創新網路行銷模式之研究-以稻米廠商為例

Abstract

網路行銷是近年來企業經營談論最廣泛，也最受重視的觀念之一。隨著網際網路以及電子商務的興起，顧客的消費習慣與行為比起以往更加瞬息萬變；相對的，在此交易環境下企業所累積的資料量亦快速的增加。因此，如何有效的呈現這些資料內容以進行網路行銷便成為迫切的議題。本研究提出稻米產業網路行銷架構及其建置流程，探討如何利用稻米銷售所著重的議題，包括生產面、加工面、運輸面、銷售面及顧客關係管理面，建立網路行銷所需的商業模式，並說明如何利用電子商務的技術進行上述各種網路行銷內容分析。本論文研究對象為稻米加工產業，究採用質化分析法，先藉由相關文獻探討及深度訪談，從需求面探討稻米加工業者於建構網路行銷系統時，應具備的功能與架構，並協助管理者探討分析顧客未來的購買行為，更有效率地瞭解顧客網路購買行為，替企業創造更大利潤。研究結果為個案公司提出網路行銷具體建議，亦可供其他產業了解消費者行為現況以建立商業模式。

Web-marketing becomes one of the most important channels between the enterprise and its（existing/potential）customers. It also is a powerful information management system because it can help enterprise to understand their existing customers and what they want, what they need. As we know, a better web-marketing will bring about loyalty from the existing customers and stimulate the interests in the enterprise from the potential customers. This study will adopt qualitative and in-depth interview as research methodology. Through real case study, and create a prototype web-marketing system to evaluate which kind of framework they need when rice industry need to install the webmarketing. Hopefully, this business model could easily obtain the customer repeat purchasing probability and population through the implementation of web-marketing system, and then projects the future sales situation. The result of the research could be consulted by the other industry to create their consumer behavior and web marketing framework.