Tesis sobre el tema "Marketing research"
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1
Comé, Henning y Melissa Fribergh. "Marknads Analys : Marketing Research". Thesis, Högskolan i Skövde, Institutionen för teknik och samhälle, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:his:diva-5305.
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Chandukala, Sandeep Rao. "Investigation of direct and indirect effects of variables in marketing". Columbus, Ohio : Ohio State University, 2008. http://rave.ohiolink.edu/etdc/view?acc%5Fnum=osu1210909898.
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Sobbizadeh, Hibel. "Mobile Broadband: A Market Research". Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-8727.
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Abstract Title: Mobile Broadband: A Market Research Level: Thesis for Master of Business Administration in Marketing Management Address: University of Gävle Department of Business Administration 801 76 Gävle Sweden Telephone (+46) 26 64 85 00 Telefax (+46) 26 64 85 89 Web site http://www.hig.se Author: Hibel Sobbizadeh Supervisor: Maria Fregidou-Malama Date: 2010-01 Aim: This research is performed in order to investigate about Mobile Broadband (MB) market and the evolution of mobile broadband modems in this market. The aim is to find out how the MB market is developing and which MB modems are dominating the market at present and future time. The study describes the history behind the MB market and its present and future state where an increase of “internet connected” devices is almost inevitable. It at the same time discusses how the MB modems are developing from today‟s PC data cards and USB dongles to integrated modules in different devices. Method: The research is based on published and unpublished articles and data found on internet. Different search engines and databases such as Google and Gävle University library-databases are used to find various data. This empirical data is then connected to theory containing Marketing analysis, planning, implementation and control. The analysis 3 part (PEST) gives a picture of the Political, Economic, Social and Technological factors of the MB market, while the planning, implementation and control parts of the work give an overview of the threats and opportunities of the market and the strategies to overcome the problems and embrace the opportunities. Result & Conclusions: The study demonstrates that MB market has potential of becoming a successful market where devices with embedded module will be connected to internet anywhere at anytime. This requires cooperation from all the players in the value chain. The companies that choose and implement the best marketing and value chain cooperation strategies will be leaders of this future market. Suggestion for future research: One of the biggest challenges and limitations during the work of this study due to its newness was to find empirical data about MB market. As the time passes new information and statistics will make it easier for further research. As the technology is developing rapidly it is recommended to use the latest articles and statistics on internet when gathering new research material. Contribution of the thesis: This study contains valuable input to people and organizations who would like to get an overview of the MB and MB modem markets‟ development in the coming years. Key words: Mobile Broadband, PEST analysis, marketing planning, marketing strategy, marketing implementation, marketing control, embedded modules.
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Wong, Yik-man. "A philosophy of marketing research methodology : representation, relevance and reality /". Hong Kong : University of Hong Kong, 2002. http://sunzi.lib.hku.hk/hkuto/record.jsp?B25017524.
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Lian, Xiaoxi. "The effect of multiple co-branding : an exploration through associative learning theory". HKBU Institutional Repository, 2010. http://repository.hkbu.edu.hk/etd_ra/1179.
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Kamvysselis, Maria Ioannis 1976. "Design for marketing : interactive market research tools". Thesis, Massachusetts Institute of Technology, 2001. http://hdl.handle.net/1721.1/89332.
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Okunlola, Abraham Oladapo. "The role of marketing research in advertising". Thesis, Видавництво СумДУ, 2010. http://essuir.sumdu.edu.ua/handle/123456789/12672.
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In the 21st century, advertising might just be the most powerful weapon a marketer has and a quite efficient one if we think about the way it changed our world. But all that power comes with great responsibility: used accordingly by planning everything in the smallest detail possible it can be the best thing that ever happen to a company even to the local retailers as a medium, used without any kind of strategy it can very well be a large scale disaster. Because of the great costs that advertising is much too often associated with and also the long term affects it has on the consumer a company should never start an advertising campaign without knowing every single last detail concerning their product and consumers.
When you are citing the document, use the following link http://essuir.sumdu.edu.ua/handle/123456789/12672
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Young, Murray A. "Perceptual dispersion in a competitive market". Connect to resource, 1988. http://rave.ohiolink.edu/etdc/view.cgi?acc%5Fnum=osu1262695111.
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Pereira, Beatriz de Castro Sebastião. "Pesquisa etnográfica em marketing". Universidade de São Paulo, 2008. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-03092008-115700/.
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Estudos sobre o comportamento humano envolvem situações complexas que não são simples de compreender utilizando-se métodos quantitativos de pesquisa. A identificação desta limitação levou, em anos mais recentes, ao uso crescente de métodos qualitativos para auxiliar a entender o indivíduo e o grupo em seus comportamentos. Em administração e marketing pesquisadores com trabalhos qualitativos têm se baseado em métodos e técnicas mais adequados para a abordagem destes problemas com origens em sociologia, antropologia e psicologia. A etnografia originada na antropologia e sociologia com estudos de comportamento de grupo é um instrumento bastante adequado para estudos em marketing. Este estudo discute a criação e desenvolvimento da etnografia como metodologia de pesquisa em antropologia e mostra como seu uso foi estendido para outras áreas do conhecimento, mais especificamente para a área de marketing. É destacada a evolução da etnografia no universo da pesquisa acadêmica e aplicada, e como a metodologia foi adaptada para realização de estudos na área do comportamento do consumidor, tanto acadêmicos quanto de mercado. O estudo enfoca os usos e limitações da pesquisa etnográfica em marketing. Faz isso em forma de ensaio por meio de levantamento bibliográfico de caráter analítico e descritivo, complementado com entrevistas em profundidade com profissionais que utilizam ou conhecem a metodologia aplicada ao marketing. Conclui-se que sua aplicação em marketing é adequada se houver rigor metodológico, já que esse tipo de pesquisa tem a vantagem de revelar porque os comportamentos relacionados a um dado grupo ocorrem, o que não é possível com outras abordagens de pesquisa. A metodologia apresenta maiores benefícios quando o comportamento de consumo estudado relaciona-se fortemente com características culturais do grupo ao qual o consumidor pertence.Consumer behavior studies entail complex situations that are not simple to understand by quantitative research techniques. Recently there is an enhancement in the use of qualitative methods to help interpret the individual and the group in their behaviors. In business and marketing researchers with qualitative work are increasingly using techniques, and methods that are common in sociology, anthropology, and psychology which have suitable developments to these areas of knowledge. Ethnography originated from anthropology and sociology with group approaches seems to be a good tool to marketing studies. This work discusses how ethnography was originated and developed as a research methodology in anthropology and to show how its use was extended to other areas of knowledge, specifically in marketing. The evolution of ethnography in the academic and applied research universes is emphasized, as well as how the methodology was adapted to be used in consumer behavior studies. The study focus on the uses and limitations of ethnographic research in marketing. This is made by an essay based on analytical and descriptive bibliographic research, complemented by in depth interviews with professionals that use or know the methodology applied to marketing. The conclusion is that the method is adequate in marketing research if applied with methodological rigor. This kind of research has the advantage of revealing why some behaviors related to the reference group occur, what is not possible with other research approaches. The methodology presents more benefits when the consumer behavior is strongly related with cultural characteristics of the group that the consumer belongs.
