Dissertations / Theses on the topic 'Affiliate Marketing'

This diploma thesis treats of affiliate marketing in the Czech Republic and is divided up into two parts.The first, the theoretical one, is about explaining of affiliate marketing in general, historical milestones of affiliate marketing, affiliate networks, affiliate programs, but also about online and offline marketing and other affiliate marketing related terms. The own part of work includes a survey results researching awareness of affiliate marketing among respondents and their perceiving of online advertising, then SWOT matrixs identifying of strenghts, weaknesses, opportunities and threats of affiliate marketing as for merchants as for partners. At least but not last there are explored affiliate softwares for smaller merchants and also costs of affiliate marketing in the first year and consequently reviewed and eventually selected the best possible option for czech market.

Bussinessmen, companies and traders put money into advertising. But they require these ads to bring the desired effect -- i.e. new customers, sales, revenues. Affiliate marketing allows exactly all of that. The objective of this diploma thesis is to describe the affiliate marketing (kind of performance advertising on the internet) from the perspective of the advertiser and further evaluate affiliate marketing as a suitable form of promotion for a particular Czech company. There will also be the affiliate program analysis, its realization and description of affiliate program management.

The thesis deals with the area of affiliate marketing from the sight of the affiliate seller and also from the sight of the affiliate company. In the theoretical part the notion affiliate marketing is characterized and fundamental subjects of affiliate marketing are defined. Furthermore, there is outlined dilemma of the affiliate companies, which deal with affiliate sales of flight tickets in Czech Republic. In the practical part the pieces of knowledge from the theoretical part are applied and in conjunction with the results from the defined hypothesis are set recommendations, which increase the efficiency of the affiliate marketing both on the side of affiliate seller and on the side of the affiliate company.

This diploma thesis analyzes one from online marketing segment -- Affiliate. Thesis is divided to two logical parts. In first part is described philosophy and functions of affili-ate marketing like a part of sales promotion strategy online. In second part is practically described how it works on some case-studies. In case-studies are described differences between Czech and foreign online environment. Thesis wants to describe this interesting and often marginalized segment of online marketing.

This thesis deals with affiliate marketing as one of the internet marketing tools. The work highlights the differences between affiliate marketing in the Czech Republic and the U.S. and also describes how to start your own affiliate program for entrepreneurs in the Czech Republic. The main objective of the thesis is to analyze and evaluate the success of the selected affiliate programs in the company AdFinance Ltd., which are promoted through its own affiliate network AdBenefit. Suggestions are part of the work, which could lead to an improvement in the operation of the affiliate network. The work is prepared based on literature, internet resources and own experience of the author's job position as affiliate manager.

This thesis focuses on inclusion of affiliate marketing to internet marketing as a contemporary modern tool for acquiring new customers in the online market and on analysis of the system solution for conversion tracking at eHUB.cz Ltd. The thesis is divided into three parts: the first part presents the general overview of affiliate marketing, the second section analyzes the current state of the conversion tracking system at eHUB.cz Ltd. and the third proposes an optimal solution for the future status of this system. Theoretical level corresponds to the first part and a practical second and third. The theoretical part clarifies the position of affiliate marketing within online marketing, including basic knowledge and relationships that are necessary for proceeding to the practical part. The practical part contains a description of the original and current technical solutions of system eHUB. At the same time suggests its optimization for a future state. The main objective is to find a precise definition of the current standards of conversion tracking system solutions in eHUB.cz Ltd. The main contribution of this work is the usability of the optimal technical solution at eHUB.cz Ltd.

The main goal of my thesis is to create realistic and applicable marketing agency business plan. The secondary goal is to observe and analyze market status and try to forecast future trends based on Czech and foreign market signals. Marketing agency business plan is based on market analysis and data collection from online sources. Agency is already on the Czech market due to that my thesis include knowledge and experiences from real life business environment. Future forecast of trends in affiliate marketing is based on trends until 2018. Main benefit of my thesis is creating awareness of affiliate marketing in Czech Republic. Affiliate marketing is on the edge of online marketing channels. Another benefit is in future forecast of affiliate marketing trends. Marketing agency business plan is and will be applied in real business environment.

SAMALIŪTĖ, Loreta. (2008) Applying Affiliate Marketing in Sales Promotion. MBA Graduation Paper. Kaunas: Kaunas Faculty of Humanities, Vilnius University. 81p. SUMMARY Labai sparčiai vystantis elektroninei komercijai, labai svarbu tampa skatinti pardavimus internete. Žinoma tai neatsiejama nuo reklamos internete, nes jos dėka, galima pranešti pirkėjams apie esamas akcijas, nuolaidas ir privilioti juos į savo svetainę. Reklama internete yra gana brangi ir prieinama ne visiems verslininkams. E-tinklinis marketingas – vienas parankiausių sprendimų, nes verslininkas, norintis reklamuoti savo produktą ar paslaugą, už reklamą moka tik tada, kai kas nors nuperka prekę būtent tos reklamos dėka. Literatūroje išskiriama ir praktikoje naudojamas ne vienas e-tinklinio marketingo tipas, tačiau visų jų esmė yra tame, kad nereikia mokėti už reklamą iš anksto. Tai puiki galimybė neįšaldyti apyvartinių lėšų, sumažinti rėmimo biudžeto išlaidas ir mažiau rizikuoti dėl nepavykusių akcijų patirti nuostolius. Darbo objektas- pardavimų skatinimas. Darbo tikslas- atskleisti e-tinklinio marketingo taikymo galimybes pardavimams skatinti. Siekiant iškelto tikslo yra numatomi šie uždaviniai: 1. Išanalizuoti pardavimų skatinimo teorinius aspektus bei priemones. 2. Išnagrinėti reklamos internete būdus bei jų galimybes. 3. Atskleisti e-tinklinio marketingo veikimo principus. 4. Įvertinti e-tinklinio marketingo taikymo galimybes pardavimams skatinti Lietuvoje. Atlikus tyrimą „E-tinklinio marketingo... [toliau žr. visą tekstą]
SAMALIŪTĖ, Loreta. (2008) Applying Affiliate Marketing in Sales Promotion. MBA Graduation Paper. Kaunas: Kaunas Faculty of Humanities, Vilnius University. 81p. SUMMARY It is very important to promote sales in the internet, because electronic commerce is developing rapidly. Of course it is inseparable from promotion in the internet, because due to it, it is possible to report to customers about present shares, discounts and to entice them into web page. Promotion in the internet is quite expensive and is not available for all businessmens. Affiliate marketing– one of the handiest solutions, because a businessman, who wants to promote his product or service, pays for the promotion only when somebody buys the good exactly because of that promotion. It is perfect opportunity not to freeze current asset, to reduce expenses of supported budget and to risk less to experience loss because of unsuccessful shares. Object of the work – promotion of sales. Purpose of the work – to reveal application opportunities of affiliate marketing to promote sales. Seeking for the raised purpose there are foreseen these tasks: 1. To analyze theoretical aspects and means of sales promotion. 2. To explore methods and possibilities of promotion in the internet. 3. To reveal process principles of affiliate marketing. 4. To evaluate application possibilities of affiliate marketing to promote sales in Lithuania. Results of the done research “Opportunities of affiliate marketing to promote sales in... [to full text]

Although the measurement of offline and online marketing is extensively researched, the area of online performance measurement still presents a number of unaddressed gaps, such as fragmented research and predominance of practitioner-driven measurement approaches. With a focus on affiliate marketing in tourism and hospitality, this thesis addressed these gaps and evaluates the effectiveness of practitioner-led online performance assessment. More precisely, the study explores a potential shift in affiliate marketing measurement practices, and develops a theory of affiliate marketing performances measurement in tourism and hospitality. Relying on a grounded theory research strategy, the work undertakes qualitative analysis of 72 online forum discussions, 37 interviews and 40 questionnaires with the major affiliate marketing stakeholder groups from the tourism and hospitality industry - merchants, affiliates, affiliate networks and affiliate agencies. The findings of the thesis add value to both theory and practice. The theoretical contribution of the research is twofold. First, the work furthers the broader marketing theory and in particular the distribution and promotion literature by exploring an under-researched online marketing channel - affiliate marketing - that can be employed for both promotion and distribution purposes. The study provides a detailed description of an affiliate marketing ecosystem and defines the key affiliate marketing constructs. Second, the work contributes to the performance measurement research by developing a substantiative theory of affiliate marketing performance measurement in tourism and hospitality. From the practitioner perspective, the work brings value by proposing a change in existing performance measurement practices and offering a process-oriented model of performance measurement in affiliate marketing, which details the phases and steps that managers can undertake in assessing performance. To further the findings, future research can explore the applicability of the proposed model to other industry sectors and online channels, and can develop the proposed substantive theory to a formal theory by employing other research methods, for example case studies and action research.

