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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/74904

    Title: 不同產品類別之品牌App內容分析研究
    A Content Analysis of Branded App for Different Product Categories
    Authors: 黃薰穎
    Huang, Hsun Ying
    Contributors: 張郁敏
    Chang, Yuh Miin
    Huang, Hsun Ying
    Keywords: 介面
    Content analysis
    Branded app
    Product categories
    Date: 2014
    Issue Date: 2015-05-01 11:29:22 (UTC+8)
    Abstract: 當行動裝置逐漸取代傳統電腦成為連結到網路世界的主要途徑後,反映出的就是app市場的急劇成長。如同以往建構網頁開啟企業網路溝通的通道,現在的行銷人員則是利用app來創造一個新的品牌溝通管道(brand communication channel),即所謂的「品牌app(Branded app)」。縱覽過去學術界對品牌app的相關研究,本研究發現過去品牌app的內容分析偏重於介面部分,忽略了內容面;研究主題也聚焦於單一產業的品牌app,缺乏綜觀性的角度。

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    吳恬儀(2012年8月)。〈App生存密碼 從80%失敗品牌學教訓〉。《動腦雜誌》,436:42-47。
    黃振家等譯(2007)。《大眾媒體研究導論》。臺北:學富。(原書:Wimmer, Roger D., & Dominick, J.R. .[2006]. Mass Media Research: An Introduction, 8E. Wasaworth.)
    葉嘉琪(2013)。《APP行動通訊軟體使用意願及前置影響因素探討—以「Whats App」、「LINE」、「we chat」為例》。高雄應用科技大學資訊管理在職專班碩士論文。
    資策會FIND(2014年7月)。〈2013 IDEAS Week: FIND DAY創新講堂 準備好迎接行動世代了嗎? FIND調查:近50%人口持有智慧型行動裝置!〉(經濟部技術處服務創新體驗設計系統研究與推動計畫1/4)。上網日期:2014年1月27日,取自http://www.iii.org.tw/(X(1)S(fvcgyg55idku2wqsgvpr0145))/Service/3_1_1_c.aspx?id=1163&AspxAutoDetectCookieSupport=1
    Description: 碩士
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0101452007
    Data Type: thesis
    Appears in Collections:[Department of Advertising] Theses

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