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Flynn, Kevin. "THE RMS FRAMEWORK OF ACADEMIC MARKETING RESEARCH PRODUCTIVITY". Cleveland State University / OhioLINK, 2020. http://rave.ohiolink.edu/etdc/view?acc_num=csu1600792969043768.
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Smith, Rodney M. "Action research as a research method : new marketing approaches using digital telephony". Virtual Press, 2008. http://liblink.bsu.edu/uhtbin/catkey/1397653.
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The purpose of this thesis is to explore the following research question: How does action research serve as a research method in the discipline of Communications? Specifically, this study will approach the question by analyzing existing literature on action research and also performing an action research trial of a new marketing approach using digital telephony. The study finds that action research has a combination of four characteristics that make it a discrete method of research. Action research involves collaboration, invokes change, requires a researcher's vested interest, and allows a kind of knowing that can only come from direct involvement in a change.Department of Telecommunications
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Cascio, Robert P. "Marketing innovation and firm performance research model, research hypotheses, and managerial implications". Doctoral diss., University of Central Florida, 2011. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/4865.
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Further, these quantitative findings lend statistically and practically significant support for (1) the antecedent roles of marketing insight and marketing imagination, (2) the negative (as predicted) moderating role of product innovation radicalness, and (3) several specific inter-workings among the marketing-innovation spaces that that offer substantial research contributions to the marketing strategy literature for researchers and managers.; This research conceptualizes and develops a scale for the marketing innovation construct for the purpose of furthering research in marketing strategy. This marketing innovation construct and its associated strategic activities are clearly distinguished from product and process innovation, better enabling researchers and practitioners to identify new and updated paths from innovation to firm performance. Marketing innovation is defined as the degree of novelty in the implementation of three core business processes: (1) product development management, (2) supply chain management, and (3) customer relationship management, as identified in the Srivastava, Shervani & Fahey (1999) framework. Results from qualitative interviews indicate marketing innovation is developed and fostered by marketing insight and marketing imagination, and these relationships appear to be moderated by the market orientation of the firm. As conceptualized, marketing innovation is suggested to enhance firm performance via (1) the marketing-product space, (2) the marketing-process space, and (3) the marketing-relationship space. This enhancement process, however, is conjectured to be moderated by the degree of radical product innovation the firm is currently undergoing as well as the degree of process innovation the firm practices. A complete discussion of marketing innovation's antecedents, manifestations, and consequences is presented. A comprehensive research model, method, and results from an empirical study of qualified business executives, testing key relationships in the marketing innovation framework, are discussed. Empirical study results confirm marketing innovation's powerful ability to predict firm performance, even in the presence of a multiple of control variables.ID: 030422788; System requirements: World Wide Web browser and PDF reader.; Mode of access: World Wide Web.; Thesis (Ph.D.)--University of Central Florida, 2011.; Includes bibliographical references (p. 164-169).
Ph.D.
Doctorate
Marketing
Business Administration
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Bimpli, Iva. "Investigating Ethical Decision Making in Marketing Research: An Exploratory Study Towards the Interaction of Different Moral Agents in Marketing Research". Thesis, University of Bradford, 2015. http://hdl.handle.net/10454/14401.
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Pohl, Martin. "Marketing v pohřebnictví". Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124823.
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The thesis is focused on innovations and marketing of funeral services in the Czech republic. The first part is devoted to theoretical background, including marketing theory, marketing mix, theory of services and theory of marketing research. The practical part describes the funeral business in the Czech republic, including legislative restrictions and marketing regulations. It also lists typical products and services that are offered on the funeral market. The aim of this thesis is to research the marketing of funeral services and to find out, whether Czech funeral services are following the trends in innovations. The thesis is also focused on ethics in funeral business.
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Svoboda, Robert. "Marketing realitních kanceláří". Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2018. http://www.nusl.cz/ntk/nusl-382547.
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The Diploma thesis describes marketing of the real estate agencies. Theoretical part is focused on marketing and real estate agencies. It also provides advices in marketing for model real estate agency. Practical part is focused on analyzing selected options by using WSA method. Then I tried to find out which option has the best rating.
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Torounidis, Thomas. "Transforming research into business : MBA-thesis in marketing". Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-7662.
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This thesis describes the innovation system in and around Lund. The aim was to investigate the innovation system in and around Lund by using functional analysis, i.e. analyzing functions and processes rather than actors and their independent task. Actors have been identified, grouped by their relevance and connection to specific processes, and described. A functional analysis has then been performed on the selected actors to establish current status and potential future needs.
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Elliott, Richard Henry. "Cognitions, attitudes and the commissioning of marketing research". Thesis, University of Bradford, 1989. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.281210.
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Lau, Hew Mun. "Disease marketing and patient coping : a research study". Thesis, Massachusetts Institute of Technology, 2012. http://hdl.handle.net/1721.1/78159.
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Thesis (S.M.)--Harvard-MIT Program in Health Sciences and Technology, 2012.Cataloged from PDF version of thesis.
Includes bibliographical references (p. 80-87).