Diplomová práca sa zaoberá províznym marketingom vo vybranej spoločnosti. Poukazuje na špecifiká a fungovanie Českého affiliate trhu a porovnáva teoretické poznatky so skutočnosťou. Hlavným prínosom práce je komplexný návrh provízneho programu za účelom zvýšenia efektívnosti.

This thesis focuses on the effectiveness of marketing tools available in Czech internet environment. The theoretical part describes typical attributes and advantages of individual tools and observes the possibilities of achieving marketing and commercial goals by using these tools. In the application part, the surveyed e-shop is introduced and it's marketing tools are analyzed using web analytics. Either behaviour of customers of this e-shop or financial indicators, which are crucial for evaluating performance, are analyzed in this thesis. The synergic effect of using these marketing channels is evaluated using the assisted conversions analysis. The main goals of this thesis is evaluation of the efficiency of used marketing tools using web analytics and consider suitability of their use for this specific e-shop. Another aim is comparing the performance of individual marketing sources and proposing measures to help increase efficiency of tools used by this e-shop.

The internet and the rise of e-commerce have changed the foundation for how Swedish fashion companies operates. The shift has simplified for businesses to reach foreign customers who are vital for the fashion companies as the Swedish market is too small to nurture all existing companies. To expand abroad often requires plenty of resources to overcome structural entry barriers. One marketing tool that Swedish fashion companies have used to avoid high expenditures is Affiliate marketing, a cost-effective digital marketing instrument. Therefore, is the purpose of this study to broaden the discussion about Affiliate marketing. Furthermore, this thesis will try to understand how Swedish fashion companies have incorporated Affiliate marketing to overcome market entry barriers. The result from the empirical findings gave indications that Affiliate marketing has had an impact on the Swedish fashion companies’ expansion. It was important for the interviewed companies to collaborate with different bloggers and websites, to create a certain awareness about the companies’ products on the new markets. The study also showed that Affiliate marketing could lower entry barriers by itself but also exposes businesses to new barriers as logistic- and payment solutions that must work simultaneously. The outcome of the study shows that it is significantly important for a Swedish fashion company to have a proper logistics- and payment system in place before a company implements Affiliate marketing, as the method will otherwise prove ineffective.
Enligt en rapport från Tillväxtverket är den svenska marknaden för mode för liten för att mätta allabefintliga bolag. För att nå ut till nya kunder har svenska modeföretag använt sig av e-handel ochonline marknadsföring. Affiliate marketing är en kostnadseffektiv digital marknadsföringsmetod somsvenska modeföretag har använt sig av. Eftersom att det är vitalt för svenska företag att marknadsförasig på och exportera sina produkter till andra marknader är syftet med uppsatsen att breddaforskningen kring Affiliate och försöka förstå Affiliate marketings roll i svenska modeföretagexpansionsstrategi och hur företagen har använt Affiliate marketing i sin expandering. Efter att ha genomfört intervjuer gav resultatet från empirin indikationer om att Affiliate marketinghade haft en påverkan på svenska modeföretags genomförda expansion utomlands. Det var viktigt förde intervjuade företagen att kunna samverka med olika intressenter som kunde agera publicister ochskapade intresse på de nya marknaderna. Resultatet visade att Affiliate marketing inte enskilt kundesänka etableringshinder utan att företag var tvungna att genomföra andra åtgärder samtidigt.Det var av större vikt att som företag ha implementerat en fungerande logistik- och betalningslösningpå plats innan svenska modeföretag använde sig av någon typ av marknadsföring som exempelvisAffiliate marketing.

This project describes internet marketing and its components (search engine marketing, internet advertising, internet PR, e-mail marketing etc.). It also describes the possibilities of employing internet in marketing and depicts new ways of online communication. The expenses for internet advertising are constantly growing as well as the number of internet users. The number of universities is increasing and so is the competition. That's why it's vital that they should act as a part of the market and use marketing strategies. The objective of this project is to analyse and suggest communication strategies of the Faculty of Management at the University of Economics in Prague using the knowledge acquired from the theoretical part. The practical part specifies the target group, draws up a report and chooses the way of communication. Further on, we will consider the timing of every single activity and the overall budget.

The diploma thesis is concerned with the marketing strategy proposal for start-up project. The thesis summarizes the theoretical knowledge about marketing strategy on the Internet. The practical part analyze the Project including the internal and external Environment. Marketing strategy is proposed according to analysis and marketing researches. At the end are suggested method of evaluating the effectiveness of the proposed strategy, financial demands and critical factors of success.

Syfte: Huvudsyftet med uppsatsen är att beskriva praktiken inom affiliate marketing ochbloggar inom livsstilssegmentet över en tvåmånaders period. Studien beskriver och framför defaktorer som krävs för att skapa och driva en blogg som attraherar läsare och annonsörer.Design och metod: Uppsatsen presenterar en statistisk analys av de huvudkategorier sombloggare i livsstilssegmentet nyttjar i sitt nätbaserade dagboksskrivande samt en diskursanalysav innehållet i dessa kategorier. Första steget i studien är att lokalisera bloggar som uppfyllerde kriterier som kännetecknar en livsstilsblogg. Det andra steget är att kategorisera inläggen ibloggarna. Det tredje steget är att genom diskurs analysera innehållet i inläggen som tillhör deolika kategorierna.Resultat: En utförlig studie av bloggar inom livsstilssegmentet som dessutom arbetar medaffiliate marketing visar på tendensen att dessa kommunicerar med sina läsare på ett sätt därde eftersträvar ett djupare och mer familiärt förhållande till sina läsare. Detta så att intressethålls uppe och läsarna lockas att återvända till bloggen. Bloggarna kombinerar dettakommunikationssätt med rekommendationer och länkar för att marknadsföra företag ochprodukter.Originalitet/värde: Studiens resultat kompletterar studier gjorda kring bloggar ochbloggsfären och är relevant för forskare som söker ingående kunskap om bloggsfären inomlivsstilsgenern och fenomenet affiliate marketing. Resultaten är dessutom relevanta förbloggare som önskar att skapa en blogg som attraherar läsare och genererar inkomst.Purpose: The main purpose for this paper is to examine the practices of affiliate marketingand blogs in the lifestyle segment trough a selection of blogs and their publications over a twomonth period. The research describes and determines the key factors needed to execute a blogthat draw readers and advertisers.Design/methodology/approach: The paper presents a statistical analysis of the maincategories presented in three chosen blogs in the lifestyle segment and a discourse analysis ofthe content found in these categories. The first step in the research is to locate blogs consistentwith the research criteria. The second step is to categorize the blog posts and the third step istrough discourse analyze study the content of the categories.Findings: A thorough examination of blogs in the lifestyle segment who use affiliatemarketing programs shows a tendency to write in a style and manner that seeks to connectwith the audience on a deeper, more relatable level to keep readers interested and willing toreturn to the blog. The bloggers combine this with product recommendations and linkbacks toadvertise for products and companies.Originality/value: This paper contributes to studies done on blogs and the blogsphere and thefindings are relevant for reasearchers who wish to study the lifestyle blogsphere and theaffiliate marketing phenomenon. The findings are also relevant for bloggers who aspire tocreate a blog that attracts readers and generate an income.
Program: Textilekonomutbildningen

The aim of this Master´s thesis is to analyze a company e-commerce, to take a think about what it has brought to the company and withal suggest some instruments for increasing the salability and improve the communication between individual distribution channels so they would be more motivated for cooperation within this company. The thesis is divided into several chapters where we can find general knowledge about the commerce via the Internet, single kind of the e-commerce and also the legal aspects connected with that. The analytic part will introduce us the concrete knowledge about the company and marketing possibilities on the Internet for that company.

