從英美澳三國政府網路書店談政府出版品之網路行銷策略

Internet Marketing Strategy for Government Publications Bookstores: Some Observations of Three Foreign Operations

蔡明達(Hector M. T. Tsai)

《研考雙月刊》 27卷2期 (2003/04) Pp. 13-22

https://doi.org/10.6978/YKSYK.200304.0013

摘要

本文從觀察英美澳三國的政府出版品網路書店，探討國家網路書店經營策略所需考量之各項因素。從實際各國網站觀察發現，英美澳三國的政府出版品網路書店尚屬於初始階段，與民營網路書店所提供的服務還有一段差距。因此本文從學理的角度探討網路書店策略規劃，所必須思考的七大步驟。此七大步驟包括：擬定總體策略、創造市場機會、規劃行銷策略、設計顧客經驗、設計行銷計劃、建置顧客介面、評估行銷計畫。這些步驟環環相扣，乃未來網路行銷在執行的過程當中，是否能符合民眾需求與時代趨勢變化所必須採行的工作。本文最後也提出結論與建議。

關鍵字

網路行銷 ； 網路書店 ； 政府出版品

並列摘要

The objective of this paper is to observe current operations of the Government Online-Bookstores of U.K., U.S.A., and Australia, and then to propose an Internet marketing framework for the Government bookstore. We found that the Government bookstores of these countries are still in the early stage of business as compared to private-owned online bookstores, such as Amazon and B&N. So the seven stage of Internet marketing was delineated to provide some ideas for future development of on-line channel. The seven stages are these: setting corporate and business-unit strategy, framing the market opportunity, formulating the marketing strategy, designing the customer experience, designing the marketing program, crafting the customer interface, and evaluating the results of the marketing program.

並列關鍵字

Internet Marketing ； On-line Bookstore ； Government Publications