- 學位論文
室內裝修產業傳統行銷與導入網路行銷的差異化研究
Title: Research on the Difference between Traditional Marketing and Internet Marketing in Interior Decoration Industry
摘要
台灣經濟不斷發展，消費行為已經由生產導向轉變為顧客導向的的市場，室 內裝修市場亦不例外，室內裝修產業在競爭激烈的市場中，除了要提供優質且多 樣化設計產品外，更需要注重其他服務品質之提升。本研究在研究室內裝修業的 經營模式以導入創新網路行銷與傳統網路行銷差異化作研究，認為室內裝修業的 傳統行銷所產生的價值鏈發展雖具有價格與價值的優勢，但深究其產業之發展模 式，認為這樣的價值鏈是是很容易被模仿與取代的，而且僅以口碑、價格與價值 優勢、空間設計美照…等作為競爭方式去吸引消費，所經營出來的顧客關係是相 當薄弱，少有忠誠度可言，只要競爭者提出更優惠方案，產業將會喪失大量客戶 而產生危機，難以維持其優勢地位。因此，本研究目的在於找出可以創造與競爭 者具有差異化的服務內容，培養網路消費者成為忠誠顧客，為產業建立長期信任 的顧客關係。 本研究將以個案研究的方式，訪談實際經營室內裝修產業並且導入創新網 路行銷已有二十年之久的公司，來探討室內裝修業的產業特性、公司的經營模 式、網路行銷策略數據分析、競爭者的分布與變化等；另外本研究亦會擷取公 司的網站後台數據，以期更深入了解在室內裝修產業透過創新網路行銷後效 應，並為其公司提出量身訂作的創新行銷導入建議，期許能因此成功創造更穩 健的網路忠誠顧客，以提升公司的長期競爭優勢；本研究在提出各項創新網路 行銷導入方案後，並會為公司建議後續行銷方向，主要是以衡量網路行銷點閱 率是否提升作為指標；為此成效衡量尚需日後行銷導入才可實際測量，誠屬本 研究較為不足之限制，尚待後續研究之補足
並列摘要
Taiwan’s economy continues to develop, and consumer behavior has changed from a production-oriented market to a customer-oriented market. The interior decoration market is no exception. In a highly competitive market, the interior decoration industry needs to pay more attention to providing high-quality and diversified design products. Improvement of other service quality. This study is studying the business model of the interior decoration industry to introduce the differentiation of innovative Internet marketing and traditional Internet marketing. It is believed that the development of the value chain generated by the traditional marketing of the interior decoration industry has the advantages of price and value, but it is deeply investigated. The development model of the industry believes that such a value chain is easy to be imitated and replaced, and it only uses word of mouth, price and value advantages, and space design beauty as a means of competition to attract consumption. The customer relationship managed is It is quite weak and has little loyalty. As long as competitors propose more preferential solutions, the industry will lose a large number of customers and create a crisis, and it is difficult to maintain its dominant position. Therefore, the purpose of this research is to find out what can create differentiated service content from competitors, train online consumers to become loyal customers, and establish long-term trustworthy customer relationships for the industry. This research will use a case study to interview companies that have actually operated the interior decoration industry and have introduced innovative online marketing for 20 years to explore the industrial characteristics of the interior decoration industry, the company’s business model, and the data on online marketing strategies Analysis, the distribution and changes of competitors, etc. In addition, this research will also capture the company’s website back-end data in order to gain a deeper understanding of the after effects of innovative online marketing in the interior decoration industry, and propose tailor-made innovations for the company Recommendations for marketing introduction, and hope that it can successfully create more stable online loyal customers to enhance the company’s long-term competitive advantage; this research proposes various innovative online marketing introduction plans, and will suggest subsequent marketing directions for the company, mainly To measure whether the click-through rate of online marketing has increased as an indicator; for this purpose, the effectiveness of measurement requires future marketing introduction before it can be actually measured. This is a relatively insufficient limitation of this research and needs to be supplemented by subsequent research.