This Diploma thesis is focused on the Internet marketing tools, which are suitable for the Company aimed at selling consumable goods. These Internet marketing tools are applied within Zoot Company. Diploma thesis is divided in two logical parts, theoretical and practical. Individual tools are introduced and intimately analysed in theoretical part. For all mentioned tools, there is a definition of their advantages, description of the process, how to manage those tools, the process models and the description of the tools for their evaluation. The practical part is based on the theoretical part. This part contains the analysis of the Zoot Company and its competitors and the analysis of Zoot's usage of the Internet marketing tools defined in theoretical part. The end of the practical part contains recommendations, how to improve the Internet marketing tools management. Main benefit of the theoretical part is the framework of Internet marketing tools, which are suitable for the Company aimed at selling consumable goods and their process adaptation. The benefit of the practical part is the intimate analysis of Zoot Company and its usage of the Internet marketing tools from theoretical part together with recommendations how to improve the Internet marketing tools management.

This diploma work deals with specific business concept and with possibilities of a company promotion on the Internet. The theoretical segment contains a survey of the Internet business models and a synopsis of current individual forms of promotion used on the Internet. There are described advantages and disadvantages of banner advertising, contextual advertising, email marketing, search engine marketing (SEM), social networks and affiliate marketing. The final part of theoretical section of the thesis is dedicated to the possibilities of propagation efficiency measurements. Practical part of the diploma work introduces author's own business concept and its business model. The description of specific methods of propagation realized in congruence with the noted business concept follows.

Customer loyalty is an important issue for the success and sustainability of an online business. Moreover, the concept of affiliate marketing online business has become well-known among online shoppers in the past several years. Nevertheless, there is little research investigating customer loyalty towards affiliate marketing websites, especially in China, where this kind of websites are known as ‘cash-back website’. Therefore, this research investigates customer loyalty towards cash-back websites (51fanli.com as the leading cash-back website) in the China market. Based on previous studies and interview, this research applies six factors (cash-back promotion, price comparison service, WOM in social community, quality web design, privacy and security, trust) as core and supplementary services which influence customer perspective in loyalty. This study aims to find out which factors in cash-back websites can influence customer loyalty in the China online market. In this research, questionnaires are sent to cash-back website users to collect quantitative data. A statistical analysis is used to verify the nine hypotheses to analyze the collected data. The result points to five factors in both core and supplementary services that support customer perspective towards loyalty, while only ‘WOM in social community’ has no correlation with Chinese customer perspective towards loyalty. After comparing the results of the two groups of customers, those used 51fanli.com and those who did not use 51fanli.com, the research discover that customers who used 51fanli.com have stronger opinions on ‘privacy and security’ factor. Customer perceived value has significant positive relations to customer satisfaction that may influence customer loyalty. Furthermore, managing the loyalty programme in order to maintain high switching cost is only applicable to customers who have high satisfaction towards the website. Finally, some managerial implications suggested cash-back websites to adapt unique strategies to gain more customers and cautiously use switching cost. Maintaining a good reputation on privacy and security is another key success factor of cash-back websites in China market.

Personalisierung ist ein wichtiger Bereich des Internet Marketings, zu dem es wenige experimentelle Untersuchungen mit großen Teilnehmerzahlen gibt. Für den erfolgreichen Einsatz von Empfehlungsverfahren sind umfangreiche Daten über das Käuferverhalten erforderlich. Diesen Problemstellungen nimmt sich die vorliegende Arbeit an. In ihr wird das Shop-übergreifende individuelle Käuferverhalten von bis zu 126.000 Newsletter-Empfängern eines deutschen Online-Bonussystems sowohl mittels ausgewählter Data-Mining-Methoden als auch experimentell untersucht. Dafür werden Prototypen eines Data-Mining-Systems, einer A/B-Test-Software-Komponente und einer Empfehlungssystem-Komponente entwickelt und im Rahmen des Data Minings und durch Online-Feldexperimente evaluiert. Dabei kann für die genannte Nutzergruppe in einem Experiment bereits mit einem einfachen Empfehlungsverfahren gezeigt werden, dass zum einen die Shop-übergreifenden individuellen Verhaltensdaten des Online-Bonus-Systems für die Erzeugung von Empfehlungen geeignet sind, und zum anderen, dass die dadurch erzeugten Empfehlungen zu signifikant mehr Bestellungen als bei der besten Empfehlung auf Basis durchschnittlichen Käuferverhaltens führten. In weiteren Experimenten im Rahmen der Evaluierung der A/B-Test-Komponente konnte gezeigt werden, dass absolute Rabattangebote nur dann zu signifikant mehr Bestellungen führten als relative Rabatt-Angebote, wenn sie mit einer Handlungsaufforderung verbunden waren. Die Arbeit ordnet sich damit in die Forschung zur Beeinflussung des Käuferverhaltens durch Personalisierung und durch unterschiedliche Rabatt-Darstellungen ein und trägt die genannten Ergebnisse und Artefakte bei.

Bakgrund: Internet har sedan dess introduktion utnyttjats för dess massiva potential som marknadsföringsverktyg. Utvecklingen har gått mot sofistikerade interaktiva marknadsfö­ringssystem vars främsta mål är att styra trafik på internet. Trafikstyrningsbranschen på in­ternet omsatte ca 6,5 miljarder dollar år 2006 globalt och förväntas växa kraftigt. Denna studie ämnar undersöka problematik som har identifierats i aktuella rättsfall vid intäktsre­dovisning från trafikstyrningssystem. Risk kan föreligga främst genom manipulation av in­formation och transaktioner. Ur ett revisionsperspektiv vill denna studie undersöka om re­visor kan göra en korrekt riskbedömning angående intäkter från trafikstyrningssystem.

Syfte: Syftet med studien är att studera och utvärdera revisorers riskbedömningar av in­täktsposter relaterade till trafikstyrningsintäkter på internet.

Metod: För att uppnå studiens syfte används både en induktiv och deduktiv metod då stu­dien identifiera risker som kan förekomma inom intäktsredovisning av intäkter från trafik-styrningsnätverk främst grundad på egna antaganden baserade på sekundär data. Utifrån en deskriptiv teoretisk inramning sätts dessa i relation till revisorers riskbedömningar genom att analysera studiens empiriska resultat, insamlad genom öppna intervjuer.

Referensram: Sekundär data, presenterade som referensram, används för att analysera riskaspekter. Referensramen bygger på sekundär data angående konceptet trafikstyrning samt ett aktuellt rättsfall som belyser problematiken på området.

Teoretiskt ramverk: Det teoretiska ramverket bygger på redovisningsstandarder och prin­ciper på området intäktsredovisning. Vidare används även teoretisk bakgrund angående re­visorers riskbedömningar.