BACKGROUND: There is a high prevalence of disease marketing actions in the United States that are targeted towards patients with chronic illness. However, no study has assessed the direct effects of these marketing actions on patient coping attitudes and behaviors. OBJECTIVES: This study aims to investigate whether the mere presence of disease marketing impacts patient coping and if so, how do they affect patients' coping attitudes and behaviors. METHODS: We conducted a controlled experiment using online questionnaires to assess the disease perceptions, coping decisions and disease disclosure behaviors of 108 subjects. The subjects were divided into two groups where the experimental group (N = 55) was shown marketing actions associated with a fictitious disease called Karlsen's Disease while the control group (N = 53) was not shown any marketing actions. The subjects were then asked a series of questions related to health-related coping behaviors and non-health related social behaviors. T-tests and chi-square analyses were used to analyze the behavioral differences between the experimental (high-marketing) and control (no-marketing) groups. RESULTS: Subjects in the high-marketing group were overall significantly more willing to draft a will than subjects in the no-marketing group (t(106) = 2.64, p = 0.01); High-marketing group subjects were overall significantly more likely to wear a medical ID bracelet than no-marketing group subjects (c²(1, N = 108) = 3.71, p = 0.05); Among subjects who were willing to request a menu accommodation at a dinner party, those who were in the high-marketing group were significantly more likely to disclose their disease to the party host (c²(1, N = 90) = 4.65, p = 0.03); Subjects in the high-marketing group were also significantly more likely to anticipate greater understanding from the party host towards their menu accommodation request. When controlled for gender, women in the high-marketing group were more likely to join a patient support group (t(61) = 1.75, p = 0.09), and less likely to ask family and friends to shave their heads in show of solidarity (t(18) = -1.97, p = 0.07) than women in the no-marketing group; Men in the high-marketing group were more likely than men in the no-marketing group to disclose their health condition to the dinner party host (c²(1, N = 47) = 3.61, p = 0.06). Finally, among subjects with at least a 4-year college degree, those in the high-marketing group were more willing than those in the no-marketing group to wear a face mask to protect themselves from airborne pathogens in crowded public places (t(61) = 1.79, p = 0.08). CONCLUSIONS: Based on our results, the presence of disease marketing is anticipated to have a general positive impact on patient coping attitudes and behaviors. Chronically ill patients exposed to disease marketing actions are expected to anticipate less stigma from others, have increased willingness to disclose their illness and adopt health seeking behaviors. Disease marketing is also expected to have differential impact on patients based on their gender and level of education. Follow-up studies using real patients with chronic illness should be carried out to confirm the findings from this study.
by Hew Mun Lau.
S.M.
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Mognon, Beatrice <1993>. "Marketing Research: a magnifying glass inside the market". Master's Degree Thesis, Università Ca' Foscari Venezia, 2018. http://hdl.handle.net/10579/12510.
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Con questo lavoro, voglio analizzare l'importanza per le aziende di svolgere marketing research, quando è utile svolgerla, e come svolgerla. A tal fine, porto come esempio una marketing research che io stessa ho svolto in Cina per un'azienda alimentare Italiana, la Elledi Gastone Lago. Con l'aiuto di questionari e sondaggi, ho voluto analizzare il comportamento dei consumatori cinesi nel selezionare e mangiare i prodotti di Elledi Gastone Lago, con particolare interesse per il prodotto wafer. I risultati dei dati raccolti aiuteranno l'azienda a scegliere la strategia di marketing da applicare più adeguata.
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FRAU, MORENO. "EMERGING APPROACHES AND FUTURE AVENUES IN MARKETING RESEARCH". Doctoral thesis, Università degli Studi di Cagliari, 2017. http://hdl.handle.net/11584/249617.
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This thesis focuses on the current marketing strategy literature and looks for the emerging approaches to marketing research with the intention of pinpointing future paths in the marketing field. It is composed of an introductory section and three articles. The preface explains the overall purpose of the study and briefly presents the main contents of the single-taken papers highlighting the links between them. The first paper can be located in the marketing strategy branch of knowledge, while the second and the third article on the value co-creation debate.
The main research questions are:
1) How the three marketing strategy approaches can be explained in terms of characteristics?
2) How have firms been using outside-in, inside-out and mixed approaches through time?
3) Which definition/s of value is used in the value co-destruction literature?
4) What kinds of practices are related to the four forms of capital?
5) What kinds of practices are related to the interactional process between systems or actors and their resources integration?
These questions are answered through three papers. Paper 1 replays to the first and second research question, while the third is answered by the Paper 2. Research question 4 and 5 are responded by the conjunct afford of Paper 2 and 3.
Once the first paper showed the main characteristics of the marketing strategy approaches, basing my choice on the Paper 1 results, I pointed my attention on the combined use of marketing strategy approaches and the role of cooperation. Then, I tried to figure out the next steps in my marketing research, looking for future avenues. I directed the research towards the Service Dominant Logic (S-D Logic) which considers the cooperation as a starting point and it posits that value is co-created through interaction between firms and customers (Grönroos& Voima, 2013; Vargo & Lusch, 2004, 2008; Vargo, Maglio, & Akaka, 2008). Furthermore, I decided to observe the phenomenon of value co-creation from a Practice Theory (Bourdieu, 1990; Reckwitz, 2002) point of view because it allowed me to generate useful insights for both marketing scholars and practitioners. Practice Theory is a “body of work about the work of the body” (Postill & Bräuchler, 2010). This approach to social theory considers the human body as the link of a sequence of activities (i.e. practices) that actors perform with different levels of commitment, dexterity, and grace. While some practices are common across social space and time, others are based on volatile configurations that change over time (Postill & Bräuchler, 2010). For all these reasons, I observed the practices performed by the firm and its customers during the cooperative interactions.
Although the concept of cooperation may suggest a positive interaction among firm and its customers (value co-creation), recent studies introduced the opportunity of generating negative outcomes (value co-destruction) (Plé & Chumpitaz Cáceres, 2010). Because of the negative consequence of the cooperation compared with the positive one is a runner-up topic and it is poorly studied, the last two papers of this thesis have the aims to increase the knowledge about value co-destruction practices during firm and customer iteration. Even more, the last paper of the thesis tests a model called Pra.v.d.a. (Lombardo & Cabiddu, 2016) and suggests an extended version capable of assessing value in both value co-creation and co-destruction context.
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Wong, Yik-man y 王益民. "A philosophy of marketing research methodology: representation, relevance and reality". Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2002. http://hub.hku.hk/bib/B43895086.
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Singh, Rajesh. "Marketing culture of Finnish research libraries : an analysis of marketing attitude, knowledge and behaviour /". Åbo : Åbo Akademis förlag, 2005. http://www.doria.fi/cgi-bin/Pdisplay.cgi/TMP.objres.20.pdf?type=application/pdf&path=/m1/encompass/repadiss/clipboard/.outgoing/TMP.objres.20.pdf&fileaddr=193.166.0.206&fileport=20212.
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WANG, YIH-RU y 王憶茹. "CATV RELATIONSHIP MARKETING RESEARCH". Thesis, 1998. http://ndltd.ncl.edu.tw/handle/21647194379053340562.
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HSU, CHIEN-LUNG y 許建隆. "RESEARCH ON MICRO-BLOG MARKETING". Thesis, 2011. http://ndltd.ncl.edu.tw/handle/20061203337969453683.
