網路品牌經營關鍵成功因素之個案研究

A Case Study on the Critical Successful Factors (CSFs) of Running the Network Branding

白榮吉(Jung-Chi Pai) ； 蕭穎謙(Ying-Chien Hsiao) ； 黃雅琳(Yao-Lin Huang) ； 胡以暄(I-Suan Hu) ； 陳巧婷(Chow-Ting Chen) ； 林家祺(Cha-Chi Lin)

《管理資訊計算》 6卷1期 (2017/03) Pp. 62-75

https://doi.org/10.6285/MIC.6(1).05

摘要

由於網際網路的普及與社群網站以及線上購物網站之蓬勃發展，逐漸改變了市場的行銷模式，以往的行銷與商品銷售方式逐漸由實體邁向虛擬的多樣化行銷。因此，網路品牌因應而生，也打破了傳統實體行銷與購物模式。網路品牌經營比起傳統實體品牌有更多的不確定性和風險，但卻存在著更多元化的運作模式，例如：透過社群網站、部落格、各大拍賣網站跟廠商之間的行銷合作、網路口碑行銷力量等，因此，網路品牌經營亦逐漸被企業視為是提昇行銷效益重要策略之一。本研究主要目的在於採用個案研究方法探討網路品牌之經營模式與經營關鍵成功因素，共計訪談四家網路品牌的經營者或部門主管，以實際瞭解網路品牌的實務經營模式。本研究並進一步根據相關文獻彙整從「企業面」、「產品特質面」、「網站設計面」、「網站社群經營面」等四大層面探討網路品牌經營關鍵成功素。根據個案分析與研究結果，本研究共計推導出十項重要研究發現，此研究分析結果與研究發現可以提供做為實務界建立未來發展網路品牌重要參考。

關鍵字

網路品牌經營 ； 虛實整合 ； 口碑行銷 ； 個案研究方法

並列摘要

Since the booming popularity of internet as well as the rapid progress of social networking sites, shopping sites and other network platform, the marketing model of the market has gradually changed, conventional marketing and sale manner by the physical method gradually diversified towards virtual. Consequently, network branding was born in response to the trend and further breaking the traditional physical marketing and shopping models. Running a brand in the internet have more uncertainty and risk in the physical world, but more diversified modes of operation are existed. For example, cooperation among firms by social networking websites, blog, auction site as well as the power of word of mouth marketing , etc. Therefore, running the network branding in the internet has been gradually considered as one of the important strategies to enhance marketing effectiveness for enterprises in the e-business era. The main purpose of this study is to explore the operating model and critical successful factors (CSFs) of network branding. This study further adopted the case study method and a total of four executives' interviews have been conducted to understand the actual status and experience of running network branding for these enterprises. Four important perspectives relating to the CSFs of network brand are considered including the business, product characteristics, website design and operation of network community. A total of ten research findings based on case study analysis are found that can provide business practitioners for important reference in the future development of network branding.

並列關鍵字

Network branding ； Click-and-mortal business model ； Word-of-mouth marketing ； Case study method

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