Empirisk insamling: Den empiriska insamlingen är gjord genom fyra öppna ostrukture­rade intervjuer med revisorer som har erfarenhet av konceptet trafikstyrning.

Analys: i analysen sammanförs den sekundära datan med det teoretiska ramverket i form av redovisningsstandarder och principer på området intäktsredovisning. 1 analysen förs ett resonemang hur dessa principer och standarder kan appliceras specifikt på området trafik-styrningsintäkter. Studien finner i sin analys att det kan föreligga viss problematik när det gäller intäktsredovisning från trafikstyrningsnätverk, risk föreligger främst i den lätthet med vilken information i trafikstyrningsnätverk i vissa fall kan manipuleras, och vilken påverkan detta har på applicerbarheten av gällande standarder och principer. Analysen finner också att revisorerna som deltagit i undersökning har en bra förståelse för dessa risker men att

storheten och komplexiteten i dessa system samt kunskapsgap mellan revisorer med kun­skap på området och de som har mindre kunskap kan skapa problematik vid riskbedöm­ningar av dessa intäktsposter skall göras.

Slutsats: Studien konstaterar att revisorer generellt besitter kunskap om vilka risker som kan föreligga intäktsredovisning från trafikstyrningsnätverk, om revisorerna har relevant kompe­tens och erfarenhetfrån liknande verksamhet. Detta kan skapa problematik eftersom risken före­ligger störst i mindre företag där de granskande revisorerna har mindre erfarenhet på om­rådet.

Background: Internet has since its introduction been exploited for its massive potential as a marketing tool. The development has been focused on creating sophisticated interactive marketing system with the main goal of redirecting Internet traffic, also called affiliate marketing. The affiliate marketing industry turns over about 6,5 million dollars in 2006 globally, and is expected to grow rapidly in the near future. The aim of this study is to investigate recently identified problems that may occur when accounting for income from affiliate marketing. These problems have been identified through a recent Swedish civil court case and this study is exclusively covering Sweden. Risk is mainly present due to easily manipulated affiliate marketing systems both in terms of transactions and information. From an auditors perspective this study will examine whether auditors are able to make a satisfying risk assessment of income from affiliate marketing.

Purpose: The purpose of this study is to examine and evaluate auditor's risk assessment of income for affiliate marketing on the Internet.

Method: To fulfil the purpose of this study an inductive and deductive approach was utilised since the study identifies risks that may be present in the accounting of income from affiliate marketing system. These risks are mainly identified by constructed assumptions based on empirical findings and secondary data. These risks will then be associated with the empirical findings, collected through semi-structured interviews.

Frame of reference: Secondary data, presented as a frame of reference was utilised to analyse risk aspects in the process of income accounting from affiliate marketing networks. The frame of reference is based on secondary data concerning the concept of affiliate marketing and recent Swedish civil court case which highlights problems with the income accounting from affiliate marketing.

Theoretical framework: The theoretical frame is base on standards and principles of accounting in the area of income accounting as well as selected framework surrounding auditor's risk assessment processes.

Empirical findings: The empirical collection was made through four semi-structured interviews with auditors that have experience of affiliate marketing incomes.

Analysis: The analysis connects the secondary data and empirical findings with the theoretical framework concerning standard and principles of income accounting. The

analysis is reasoning how these principles and standard can be applied in the case of income accounting from affiliate marketing. The analysis of the study finds that there are indeed certain degrees of risk and problems when applying these standards on in this specific are of income accounting. Risks are mainly identified in the way in which information and transactions can be manipulated in some affiliate marketing networks. The analysis is also reasoning about the ability of auditors to assess risk in these systems. The auditors are generally good at identifying the risk involved with the complex nature and manipulability of these systems.

Conciusions: This study concludes that auditors can identify and reason about the risks involved with income accounting from affiliate marketing, if they have relevant skills and experience from the industry. This can be problematic since the risks seem to mainly be present in smaller companies where the responsible auditors generally have less knowledge and skills from similar incomes.

The thesis deals with the business plan of the online project Světotrip.cz. It is a travel portal that connects experienced travelers with people who don`t have much experience with individual travelling. The goal is to reach out to the public in general and offer them the possibility of low-cost travel. The introductory part contains theoretical starting points and explains the necessary terms. The second analytical part evaluates the market environment through external, internal and sectoral analyzes. The final part focuses on the development of a actual business plan. The reader will be thoroughly acquainted with the goal of the whole project, the various services offered, the competitive advantage and the specific business model of the whole project.

Diplomová práce řeší problematiku reklamních kampaní na internetu. Podrobně se věnuje pay-per-click reklamě v internetových vyhledávačích a reklamě ve srovnávačích cen (shopping comparison engines). V práci je popsána tvorba, správa i optimalizace reklamní kampaně v těchto dvou druzích internetové reklamy. Práce poskytuje jak pohled teoretický, tak zahrnuje i praktické zkušennosti z oboru. V závěru práce je nastíněna možná interakce těchto dvou druhů online reklamy.

This thesis provides basic overview of marketing concepts and tools which are available for the Internet environment. It also provides new trends and opportunities in the online environment. Output of the thesis will be efficient strategy for men's lifestyle magazine with usage of minimum finance sources. Eficiency will be taken by using of combination and application of marketing tools available in the Internet environment. The main goal is to get super-synergy affect of marketing mix components for maximum efficiency and minimum costs.