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博士國立臺北大學
企業管理學系
99
In the Web 2.0 era, far-reaching network characteristics make the micro-blog become a record of personal and community life, experience-sharing options, or the latest search information. The community communication advantage of micro-blog has created a new opportunity of marketing and also set up a new business model. Moreover, business environment has changed for the customer orientation, to understand customers and provides customization service for every customer is really important for company. Within the technology development, the corporations begin to build up the relations between customers through the information system. When customers searching on the internet, the corporations not only can provide the product information, but also get more response from customers and have a long term relationship with them. Besides, more and more corporations build up their corporate image by information system to maintain and attract customers. Thus, this research combines information system and marketing theory. Based on relationship marketing view, this research investigates on micro-blog marketing to discuss the relationship between corporate micro-blog and customer retention. Also, the research explores the impact of system factors and motivation factors of micro-blog. Visual PLS 1.04 and SPSS 12.0 are used to analyze the validity of study, including Cronbach’s alpha, cross factor loading and items analysis. Structural equation modeling is conducted by Visual PLS 1.04 to test the hypothesis of the study. The result indicated that the system factors of micro-blog, information accessibility and community adaptivity have significant positive impact on extrinsic and intrinsic motivation of corporate micro-blog. The extrinsic motivation, perceived usefulness and perceived ease of use have significant positive impact on customer satisfaction and corporate image. The intrinsic motivation, concentration, curiosity and enjoyment have significant positive impact on customer satisfaction and corporate image. Customer satisfaction has significant positive impact on customer commitment, customer trust and sense of community. Customer satisfaction has no significant impact on customer retention but the relationship is mediated by customer trust and sense of community. Customer satisfaction has significant positive impact on customer commitment, customer trust and sense of community. Corporate image has positive significant impact on customer commitment, customer trust and sense of community. Corporate image has no significant impact on customer retention but the relationship is mediated by customer commitment, customer trust and sense of community. Customer trust has significant positive impact on customer commitment, sense of community and customer retention. Customer commitment has significant positive impact on customer retention. Sense of community has significant positive impact on customer retention.
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YANG, SHENG-CHING y 楊勝欽. "Lihpao Park Marketing Strategy Research". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/9q54js.
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碩士國立臺中教育大學
永續觀光暨遊憩管理碩士學位學程
107
The purpose of this study is to explore and review the current marketing strategy of Lihpao Land, and try to propose a marketing strategy that can provide Lihpao Land reference in the future to achieve sustainable operation of Lihpao Land. Based on the case study method, this study adopts literature analysis, in-depth interviews and field observations to collect data. In terms of literature analysis, it will collect information on the current situation and evolution of Taiwan's sightseeing amusement industry, marketing strategy definition, marketing strategy planning and Lihpao Land. In the in-depth interviews, semi-structured interviews, interviews with industry and government were used to obtain primary information. According to the in-depth interview analysis, four suggestions are proposed: First, the marketing strategy of local characteristics. Second, transportation improvement. Third, increase the strategy of foreign tourists. Fourth, increase the three generations of shared gaming equipment. It is expected that the results of this study will provide Lihpao Land with a review of the current status of the implementation of the marketing strategy and the future development of the Lihpao Land marketing strategy. It is also hoped that the conclusions and recommendations of this study will have the discretionary value of providing marketing strategies for other amusement operators.
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Xin, Zhang. "Sports marketing: Research on NBA marketing strategy in Chinese market". Master's thesis, 2020. http://hdl.handle.net/10071/22299.
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This study explores the NBA's marketing strategies in China through the influence of
4Ps on purchase intention. Using a sample of 288 valid questionnaires collected in
China, multiple linear regression analyses were employed to test the hypotheses.
Research shows that product quality and public relations have a positive relationship
with the purchase intention. NBA's product strategy and promotion strategy have a
direct impact on the purchase intention. But the price strategy and the place strategy
have no influence on the purchase intention.Este estudo explora as estratégias de marketing da NBA na China por meio da influência dos 4Ps na intenção de compra. Usando uma amostra de 288 questionários válidos coletados na China, análises de regressão linear múltipla foram empregadas para testar as hipóteses. A pesquisa mostra que a qualidade do produto e as relações públicas têm uma relação positiva com a intenção de compra. A estratégia de produto e a estratégia de promoção da NBA têm um impacto direto na intenção de compra. Mas a estratégia de preço e a estratégia de local não influenciam a intenção de compra.
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Sin, ChulWoo. "Green marketing research tool for developers". Thesis, 2004. http://hdl.handle.net/2429/15646.
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Market researchers employ various tools to determine whether certain products and features are likely to succeed. In real estate development, the process typically entails examining the demographics and characteristics of the market area and reviewing long-term national, regional, and local customer preference trends for a given product. Conventional market research compares existing products serving similar customers, often overlooking the possibility of new products or new customers. Conventional market research typically asks questions only about historic market performance of comparable products ("comps"). This practice may be one of green building's greatest barriers, because comps do not necessarily give an accurate reading of the appeal of the new, greener product. However, while the comps used in conventional market research examine similar projects, the analogs used in creative feasibility enable the researcher to pick and choose among projects, or specific features, much more widely without being limited by circumstances. Therefore, first of all, a reliable database of analogs has been created by collecting a large number of authentic case studies and associated performance statistics. Secondly, a faster, easier and more precise search engine has also been developed to enable the extraction of accurate analogs from the database and apply them to a certain building in this study. Utilizing the tool developed in this study, reasonable green designation levels that are now cost effective and more sustainable compared to conventional buildings have been established. These results assist developers forwarding understanding achievable environmental performance goals in green buildings that use little of energy, little of virgin materials and give little of negative impacts on natural environment in future.Applied Science, Faculty of
Architecture and Landscape Architecture (SALA), School of
Graduate
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Tzu-Neng, Chung y 鐘子能. "The research of science park’s marketing". Thesis, 2006. http://ndltd.ncl.edu.tw/handle/72554205781200363847.
