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微價的距離,微笑地旅行,看見台灣好景氣
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微旅行
1.
微旅行 周芷綺、鍾逸茹、李央晴、謝惠雯 林介棋、王怡璇、成維寧、李玉文
4A Yahoo 創意獎參賽獎項 : 最佳學生網路行銷創意獎
2.
不景氣
3.
生活 持續的態度,延展消費的熱度
4.
旅行
5.
曇花一現的精彩 就像一場煙火秀一樣,靠著時間、體力與金錢的累積,換取一場美麗的震撼
6.
持續實踐的態度 短暫的時間、少少的金錢, 一樣能累積生活的財富
7.
微旅行 Mini-Trip
8.
( 短片 )
9.
微價的距離.微笑地旅行 讓你看見台灣好景氣
10.
網路社群 一起發掘台灣的在地情懷、刺激台灣的地方消費,帶動各縣市的生活商機
11.
目標對象
12.
把網路視為氧氣 善於使用網路獲得資訊
13.
信賴網友也信賴自己 樂於透過網路進行意見交流
14.
追求積極的生活態度 經濟不景氣,消費力緊縮,導致原本習慣追求生活品質的欲望只好壓抑
15.
16.
目標族群分析
17.
主要族群 具備基本消費能力的網路主流族群 台灣網路資訊中心
2009 年 1 月「台灣寬頻網路使用調查」報告指出,台灣網路使用者年齡大約集中在 15 歲至 34 歲之間
18.
潛在族群 其他年齡層的網路族群,習慣網路生活, 樂於分享交流
19.
無限擴張的小世界
20.
● 偏好長程與國外旅遊族群
● 知名旅遊部落客 的 固定讀 者群 ● 「宅世代」 & 「繭居族」文化蔓延 ● 需長期經營 ● 經濟景氣後之經營方向 ● 地利之便 ● 成本低廉 ● 充足的實體與 網路 資源 優勢 ● 一日生活圈 ● 單車運動風潮 ● 網路社群平台正夯 機會 劣勢 威脅 ● 偏好長程與國外旅遊族群 ● 知名旅遊部落客 的 固定讀 者群 ● 「宅世代」 & 「繭居族」 文化蔓延 威脅 ● 高鐵 一日生活圈 ● 單車運動風潮 ● 網路社群平台正夯 機會 ● 需長期經營 ● 經濟景氣後之經營方向 劣勢 優勢 ● 地利之便 ● 成本低廉 ● 充足的實體與 網路 資源
21.
22.
網路社群的力量
23.
24.
網路短片宣傳 無名影音: 15
天提升 43 個名次 Youtube: Sharing
25.
26.
微旅行社交平台
27.
28.
對於使用者來說
29.
群組
30.
31.
32.
活動
33.
34.
相片
35.
36.
論壇
37.
38.
部落格
39.
40.
個人頁面
41.
42.
從平台管理角度而言
43.
豐富的平台功能
44.
45.
充滿彈性的設定選項
46.
47.
48.
49.
50.
支援強大的 Google
Analysis
51.
52.
53.
54.
「微旅行」 搜尋引擎最佳化
55.
FaceBook 「微旅行」社團
56.
57.
利用貼紙串聯網誌
58.
59.
看不見的默默努力
60.
61.
62.
63.
結果
64.
65.
活動.活動
66.
散播活動訊息 就愛你的微旅行 我的尋寶之旅
宣傳微旅行意念
67.
68.
69.
撰寫網誌 票選前三名 製作專屬明信片
獲得獎品 參與抽獎 得獎者 未得獎者、 參與投票者
70.
71.
公布活動店家 顧客消費 獲得序號卡
加入會員、登入序號以參加抽獎 得獎者 寄回序號卡 獲得獎品
72.
任務 1 st
Month 2 nd Month 3 rd Month 4 th Month 5 th Month 6 th Month 建立並測試社群平台 招募會員 徵文活動 尋寶活動 短片宣傳 關鍵字行銷 部落格行銷
73.
THANK YOU :)