The Impact of SME’s Digital Competency and Clustering relations on Digital Marketing

• Main Authors: Chen-Yu Kuan, 管振宇
• Other Authors: Yao-Chin Lin
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/23392160285050891771

碩士 === 元智大學 === 資訊管理學系 === 104 === Spindle of the study focused on SME’s "Digital competency" and " Clustering relations" as an evaluation on the influence of " Digital marketing ". Digital competency is divided into three metrics: Digital skill, IT skill and Internet skill while Clustering relations are divided into two metrics: sharing and coopetition. Using the metrics to evaluate the impact on Digital marketing in order to understand the enhancement of SME’s in Digital marketing by understanding the relationship between the metrics and both Digital capability and Clustering relations. The study showed the build of Digital competency and skills in the rapid development of information technology and answered the influence of SME’s Digital competency and Clustering relations on Digital marketing through four representative cases. The results obtained from the study will be provided to SME’s owners for reference.