La plataforma i els ecosistemes representen models cada vegada més ubics per organitzar l’activitat econòmica en sectors empresarial i tecnològic. Aquesta tesi representa un avanç en l’explicació dels fenòmens observats en ecosistemes diferents: programes de màrqueting d’afiliació programari empresarial. L'objectiu empresarial pràctic i global per a cadascun dels ecosistemes és entendre com les empreses centrals de cada àmbit gestionen els esforços de centenars o fins i tot milers de col•laboradors la feina deis quals gira al voltant de la plataforma de l’empresa principal. Aquesta tesi pretén omplir diversos buits de la literatura existent. En primer lloc, les recerques prèvies sobre els límits organitzatius s’han basat principalment en teories aïllades, com l’economia de costos de transacció. En la tesi, complementem aquestes teories amb les teories més recents sobre plataformes i ecosistemes, i oferim més coneixements teòrics i l’ampliació del tema a partir de les nostres observacions empíriques. Suggerim que hi ha una compensació fonamental entre la creativitat i el control central en plataformes o ecosistemes tecnològics. La creativitat sense control pot conduir a una excessiva fragmentació i a una qualitat variable, cosa que podria crear una percepció general de l’ecosistema negativa, i podria afectar la capacitat dels contribuïdors per desenvolupar les seves activitats de manera rendible. A més, hi ha el risc que l’activitat no regulada de tercers parts pugui portar el desenvolupament de l’ecosistema en direccions incompatibles amb la visió del patrocinador central. D’altra banda, uns mecanismes de control excessius o mal dissenyats poden perjudicar la creativitat i la innovació, i també la salut i el creixement de l’ecosistema. En segon lloc, argumentem que la recerca sobre els mecanismes de govern i control està menys desenvolupada o madura que el discurs sobre les fases de creativitat, i cal parar-hi més atenció per entendre aquesta interdependència fonamental entre la creativitat i el control. En tercer lloc, sostenim que les recerques anteriors han tendit a considerar els ecosistemes tecnològics homogenis, i han assumit que la governança és uniforme per a totes les parts. Proposem que cal fer una recerca empírica que adopti un punt de vista més subtil de la governança d’ecosistemes tecnològics, que reconegui que els rols dels participants varien i, encara més important, que la governança ha d’abastar l’heterogeneïtat en tot l’ecosistema, fins i tot en aquells rols semblants. Finalment, una gran part de la literatura existent vinculada a les relacions entre empreses ha tendit a centrar-se o en la creació o en el control, però calen estudis empírics més detallats que tractin sobre la tensió entre aquestes dues forces. Aquesta tesi fa diverses contribucions a la teoria existent, incloses unes importants observacions empíriques en dos ecosistemes empresarials grans i complexos, i el desenvolupament teòric referent als esforços de les empreses principals en aquests ecosistemes per encoratjar la generativitat de terceres parts mantenint un grau de control sobre les seves contribucions a la plataforma central.
Las plataformas y los ecosistemas representan modelos cada vez más ubicuos para organizar la actividad económica en sectores empresarial y tecnológico. Esta tesis representa un avance en la explicación de los fenómenos observados en dos ecosistemas distintos: programas de marketing de afiliación y software empresarial. El objetivo empresarial práctico y global para cada uno de los ecosistemas es entender cómo empresas centrales en cada ámbito gestionan los esfuerzos cientos o incluso miles de colaboradores cuyo trabajo gira en torno a la plataforma de la compañía principal. Esta tesis pretende llenar varios vacíos de la literatura existente. En primer lugar, las investigaciones previas sobre los límites organizativos se han basado principalmente en teorías aisladas, como la economía de costes de transacción. En la tesis, complementamos estas teorías con las teorías más recientes sobre plataformas y ecosistemas, y ofrecemos más nociones teóricas y la ampliación del tema basándonos en nuestras observaciones empíricas. Sugerimos que existe una compensación fundamental entre la creatividad y el control central en plataformas o ecosistemas tecnológicos. La creatividad sin control puede llevar a una fragmentación excesiva y a una calidad variable, lo que podría crear una percepción general del ecosistema negativa, y podría afectar la capacidad de los contribuidores para desarrollar sus actividades de manera rentable. Además, existe el riesgo de que la actividad no regulada de terceras partes pueda llevar el desarrollo del ecosistema en direcciones incompatibles con la visión del patrocinador central. Por otro lado, unos mecanismos de control excesivos o mal diseñados pueden dañar la creatividad y la innovación, así como la salud y el crecimiento del ecosistema. En segundo lugar, argumentamos que la investigación sobre los mecanismos de gobierno y control está menos desarrollada o madura que el discurso sobre las fases de creatividad, y es necesario prestarle atención para entender esta interdependencia fundamental entre la creatividad y el control. En tercer lugar, sostenemos que las investigaciones anteriores han tendido a considerar los ecosistemas tecnológicos como homogéneos, asumiendo que la gobernanza es uniforme para todas las partes. Proponemos que existe la necesidad de realizar una investigación empírica que adopte un punto de vista más sutil de la gobernanza de ecosistemas tecnológicos, que reconozca que los roles de los participantes varían y, lo más importante, que la gobernanza debe abarcar la heterogeneidad en todo el ecosistema, incluso aquellos roles parecidos. Por último, gran parte de la literatura existente vinculada a las relaciones entre empresas ha tendido a centrarse o en la creación o en el control, pero son necesarios estudios empíricos más detallados que traten sobre la tensión entre estas dos fuerzas. Esta tesis realiza varias contribuciones a la teoría existente, incluidas unas importantes observaciones empíricas en dos ecosistemas empresariales grandes y complejos, y el desarrollo teórico referente a los esfuerzos de las empresas principales en dichos ecosistemas para alentar la generatividad de terceras partes manteniendo un grado de control sobre sus contribuciones a la plataforma central.
Platforms and ecosystems represent increasingly ubiquitous models for organizing economic activity in business and technology. This thesis represents an effort to explain observed phenomena in two distinct ecosystems: affiliate marketing programs and business software. The overall practical business objective for each is to understand how the core firm(s) in each domain manage the efforts of hundreds or even thousands of contributors whose work centers around the core company's platform. This thesis addresses several gaps in the literature. First, prior research on organizational boundaries has relied primarily on single theories such as transaction cost economics. We complement TCE with the more recent theories of platforms and ecosystems, offering further theoretical grounding and extension based on our empirical observations. We suggest that there is a fundamental tradeoff between creativity and control salient in technology platforms or ecosystems. Creativity without control can lead to excessive fragmentation and variable quality, which could create a negative overall perception of the ecosystem, and could affect the ability of niche contributors to profitably develop their activities. In addition, there is the risk that unregulated third-party activity may take ecosystem development in directions inconsistent with the vision of the core sponsor. On the contrary, excessive control or poorly designed control mechanisms can hurt creativity and innovation, also damaging the health and growth of the ecosystem. Second, we argue that research on governance and control mechanisms is less developed or mature than discourse on creativity phases, and therefore warrants attention in order to understand this critical interdependence between creativity and control. Finally, we contend that prior research has tended to view technology ecosystems as homogeneous, assuming that governance is uniform for all parties. We propose that there is a need for empirical research which adopts a more subtle view of technology ecosystem governance, acknowledging that participant roles vary, but more importantly, governance across the ecosystems must embrace heterogeneity, even for similar participant roles. Finally, much of the extant literature related to relationships between firms has tended to focus on either creation or on control, but there is a need for more detailed empirical studies which address the tension between these two forces. This thesis makes several contributions to extant theory, including substantial empirical observations in two large and complex business ecosystems, and theoretical development pertaining to efforts of core firms in such ecosystems to encourage third-party generativity while maintaining a degree of control over the third-party contributions to the core platform.

The inception of the marketing concept has been closely associated with tangible consumer products. However, the successful application of the concept in consumer, and later in industrial product industries has prompted marketers to examine its transferability and application to other areas of significance. The purpose of this study is to examine the broadening of the marketing concept beyond its traditional boundaries of commercially orientated amnufacturing concerns by discussing its relevance, transferability and contribution to industries of a service nature in general and to the hotel industry in particular. The study also aims at examing the extent to which the marketing concept and its associated practices have been accepted and implemented by both local and foreign chain affiliated hotel operations in Egypt. A thorough examination of the literature regarding the applicability of marketing concepts and techniques to hotel operations was carried out. Towards this end, the literature examines the nature of services marketing and discusses the similarities it shares with product marketing, as well as the unique implications associated with marketing intangibles. It thus capitalizes on theories drawn from both resources and examines their applicability to the industry in question. The empirical study was carried out in the period between April and the end of June, 1985. Two studies were conducted in order to assess the marketing behaviour of international hotel firms operating in Egypt and those which are state owned and managed. The gathering of data was based on the tentative supposition that the relative success achieved by the international firms over their local counterparts is attributed, partially, to their application of marketing or marketing-like activities. The first study involved a self-administered questionnaire directed at the executives carrying out marketing responsibilities at the hotels concerned. It aimed at examining the extent of their integration of marketing into their overall business strategies. The second study examined the hotels' marketing behaviour from a different perspective by eliciting the opinions of guests regarding their experiences at the properties in which they stayed. The findings of the field work reveal that the Egyptian hotel authorities are far from being market orientated as they have not adopted the marketing concept either conceptually or in practical terms. They have some distance to travel before they achieve an organizational straucture that integrates marketing and operations in ways calculated to achieve customer satisfaction and a higher profitable position. As for the operations which are under management contracts with international hotel firms, marketing has been introduced at an uneven rate with some operations taking major steps while others lag behind. In many of these operations, there is still room for improvement by means of which they could implement a fully comprehensive and integrated philosophy of marketing.

