| 摘要: | 數位行銷的相關研究很多，但是對「數位行銷執行策略關鍵成功因素」做整體性研究的論文較少。本研究從構面、關鍵因素、指標題項三個層面彙整數位行銷執行策略相關因素，以共時德菲法執行三回合專家評分問卷，根據各題項因素重要性與一致性的統計分析，得出以下研究結果 ：
在三個構面因素中，專家認為「價值傳播與溝通」最重要，其次是「客戶關係」及「市場認知與顧客洞察」。在八個關鍵因素中，專家認為關係方案、傳播方案、關係建立、傳播模式這四個因素最為重要，其次是資訊分析、資訊蒐集、關係經營策略、需求評估。39個指標題項也根據其重要性與一致性的統計分析，被分為17、4、15三個集群，另有3題因專家們一致認為「不太重要」被刪除。
本研究提出一個新的數位行銷執行策略關鍵成功因素之思考框架，並經過德菲法專家問卷系統的重要性評分，可以作為企業組織進行數位行銷決策與執行時分配行銷資源的指導參考，數位行銷顧問提報或檢視行銷方案時的分析工具，同時也為數位行銷研究者提供了一個系統化分析數位行銷執行策略的研究框架。
There are many related researches on digital marketing, but there are few papers on the "key success factors of digital marketing execution strategy". This study integrates the relevant factors of the marketing implementation strategy from the three levels of dimensions, key factors, and heading items, and implements the three rounds of expert scoring questionnaires using the synchronic Delphi method. According to the statistical analysis of the importance and consistency of each item factor, the following research results are obtained:
Among the three dimensions, experts believe that "value communication and communication" is the most important, followed by "customer relationship" and "market awareness and customer insight." Among the eight key factors, experts believe that the four factors of relationship plan, communication plan, relationship establishment, and communication mode are the most important, followed by information analysis, information collection, relationship management strategy, and needs assessment. According to the statistical analysis of their importance and consistency, 39 items are divided into three clusters of 17, 4, and 15. Another 3 items are deleted because experts agree that they are "not important".
This research proposes a new thinking framework for the key success factors of digital marketing implementation strategies, and has been scored by the Delphi Expert Questionnaire system. It can be used as a guide for business organizations to make digital marketing decisions and allocate marketing resources during implementation. Digital marketing the analysis tools used by consultants when reporting or reviewing marketing plans also provide a research framework for digital marketing researchers to systematically analyze digital marketing implementation strategy. |
