虛實通路與超媒體設計期末報告

Abstract

「達康」風潮帶來電子商務業者爭先恐後在網路建立起店面，而我們運用一指神功即可把世界各地的店家資訊集中在一個小小的電腦螢幕上，後期行動裝置開始普及與行動網路的盛行，人們資訊取得的管道變多了，然而多數還是集中在智慧型手機上，我們的購買行為也大大的轉變，依賴網路上提供的資訊指點迷津，我們現實中的消費模式與時時刻刻不離身的網路互相串連起來，實體與網路店面之間的界線逐漸模糊，業者與消費者溝通的通路從現實生活拓展到網路平台上，虛與實整合行銷的重要性就此浮現，我們希冀運用Facebook在台灣甚至是世界的影響力作為網路溝通的社群平台，結合實體活動，將潛在目標受眾與逢甲大學連結一塊，進而提升逢甲大學形象與知名度。研究時間為6周，以臉書作為主要虛實整合行銷工具施行線上線下活動，並分析後臺數據彙整成每周進度與改善報告，最後的研究成果適合任何想對虛實整合行銷尤其又以社群網站為操作平台為軸，有更多實務經驗作為參考。

In the period of dotcom era, e-commerce business store owners jumped on the bandwagon of the trend setting up stores online. With a click of the mouse, we could have all the information on a small screen. After smartphone and wifi became commonplace, people got to have more channels to acquire information and we spend the bulk of time on smartphones. Besides, consumer behavior was changed significantly. For the record, we gather information mainly via the Internet. Our mode of consumption is closely connected with the Internet. The boundary between the physical and online stores is diminished. The way how business and consumers communicate expands from bricks-and-mortar stores to online ones. Consequently, the importance of O2O marketing cannot be overrated. We hope to utilize the influence of Facebook as online communication channel combined with physical activities to raise the reputation of Feng Chia University by connecting it with its target audience. The period of study is six weeks long. Facebook is the major O2O marketing tool. In addition, we analyze back-end data and put forward several solutions every week. This final study result would be useful to anyone that wants to know more about real-life O2O marketing experiences especially social network as the main online marketing platform.