台日韓行動行銷經營模式比較分析研究

Comparing and Analyzing Business Models of Mobile Marketing Industry among Taiwan, Japan and Korea

目前行動行銷尚有下列議題亟待釐清與探討，包括：使用行動行銷服務的顧客群真正在乎什麼？何種行動服務及形式才能廣泛的被使用者接受？訂價策略與收費模式為何？如何藉由多行銷管道與使用者互動產生綜效？以往文獻缺乏整體產業詳細描述，對供需雙方行動價值的認定也無討論，加上台灣行動行銷產業尚處萌芽階段，故本研究採跨國探索性研究方式，利用了質化與量化研究方法，包含：企業深入訪談、線上焦點團體訪談、問卷調查並比較日韓成功行動行銷營運模式，以期為台灣行動行銷產業成員提出實際可行策略觀點與做法，並補足應用缺口。本研究發現產業策略整合與開放式服務平台是台灣行動行銷茁壯的方法，廣告及低價策略是行動行銷最佳訂價模式，並應先由軟性行動內容與行動娛樂二個主要方向切入，創造無線價值與應用。研究結果除了根據問卷調查結果、企業及使用者訪談等資料，提供產業、使用者、行銷等三大面向的行動行銷策略方針規劃外，並進一步提出行銷模式、服務內容設計、費率設定、技術平台、顧客偏好、整合傳播行銷等不同層面之策略作法建議。

This cross-country research tries to compare and analyze current business models of mobile marketing industry among Taiwan, Japan and Korea. Several critical issues are discussed in this research, including: (1) which characteristics of mobile marketing service do customers care? (2) What types of mobile marketing services are customers willing to accept and pay? (3) What is the best pricing strategy to succeed? (4) How to interactive with customer via multiple marketing channels to generate synergies? This study uses both qualitative and quantitative study to analyze the current issues of mobile marketing services, operations, promotions and future development among Taiwan, Japan and Korea. Based on the analyses this research provides several suggestions regarding marketing strategic planning, content /service design, pricing, technology and platform, user preferences and integrated marketing communication for companies of Taiwan’s mobile marketing industry.