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碩士東海大學
公共行政學系
94
Marketing scholar Kotler and Levy propose the idea that ' marketing is magnified ' in 1969, its opinion marketing should not be only confined to the commercial organization, can also apply the activities of nonprofit organization or government , society to . And marketing magnifies the recommending of the idea, advertise indirectly that the common department uses the idea of marketing. On the other hand, because the successful experience of Silicon Valley of U.S.A., add the economic benefits brought in the science park , make every world industrial country fall over each other to develop the science park invariably , and our country just on Hsinchu establish our country on 1980 (the 69th year of the Republic of China ) too ¨çA science park, since the bamboo department was established 20 in the past few years, the ones that attracted countless domestic and international Hi-Tech industries were garrisonned in altogether, not merely 帯Move the prosperity day by day of Hi-Tech industry of our country, even bring about an advance in economy of our country on the other hand, under such a background, science parks , such as southern scientific industrial area and scientific industrial area of middle part ,etc. are established in succession afterwards. The development of the society economic to our country of science park of our country has already had front , positive and far-reaching influence at present, can be regarded as of our country present core of whole competitiveness is so how through on sale throughout tactics promote of our country effect that science park promotes trade and investment, improve the output value of the science park of our country, and then drive the economy of our country and development of the society, promote the whole competitiveness of our country. In view of this, this research utilizes the marketing tactics of traditional 4Ps, apply mechanically trade and investment promotion for the science park of our country, this research combines and operates the real example further through the research approach, hope to plan the trade and investment promotion tactics of the science park of our country with the real example result of this research, promote the trade and investment promotion effect of the science park of our country, and sell the tactics and put forward the relevant suggestions to the method firm of the science park of our country.
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Chuang, Easy y 莊易築. "Research of Industry Marketing Department Integration". Thesis, 1997. http://ndltd.ncl.edu.tw/handle/09653315291815213575.
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Lin, Teresa y 林淑芳. "A Research of Marketing Information Resources". Thesis, 1996. http://ndltd.ncl.edu.tw/handle/04531150213125044922.
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碩士輔仁大學
圖書管理學類
84
A Research of Marketing Information Resources In this research, we investigate every kind of sources and channels ofmarketing information from the aspect of actual needs of marketingactivities. First, we express the importance of marketing information forbusiness activities and then according to the theories and practices ofmarketing, we conclude with the necessary information which is neededduring the marketing management process. Thirdly, we try to survey themeans and channels of gathering marketing information and also focus on theexternal secondary data about the marketing information that is related toprofessional ability in the field of librarianship.We use the skills of library and information science to gather, organizeand analyze every kinds of information in different forms and sourcessystematically in this research. Furthermore, we evaluate and compare theirfeatures, functions and useage. At the same time, we also provide someskills and thoughts of retrieval information. Finally, we make severalsuggestions about some point of views that the librarians who were engagedin business information service should have.Based on this research, we expect it will help the library and informationprofessionals recognize about contents and sources of marketing informationmore and then gather and control the information more effectively. Besides,we hope the library and information professionals can play an importantrole in marketing information gathering and dissemination and make somecontributions to business information services and marketing activities ofthe enterprise.
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Liao, Yung-Chieh y 廖永杰. "Marketing Research of the Digital Data". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/57168071111061022712.
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碩士中華科技大學
經營管理研究所
102
Digital data for the human use of a computer-generated experience and knowledge of the essence of the accumulation, it is the sharing and use will affect the future of human society's development, and therefore, how to preservation of digital data equipment and technology is extremely important, it is related to whether the information can be safely save, fast sharing, service providers, and the need to be combined with the current direction of development of the latest technology, so it can make even the human population in the community can quickly share links individuals with knowledge and experience generated, and thus enhance the development of human society. Accordingly, the objective of this paper is to discuss the future development of digital data storage equipment and technology after combination, and in the future combined with the most fiery topics - the cloud storage and mobile computing, to make a conclusion-combined into a whole new generation of cloud development with mobile services, the conclusions of this paper for government and corporate reference in the future development.
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Kuo, Lun-Chen y 郭倫禎. "Multinational Marketing Research Industries in Taiwan". Thesis, 2005. http://ndltd.ncl.edu.tw/handle/94144375008036173471.
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碩士世新大學
公共關係暨廣告學研究所(含碩專班)
93
This study uses secondary analysis and depth interviewing as research method and international business theory and foreign direct investment theory as research structure to analyze that the investment motivation, entry models and the three dimensions of asset, persona&technique of multinational marketing research corporations’ situation. Researcher found that the advantage of multinational marketing research corporations are powerful asset background and diversified research services; First, they always adopt technique transfer,fully M&A and following foreign customers as entry models; Second,the regional advantage of Taiwan is inferior to Singapore,Japan,Hong Kong and Malaysia ,as result, multinational marketing research corporations never set RHQ in Taiwan. Above 70% are foreign investment of marketing research industries in Taiwan and they always adopt Joint Venture and fully M&A as management strategy. On the one hand, that is a trend towards bigger and bigger corporation size; on the other hand, China market near to Taiwan cause internal management needs transfer to China, the customers’ main demand have already become two sides marketing research services and professionals exchange.
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Sun, Jeng Yi y 孫正一. "The Marketing Research Service in Taiwan". Thesis, 1996. http://ndltd.ncl.edu.tw/handle/83941535887781060364.
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Chang, Szu-Hui y 張斯惠. "The Luxury Marketing and Positioning Research". Thesis, 2011. http://ndltd.ncl.edu.tw/handle/06069470340065210012.
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碩士中原大學
企業管理研究所
99
According to marketing’s STP, firms will divide the market, positioning their products or service and confirm their target customers. It's researched and deals with the differentiation between the different products or services and use the differentiation to segment the market effectively. Traditional marketing strategies are based on the consumer's view to develop marketing strategies. In this process, firms need to constantly explore consumer preferences. And in this process is prone to failure to positioning due to information asymmetry. In this study found that the different phenomena in luxury industry. In luxury industry, the traditional image is expensive, and show off to others, etc. Although consumers don't understand the real meaning of luxury, consumers are still willing to pay to buy the luxury. It means firms don’t convey the information clearly and luxury sales are no longer needed to use signaling to prove the quality and value. In this study, by firm's marketing strategies to understand how firms understand consumer's demand, and change the consumer's perceived-value, especially by understanding consumer's preferences, consumer's demand to influence the firm's marketing decisions. Therefore, the study found that the "third law of demand" and "bundling" can change the relative prices, and let consumers feel that buying luxury is worthy. Through the qualitative research, summarized the conclusions as following： (1) Luxury’s inter-temporal substitution is high, and the definition of luxury is closely related. (2) Sale luxury goods the most success key is to combine the relative price with marketing strategies to change customers’ awareness and let customers understand the value of the luxury. (3) Bundling can change the relative price and the product positioning. It means re- positioning of the product and sale the luxury goods successfully. Therefore, it needs to use bundling appropriately to change the relative price and positioning the product.
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LO, CHIN-YU y 羅沁榆. "Research of Live Stream Marketing Strategies". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/57g4c4.
