8
9
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14 2/3 Hello Kitty Hello Kitty 23 Snoopy Hello Kitty 6 91 10
30 91 80 Hello Kitty12 E-ICP(Eastern Integrated Consumer Profile)2001 (13-14 15-19 ) ( ) ( 2.2-1) A ( ) A Hello Kitty 90 2.2-1 2001 E-ICP 13-19 30 " " E-ICP(Eastern Integrated Consumer Profile)2002 8 7 4 15
16 Hello Kitty45.6% A 47.3% Snoopy Hello Kitty 27% A 2.3 LARA GILL 90 1999 EMar MAX MTV OK
2001 3 CG Magazine 1999 9 21 www.kland.com.tw 9 www.ch1.com 2001 10 (www.miluku.com) (Miluku) 921 e-mail 3000 20 80 2001 1000 175 2002 3500 Flash E 90 2001 5 17
18 I DO RUN 11 5 90 1999 miluku Miluku.com rich media Banner 11 Miluku Miluku ( 90) Flash 2.4
1999 (digital economy) 2002 12 785.com 2.4.1 Viral Marketing 1996 Fast Company http://www.fastcompany.com The Virus of Marketing Ron Knowlton a form of word of mouth advertising flu Malcolm Gladwell idea ideavirus (Emanuel Rosen2000) invite-a-friend word-of-mouth pass-it-on 19
electronic word-of-mouth hacker computer virus HotmailICQ Hotmail email Hotmail 1 2 15 ICQI Seek You Mirabilis ICQ email ICQ 2 5 7 5 ICQ 1999 27 kevin Foxe Reuters Email HotmailICQ 20
2.4.2 Sarah Stambler Forrester 1997 30 2002 2500 10 Kania1998 Email Email 1998 1. 2. 21
3.. 4. BOOTS ELLE Email 7-11 7-paper 5.Vmail Vmail e-mail video (targeting) on-line play video off-line download Banner Vmail ( 90) 2.4.3 buzz Newsweek1988 The Anatomy of Buzz Emanuel Rosen buzz word-of-mouth 22
Emanuel Rosen 2.4.4 Cast Away You ve Got Mail 91 2003 92 online Logo 92 2.5 Banner Button Push Technology Advertotial Interstitial Sponsorship Mail Advertising Pop-up Ad Water Marks Ads 23
edm120x600 160X600 89 download (streaming) video on demand live casting CF Vad(Video Advertising) e-mail video Vmail 2001 4 23 15 Streamin VOD VOD 24 200 Hinet 1998 87.5% 75% 50% 37.5% 18.8% 89 Vad(Video Advertising) CF Vad www.kland.com.twch1www.ch1.com.tw 24
Vad TVBanner 2.5-1TVVadBanner TV Vad Banner 24hr/Internet 24hr/Internet Banner TVBanner Targeting www.tealtech.com.tw 25