碩士
國立臺北科技大學
管理學院工業工程與管理EMBA專班
101
Affiliate marketing in Europe and America is the most widely utilized advertising and marketing model. In 1995, Amazon.com launched the "Alliance Program" and provides referral bonuses to whom bring order in. Later some clever business owner created a professional“Alliance Network Platform" to match and manage the connection and transaction between customer and promoter, for example, ValueClick spent 58 million U.S. dollars to merger Commission Junction in 2003, and Japanese Lotte website spent 425 million dollars to merger LinkShare in 2005. With the developing of Internet community, more and more famous brands use affiliate marketing to promote their product information, and there are also more and more users try to work at home. After trying trial and testimony, they will announce the article and testimony on the social community to detail their product reviews, whenever their recommended products Focus on operating methods of affiliate marketing, we want to discuss the effect on consumers and customers, and moreover I analyse the selling records from iChannels, which is the largest affiliate marketing company in Taiwan, and using of the method of qualitative analysis to analyse the applicability of affiliate marketing.

This thesis is devoted to blogs and their commercialization, a phenomenon of the on-line world for last few years. The aim of this work is to explore several Czech lifestyle blogs and to find out how much commercial content there is, also how the audience reacts to this content as well as how the bloggers themselves approach commercial content. In the beginning the development of blogs is described, both in the Czech and global environment. The characteristic features of blogs from different perspectives on the issues are also described. The development of blogs is then set in the context of events that made it possible at all. Furthermore, attention is paid also to the process of commercialization of content on the blogs and the possibilities monetizing the blogs' content. Emphasis is placed primarily on a detailed description of influencer marketing and its current situation, but it also discusses affiliate marketing and the use of public relations tools on blogs. The research part provides an insight into the issue of Czech blogs and the current blogosphere. First the chosen blogs are described and set in the context of the Czech blogosphere, then, based on a detailed content analysis, the level of commercial content on the selected blogs is described as well as how the audience reacts to it....

Предметом даної дипломної роботи є особливості формування інтернет маркетингової політики в системі маркетингу підприємства. Об'єкт дипломної роботи – інтеренет маркетинг підприємства «Тапмедіа», що реалізує консалтингові послуги в Одеському регіоні.
The subject of this thesis is the peculiarities of the formation of Internet marketing policy in the marketing system of the enterprise. The object of the thesis is the Internet marketing of the company "Tapmedia", which realizes consulting services in the Odessa region.

Personalisierung ist ein wichtiger Bereich des Internet Marketings, zu dem es wenige experimentelle Untersuchungen mit großen Teilnehmerzahlen gibt. Für den erfolgreichen Einsatz von Empfehlungsverfahren sind umfangreiche Daten über das Käuferverhalten erforderlich. Diesen Problemstellungen nimmt sich die vorliegende Arbeit an. In ihr wird das Shop-übergreifende individuelle Käuferverhalten von bis zu 126.000 Newsletter-Empfängern eines deutschen Online-Bonussystems sowohl mittels ausgewählter Data-Mining-Methoden als auch experimentell untersucht. Dafür werden Prototypen eines Data-Mining-Systems, einer A/B-Test-Software-Komponente und einer Empfehlungssystem-Komponente entwickelt und im Rahmen des Data Minings und durch Online-Feldexperimente evaluiert. Dabei kann für die genannte Nutzergruppe in einem Experiment bereits mit einem einfachen Empfehlungsverfahren gezeigt werden, dass zum einen die Shop-übergreifenden individuellen Verhaltensdaten des Online-Bonus-Systems für die Erzeugung von Empfehlungen geeignet sind, und zum anderen, dass die dadurch erzeugten Empfehlungen zu signifikant mehr Bestellungen als bei der besten Empfehlung auf Basis durchschnittlichen Käuferverhaltens führten. In weiteren Experimenten im Rahmen der Evaluierung der A/B-Test-Komponente konnte gezeigt werden, dass absolute Rabattangebote nur dann zu signifikant mehr Bestellungen führten als relative Rabatt-Angebote, wenn sie mit einer Handlungsaufforderung verbunden waren. Die Arbeit ordnet sich damit in die Forschung zur Beeinflussung des Käuferverhaltens durch Personalisierung und durch unterschiedliche Rabatt-Darstellungen ein und trägt die genannten Ergebnisse und Artefakte bei.:1 Inhalt 1 Einleitung 1 1.1 Stand der Forschung 3 1.2 Forschungsbedarf 6 1.3 Forschungskonzept 8 1.4 Verwendete Methoden 11 1.5 Aufbau der Arbeit 11 2 Theoretische und konzeptionelle Grundlagen 13 2.1 Internethandel, E-Commerce und E-Business 13 2.2 Marketing, Konsumenten- und Käuferverhalten 16 2.2.1 Käuferverhalten bei Rabatt-Angeboten 20 2.3 Internet Marketing 21 2.3.1 Erfolgskontrolle im Internet Marketing 24 2.3.2 Ausgewählte Disziplinen des Internet Marketings 27 2.3.2.1 Affiliate Marketing 28 2.3.2.2 Online-Cashback-Systeme 35 2.3.2.3 E-Mail-Marketing 38 2.4 Personalisierung im Internet Marketing 56 2.4.1 Empfehlungssysteme 59 2.4.2 Bewertung von Empfehlungssystemen 59 2.4.3 Architektur von Empfehlungssystemen 60 2.4.4 Empfehlungssystem-Kategorien 62 2.4.4.1 Hybride Empfehlungssysteme 67 2.4.5 Techniken für Empfehlungsverfahren 69 2.5 Wissensaufbereitung und -entdeckung 89 2.5.1 Datenerhebungsverfahren 89 2.5.1.1 Datenqualität 91 2.5.1.2 Datensicherheit und Datenschutz 92 2.5.2 Knowledge Discovery und Data Mining 94 2.5.2.1 Der Data-Mining-Prozess 96 2.5.2.2 Data-Mining-Problemtypen 98 2.5.2.3 Das Data-Mining-System 100 2.5.3 Das Experiment als Erhebungsdesign 106 2.5.3.1 Anforderungen und Gütekriterien 111 2.5.3.2 Online-Feldexperimente im Marketing 117 2.5.3.3 Auswertungsverfahren 120 2.5.3.4 Theoretische Grundlagen des A/B-Testverfahrens 121 3 Vorgehen 126 3.1 Forschungsdesign 126 3.1.1.1 Ziele und Anforderungen der Andasa GmbH 128 3.1.1.2 Ziele und Anforderungen des Instituts für Angewandte Informatik 129 3.1.2 Design des Informationssystems 130 3.1.2.1 Der Designprozess 131 3.1.3 Konzeption des Software-Systems 133 3.1.4 Evaluation 134 3.2 Datenanalyse 135 3.2.1 Datenbeschaffung 135 3.2.2 Datenaufbereitung 136 3.2.3 Auswahl geeigneter Data-Mining-Methoden 137 3.2.3.1 Auswahl-Kriterien 137 3.2.3.2 Methodenauswahl 140 3.2.4 Erläuterung ausgewählter Data-Mining-Methoden 156 3.2.4.1 Bayes’sche Netze 156 3.2.4.2 Clustering 158 3.2.4.3 Diskriminanzanalyse 158 3.2.4.4 Korrelationsanalyse 159 3.2.4.5 Online Analytical Processing (OLAP) 159 3.2.5 Auswahl geeigneter Data-Mining-Werkzeuge 165 3.2.5.1 Auswahlprozess 165 3.2.5.2 Kriterien 166 3.2.5.3 Werkzeuge zur statistischen Analyse und Visualisierung 168 3.2.5.4 Werkzeuge für Clustering und Diskriminanzanalyse 168 3.2.5.5 Werkzeuge für Online Analytical Processing 169 3.2.5.6 Werkzeuge für Bayes’sche Netze 169 3.3 Untersuchungsdesign 171 3.3.1 Online-Marketing-Instrumente bei Andasa 172 3.3.2 Stimulus-Auswahl 174 3.3.3 Entwurf des Experimentaldesigns 175 4 Umsetzung 180 4.1 Architektur und prototypische Implementation 180 4.1.1 Das Data-Mining-System 180 4.1.2 Der ETL-Prozess 181 4.1.2.1 Datenerhebung 183 4.1.2.2 Datenbereinigung 184 4.1.3 Die A/B-Testumgebung 185 4.1.4 Das Empfehlungssystem 189 4.1.5 Usability-Evaluation 196 4.2 Data Mining 199 4.2.1 Statistische Analyse 200 4.2.2 Anwendung ausgewählter Data-Mining-Methoden 206 4.2.2.1 Clustering 208 4.2.2.2 Klassifikation 213 4.2.2.3 Modellierung als Bayes’sche Netze 214 4.2.3 Ergebnisse und Evaluation 221 4.3 Feldexperimente mit Newslettern 222 4.3.1 Eckdaten der Tests 223 4.3.2 Beispiel-Experimente 224 4.3.3 A/B-Tests Rabattdarstellungen 226 4.3.3.1 Öffnungsrate Prozente vs. Euro 226 4.3.3.2 Klickrate Prozente vs. Euro 227 4.3.3.3 Conversion-Rate Prozente vs. Euro 229 4.3.4 A/B-Test zur Personalisierung 230 4.3.4.1 Auswahl des Empfehlungsverfahrens 230 4.3.4.2 Definition der Kontrollgruppe 231 4.3.4.3 Operative Durchführung 231 4.3.4.4 Auswertung 232 4.3.5 Ergebnisse und Evaluation 236 5 Zusammenfassung und Ausblick 239 6 Anhang 243 6.1 Anhang A Usability-Evaluation 243 6.1.1 Methoden der Usability-Evaluierung 246 6.1.1.1 Usability-Tests und lautes Denken 246 6.1.1.2 Benutzerbefragung 248 6.1.1.3 Feldstudien und Partizipation 250 6.1.1.4 Expertenorientierte (Inspektions-)Methoden 251 6.1.1.5 Formal-analytische Verfahren 252 6.1.1.6 Quantitative Fragebogen 252 6.1.1.7 Verfahrensmodell 259 6.1.1.8 Auswertung 262 6.1.2 Fragebögen 263 6.2 Anhang B Zeitreihenanalyse 281 6.2.1 Klassische Komponentenmodelle 281 6.2.2 Stochastische Prozesse 282 6.2.3 Fourier-Analyse-Methoden (Spektralanalyse) 283 6.3 Anhang C Daten und Programme 286 6.3.1 Technische Daten 286 6.3.1.1 Data Warehouse / Data Mining Server 286 6.3.2 Programm- und Skriptcodes 287 6.3.2.1 R- Skripte 287 6.3.2.2 SQL – Skripte 296 6.3.2.3 C# Code MostRecentLinkInvocationsShopRecommender.cs 314 6.3.3 Daten A/B-Tests 317 6.3.3.1 Übersicht Newsletter 317 6.3.3.2 Mengengerüst Aussendungen 319 6.3.3.3 Shopaufrufe und Besteller 319 6.3.3.4 Darstellungen der Newsletter-Varianten 320 6.3.4 Daten Personalisierung 335 6.4 Abbildungsverzeichnis 338 6.5 Tabellenverzeichnis 343 6.6 Literaturverzeichnis 346

