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來源資料
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題 名 | 整合行銷傳播在推廣3G手機服務策略之初探:以中華電信為例=Integrated Marketing Communications Promotional Strategy in Launching the Third-Generation (3G) Mobile Phone Service: An Exploratory Case Study of ChungHwa Telecom |
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作 者 | 梁丹青; 陳農樵; | 書刊名 | 傳播管理學刊 |
卷 期 | 7:1 民95.03 |
頁 次 | 頁59-82 |
分類號 | 484.61、484.61 |
關鍵詞 | 整合行銷傳播; 中華電信; 3G; 3G third generation mobile phone; Integrated marketing communication strategies; Chunghwa telecommunications; 3G digital content killer applications; |
語 文 | 中文(Chinese) |
中文摘要 | 臺灣於2005年7月,正式邁入整合網際網路與行動通訊的3G電信服務時代,正為行動電話用戶數高達2249萬戶的臺灣,帶來一線曙光,中華電信更是3G行銷戰中的佼佼者,自2G電信以來,825萬的用戶數,便是臺灣龍頭電信業者。於七月底正式開臺,至九月下旬,用戶數突破8萬,平均每天增加5000~6000名3G新用戶,預計於2006年時可達100萬3G用戶數。 因此在競爭激烈的電信市場中,如何利用消費者資料庫,建置整合行銷模式,針對正確目標消費者,整合多種類的媒介、傳遞一致性訊息、建立良好雙向溝通管道與培養深層關係等,掌握市場上的絕對優勢。 本「個案研究」,訪談中華電信行銷主管及搜集相關次級資料,主要目的欲瞭解目前整合行銷應用於3G手機推廣策略,並期望提供新的整合行銷傳播推廣模式,以供未來實務參考。 研究發現結果為:中華電信由總公司首先預估首波推廣消費者特質,制定初步行銷目標,再將主要訊息傳遞至營業處,由各地營業點結合區域消費者資料庫,再次細分目標消費者特質,以SWOT分析並結合多種行銷活動,包含區域行銷及全員行銷等,加以整合各種媒體、與消費者建立關係,並於3G用戶數的成長率上顯現出明顯成果。 |
英文摘要 | Taiwan has launched the third-generation (3G) mobile telecommunications services in July 2005. This signifies that Taiwan has officially entered the 3G telecommunications ear. This is an exploratory case study of ChungHwa Telecomm, the largest 3G mobile phone service provider in Taiwan. Just over a month after its initial launch, more than 8,000 mobile phone users adopted 3G mobile phone services. On average, about five to six thousand users adopted 3G services of ChungHwa Telecomm everyday. The purpose of the current research is a) to examine how ChungHwa Telecomm employed integrated marketing communication strategies in launching the new 3G phone and services, b) 3G digital content killer applications played a role in attracting users to adopt 3G phone services and c to provide a new IMC model for marketing practitioners. The data for the case study will come form in-depth interviews of key marketing managers and team members who launched the 3G IMC campaign, consumer database analysis as well as information from secondary sources. The current research will be helpful to IMC scholars as well as marketing and communications managers in launching their campaigns. |
本系統中英文摘要資訊取自各篇刊載內容。