網路行銷與會員價值之效益評估模式 -以寬頻影音網站為例-
Date Issued
2005
Date
2005
Author(s)
陳中和
DOI
zh-TW
Abstract
Global internet population increases multiply in every year, but the growth of kinds of informative websites is more breathtaking. Among various websites, broadband content websites are one of the internet business that has been invested heavy resources and has the most potential after the internet bubble. By taking a website as an example, this study is designed to build up an effective method for internet companies that manage MRM (Marketing Resource Management) by collecting members’ complete data, tracking the feedback of marketing activities, and establishing a forecast . Structuring a mathematic evaluation model helps advertisers efficiently use internet and manage those members from marketing program in order to effectively allocate the resources they have.
The model of marketing promotion evaluation and forecast built for this study, thus allocating the resources in marketing activities, can predict webpage visits, number of new subscribers, media budget, revenue and so on. More importantly, this model constructs an index to evaluate activities effectiveness in order to supervise and execute the process efficiently for achieving the goals.
Subjects
寬頻影音
行銷資源管理
網際網路
internet
forecast
Marketing Resource Management
MRM
Type
other
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