網路商店營運模式與行銷策略之研究

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题名:	網路商店營運模式與行銷策略之研究
作者:	徐建元;Hsu, Chien-Yuan
贡献者:	資訊管理學系在職專班
关键词:	營運模式;行銷策略;網路商店;Operational mode;Marketing strategy;online stores
日期:	2018-07-23
上传时间:	2018-08-31 14:50:34 (UTC+8)
出版者:	國立中央大學
摘要:	隨著網際網路的普及化，上網購物越來越便利，不僅價格透明且比實體店鋪還低廉，吸引許多消費者轉向網路購物，只單純想把手邊東西刊登變現者越來越少，取而代之的是更多想以開設網路商店來創業或致富的人。網路商店經營者如何開創差異性的營運模式與行銷策略，值得深入研究，因此成為本研究的動機。本研究採用個案分析中的深度訪談法，選擇三家經營良好的網路商店作為研究對象，逐一探討營運模式與行銷策略等要素，以期找出網路商店成功的關鍵，藉以瞭解經營良好之網路商店能建立競爭優勢的原因。歸納研究如下：一、網路商店的營運模式（一）商品特殊性（二）低於市價的特性（三）通路的便利性二、網路商店的行銷策略（一）即時行銷的重要性三、網路商店的未來趨向（一）做到誠信、品質、獨特三點（二）永續經營本研究將這三家網路商店整理分析出良好的網路商店經營策略，並彙整以下結論，作為新創網路拍賣商店經營者參考的依據。一、商店定位務必清晰二、主動積極地與顧客建立長期關係三、善用多元化的網路行銷媒體工具與通路四、有效運用、分配與規劃行銷經費 ;With the popularization of the Internet, online shopping has become increasingly convenient. Not only are prices transparent but are also more affordable compared to physical stores, thus attracting many consumers to turn to online shopping. People selling their belongings simply for cash have reduced in number; instead, more people plan to open online stores to start a business or to get rich quick. How online store operators open up differentiated operational modes and marketing strategies are worthy of exploration, which is the motivation in this study. This study adopted the in-depth interview method in case analysis. Three well-operated online stores were selected as research participants to sequentially discuss the operational models and marketing strategies in order to find the key to the success of online stores, thereby gaining an insight into the reasons how well-operated online stores establish their competitive advent. The results are summarized as follows: 1. Operational Modes of Online Stores (1) Product specificity (2) Featuring “Below market value”. (3) Channel convenience 2. Marketing Strategies of Network Stores (1) Importance of real-time marketing 3. Future Trend of Network Stores (1) Able to accomplish three points: Integrity, quality and uniqueness. (2) Sustainable management This study compiled the three network stores and analyzed sound network store operation strategies and compiled the conclusions below to serve as a reference for innovative network auction store operators. 1. The store positioning should be clear; 2. Actively and positively establish long-term relationships with customers; 3. Putting to good use diversified network marketing media tools and channels; 4. Effectively use, distribute, and plan a marketing budget.
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