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碩士致理科技大學
企業管理系服務業經營管理碩士班(含碩士在職專班)
107
With the advancement of technology, the growing popularity of social media platforms and smart devices have changed the behavior of consumers in recent years. The rise of emerging media has created a wave of live webcasts. The live broadcast has expanded to e-commerce. Many business hope to create better benefits through live broadcasts. What is the charm of webcasting and makes consumers chase after? How do merchants Can you achieve high performance through online live sales? In the past academic research, in addition to the continuous increase in related newspapers and magazines and webpage information, there is rarely research related to subsequent updates. This study aims to use quantitative research methods to understand how marketing strategies affect consumers' behavior when purchasing goods online, and provide research results to online broadcasters as a reference for marketing strategies. This study builds a marketing strategy based on the literature 7P and purchase intentions a total of 47 questions. The convenience sampling method was used to study the consumers who had purchased live Internet products in Taipei. The questionnaires were distributed through paper and Google Forms questionnaires. After the recovery, the effective questionnaire was 402. Using SPSS 24.0 statistical software as a data analysis tool, using narrative statistics, reliability analysis and independent sample T-test and one-way ANOVA analysis, analysis of different demographic variables on the network live marketing strategy and purchase behavior differences, explore what is Consumers pay attention to the purchase of goods through the Internet. The study empirical results show that: 1.in product strategy, consumers pay most attention to the good brand image of the product;2. pay attention to the way of pricing online live products in the price strategy;3.paying attention to payment in the channel strategy. The way is to have cash on delivery; 4.the promotion strategy, the most important factor is the broadcast time of the live broadcast sales;5. the personnel strategy, the most influential factor is that the live broadcast can explain the product in detail; 6.the physical environment strategy, the most important thing in sales is the interaction with the live broadcast;7. the consumer pays the most attention in the process strategy refused mechanism. Finally, suggestions for researching online live sales are proposed.
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NGUYEN, THI-HA-LINH y 阮氏何玲. "Vietnam E-commerce Marketing Strategy Research". Thesis, 2019. http://ndltd.ncl.edu.tw/handle/8kw78w.
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碩士國立臺北教育大學
東南亞區域管理碩士學位學程
107
In 1997, the Internet started in Vietnam, and e-commerce began to develop. However, because the economic situation forms the habit of Vietnamese people, especially the leisure time of office workers, people generally spend time shopping in physical stores, and few people buy on the Internet. Another reason is that e-commerce is not as good as physical storefronts, but the price is expensive, so after 20 years of development, Vietnam's e-commerce is not very hot. However, in recent years, Vietnam’s economic development has been fast, and people’s living habits have gradually changed. E-commerce is one of the fastest growing Yang industries in Vietnam, and there are more than 390 e-commerce companies in Vietnam. According to 2017, Lazada is the leader: from April 2017 to June 2017, the number of visitors reached 41 million. Tiki, which ranked third in terms of overall average traffic, had only 24.6 million visitors in the same three months. According to Vietnamese trade website statistics, in emotional marketing, consumers are designed by product brands and totems. And, coupled with the consumer's friendly interaction on the website or when receiving the goods, the customer is very valuable and interesting to the product. In thinking about marketing, most consumers feel that buying one get one free is easy to get the highest shopping action, which will generate consumer will. In related marketing, consumers believe that the most popular products and marketing strategies are Place strategy (such as: Logistics and Website design) and Promotion strategy, a Facebook fan group, and festival activities, all of which make consumers interested in e-commerce. This study is based on the Internet e-commerce and online shopping experience in Vietnam. The existing e-commerce marketing model is collected and organized. The questionnaire surveys consumers with online shopping experience for network e-commerce marketing strategy. The research began to issue from March 1 and recovered 305. After analysis, the results are as follows: I. Place strategy and Promotion strategy have the highest impact on Customer Satisfaction and Customer Loyalty: 1. The Place strategy has an explanatory power of 61.9% for Customer Satisfaction and Promotion strategy has an explanatory power of 70.6% for customer satisfaction. 2. The Place strategy has an explanatory power of 58.1% for Customer Loyalty and Promotion strategy has an explanatory power of 65.3% for customer loyalty. II. The Product strategy affects Customer Satisfaction and Customer Loyalty is the lowest, respectively: 1. Product strategy has an explanatory power of 6.2% for Customer Satisfaction. 2. Product strategy has an explanatory power of 4.9% for Customer Loyalty. Keywords: Vietnam e-commerce, E-commerce marketing strategy, Southeast Asia e-commerce ranking, Advance Vietnam, Vietnam Internet new trend.
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CHI-CHIA, WU y 吳季家. "Elementary Research on Live-Streaming Marketing". Thesis, 2018. http://ndltd.ncl.edu.tw/handle/k2k64d.
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碩士崑山科技大學
媒體藝術研究所
106
Due to the popularity of the Internet and mobile phones, the social media platform starts the service which leads the hit of the Live-streaming. Live-streaming isn’t confined with space or time and its convenience rises so as to change the way of entertainment, the life mode, and the consumptive habits of the audience. Therefore, the Live-streaming platform becomes another kind of video entertainment platform which hits the traditional TV ratings and the way of watching programs. This research talks about the marketing based on the specialties of Live-streaming as well as studies the connection between Live-streaming and the marketing and the innovative applications of Live-streaming. Live-streaming comes in Taiwan recently, so people in Taiwan consider it rather as self-media marketing or online-show entertainment marketing. With the literature analysis method, this research manipulates the thorough induction toward the commerce modes of Live-streaming platform marketing, including the entire inductive analysis of Live-streaming platform industry chain and the commerce mode as well as the verification for the Live-streaming marketing through professional Live-streaming, internet celebrity Live-streaming, and retailer online stream. This research has tree purposes as following so as to provide some applications to the Live-streaming industry in the future. (1) To figure out the connection between Live-streaming and experiential marketing. (2) To induct the innovative applications of cashability in the future Live-streaming in the segment industry. (3) To analyze the marketing strategies toward Live-streaming platform and Live-streaming in segment industry.
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Dwivedi, Y. K., Elvira Ismagilova, D. L. Hughes, J. Carlson, R. Filieri, J. Jacobson, V. Jain et al. "Setting the future of digital and social media marketing research: Perspectives and research propositions". 2020. http://hdl.handle.net/10454/18041.
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YesThe use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing.
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Fan, Shu-Hui y 范淑慧. "The Research on Marketing of Illustrators' Artworks". Thesis, 2014. http://ndltd.ncl.edu.tw/handle/12247354009095163919.
