行動App與經典內容行銷：以職能培訓講習及專業證照推廣為例

Mobile App and Epic Content Marketing: A Case Study of A Competence-Based Training Institute and Its Promotion on Professional Certificates

本研究是以職能為基礎的培訓講習及專業證照推廣為例，探討盈豐資訊科技有限公司（以下簡稱：盈豐）如何在行動APP上從事經典內容行銷。經過審慎的探究，我們認為在內容行銷過程中應特別注意三個環節：1.運用BEST公式思考內容如何創造。2.由行銷溝通模式所對應的內容行銷策略（包括階段性策略與一般性策略）應按部就班依序執行。3.針對產業從業人員應具有的就業力，界定出適切內涵的職能名稱，以及完整的職能標準，並據以規劃專業證照檢定考科目與考題。此外研究結果顯示：1.行銷的重點之一是必須和顧客有面對面的互動，就盈豐而言，目前最有效的面對面互動，應該是持續舉辦全國競賽。2.最有效的行銷組合是結合網路和非網路的行銷，當全國競賽成績揭曉時，盈豐可以發新聞稿給媒體，增進廣告與宣傳效果。3.高端的知名品牌社群均會製作企業FB，並使用FB做為品牌社群銜接的一部分，故盈豐宜速建立FB粉絲專頁。 This study explored into how a competence based-training institute, using InforTechnology Ltd. (ITL) as an example, may apply mobile applications (App) followingepic content marketing principles to enhance its competence based training curriculum andpromote professional certification program. As a result of this thorough study, it isrecommended that ITL should pay special attention to the following three key areas: 1.Use BEST formula to stimulate creativity. 2. The content marketing strategy (including alife-cycle marketing strategy and general tactics for each specified stage in the life-cycle)derived from the marketing communications model, should be carried out systematically,3. Define pertinent competency terms and standards with respect to each professionalindustry and sub-field in order to adequately and thoroughly specify matching skills andcapabilities in order to plan and compose qualification lists, which facilitate design and development of the corresponding examination. The study results also revealed thefollowing important findings: 1. Marketing should also emphasize face-to-face interactionwith customers. Currently an extremely effective initiative of face-to-face interaction forITL to take on is to continuously sponsor and lead the National Innovation, Creativity, andEntrepreneurship contest among all major Taiwan colleges. 2. An important and effectivemarketing strategy nowadays is to interweave the conventional marketing with onlinemarketing strategy. For example, ITL may use online as well as traditional news media tobroadcast the national contest results when the event is completed, which will greatlyenhance the advisement effect. 3. Most high-end companies develop and maintainprominent FB portals as their important social media to promote visibility and webcommercial into online communities. It is strongly recommended that ITL build a FB fansite rapidly in order to further raise their marketing effects.