網路行銷對傳統小吃影響之探討

Study on the effects of Network Marketing on Traditional Snacks

馮俊凱(Chun-Kai Feng)

指導教授 ： 羅淑芳

台南應用科技大學/管理學院/國際企業經營系碩士班/碩士(2017年)

摘要

本研究以傳統小吃業為研究對象，調查傳統小吃的發展現況及透過網路行銷擴大銷售範圍的可能性。本研究以網路行銷起家而擴展到實體店面食品廠家及傳統小吃透過新銷網路行銷及社群媒體進行顧客關係管理及銷售發展過程，分析網頁設計如何消引消費者注意、引發消費者瀏覽及購買興趣、產品及價格策略、促銷推廣增進顧客黏著度及再購意願等成功關鍵因素，最後以傳統小吃-蔥油餅為例，網路行銷建議分為三項，第一項為官方網站版面設計需分類明朗、視覺設計顏色、字體大小、圖片色彩豐富，網頁整體版面搶眼，第二項為商品銷售內容需以價格產品組合、活動銷售、包裝便利、免運費、烹調服務、產品深廣度，第三項為臉書與Line經營需與粉絲建立關係，貼文分享、留言互動頻繁，透過粉絲創造網路口碑，強化與維持雙向關係。

關鍵字

網路行銷、傳統小吃、網頁設計、臉書、Line

並列摘要

This study is the traditional snack as the research object, Investigate the development of traditional snacks and Expand the scope of sales through online marketing. Network marketing started and extended to the real store food manufacturers and traditional snacks through the new marketing network marketing and community media for customer relationship management and sales development process, analysis of web design how to eliminate consumer attention, triggering consumer browsing and buying interest, product and price, promotion and re-purchase willingness and other key factors of success, finally, the traditional snack - onion cake as an example, internet marketing recommendations are divided into three, the first section of the official website layout design needs to be classified, visual design color, font size, the picture rich in color, the overall layout of the page is eye-catching, The second item for the sale of goods need to price product portfolio, activity sales, convenient packaging, free shipping, cooking services, product depth, The third is for Facebook and Line need to establish a relationship with the fans, article sharing, Frequent message interaction, through the fans to create online reputation, strengthen and maintain a two - way relationship.

並列關鍵字

Network Marketing、Traditional Snacks、Wed Design、facebook、Line

參考文獻

方文昌、汪志堅(2004)。電子商務與網路行銷。智高出版社。

王石番(1992)。傳播內容分析法-理論與實證。幼獅文化事業。

朱海成(2006)。電子商務。博碩文化出版。

吳敏瑄(2008)。網頁的美感概念及設計原則之研究。世新大學資訊傳播學系碩士論文。

李如菁(1993)。電腦人機介面圖像語意之研究。國立成功大學工業設計研究所碩士論文。