yes
Purpose – The purpose of this paper is to examine the role of dynamic marketing capabilities (DMC), foreign ownership modes and sub-national locations on the performance of foreign owned affiliates (FOAs) in developing economies. Design/methodology/approach – Based on a sample of 254 FOAs in Indian manufacturing sector (covering the period of 2000-2008 leading to 623 firm-year observations), the empirical paper adopts the panel data regression approach. Findings – The study confirms the significant importance of DMC to assist FOAs to gain better sales performance in an emerging market such as India. The findings indicate that Wholly Owned Foreign Affiliates (WOFAs) have better sales performance than International Joint Venture (IJV), and Majority-owned IJV (MAIJV) perform better than Minority-owned IJV (MIIJV) in the Indian manufacturing sector. The results confirm that effective deployment of DMC leads to better sales performance in WOFAs and to some extent in MAIJVs. Perhaps the most interesting finding is that developing DMC in non-Metropolitan areas is associated with higher sales growth than in Metropolitan locations. Originality/value – The study contributes to the literature by examining the impact of DMC on performance of FOA by considering the organised manufacturing sector in a large and fast growing developing economy. In addition, the results for the moderating effects provide novel evidence of the conditions under which DMC of FOA interacts with different ownership modes and influence firm performance.

碩士
東海大學
教育研究所在職專班
104
A Study on the Relations among Parents’ Perception of Relationship Marketing, Relationship Quality, and Satisfaction in Taichung’s Affiliated Kindergarten of Elementary School Abstract This study aimed to explore the relations among parents perceived relationship marketing, relationship quality and satisfaction in Taichung City Public Elementary School Affiliated Kindergarten. Using questionnaire survey and taking parents of Taichung City Public Elementary School Affiliated Kindergarten as the research participants. A total of 800 questionnaires were delivered and received 702 effective questionnaires. The instruments used in this study included the Relationship Marketing Scale, Relationship Quality Scale and Parents Satisfaction Scale. All acquired data were input to statistical analyses by using methods of descriptive statistics, One-way MANOVA, One-Way ANOVA, Scheffé post-hoc comparison, Pearson product-moment correlation analysis and multiple regression statistical analysis. The results were as follows: First, on the score of relationship marketing, parents with different educational backgrounds who are in general and vocational high schools were significantly higher than in graduate schools parents. On the aspect of social connections, parents in junior high schools or below, and general and vocational high schools all were significantly higher than in graduate schools parents, respectively. Second, there were significant differences among parents of different areas’ kindergartens on social connections aspect of perceived relationship marketing, sea line area and mountain line area parents both were significantly higher than parents of Taichung City, respectively. Third, parents of different areas’ kindergartens showed significant differences in perceived overall relationship quality, as well as aspects of trust and satisfaction, sea line area and village area parents both were significantly higher than Taichung City's parents, respectively. Fourth, there were significant differences among parents of different areas’ kindergartens on parents' overall satisfaction and aspect of environmental equipment, sea line area and village area parents both were significantly higher than parents of Taichung City, respectively. Significant differences also showed in administrative teaching aspect, sea line area parents were significantly higher than parents of Taichung City. Fifth, there were significant correlations among relationship marketing, relationship quality and parents satisfaction. Sixth, all the dimensions of relationship marketing and the aspects of satisfaction on relationship quality had significant predictors to parents satisfaction. According to the above research results, there were some specific suggestions for public elementary school affiliated kindergartens and future study. Key words: relationship marketing, relationship quality, parents satisfaction, public elementary school affiliated kindergarten

碩士
南華大學
管理研究所
91
The book chain store has gradually been blooming open in both countryside and city in Taiwan. At the era of rapidly changes of recognition in consumer’s behavior, a general marketing strategy used in the book chain store cannot satisfy the consumer’s desire. The book chain store should develop its own marketing strategy in order to fulfill both of customer’s need and advance core competence for the book chain store. 　 　　　This thesis is going to focus on affiliated book chain stores named Jin Yuh Trang in Taiwan. For understanding current marketing techniques, We had a survey for 75 bookstores and 1500 customers in order to understand management style and marketing mix in all affiliated book chain store.The affiliated book chain stores named Jin Yuh Trang based on the scale of the chain book store can be geographically divided into four main styles of affiliated book chain store including large bookstore in city area, Mimi bookstore in city area, large bookstore in countryside area, Mini bookstore in countryside area. By using the 7Ps marketing mix techniques, we will discuss each of four styles book chain stores in my thesis. 　 　　　In according with the relative result of analysis in the thesis, the total findings can be expressed as following results. （1） Different styles of affiliated book chain stores have big variance in its current management. （2） For different Geographical location of affiliated book chain store, the customers in different styles of bookstore have variance in consumer behaviors. （3） The four styles of affiliated book chain store cannot actually satisfy most of the consumer’s need in Geographical location of book chain store. We truly believe some improvements can be done in current chain bookstore 　 　　　Based the shortcoming of current operation in affiliated book chain store we revealed in the thesis and findings/results of characteristics of consumer’s need in different book chain store, the thesis can offer some marketing strategy to all of the affiliated book chain store .

