Digital Marketing Transformation and Dynamic Capabilities-The case of Real Estate Agency

• Main Authors: PAN, SHIN-YU, 潘欣煜
• Other Authors: TANG, YUN-JIA
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/2p6ff5

碩士 === 東海大學 === 高階經營管理碩士在職專班 === 107 === The way people accepting information is changing from traditional marketing to digital one along with time. The purpose of this article is exploring what infection was brought to marketing industry when facing marketing model transformation by taking the industry leader "real estate industry" as an example. Firstly, analyzes the differences between traditional marketing methods and digital one, and then summarize the pros and cons by taking two marketing companies as examples. In the end, to support the strength and prospective of digital marketing by taking reference of annual sales growth The conclusions of this article are as followed: 1. New advertising models are less likely to be influenced by uncertainties such as "time", "space", "equipment" and so on. 2. There is a significant and multiple growth on visitor and sales numbers by using the new advertisement. 3. Most of the new advertisements are virtual-based, much less consumption and more environmental friendly. 4. New advertisement is cost-reduction because of less input of resources such as money, time, labor and so on.