國內網路購物市場的蓬勃發展,促進了提供電子商務平台的B2C-ASP業者高度成長,但卻導致電子商店經營者面臨了高度競爭的狀態,有鑑於此,許多電子商店經營者開始著重於行銷的推廣,而整合行銷為行銷演進中的一種行銷概念,因此本研究將透過整合行銷概念來探討B2C-ASP的行銷服務模式,提供給電子商店業者最佳的行銷推廣服務。 本研究是透過深度訪談之方式來進行,以超網路科技公司及承租其平台之電子商店業者為個案研究範本,針對超網路科技公司的行銷現況、行銷策略及運作模式,加上電子商店經營者的行銷需求和經營問題來進行剖析,將相關資料歸納整理後,把整合行銷模式導入到超網路科技公司,並以此種模式進行實證說明。 從電子商店的訪客數、營業額以及會員數增加的資料來佐證,行銷服務推廣已逐漸成為超網路科技公司經營上所必須具備之服務,電子商店經營者也把行銷服務推廣當成網站經營的重點規劃,透過本研究可以獲知整合行銷服務模式,爲超網路科技公司以及電子商店經營者帶來最佳的行銷推廣效益。
The blooming of internet shopping in Taiwan, which give the opportunity for e-commerce business suppliers of providing B2C-ASP platform grow up substantially. But it also results in the highly competitive status. Based on this, lots of e-store owners start to make efforts on marketing support to promote their service. Since Integrated Marketing Communication play an important role for the evolution of marketing. Therefore, this study will use the Integrated Marketing Communication concept to study B2C-ASP marketing service model, which would provide e-commerce business supplier the optimal marketing service. This study is conducted by in-deep interview of Hyper link Internet technology company and those users of using their platform service to do e-commerce business as background to collect information and find out the current marketing development, marketing strategy and operation model of hyper link Internet technology company and e-stores’ marketing demand and operation problems to analyze and summarize together with the Integrated Marketing Communication model be transmitted into hyper link Internet technology company. Finally the Study also implements this kind of mode as experimental example to make explanation. The study uses the number of visitors to link to the e-stores, the sales amount, and the increase number of members be registered as supporting data to show the Integrated Marketing Communication is better than the original one. E-stores also put marketing service as key element for planning to run Internet business. It’s no doubt that the new integrated marketing service model will bring outstanding performance.
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