碩士
育達科技大學
行銷與流通管理所
107
The major target of this research is to explore room division marketing strategies applied by resort hotel affiliated to a theme park. From data provided by the Tourism Bureau of Taiwan, we will acknowledge the revenues tourism industry generated and the contribution of the lodging industry to it. As the subject hotel is located at Miao-Li County, facts and analysis were tied with neighboring administrative areas include Tao-Yuan and Hsin-Chu (as known as Section T-H-M) as regional common data throughout the development of local lodging industry. Through examine of evolution for Taiwan’s regional lodging industry from 2008 to 2018 will help to get a clear understanding of the performance of subject hotel has achieved. However, as the existence of theme park competitors near the Miao-Li County, has the performance met the subject hotel’s forecast? In this research, through the adoptions of 1. SWOT analysis to compare the hotel and the main competitor, 2. Interview Survey to discover potential strategies and 3. Literature Collections and Triangulation to achieve final conclusion and suggestions as followed: 1. Conducting a vast survey to define guests visiting purpose for marketing strategy fine tuning. 2. The existing products of the subject hotel is to meet the requirement of room, food & beverage outlets and the theme park combination on a stay over basis only. However, as a leading hotel in Miao-Li County, it is extremely essential to develop alliance with business associates to optimize customer service and product line. 3. From the members of alliance, the hotel can pick up partners as key elements to create new room products or to re-mix with their current service, also the possibility to extend the length of stay to two nights. Thus, the entire product line will be more abundant with variation of seasons change and travel purpose for consumers to choose from. 4. Domestic, Self-Driving and Group Tourism are major clienteles of subject hotel due to the incomplete mass transportation system in Miao-Li County. Overseas market is to be considered if ground transportation related member joined the alliance.

碩士
大葉大學
休閒事業管理學系碩士在職專班
94
The main purpose of this study focused on the relationship exploration between the brand equity of a theme park affiliated hotel, the Janfusun Prince hotel as a case, and the relationship marketing of travel agents. A well-defined and structured questionnaire was sent by mail to the travel agents around Taiwan area. There were 241 travel agent persons received the sent questionnaires, while 108 returned samples that were valid and qualified to processing statistics, including descriptive statistics of travel agents’ background, reliability analysis of structured constructs, Pearson correlation analysis between brand equity, marketing relationship, customer relationship bonding, and relationship quality. This empirical study founding includes: 1. Most of the travel agents cooperated with Janfusun Prince hotel are A-class travel agent in the northern Taiwan area and have been constructed a long term relationship. 2. There existed significant positive co-relationship between the brand equity of Janfusun Prince hotel and the relationship marketing of the travel agents. The primary construct of relationship marketing is structural bonding, and the travel agents positively have positive agreement on relationship quality with Janfusun Prince hotel. Several recommendations were concluded for the hotel authorities, hotel manager, and travel agents as well.

碩士
義守大學
管理科學研究所
91
In this modern society , it is an important task to study how non-profit social welfare organizations use marketing strategies to empower its standing and take the dominant position to gain more public supports and resources to achieve its goals. This research’s main idea is to probe the important factors of marketing social welfare organizations. This unprecedented research takes public social welfare organization as an example; this attempt has not been taken in the previous literatures. Thus, we design a questionnaire, which is including four dimensions and seven relative factors that might affect satisfactions, from literature review and analyzing advantages and disadvantages of Home Without Barrier external and internal environments. We then use it to do practical interviews. The results described as follows: 1. In social welfare organizations’ marketing strategies, the better the promoting ways are (ex. seeking sponsoring units;planning charity products;allocating social resources decently and building relationship networks), the higher the satisfactions in all aspects of organizations are(including the satisfactions of staff themselves;service projects; service processes;price;promoting and organizations’ equipments etc). 2. In pushing social welfare organizations’ marketing strategies, the better the identify of internal managements and the public are (ex the property of organizations’ goals;the attention of mangers’ planning;the positive attitudes and identity of staff; the service specializations), the higher the satisfactions in all aspects of organizations are . 3. There are four dimensions (including internal managements and the identify of the public; selling and promoting; finances and image; marketing strategies) and twenty variables. The more we emphasize on those matters, the more satisfactions of staff are. The research is the first time to take public social welfare organization for example. We hope to throw a brick and to get a jade in return and encourage following scholars to study deeply and get some consult to scholars and social welfare organizations.

碩士
國立臺南大學
體育學系碩士班
102
The purposes of this study were to investigate the perceptions of the participants after they experienced the ropes courses of adventure education, and to analyze if there were any differences of the subjects’ backgrounds in the strategic modules of experiential marketing and participation intention. Subjects were selected from the Affiliated Senior High School of National University of Tainan (ASHS.NUTN). The questionnaire survey method was used for collecting the data and adopted cluster sampling. The questionnaires were distributed from April 11 to April 17 of 2014. A total of 441 questionnaires were administered and among which 427 were usable; a valid questionnaire rate of 96.8%. Data were analyzed by descriptive statistical analyses, t-test, one-way MANOVA, Pearson product-moment correlation analysis, multiple linear regression; the results are as follows : A. In this study, participants of challenge ropes courses of ASHS.NUTN's adventure education are mostly female (61.1%), number of times in participating challenge ropes courses of ASHS.NUTN's adventure education is mostly 3-4 (52.7%), mainly " ever served as class representatives " (70.5%), mostly " haven’t adventure education experiences before ASHS.NUTN " (88.3%), mostly " ASHS.NUTN's adventure education isn’t one of the reasons you choose to study in ASHS.NUTN " (84.1%). B. Different " ASHS.NUTN's adventure education isn’t one of the reasons you choose to study in ASHS.NUTN " of background variables are significantly different in experiential marketing and participation intention. Different gender is significantly different in experiential marketing. Different number of times in participating challenge ropes courses of ASHS.NUTN's adventure education is significantly different in participation intention. C. Experiential marketing can predict participation intention effectively. D. In this study, the " SENCE " experience module took the highest place followed by " FEEL and RELATE " and " THINK and ACT " experience modules. The study’s empirically confirms that ASHS.NUTN needs more publicity and promote the concept of adventure education is necessary. We need more people know challenge ropes courses of ASHS.NUTN's adventure education, and thus affect future reasons that you choose to study in ASHS.NUTN. Experiential marketing also provides better prediction with respect to participation intention. This study provides concrete suggestions for challenge ropes courses of ASHS.NUTN's adventure education and future follow-up studies.

碩士
國立高雄應用科技大學
商務經營研究所
95
The purpose of this research is to discuss the relationship between M Life Insurance Company trained personnel and its organization pledge with the marketing achievement ability. This paper takes the M Life Insurance Company as a research model. The company will provide more effective and suitable training courses based on the different population statistic variable. This will enhance the trained personnel’s marketing achievement and establish the goal of continuous operation of M Life Insurance Company. By improving insurance personnel’s professional knowledge and skill will elevate competitive position in the industry. Under the circumstances the company seeks making profits in the aggressive manner or improving the organization structure to expect the enterprise could gain better operation achievements. There were a lot of researches related to insurance personnel’s achievement in the pass. They proposed many methods such as education and training, salary structure and organization culture, etc. This paper is to research the effective strength of the personnel itself in terms of the education and training and the level of belonging to the company. Hope will propose a new approach to elevate marketing achievement through the multi-angle discussion.