analyzing the type of guest, internet places, and the browsed content, it may be clear to figure out users` using behavior such as “browsing time”, “browsing way”, “staying degree and focused pages”. Therefore, as for the establishing of “the plan and strategy of marketing activity on internet,”the first step is to investigate the groups that the enterprises focus on. And determine the direction of marketing activity to draft marketing strategy. By analyzing the achievements of the activity website to discuss and discover the potential problems, and help enterprises to modify their business model for internet marketing in the future.
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