第五章 結論與建議
第四節 後續研究發展
(29.5%),電子郵件則是因為已經步入成熟期,因此使用者增加幅度(14.6%)
與網民規模增加幅度(19%)基本上是一致的,如表 5.3-1 所示。
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但以使用人數接近 2.5 億來看,仍有相當可觀的商機(CNNIC, 2011)。與 2009 年相比,中國 2010 年個人電子郵箱使用者規模絕對量有所增長,但是增長率有 較大幅度下降。iResearch(2011)認為,導致使用者規模增速下降的原因主要有 兩點:第一,受中國網民整體規模增速下降影響,電子郵件於網際網路上之應用 已經邁向成熟期,因此使用者增加幅度與網民規模增加幅度基本上是一致的;第 二,微博、社群網站(SNS; social network service)等新興的網路溝通方式轉移 了網民的部分溝通需求,一定程度上制約了郵箱用戶的增長。因此本研究認為整 合社群媒體與電子郵件行銷,進一步測詴行銷效果也是值得探討的議題。
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2. 方世榮譯(1998) Kotler P.著, Marketing management: analysis, planning, implementation, and control, 9th ed., Prentice-Hall, Inc.,,東華書局。
3. 王生集(1993),《參考價格、產品涉入與消費者態度》,國立中山大學
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13. 傅馨巧(2004),《電子郵件行銷之研究:人們為什麼閱讀及轉信》。台灣 科技大學資訊管理系碩士論文。
14. 游朝富(2007),《個人化電子 DM 的產品推薦效果-以親密感為中介變 項》。國立中山大學資訊管理學系碩士論文
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網站資料
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3. Epsilon 2009年全球消費者電子郵件研究 http://0rz.tw/sBv4v 4. DoubleClick http://www.google.com/doubleclick/
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