隨著互聯(lián)網(wǎng)的迅猛發(fā)展,以及政府對信息技術基礎設施投資的大力支持,人們對互聯(lián)網(wǎng)的運用比過去任何時候都更加便利了。由此,協(xié)同工作空間行業(yè)也在全球范圍內(nèi)獲得長足增長。協(xié)同工作空間也在泰國曼谷等城市獲得增長潛力。這篇論文對S64協(xié)同工作空間進行了研究。研究問題聚焦在其在線營銷傳播渠道所存在的問題上。本文首先介紹了論文的研究背景、研究目的和研究意義,并通過對日常工作人員、專業(yè)領域的專家進行深度訪談,以及研究公司文檔獲得一手數(shù)據(jù),在案例描述中,詳細確認、介紹了S64協(xié)同工作空間存在的具體的社交媒體廣告促銷面對的挑戰(zhàn)和問題。作者通過整合營銷傳播理論、社會網(wǎng)絡理論,、社會媒體營銷策略等,對問題的根源進行剖析,并利用專業(yè)管理模型如魚骨圖、五力分析模型和PESTEL分析模型探討其管理問題。在此基礎上,作者為企業(yè)提供了問題的解決思路,即企業(yè)可以通過改善社交社區(qū)和在線廣告的方法,提高受眾的信息交換空間和機會。并通過使用社交媒體來促進業(yè)務的開展以展示其產(chǎn)品價值。 

【文章頁數(shù)】：95 頁

【學位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS
ABSTRACT
摘要
1 Introduction
    1.1 Research background
    1.2 Research objectives
    1.3 Study Limitations
    1.4 Benefits of the Study
    1.5 Structure of thesis
2 Literature Review
    2.1 The co-working spaces and social media promotion
        2.1.1 Social media promotion for co-working spaces
    2.2 The theory of Integrated marketing communications (IMC)
        2.2.1 The theory of processes and evaluation of Integrated marketing communications (IMC)
        2.2.2 The integrated marketing communication mix tools
        2.2.3 Brand and Integrated Marketing Communications
        2.2.4 Literature review on integrated marketing communications (IMC)
    2.3 Introduction to social network theory
        2.3.1 Social Media Marketing
        2.3.2 Electronic Word of Mouth (E–WOM)
        2.3.3 Online Communities
        2.3.4 Online Advertisements
        2.3.5 Literature review on social network marketing
    2.4 Analysis tools and technique
        2.4.1 Cause and effect analysis (Fishbone diagrams)
        2.4.2 Five Force Model
        2.4.3 PESTEL analysis
    2.5 Other related theories
        2.5.1 Co-working space management
        2.5.2 Social media marketing strategies
3 Case Description
    3.1 General Background
    3.2 The development of S64 co-working space
    3.3 Problem facing
        3.3.1 First problem: No marketing strategy for co-working space management
        3.3.2 Second problem: Ineffective and unsystematic in current promotion channel
        3.3.3 Third problem: No evaluation process
4 Case Analysis
    4.1 First problem: No marketing strategy for co-working space management
    4.2 Second problem: Ineffective and unsystematic in current promotion channel
        4.2.1 Media
        4.2.2 Message
    4.3 Third problem: No evaluation process
5 Suggestion
    5.1 Improve marketing strategy for co-working management
        5.1.1 Focus on the right target
        5.1.2 Develop the self- improvement and business management
        5.1.3 Expanding the business promoting channel
        5.1.4 Renovated co-working space
    5.2 Improving the effectiveness of promotion channel
        5.2.1 Following the advice of the expert in brand management
        5.2.2 Creating and improving social marketing
        5.2.3 Improving the operation in organization for responding to customer
        5.2.4 Improving the promotional channel within message
        5.2.5 Developing the various kinds of ads
    5.3 Measuring the evaluation process
        5.3.1 Measuring the performance of promotion
        5.3.2 Giving knowledge the operational staff to evaluate performance
        5.3.3 Establishing effective marketing activity
        5.3.4 Careful financial planning
6 Conclusion and Further Studies
    6.1 Conclusion
    6.2 Further Studies
REFERENCES
APPENDIXS
    APPENDIXS Ⅰ: Facebook Performance
    APPENDIXS Ⅱ: Statistic



本文編號：3684027