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碩士國立臺北教育大學
文化創意產業經營學系
102
“Illustration” has become a multivariate form of art, and has been applied widely in a number of fields of modern designs at present. It is one of the most important ways of visual communication for modern design. Before, “illustration” only played a supporting role in books, newspapers and magazines, and textbooks, nowadays illustration has gradually gone beyond the text and in some situations has challenged the role of text as the dominant form in the communication because the visual image power. The ever-changing advances in technology have made illustration more convenient and also brought more opportunities for illustration art in variety of businesses. From stationeries, cards to fashion designs and even large public exhibition, "illustration" has the trend to emerge as one of the main items. Today we are entering a so called “Pictures Reading" era which illustration is one of the main forms, with this trend in mind, this research project first tries to understand the categories and forms of the application areas from illustrators’ artworks publication through data collected in various of forms, and finds that illustration art presents itself in different categories, such as: books and magazines, picture books, preschool teaching textbooks, children's learning magazines, graphic books; online community platform category; and exhibitions, events category; cultural and creative shops. Also the project tries to analyses commercial marketing models for illustrators’ artworks, containing illustrations brokerage model, independent publishing, cultural and creative studio, e-commerce, community platform, cultural and creative brands. Finally, analysis and summary of the relevant information is given for case studies carried out by the investigator in practical cooperation with illustrator, as well as interviews with professional illustrators, senior art editors of publisher and editorial staff. Based on our specific findings of this research several practical recommendations for those who have been practicing illustration as profession and also those having interest in becoming illustrators are made. We believe that Taiwan illustration art in the cultural and creative industries has great new opportunities to grow.
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""Sticky information" and new marketing research methods". Alfred P. Sloan School of Management, Massachusetts Institute of Technology, 1995. http://hdl.handle.net/1721.1/2541.
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Tseng, Feng Lian y 曾鳳蓮. "The Marketing Research of Automobile on Female". Thesis, 1998. http://ndltd.ncl.edu.tw/handle/36871731327303786770.
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CHEN, MING DER y 陳銘德. "The Marketing Research of Can Coffee Drink". Thesis, 1995. http://ndltd.ncl.edu.tw/handle/24682443920265107490.
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Wei, Yun-Fen y 韋芸芬. "The Research of Organic Agriculture’s Marketing Strategy". Thesis, 2015. http://ndltd.ncl.edu.tw/handle/24vn59.
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碩士環球科技大學
中小企業經營策略管理研究所
103
This study aims to explore the current condition of sales for organic agriculture in central Taiwan. By studying the operating strategies of the production and sales of organic farms, analyzing the current condition of production and sales channel, and probing into the effects of promotion of operation management and organic policy, this study discussed the methods of brand promotion, and regionally and industrially sustainable operation. The findings can serve as reference for agricultural administration personnel, farmers, and policy-makers, in hope that organic agriculture in Taiwan can achieve sustainable operation. By qualitative research, this study first conducted literature view on the characteristics, advantages and grading package of organic agricultural products in central Taiwan, as well the various problems confronting organic agriculture. Based on the identified key questions, interviews were conducted on the key personnel in organic agriculture and focused figures. The qualitative data were analyzed. Based on the results, the following suggestions are proposed. Being affected by the event of the fraud organic products, farmers should use the Internet to develop towards leisure agricultural, promote the brand awareness in consumers, implement the production traceability, thus improving consumers’ trust in the organic agricultural products. Moreover, farmers should fully carry out the product grading system, and promote the health concept in the young generation. The government should implement organic certificate and promote organic knowledge to the public. In this way, the production and marketing certificate of organic agriculture can be more complete, and farmers can achieve sustainable operation in production and marketing.
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Hua, Hsieh Chang y 謝長樺. "B2B Marketing Research: A Review and Perspective". Thesis, 2017. http://ndltd.ncl.edu.tw/handle/347uu3.
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碩士明新科技大學
管理研究所碩士在職專班
105
The Industrial Market is a broad and rich market, and its sales volume is much greater than the Consumer Market. However, most marketing research focuses on the Consumer Market. This study reviews related literature in business-to-business (B2B) marketing in the past 19 years, and aims to contribute to B2B marketing research. This research is a literature review. It analyzes 72 publications about B2B marketing from domestic and international marketing journals from 1998 to 2016. Topics include B2B Relationship Marketing, B2B Marketing Strategy, B2B Marketing Channel, B2B Business Strategy, B2B Sales, and B2B Pricing. The results show that there are a total of 28 (38.89%) papers on B2B Relationship Marketing, which is a topic that has received most attention from marketing scholars. Moreover, the “Journal of Marketing” and the “Journal of the Academy of Marketing Science” have published 54 papers about B2B marketing, which account for 75% of the publications in the analysis. Research on B2B marketing theoretical framework and practical execution is scant. Generally, domestic B2B marketing research focuses on B2B Marketing Channel, but international B2B marketing research focuses on B2B Marketing Strategy. Finally, the present research has identified six topic areas for future investigations in the B2B marketing field.
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Chiu, Chun-Cheng y 邱俊程. "Development of An Online Marketing Research System". Thesis, 2001. http://ndltd.ncl.edu.tw/handle/25024492290540808529.
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碩士國立中山大學
資訊管理學系研究所
89
In order to survive well in the rapidly changing and very competitive E-Commerce age, a website manager must discern the customer behavior all the times and carry out the necessary marketing research and therefore proceed the right marketing decisions at the right time. Although the Internet brings a new chance to the small and medium enterprises (SME), it is not easy for them to develop an online marketing research system by themselves due to the scarcity of resources. In order to let the SME have better online marketing capabilities, the purpose of this research is to develop a scaleable, flexible, and portable online marketing research system. What the flexibility means is that users can configure the system and implement the marketing analysis based on their requirements, whereas the scalability means that users can add new items into the available analytical models or new models into the system whenever there is new marketing research requirement. Regarding the portability, it means the system can be used in various system environments. With such a system, the marketing people of SME can carry out the required online marketing research easily without the assistance from IS people.
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Lin, Feng Shiun y 林豐軒. "The research of PDA''s Marketing Strategy". Thesis, 1996. http://ndltd.ncl.edu.tw/handle/54512008738116223060.
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碩士國立中興大學
企業管理學系
84
DIALOGUE and PALMPAX were the only two domastic firms which successfullydeveloped PDA and market their products before 1995 . The study discovered that the involvement in marketing activity for PDAindustry depended upon the firm''s resource and how its employee composed.Both company''s products emphasized nature and ease to use .Two company''sPDA all priced high . As to channel , PALMAX used distributors to sell its PDAand DOALOGUE used direct marketing . Public report, fairs, and trade shows were the most applied promotion strategy . The problem of the this industry wasthat their PDA products were not easily understood by their consumers and priced too high .
