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• Main Authors: Chin-Fa Chi, 紀金發
• Other Authors: Shi-Jen Lin
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/63axet

碩士 === 國立中央大學 === 資訊管理學系在職專班 === 104 === Abstract The case company is for a semiconductor stock distributor. The reason why they cannot be competitive with others same industry is that they do not produce any products. They cannot use their own product and own technical to be their advantage. They can get the profit only when the information asymmetry or the supply chain imbalance. Because of the rapid network information, the profits become smaller. For this competition, lots of major suppliers in Europe and America merge with stock distributors. In Asia, because of the china market competition, we are not only need to use the higher cost to maintain the old customer, but also the lower success rate for new customer. This will cause the high turnover rate and hard to develop new sales person. This research adopts the case study method. From the literature review, we need to investigate how the search engine working 、keyword of online socializing platform、Google AdWords Strategy、Google Analytics Principle and Management operations. Through the collection of case how companies use Google AdWords marketing planning, implementation, evaluation. Before understanding the company in using keyword for advertisement and performance ratio for comparison, it allows medium enterprises to use keyword as a way of marketing. There are three suggestions for the case company. The first is using the advertising copy to prevent non-target groups of customer. The second is in order to maintain and create the lifetime value for the keyword customer of marketing. Company need to build an effective CRM system. The third is the biggest data is that to find the business opportunities from search terms. Key Words: Keyword Marketing、Google AdWords、Google Analytics