個人化行銷：資訊時代的網路信賴機制

10.30386/MCR.200610_(89).0001

戴皖文

行銷傳播 ； 社會控制 ； 信任 ； 個人化 ； 資訊科技

新聞學研究

89期（2006 / 10 / 01）

1 - 35

繁體中文

近年來因為社會差異性擴大，大眾行銷已逐漸失靈，個人重新掌握資訊自主權並廣開資訊接收管道，重建行銷策略的概念與做法成為企業共識。本文聚焦於「個人化行銷」概念，觀察企業如何蒐集、處理、分析個人資訊並依所得結果提供所需商品和資訊。研究核心議題包括：在晚現代(late modernity)時空環境下，個人化行銷策略與執行工具如何進行社會控制？而個人自主又如何被企業收編？何謂角色定位？其過程對個人自主造成什麼樣的影響？以上議題沿著「資訊自主權」角度討論，觀察企業如何操控個人資訊以贏得顧客忠誠，再進而影響其資訊選擇，發展個人化的信賴機制。

1. Beck, U.(1992).Risk society: toward a new modernity.
2. Beck, U.(2002).Individualization: Institutionalized individualism and its social and political consequences
3. Beniger, J. R.(1986).The control revolution: Technological and economic origins of the Information society
4. Brown, J. S.,Duguid, P.(2000).The social life of information
5. Caldwell, J.(2001).Introduction: Cultural studies and global political economies of television and digital.Emergences.
6. Dekimpe, M. G.,Steenkamp, J-B E. M.,Mellens, M.,Abeele, P. V.(1997).Decline and variability in brand loyalty.International Journal of Research in Marketing,14(5),405-420.
7. Dibb, S.(2001).New millennium, new segments: Moving towards the segment of one?.Journal of Strategic Marketing,9,193-213.
8. Ferguson, G.,Mathur, S.,Shan, B.(2005).Evolving from information to insight.The MIT Sloan Management Review,46(2),50-58.
9. Gilmore, M. H.,Pine, J.,II(2000).Markets of one: Creating customer-unique value through mass customization.
10. Gordin, S.(2003).purple cow: Transform your business by being remarkable.
11. Grabner-Kraeuter, S.(2002).The role of customers、 trust in onlie-shopping.Journal of Business Ethics,39,43-50.
12. Gupta, S.,Lehmann, D. R.(2003).Customers as assets.Journal of Interactive Marketing,17(1),9-24.
13. Jain, D.,Singh, S. S.(2002).Customer lifetime value research in marking: A review and future directions.Journal of Interactive Marketing,16(2),34-46.
14. Jordan, T.(1999).Cyberpower: The culture and politics of cyberspace and the internet
15. Kotler, P.(1991).Management: Analysis, Planning, implementation, and control.
16. kumar, V.,Ramni, G.,Bohling, T.(2004).Customer lifetime value approaches and best practice applications.Journal of Interactive Marketing,18(3),60-72.
17. Luhmann, N.(1979).Trust and power.
18. Mason, C. H(2003).Tuscan lifestyles: Assessing customer lifetime value.Journal of Interactive Marketing,17(4),54-60.
19. Mulhern, F. J.(1999).Customer profitability analysis: Measurement, concentration, and research directions.Journal of Interactive Marketing,13(1),25-40.
20. Narayandas,D.,Rangan, V. K(2004).Building and sustaining buyer-seller relationships in mature industrial markets.Journal of Marketing,68(3),63-77.
21. Negroponte, N.(1995).Bejing digital
22. Papadopoulou, P.,Andreou, A.,Kanellis, P.,Martakes, D.(2001).Trust and relationship building in electronic commerce.Internet Research: Electronic Networking Applications.
23. Peppers, D.,Rogers, M(1999).The one-to-one manager.
24. Peppers, D.,Rogers, M(1999).In vendors we trust.Sales and Marketing Management.
25. Porter, M.(2001).Strategy and internet.Harvard Business Review,79(3),62-79.
26. Porter, M.(1985).How information gives you competitive advantage.Harvard Business Review,63(4),149-160.
27. Prahalad, C. K.,Ramaswamy, V.(2004).The next practice in value creation.Journal of Interactive Marketing,18(3),5-14.
28. Reed, A.,Bolton, L(2005).The complexity of identity.The MIT Sloan Management Review.
29. Reichheld, F. F.(1996).The loyalty effect: The hidden force behind growth, profits, and lasting value.
30. Reichheld, F. F.,Markey, R.G.Jr.,Hopton, C.(2000).The loyalty effect-the relationship between loyalty and profits.European Business journal,12(3),134-139.
31. Reichheld, F. F.,Schefter, P.(2000).E-loyalty: Your secret weapon on the Web.Harvard Business Review,78(4),104-113.
32. Reinartz,W.J.,Kumar, V.(2000).On the profitability of long-life customers in a non-contractual setting: An empirical investigation and implications for marking.Journal of Marketing,64(4),17-35.
33. Reinartz,W.J.,Kumar, V.(2002).The mismanagement of customer loyalty.Harvard Business Review,80(7),86-94.
34. Rothenberg, R.(2000).Faulty ideas of Web branding haunt big portals like Yahoo!.Advertising Age.
35. Schultz, D.(2000).Customer/brand loyalty in an interactive marketplace.Journal of Advertising Research,40(3),41-53.
36. Schultz, D.,Schultz, H.(2004).IMC-The next generation.
37. Seligman, A. B.(1997).The problem of trust.
38. Seybold, P. B.(2001).Get inside the lives of your customers.Harvard Business Review,79(5),80-89.
39. Shapiro, A. L.(1999).The control revolution: How the Internet is putting individuals in charge and changing the world the know.
40. Singh, J.,Sirdeshmukh, D.(2000).Agency and trust mechanisms in consumer satisfaction and loyalty judgments.Journal of the Academy of the Marketing Science,28(1),150-167.
41. Republic.com
42. Wellman, B.(2002).Physical place and cyberplace: The rise of personalized networking.International Journal of Urban and Regional Research,25(2),227-252.
43. Zeithaml, V. A.,Rust, R. T.,Lemon, K. N.(2001).The customer pyramid: Creating and serving profitable customers.California Management Review,43(4),118-142.
44. 孫治本｜顧忠華(2001)。個人主義與第二現代。第二現代：風險社會的出路？，99-126。
45. 黃維明｜Sunstein, C.(2002)。網路會巔覆民主嗎？。Republic.com
46. 劉美琪(2004)。行銷傅播概諭

1. 蔡琰、臧國仁(2013)。大眾傳播研究之敘事取向―另一後設理論思路之提議。中華傳播學刊，23，159-193。
2. 林益德(2019)。由歷史到文創－以「三國故事文化產業」課程為例。歷史教育，22，57-91。