| 摘要: | 目前台灣電子商務產業已經進入白熱化的階段，電子商務網站如何透過網路數位廣告的方式，擬定最佳的行銷廣告策略，創造最佳的績效，將會是經營者重要的課題。
本研究的目的希望以電子商務網站經營者的角度思維，以有限的廣告預算資源下，針對不同的商品類別，評估出最具有績效的網路廣告型態。期許幫助經營者善用有限的資源，做出最佳的廣告配置，以達到最佳的經營績效為考量。本研究將使用資料包絡分析法來作評估，以期能達到下列研究目的：
一、使用資料包絡分析法，建立電子商務網站數位廣告績效管理評估模式。檢驗本研究分模式一選取不同的商品類別，分別投入兩種不同的網路廣告型態以及模式二針對四種不同的廣告型態的規模效率分析、差額變數分析以探討本研究不同的商品類別之相對效率、學習標竿，以及尚待改善的空間。
二、依據前項分析結果，探討有限的廣告預算資源下投入的最佳化效率策略，實務上可提供企業提升營運績效的參考並為台灣電子商務產業針對網路廣告經營策略的建議。
本研究結果發現模式一的結論是3C商品適合透過社群廣告方式投遞給需要的消費者。生活商品及流行商品較適合用影音廣告的方式，說明商品的特性及使用方式，讓消費者更容易接受。
模式二的結論為針對整體的四種廣告型態來說，關鍵字廣告是最值得持續投放的廣告型態，其次針對過往的迷思，入口網站的廣告才是業績的來源做了一個觀念性的改變，另外新型態的影音廣告是可以期待的，如果持續投入將會有不錯的績效產出。社群廣告是較適合單商品面的廣告型態，可以結合影音廣告的模式，加快消費者的決策過程，也是值得持續投入的廣告型態。
At present Taiwan's e-commerce industry has entered a white-hot stage, How e-commerce site, through the network of digital advertising, to formulate the best marketing and advertising strategy, to create the best performance, will be the operator is important topic.
The purpose of this study hope to e-commerce site operator's point of view thinking, with limited advertising budget resources, according to different commodity categories, assess the performance of one of the most network advertising forms. Promise to help managers to make good use of limited resources, make the best AD configuration, in order to achieve the best performance for consideration. This study will use data envelopment analysis to assess, in order to achieve the following objectives:
1. using data envelopment analysis (DEA), the establishment of e-commerce site, digital advertising performance management assessment model.
2. the inspection of this study points mode a selection of different commodity categories, respectively in two different Internet advertising patterns and pattern two to four different kinds of advertising forms of scale efficiency analysis, the difference variables analysis to discuss the research relative efficiency of different product categories, the study purpose driven, and the space is yet to be improved.
3. on the basis of the analysis results are referred to in the preceding paragraph under limited advertising budget resources into the optimization efficiency of the strategy, can provide enterprises with the practical reference and improve operating performance for Taiwan electronic commerce industry in view of the network advertising business strategy recommendations.
This study found that mode suitable to the conclusion that 3C products through community advertising delivery to consumers need. Living goods and fashion products is suitable for video advertising way, characteristic and use of goods, make consumers more acceptable.
Mode 2 conclusion for the whole four advertising type, keyword advertising is the most worth continuing advertising, second in view of the myth of the past, entrance website advertising is the source of the performance made a conceptual change, the other is new kind of video ads can look forward to, if continue to input output will have a good performance. Community ads is suitable for single commodity below, can combine video advertising model, speed up the decision-making process of consumer, it is worth continuing to pour money into advertising. |
