5. 4P vs. 4C 生產導向到市場導向
• 以生產為導向，以「 4P 」即產品
（ Product ）、價格（ Price ）、管道
（ Place ）、促銷（ Promotion ）為理論基
礎；而網路行銷則以滿足顧客需求為中心
，以市場為導向，以「 4C 」即顧客的需求
與期望（ Customer’s needs and wants ）、
顧客願意支付的成本（ Cost and value to
satisfied customer’s needs and wants ）、購
買的方便性（ Convenience to buy ）、與顧
客的交流溝通（ Communication with
6. 4P 4C
Product Customer needs and wants
顧客的需由與期望
Price Costs and value to satisfy customers’ needs and
wants
顧客願意支付的成本 ( 金錢、時間 )
Place Convenience to buy
顧客購買的方便性
Promotion Communication with customer
與顧客的溝通
10. • Buy Media: 電視、戶外媒體、車內電視、網
路 SEO
• Earn Media 製造話題 : 行銷活動、議題創
造、部落格 +FB+ 微網誌
• Own Media 擁有自己的頻道 (9x9.tv)
11. 雲端新媒體
Buy Media→Earn Media→Own Media
Buy media 由媒體業主導：購買媒體版面、時段
作廣告
Earn media 由消費者主導：病毒式行銷、
社群網路傳播
Own media 由品牌商主導：經營報章雜誌、電視台
、廣播、網站 Earn media ，如公關活動
Buy media ，如電視廣告 Own media ，如雲端電視
26. 計算廣告成本方式
一、每千人看到廣告的成本
1. CPM (Cost Per Mille ): 廣告每千人成本 (the advertising cost
per thousand views ）
2. CPI (Cost Per Impression): 網路上每千人看到廣告的成本
(the online advertising cost per thousand, as in banner
advertising you pay for each 1,000 ad views your banner gets)
二、讓使用者產生 “行動”的成本
1. CPA (Cost Per Action): 在取得電子郵件寄送名單過程中，讓
使用者以志願的方式加入 (action) 寄發的名單之內 , 才收
費
2. CPL(Cost per lead): 以搜集潛在客戶名單多少來收費
42. 參考資料
• 周宜芳譯 (2009) ，《網客聖經 : 成功擄獲人心的社群媒體行銷》，臺北市 :
天下遠見出版。 ( 原書： Li, Charlene & Bernoff, Josh ， Groundswell: Winning in
a World Transformed by Social Technologies.)
• 周宜芳譯 (2011) ，《別讓科技統治你：一個矽谷鬼才的告白》，台北市：天
下文化。 ( 原書： Jaron Lanier, You Are Not a Gadget: A Manifesto)
• MACY (2011). The Power of Real-Time Social Media Marketing: How to Attract and
Retain Customers and Grow the Bottom Line in the Globally Connected World?
NY: McGraw-Hill.
• PARKER (2010). 301 Ways to Use Social Media To Boost Your Marketing? NY:
McGraw-Hill.
The Social Media Marketing Blog http://www.scottmonty.com/
• Mr. Jamie 看網路與創投 http://mrjamie.cc/
• Soshable http://soshable.com/
• 新藝采數位行銷 http://eideas.pixnet.net/blog
• TechOrange http://techorange.com/
• 周世惠 (2011) ，《行銷實戰 : 台灣臉書效應》，台北市：天下文化。 ( 新增 )
Editor's Notes
( 美國科羅拉多大學整合行銷傳播研究所創辦人 Tom Duncan&Sandra Moriarty,1997)
Mr. Jamie, (2011/07/06). 社群｢媒體｣，不是｢社群｣ retrieved from: http://mrjamie.cc/2011/07/06/social-media/
Mr. Jamie, (2011/07/06). 社群｢媒體｣，不是｢社群｣ retrieved from: http://mrjamie.cc/2011/07/06/social-media/
Scott Monty, (2011/07/14). The New Wave of Online Brand Management, retrieved 2011/08/16, from: http://www.scottmonty.com/2011/07/new-wave-of-online-brand-management.html
Don't just comment; share content. In an experiment, Zarella discovered that engaging in comments at your Facebook page doesn't draw more views—but sharing lots of interesting links in your comments does. (By all means engage in conversations; just don't rely exclusively on that to draw traffic.) Use "information voids" to your advantage. Researching unanswered, seemingly abandoned, questions, and producing content around them can do wonders for traffic. Track Twitter's trending topics or Google Zeitgeist. Seek mysteries and address them head-on. Publish on Fridays and weekends. People get less email during down times, streams are less cluttered—more visibility for you! (Don't abuse this window, but it can come in handy when you have something great on the pipeline.) The Po!nt : Don't limit your prospects for engagement. Try a range of social tactics, and track your results to learn what works best. Your discoveries will be invaluable—not just for your company, but for your reputation as you share and leverage your ever-growing social savvy. Source:Marketing prof. http://tw.mg30.mail.yahoo.com/neo/launch?.rand=36cuclo1d0lsq
