從電視置入性行銷到數位媒體整合式行銷：以H個案公司為例

Abstract

從電視置入性行銷，結合科技運用，有效地運用顧客價值主張理論，在消費者有需要的時間，經由對消費者便捷的通路，運用對消費者具吸引力、感覺物超所值的銷售手法，賣具競爭力的商品，給需要的人，進而增加企業銷售獲利、競爭力和提高客戶重購率與客單價，企業經營歸納如下： 1.發展自有品牌SOFER、命運好好玩。 2.耗資千萬研發智慧性電話行銷中心平台，輔以CRM及ERP大數據之資訊科技為工具。 3.順應網路時代來臨，增加手機版網站、社群媒體等經營，轉型到數位媒體整合式行銷。 4.結合線上線下，清楚目標客群的需求以及整合販售商品、提供服務。 5.創新研發商業模式，在產業中建立地位與獨特性。

How enterprises should transform under the rapidly changing environment from TV-infomercial marketing strategies to digital media integrated marketing strategies is crucial. This research has contributed to solve this problem by the following: 1.Created own brands such as Sofer, Superlucky. 2.Invested over 10 million to develop smart call center, with information technology tools like CRM and ERP to further optimize the service. 3.In response to the advent of the Internet era, with addition of mobile web, social media operation, evolving into digital media integrated marketing. 4.Combining online to offline, understand the needs of the target customer base and integrate the sale of products and services. 5.Innovative new business models, to establish uniqueness and leading status in the industry.