台灣紡織業電子商務現況研究

A Study of the Electronic Commerce of the Textile Industry in Taiwan

陳亦芬(Y. F. Chen) ； 沈清正(C. J. Shen) ； 申屠光(K. Shentu)

《華岡紡織期刊》 7卷1期 (2000/03) Pp. 29-39

摘要

由於傳統的紡織產業結構產銷過程過長，造成市場重大的變革，而傳統市場的營運也已經不符合時代所需，因此以電子商務作和市場行銷策略的運用，成為現代紡織產業不可或缺的利器。電子商務就是將傳統的商業活動在新興的網路通訊上進行行銷作業，在電子商場的環境中，傳統商業活動之中間商的生存空間將逐漸壓縮，取而代之的是電子商務中間商活躍於網路的交易市場，而在追求快速反應過程中，商品質的要求將會更為提高，生產與行銷的成本也會因而降低。由研究結論中可知，紡織業在電子商務中通常只做一般性的宣傳廣告，強調企業形象、突顯產品的性能及特點，部份廠商雖然已使用電子商務作行銷行為之有效運用，但尚處於初期發展階段。茲將紡織業目前已發展電子商務概分為四大項目，包括企業形象、產品服務、企業服務及商情資訊，做各別細目的調查及分析，並將紡織業電子商務發展情形做探討，同時提供現有使用電子商務現況分析與未來可能發展之建議，以促進行銷現代化，突破市場狹礙的瓶頸，創造經濟活動力，適應網路資訊時代的市場需求。

關鍵字

電子商務 ； 快速反應 ； 電子商場

並列摘要

Due to the structure of the traditional textile industry, the producing and sales processing is too long, causes a serious marketing changes. The traditional method of marketing processing doesn't suit for the recent world, therefor the electronic commerce and the new strategy of marketing become a big step for the modern industry. The electronic commerce means that people make the traditional business through the new developing communication by internets. In the process for quick response, the quality of a product will be much requested. The cost of production and sales of one product will be much requested. By the conclusion of our researches, we found that the most of enterprises make a general promotions on net. They are also introducing their products. Some of them use it in marketing efficiently. But it is only in beginning. They are including four results in researches, such as image of an enterprise, customer services, business services and getting commercial informatoins. By the conclusion of our researches, we found that the most of enterprises make a general promotions on net. They are also introducing their products. Some of them use it in marketing efficiently. But it is only in beginning. They are including four results in researches, such as image of an enterprise, customer services, business services and getting commercial informatoins. By the conclussion , we hope to present a useful proposes to the future in electronic , we hope to present a useful proposes to the future in electronic commerce for the textile industries , and for their marketing modernizing , and desire it could create a powerful method to concour the requests of marketing by internet communicated.

並列關鍵字

electronic commerce ； quick response ； efficient consumer response ； electronic shopping