- 學位論文
電子商務行銷策略之研究―以樂天市場為例
Marketing strategies of e-commerce companies Cases: Rakuten company
摘要
由於電子商務(e-commerce, EC)作為一種新消費方式的出現，使人們消費習慣產生了很大改變。隨著EC發展，企業行銷策略也出現了很大的變化。之後，隨著全球化與網路普及，鎖定海外發展EC企業注意起EC市場的潛在性與成長性，許多企業都對此有所期待。 本論文研究目的係以代表日本的EC企業為例，以樂天的案例說明行銷策略。再者，研究樂天在開發台灣市場，面對不同文化環境時，實施了哪些跨文化行銷策略。 基於這樣的研究目的，本論文先透過文獻探討，了解數位行銷策略之形成因素，隨後並整理在全通路(omnichannel)趨勢及大數據時代下，哪些是與EC企業相符之數位行銷策略。同時，統整出在進軍海外市場成為企業實施之重要行銷手法。接著，以日本樂天企業為例，透過樂天市場行銷策略實例之研究，證實數位行銷策略隨時代演變。再者透過實際採訪導出結論，探討樂天在台灣市場面對不同於日本文化有哪些跨文化行銷策略。 綜之，本研究可歸納以下兩點：(1) 樂天集團透過獨有的｢樂天經濟圈｣推廣多種服務，與顧客保持連結。樂天重視「顧客價值」，藉著增加與顧客接觸點，並且善用樂天超級點數系統可提供顧客滿意之產品及服務。現在因應全通路時代，實體店鋪及網路店鋪提供產品和服務，兩方結合策略是不可避免的。樂天的核心戰略為不僅只提供網購服務，也提供各種服務，以樂天超級點為核心，與顧客保持連結。在數位行銷中實施全通路策略。 (2) 在台灣，樂天的行銷策略專注於標準化，並與本地化策略的融合。剛開始，樂天主打符合台灣市場之本土化策略，接著提高台灣顧客對樂天的黏著度，再推出｢台灣樂天經濟圈｣，漸漸走回標準化策略。
並列摘要
The emergence of electronic commerce (hereinafter abbreviated as EC) as a new style of consumer living has caused a great change in people's consumption activities.Along with the development of EC, a big change has also appeared in the company's marketing strategy. And with the progress of globalization and the spread of the Internet, many EC companies are hoping for EC companies aiming to expand overseas, focusing on the potential and growth potential of the EC market. Based on these circumstances, I researched and analyzed its marketing strategy from the case of Rakuten, which is a representative EC company in Japan. In addition,I researched that how Rakuten executed different cultural marketing strategies when exploring overseas markets in the Taiwanese market. In order to achieve the purpose of the thesie, the research first of all, I focused on the meaning of the digital marketing strategy through literature review, and " what is the suitable marketing strategy for EC companies" in this era of omni-channel and big data. I also focused on the important factor on executing marketing strategies when EC companies are exploring the oversea markets. Next I took Rakuten company by the case, l examined the change of the digital marketing strategy by the case of Rakuten company . Next, I examined that Rakuten company in taiwanese market what different cultural marketing strategies were implemented by interview survey. Through the research, the facts can be concluded below. (1) Based on the business model "Rakuten ecosystem " which Rakuten Group has an ecosystem of services with membership at the core, customers are connected while promoting various businesses. Rakuten emphasizes "customer value" and through the customers' contact was increased, it was possible to provide satisfied products and services by using point system. And Rakuten's net shopping platform has grown limited, the virtual world and the real world of real shops are fused, and it is inevitable due to the marketing strategy to offer products and services . Rakuten's core strategy is not just one net shopping service, it also offers various services, customers are connected with Rakuten Super Point in the Rakuten ecosystem of services. (2) Rakuten's marketing strategies in Taiwan focused on standardization and integrated with localization strategy. Initially, after promoting marketing (localization) to match the market in Taiwan, it led the customer to increase the degree of adhesion to Rakuten while becoming a business model (Rakuten ecosystem ) as a business model (standardization).