服飾業網路行銷之研究

The Study of Internet Marketing In Closing Industry

張永煬(Yung-Yang Chang) ； 蔡建順(Jian-Shun Cai) ； 張錦崑(Chin-Kun Chang)

《全球管理與經濟》 7卷1期 (2011/06) Pp. 53-69

https://doi.org/10.6565/JGME.2011.7(1).4

摘要

隨著上網人數的持續增加，網際網絡之普及性與方便性已為企業開闢一條行銷通路，而網路行銷對企業之影響也與日遽增。因為傳統產業在網絡時代之生存遭受到嚴厲的挑戰，企業如果未能做出及時地反應，很可能會被潮流之改變所淹沒。就傳統服飾業之業者為求生存，只好在網路上尋求商機，建立新的競爭優勢，即利用現有資源，並在通路上之改變，以節省固定成本獲費用，因此利用網際網絡之優勢，採取網路行銷之手法來創造競爭優勢。因此，運用網際網絡之優勢，可充分協助業者在推廣、行銷及交易上之便利性。未來，服飾業之行銷手法，如何利用網際網路之發展，亟待深入研究與探討。本文透過實際訪談，以找出服飾業進行網路行銷管理作法，並將所得到的管理作為提供作為未來從事網絡行銷的參考依據。本研究建議在進行網絡行銷策略時，可採取的網路行銷策略有：1.搜尋引擎策略；2.優惠促銷策略；3.超連結推廣策略；4.網路廣告策略；5.電子報推廣策略；6.擴散式推廣策略；7.會員推廣獎勵策略。最後，想要以最有效率、最省錢的方式經營網路服飾店，建議得從企劃、採購到包裝、行銷，進而到銷售、客服各層面，建立清楚的管理SOP（標準作業流程）。

關鍵字

電子商務 ； 行銷 ； 網絡行銷

並列摘要

With the number of Internet users continues to increase, the popularity of the Internet and convenience has opened a marketing channel for enterprises, and Internet marketing impact on the enterprise and is ever increasing. Because of the traditional industries to survive in the Internet era suffered severe challenges, companies that fail to make timely response, is likely to be overwhelmed by the change in trend. Traditional clothing industry for the industry to survive, had to seek business opportunities on the Internet, create new competitive advantages, namely the use of existing resources, and the change in the pathway in order to save costs were fixed costs, so the advantage of using the Internet, Internet marketing tactics to create competitive advantage. Therefore, the use of internet, can fully assist the industry in the promotion, marketing and convenience of transactions. Future, the apparel industry marketing practices, how to use the Internet to the development of urgent in-depth study and discussion.Through this paper, the actual interview to find out the apparel industry practices for online marketing management, and the resulting management as provided for future reference in the internet marketing. This study suggests that doing internet marketing strategy, internet marketing strategies that can be taken are: 1. Search Engine Strategies; 2. preferential promotion strategy; 3. hyperlinks promotion strategy; 4. Internet advertising strategy; 5. e-paper Promotion strategy; 6. diffused promotion strategy; 7. members to promote reward strategy. Finally, you want the most efficient and most economical way to operate the network clothing shops, recommended it from planning, procurement to packaging, marketing, and then to the sales, customer service at all levels to establish clear management SOP (Standard Operating Procedures).

並列關鍵字

E-Comerice ； marketing ； internet marketing