在劇烈動盪的2022，可發現消費者需求與習慣的變化頻率劇增。據Salesforce調查，88%的顧客期許企業能加速數位化以滿足顧客的數位需求，滿足客戶需求已成為任何企業的重點和挑戰。在以顧客為中心的策略之下，實施框架必須調整從大眾行銷轉向數位個人化行銷。不斷變化的科技和顧客行為成為行銷人員日常面臨的挑戰，然而，因應數位行銷愈來愈普遍，企業能評估自身數位化旅程是很重要的，且目前學術研究當中鮮少有此類的研究主題。因此，藉由文獻探討充分了解數位行銷的重要組成構面在本文中提出了一個數位行銷成熟度SMCD模型並依據模型四大構面：數位行銷策略、數位媒體與通路管理、數位行銷能力、數據管理與分析，發展出問卷診斷工具，以幫助行銷人員和組織在實施數位行銷過程中發揮作用。本研究中也加以探討台灣精品品牌協會(TEBA)的樣本進行集群分析並結合計算成熟度分數，描繪出各個集群的輪廓樣貌以及成熟度分數的上下界線，提供給未來使用之企業一個參考的依據。

本研究共回收186份有效問卷，結果驗證本研究提出數位行銷成熟度SMCD模型具有信度、效度且無嚴重共線性問題存在，說明本研究所衡量的模型具有良好的品質。為實證此問卷工具能否實際運用，透過兩階段分群法將台灣精品品牌協會(TEBA)之蒐集樣本進行分群，最終分為四大集群，分別為：種子期、嫩芽期、茁壯期、成熟期。在經過兩階段分群法分群以後，四個集群的輪廓清晰，擁有各自在數位行銷成熟度模型之四大構面的特徵，因而可判斷此次分群結果具有討論與分析的意義。

In the turbulent 2022, it can be found that the frequency of changes in consumer demand and habits has increased dramatically. According to Salesforce survey, 88% of customers expect enterprises to accelerate digitalization to meet customers' digital needs. Meeting customers' needs has become the focus and challenge of any enterprise. Under the customer-centric strategy, the implementation framework must be adjusted from mass marketing to digital personalized marketing. Changing technology and customer behavior have become daily challenges for marketers. However, in response to the increasing popularity of digital marketing, it is very important for enterprises to evaluate their own digital journey. At present, there are few such research topics in academic research. Therefore, through literature review, we fully understand the important components of digital marketing. In this paper, we propose a Digital Marketing SMCD Maturity Model, and according to the four dimensions in this model: digital marketing strategy, digital media and channel management, digital marketing capability, data management and analysis develop a questionnaire diagnostic tool to help marketers and organizations play a role in the implementation of digital marketing. This study also discusses the cluster analysis of the samples from Taiwan Excellent Brand Association (TEBA), and describes the outline of each cluster and the upper and lower boundaries of maturity scores in combination with the calculation of maturity scores, so as to provide a reference basis for future enterprises.

A total of 186 valid questionnaires were collected in this study. The results verify that the Digital Marketing SMCD Maturity Model have reliability and validity, and there are no serious collinearity problems. Indicating that the measured model has good quality. To demonstrate whether the questionnaire tool can be used in practice, doing cluster analysis through two-stage clustering method, using samples collected by TEBA. Finally, it is divided into four clusters: seed stage, bud stage, vigorous stage and mature stage. After the two-stage clustering, the four clusters have clear outlines and have their own characteristics in the four dimensions of the digital marketing maturity model. Therefore, it can be judged that the clustering results have the significance of discussion and analysis.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
圖目錄 vii
表目錄 ix
第一章 緒論 1
第一節　研究背景 1
第二節　研究動機 3
第三節　研究問題與目的 4
第二章 文獻探討 6
第一節　數位行銷(Digital Marketing) 6
第二節　成熟度模型 7
第三節　數位行銷成熟度模型 10
第三章 研究方法 13
第一節　研究模型 13
第二節　研究維度定義 14
第三節　研究設計 22
第四節　研究流程 23
第四章 資料分析 25
第一節　樣本基本資料分析 25
第二節　衡量模型 27
第三節　整體模型配適度評估 33
第五章 企業分群結果 36
第一節　樣本基本資料分析 36
第二節　集群分析(Cluster Analysis) 38
第三節　分群命名與特徵 42
第四節　分群結果 51
第六章 結論與建議 57
第一節　研究結果與建議 57
第二節　理論及實務意涵 61
第三節　研究限制與未來研究方向 62
參考文獻 64

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