本研究探討傳統LED企業如何透過全通路行銷策略達到行銷上的創新方式，透過具有寡占LED市場的K公司做為案例探討。全通路行銷能夠大幅改善傳統或者多通路行銷的方式，讓消費者能夠有一致性的線上與線下消費流程體驗，但是對於以B2B為主要經營模式的企業上如何透過全通路行銷進行實作還尚待更多研究討論。本研究蒐集次級資料包含廣告統計與企業財報等，透過個案分析搭配實驗法深入分析的廣告資料。本研究發現廣告效益是Facebook的平台效果最好也最精準，但是與顧客後續的接洽到提供完整的服務仍舊需要人力協助，才能滿足顧客客製化的需求。本研究總結B2B為主的企業若能善用全通路線上與線下的緊密合作，能夠降低營銷成本並且能夠更輕易深化與顧客的合作與鏈結，並且迅速擴展到新領域的顧客與建立彼此的信任。本研究最後針對理論與實務上提供一些建議作為B2B企業想要實作全通路行銷做為參考。

This study explores how traditional LED company utilizes omnichannel marketing strategies to achieve innovative marketing methods through the case of K company which is an oligopoly in LED market. Omnichannel marketing can improve traditional or multi-channel marketing methods so that allow consumers to have a consistent online and offline shopping experiences. However, how to implement omnichannel marketing for companies with B2B business model still needs further research. This study uses case study with experimentation method to provide an in-depth analysis of advertising materials. The results show that the advertising effectiveness is the best and most accurate of Facebook's platform, but follow-up contact with customers still require personnel to provide complete, customized services. This study concludes that if B2B companies can apply omnichannel marketing to replace traditional marketing, they can reduce marketing costs and can more easily deepen cooperation and linkages with customers, and quickly expand to niche market of customers. Some suggestions and implications are provided for those B2B companies who want to implement omnichannel marketing.

目錄
摘要 i
Abstract ii
致謝詞 iii
目錄 v
圖目錄 vii
表目錄 viii
第一章、緒論 1
1.1 研究背景與動機 1
1.2 研究目的 5
第二章、文獻探討 8
2.1 全通路行銷 8
2.2 傳統行銷與全通路行銷探討 14
2.2.1傳統行銷的現況 14
2.2.2傳統行銷的種類及通路與痛點 15
2.2.3 全通路行銷與傳統行銷的融合 19
2.3 框架效應 20
第三章、研究方法 26
3.1 資料收集 26
3.2 資料分析 28
第四章、研究結果 32
4.1K公司 32
4.1.1 企業背景 32
4.1.2 企業營運模式 33
4.3 全通路線上行銷結果 37
4.3.1 線上廣告效果 37
4.3.2 Google Analysis 46
4.4 全通路線下行銷 51
4.4.1 線下服務1 51
4.4.2 線下服務2 53
第五章、結論與貢獻 56
參考文獻 58


 
圖目錄
圖 1 臺灣主要上網統計資料 2
圖 2 國際社群媒體使用率 2
圖 3 臺灣行動上網統計 3
圖 4 5A架構圖 12
圖 5 廣告投放預想圖 26
圖 6 廣告流程範例1 27
圖 7 廣告流程範例2 27
圖 8 靜態廣告行銷整體流程 28
圖 9 正面框架效應 30
圖 10 反面框架效應 30
圖 11 燭炮LED為主 34
圖 12 依照使用者用的瀏覽器 47
圖 13 使用者用的裝置 47
圖 14 使用者年齡分布 48
圖 15 使用者網站平均停留時間 49
圖 16 使用者數量依廣告類型劃分 49
圖 17 全通路之線上線上廣告統計表 50
圖 18 使用者來源國家 50
圖 19 K公司全通路線上與線下行銷方式綜整 55

 
表目錄
表 1 全通路行銷之顧客分類 8
表 2 全通路行銷 9
表 3 全通路行銷採用之通路 26
表 4 廣告形式與訊息框架交替實驗 31
表 5 Line point行銷方式綜整 31
表 6 K公司歷史沿革 36
表 7 線上廣告使用概述 38
表 8 Facebook廣告統計 39
表 9 填資料送咖啡廣告數據 40
表 10 燈帶樣品贈送廣告數據 41
表 11 第二次燈帶樣品贈送廣告（延續第一次）數據 41
表 12 燈具形象廣告數據 42
表 13 佈光諮詢送點數數據 43
表 14 新春燈具贈送數據 44
表 15 綜合廣告數據 45
表 16 Facebook統計資料 46

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