聯繫於網路行銷競爭優勢的大學網站功能規劃與分析

網路行銷與互動行銷顛覆與衝擊了企業與非營利組織的競爭優勢，並激烈的引發了世界的第三次戰爭革命：資訊革命。本篇研究主旨呈現了大學網站的競爭分析與網站規劃的因子分析。而網路行銷的研究範疇包含了行銷學、一對一行銷、知識創新等，互動行銷的範疇主在連結學生與校方的資訊。依據與連結研究上述命題，接續發展研究架構與方法，本篇採用質化與量化並行的研究方法，其中以自我創建的反朔法為研究歷程模式，研究工具其中一項並使用自行研發的複本測量法。質化部份以結構式觀察法輔以專家訪談法進行網站功能與要點分析。量化的歸納上接續以驗證式因素分析法測試並驗證結論。其中三項重大研究發現：網路與遠距教學是最重要的網站功能、網路廣告的創新最能提升客戶價值滿足、依據不同社群成員設計園地等。本研究結論最大的價值貢獻在於指出了大學網站規劃依據網路行銷而設計的重點方向。

關鍵字

無資料

並列摘要

Drastically change in the world from the third economical revolution, Internet Marketing and interactive Marketing revise and impact the competitive advantages. My research presented the analysis of the web site of university and construct factories of planning. Internet Marketing intervention aimed at directly marketing, one to one Marketing, innovation of knowledge, and interactive Marketing involve to link information between school and students. According and connecting the research problem as the above-mention, then develop the study architecture and methodology. By adopting both qualitative and quantitative analysis, Internet Marketing researches via at Structured Observation to diagnosis the characters of web site functions to several strategy of Marketing. Consequently, it used C.F.A. to test efficiencies and fixed. There are three folds in conclusions are fresh and important: ”web-based teaching and learning” is the most important function in web marketing, innovation of advertise will submit real customers moment value, and by different members to construct special web pages, and so on”. The conclusions of this research will contribute to point out real policy of universities for planning web pages by interactive web Marketing.

並列關鍵字

Internet Marketing ； retroductive in qualitative and quantitative analysis ； innovation of knowledge ； web planning of web marketing

參考文獻

John Sviokla,Audris Wong(2003).CRM is Not for Micromanagers; To get value from CRM, use it to empower people-not to keep tabs on them Sandy C .Chen & Gurpreet S.(Dhillon Interpreting Dimensions of Consumer Trust in E-Commerce).

Google Scholar

Rafael Corchuelo,Jose A Perez,Antonio Ruiz-Cortes(2003).Aspect-oriented interaction in mulit-oroganisational Web-based systems.15

Google Scholar

David Gefen,Elena Karahanna,Detmar W Straub(2003).Trust and TAM in online shopping.

Google Scholar

Chihiro Watanabe,Reiko Kondo,Noritomo Ouch,Haihong Wei(2003).(Formation of it features through interaction with institutional systems-Empirical evidence of unique epidemic behavior).