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Title: | 臺灣B2C電子商務行銷因素對營運績效之影響 The Effect of Marketing Factors on B2C E-commerce Revenue in Taiwan |
Authors: | Yi-Ting Yu 游宜庭 |
Advisor: | 王俊豪(Jiun-Hao Wang) |
Co-Advisor: | 林如森(Ju-Sen Lin) |
Keyword: | 電子商務,B2C,社群行銷,SEO,虛實整合, E-commerce,B2C,Social Media Marketing,SEO,Click-and-Mortar, |
Publication Year : | 2018 |
Degree: | 碩士 |
Abstract: | 近年來網際網路的蓬勃發展,使得電子商務對企業而言,已不再是一種選擇性的商業手法,反之成為必要的經營型態。在電子商務市場中,並沒有所謂既定的營運模式得以遵從。有關電子商務的研究多從消費者角度進行相關研究,如購物知覺價值、購買決策因素、再購意願、顧客關係管理品質等,儘管此類研究對於電子商務商家經營策略有一定的助益;而在本研究中則針對臺灣電子商務零售市場中,商家在不同的經營現況與營運手法下,如公司資源、通路選擇、販賣商品、行銷工具等不同因素與策略,對企業在電子商務零售市場上營運績效的影響。
因而,本研究使用2015國內B2C網路商店經營調查,作為臺灣B2C電子商務商家的經營現況與營運策略的調查資料,利用最小平方法進行迴歸分析探討行銷因素對臺灣B2C電子商務商家營運績效的影響,發現資本額和網路員工數較多、網路商店成立較久、有開設實體店面、成為購物網站供貨商、販賣家居什物及使用行動商務者,對其網路營運績效有正向的影響;反之,無實體店面、於開店平台上開店、使用網路行銷工具等,卻對網路營運績效有負向的影響。此研究建議電子商務企劃人員或是相關策略規劃人員,應妥當地運用與分配公司資源,並整合不同通路和凸顯不同通路間的差異性,以增加各個通路觸及顧客的機會,最後,需審慎評估使用的行銷工具,並追蹤使用後的效益。以上分析,期望能夠提供企劃人員在擬訂電子商務商業模式和策略時,有關於提高營運績效的因素分析作為參考。 In recent years, the rapid development of Internet has made the electronic commerce no longer an alternative, but an imperative for the enterprise. In the E-commerce market, there is no simple prescription and almost no such thing as an established business or revenue model for companies. The relative research of E-commerce mostly takes consumers’ perspective, such as perception value, purchasing decision factors, repurchase intention, quality of customer relationship management, etc. Further, this research is aimed at how different operating conditions and operating practices of enterprise, such as corporate resources, channel options, products, marketing tools and other factors and strategies, effect the revenue from e-commerce retail sales of enterprise in Taiwan's E-commerce retail market. Therefore, we used the survey data, Taiwan's B2C Online Store Business Survey in 2015, from Department of Commerce of Ministry of Economic Affairs to fulfill our empirical research. We selected OLS method of regression analysis to explore the effect of marketing factors on B2C E-commerce company’s revenue in Taiwan, and found that the capital, employees and established year of online store have positive influence to its revenue of B2C e-commerce, and also offline store, being suppliers of shopping website, selling housing goods, and using mobile commerce do have positive effect to revenue of E-commerce. On the contrary, with no offline store, established online store on online shopping platform, and using internet marketing have negative effect to revenue of E-commerce. We suggest that the relevant planners should properly manage resources of corporate, and integrate different channels ,also highlight the differences between different channels to increase access to customers, moreover, evaluation of marketing tools and analysis of marketing benefits are necessary. With this study, E-commerce project managers and strategic planners will be able not only to develop E-commerce business models and strategies, but also evaluate the marketing factors to increase revenue. Further, the strategy implications are presented with the above findings. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/70303 |
DOI: | 10.6342/NTU201803418 |
Fulltext Rights: | 有償授權 |
Appears in Collections: | 生物產業傳播暨發展學系 |
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ntu-107-1.pdf Restricted Access | 8.74 MB | Adobe PDF |
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