The impact of SME cluster’s partnership on the digital marketing

• Main Authors: Yen-Ju Ho, 和彥如
• Other Authors: Yao-Chin Lin
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/44189431498371401703

碩士 === 元智大學 === 資訊管理學系 === 105 === Recently, with the rapid development of the Internet, digital marketing is changing rapidly, In this study we focuses on the relationship between SME cluster’s “partnership” and “digital marketing”, for cluster, partnerships have the characteristics of increasing efficiency, providing resources, and reducing enterprise costs, can solve the problems with owned SME, like (resources, manpower, equipment, etc.), and when the digital marketing appears, the platform of social media become one of the most important marketing tools, Enterprises from the traditional marketing model into the use of digital marketing network to help enterprises to establish a successful brand image, but also communicate with customers of the new pipeline. In this study, we use the multiple case studies of qualitative research to interview six SMEs, and analyze the relationship between the four types of SMEs, such as the type of partnership, the influence level of the partnership, the degree of social media maturity and the ability of digital marketing. The study found that leader’s information ability is one of the ability is one of the important indicators of the degree of the partnership. When the higher information ability that cluster leader get, the greater influence of the partnership on the digital marketing. It is hoped that through the findings of this study, the cluster leader in the future will be able to better understand the needs of their members and help SMEs to achieve breakthroughs.