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• Main Authors: Ya-Ching Chen, 陳亞菁
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/81230798184213246416

碩士 === 國立中央大學 === 高階主管企管碩士班 === 104 === With the popularity of smart phones, tablet computers and other mobile devices, more and more people are changing the previous reading, access to information and communication methods, forming a new media habits. In today's highly developed post this age of the Internet, the mobile terminal has become a major conduit of people access to the media and communication. In China, WeChat has become the largest mobile social application platform, instant messaging, message and everyday life the most important tool. In this study we use the case study method, through theory and discuss relevant literature, and case-depth study. Case Xiamen Qile advertising company, is a brand planning, media integration marketing, media agency based integrated media agency advertising services company in Fujian Province. Cases Companies from 2013 to start planning for the development of innovative business strategies, and created WeChat public number in 2014, provide customers to use the marketing mix. This study focused on " the media agency the application of innovative business strategies of the WeChat public number ", the first for the WeChat and WeChat public number are introduced, then the case studies, in-depth analysis of cases companies use the WeChat public number of innovative business strategies, and explore WeChat public number using SWOT analysis, and finally suggestions for future development and strategy cases operated by the company's WeChat public number. The conclusions of this study can be summarized as follows: In response to the trend of the change, the company constantly thinking about how to innovate management, through market analysis, consumer behavior analysis, and product superiority analysis, find out the new way of marketing to create the new business strategy. This study also suggests that in business strategy that can develop in the direction of the following: 1. The value of the WeChat public number to strengthen the management, consolidating fans of adhesion. 2. Use other promotional strategies combination, attract new fans to enter. 3. Establish a clear profit model, and create sustainable business value. Recommend future research directions: 1. Compare with other media agencies. 2. Research using quantitative analysis method. 3. Study on the development trend of future industry.