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Lin, Ching-Tzung y 林敬宗. "Research of product categories and marketing strategies". Thesis, 1993. http://ndltd.ncl.edu.tw/handle/97706427236749581724.
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Chang, Hsin-Wen y 張馨文. "The Servitization of Manufacturing: Relationship Marketing Research". Thesis, 2013. http://ndltd.ncl.edu.tw/handle/55258466028509245222.
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碩士國立彰化師範大學
企業管理學系
101
Taiwan's manufacturing industry is the backstage driving force of Taiwan’s economy. It has focused on the technology, and has founded a competitive industrial base. Most of them are original equipment manufacturer (OEM), however, after the financial crisis, the OEM business model has been threatened by the internationalization, the rise of emerging countries and the global trend of economic integration. Therefore, servitization has formed a new trend in recent years. The manufacturing industry can move from the demand side to the integrated service side by servitization. Servitization not only can improve the competitive advantage but also can combine the services and products with a higher-value e totally solution. Following the past servitization studies, most of them discuss the definition of servitization, the causes of servitizaion, the organization innovation and the applications of strategic aspect. The majority of research method is qualitative research, in order to discuss the impact of servitization, however seldom of them set the servitization as a moderator in relationship marketing model. This study uses the quantitative research method, and sets servitization as the moderator variable discuss the moderator effect in the relationship marketing model. The results of this study were found： (1) the relationship quality has significantly positive effect on cooperation (2) cooperation has positive has significantly positive effect on loyalty (3)servitization was moderated the relationship quality on cooperation.
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Lin, Ting-yi y 林廷一. "Research of online marketing channel strategy developing". Thesis, 1997. http://ndltd.ncl.edu.tw/handle/11036112996320850365.
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碩士國立臺灣大學
商學研究所
85
The purposes of this study are to explain the current state of online channel development, and to suggest ways to improve the online channel strategy.This study finds that besides considering the characteristics of Internet, online channel strategy must also conform to the underlying demand of consumers, and to redesign the products from scratch if necessary.This study reveals three important ways to improve online channel strategy:1. To digitalize the products and to computerize commercial activity if possible and necessary;2. To create the information density of products;3. Increase utilization of the potential of the Internet: to design better online user interface, and to use the Internet to collect marketing revelent information.
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Perng, CoPo M. y 彭銘欽. "The Explorative Research of Viral Marketing Theorems". Thesis, 2001. http://ndltd.ncl.edu.tw/handle/14870247388639452938.
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碩士國立政治大學
科技管理研究所
89
The Explorative Research of Viral Marketing Theorems Advisor：Jordan Chao-tung Wen Auther：Ming-chin Perng ABSRACT Viral marketing was first to be mentioned in the article of the fast company web site in december, 1996. In this article, the auther give virus marketing the defination of “a marketing method which spreads itself automatically”, and people who see this article adopted it, too. Although this defination is clear, many people treat viral marketing as another name of ”e-mail marketing”. e-mail marketing means using the e-mail system as a tool of marketing. For the characteristics of e-mail are convenient, cheap, public and “people spread it volunteerly”, most early examples of viral marketing use e-mail as their tool to spread. That’s the main reason the two concepts was confused. Objectives This research tries to reach three main objects： l Give viral marketing an academic definition ,which means the marketing manager could repeat the approach to get similar result. l Find the components of viral marketing so that the characters could be descripted ,and the main parts that should be operated could be assured. l Try to find the relation between the viral marketing locus and the environment where it is happening. Research Structure According to biology theorem, virus’ life cycle was discovered almost completely. That’s the main reason for the research taking virus’ life cycle as a reference of reseach structure. To avoid of lacking any component which is important and to define the main category, the adapting is neccesary and decisive. After observing about 500 cases for 3 months, components of viral marketing was formed gradually. Under the strict analogy logic molted from the concept of “analogism”, the main components that should be operated was figured out. They are Injector, Carrier, Host, and Evolution. Injector and Carrier are both inside the “virus” which was made by the marketing manager or virus designer. Host is another name of customer. Evolution is an component which only bring obvious effects when the environment element was taked into consideration. Redraw the components’ relation as follows: In this model, there are four action which are not mentioned above. Produce explains where the virus from, Infecting refers to the reason that a virus could influnce host’s behavior, Consuming is the action to complete the full cycle. Spreading and evoluting was co-variating actions that were discussed in the evolution chapter. Case Choice For the different purposes in this research, the types of cases choosed were diversing and the amount was large. Most effort was taked in observing the e-mail everyday. Tracing each email, counting their spread period, and analyzing the success or fail key factors. To analogize the virus’ life cycle, the meanings of components in the real world are required. For this purpose, Hotmail, ICQ, and Ctrl-Mail were chosed as the real world cases of viral marketing. Hotmail and ICQ were both selected as sucessful examples of viral marketing extensively. Ctrl-Mail was chosed for their high technology background and technology-oriented company strategy so that viral marketing will not be misunderstanded as another IT method nor marketing concept but a mixture of concept and method. Research Methodology The first part of this research was based on the ground theory. To build the open category, about 200 cases was studied to defined the main category of viral marketing, and 3 primary cases was analyzied to analogize the structure of the research, using the research methodology of “Right Analogy”. Right Analogy is constructed on the same logic of anlogism, which requires 2 similar objects shall the same but one critical difference, and then the characteristics is analogied possible. Under the logic, the primary category can be constructed, and the theory can be extracted from the cases we observed. Conclusions 1. The definition of viral marketing can be described as follows: “ Viral marketing is an online strategy which is in an particular formation, can spread itself through the paticular chnnels and if marketing managers, designers, or any one who need it can design it personally to reach a particular object.” 2. Virus’ gene can be any product, brand, service, and even a strategy object. 3. When the marketing object was chosen, the target customer was assured at the same time. In another words, gene and host in viral marketing are coupled. 4. Proper represet formation can induce higher marketing effect, that is, a proper designed carrier is better. 5. The differences between viral marketing, direct selling, and second-level communication were showed as follows: Viral marketing Direct selling Second-level communication communicator Customer andthe center of the communication Customer the center of the communication Achievement estimation Can be estimated after being designed yes no Applied situation Virtual world limited in this research Real world No limited Key word Viral marketing, virus marketing, e-mail marketing, Hotmail, ICQ, diffusion, spread, communucation, oral communication, direct selling