本研究主要目的在於，探討Holasea平台針對投放廣告效益的分析。Holasea是台灣新創的產業平台，針對台灣的遊艇帆船旅遊，推廣國內休閒遊憩發展。網路的使用搜尋已成為每人每日不可或缺少的一件事，不論是在公事上的使用、學術上的搜尋、個人私領域的需求或購買，都已密不可分。經常使用的瀏覽器及網頁很多種，但目前Google是全球百大網站排名之首，在台灣使用率更是高達84%，應此針對Google廣告行銷是相對的有比較大的曝光度及廣告效益。本研究根據投放關鍵字廣告、購買廣告的時間點、轉化的點閱率、廣告投放方式進行數據分析，進而分析使用者對國內休閒遊憩的喜好。本研究結果點擊、曝光及點閱率對於關鍵字與多媒體的數據指出，得知消費者常使用多媒體且時間點星期三觀看方式接受廣告的資訊。且點擊部份採用「關鍵字-遊艇」是有比較高的使用曝光；曝光部份採用「多媒體-花蓮」是有比較高的使用曝光；點閱率部份採用「關鍵字-賞鯨」是有比較高的使用曝光，可以針對上述的得知消費者對平台的搜尋及觀看內容去多家的推廣曝光。本研究之結果可作為休閒產業管理的廣告效益參考。
The intention of this research program is to discuss the analytics about Holasea’s advertising effectiveness. Holasea is an innovative industrial platform that target to the market of yacht traveling. The purpose of creating Holasea is to improve the development of domestic touring. Nowadays, online searching has become our daily routine. There are various browsers and websites. The most popular one, Google, has reached the top one of the most-visited 100 sites worldwide. In Taiwan, the utility rate even reached 84%. Therefore, posting advertisements on Google is relatively effective that might bring higher exposure rate and benefits. In this research program, the researcher analyzed the data basic on placing keywords for advertisement, timing of buying advertisements, the way of publishing advertisement, and the click rate. Moreover, understand the trend of domestic touring of their users according to the four elements above. This research could be a reference of advertising benefits of leisure management industries.
