近年來因網際網路技術快速成長與相關設備普及化,使得網際網路蓬勃發展,成為人們獲得和傳播資訊的主要管道;由於科學儀器產品少量多樣,精密度及操作複雜度高,需要專業的知識背景等因素,雖然使用者常透過網際網路來搜尋科學儀器相關資訊,協助解決資訊獲得匱乏的問題,但網路資料在可靠性與完整性方面較受質疑;而網路Web 2.0具有虛擬社群參與互動及訊息分享的特色,藉由集體智慧、集體參與的方式,進行資訊互動交流而達到集體行銷目的。 本研究以網路問卷了解使用者在科學儀器資訊獲得來源及決策因素;再透過深度訪談獲取關於科學儀器產業現況及整合式行銷網站建構需求方向;並以系統實作方式依據文獻整理與分析訪談需求結果發展出網站系統建構內容,進行科學儀器整合式行銷網站系統設計與運作;最後針對實作網站進行使用滿意度調查統計,以豐富研究資料之完整。 實證研究後發現,藉由結合Web 2.0概念的互動式整合行銷網站模式,透過虛擬社群互動分享,累積社群成員所提供分享的資訊,達到科學儀器知識及資訊共享,使其資訊更加容易搜尋,同時縮短使用者與供應商的行銷路徑,提供儀器廠商針對社群使用者直接提供資訊服務及促銷訊息,進而提高使用者對儀器產品及服務的信心建立口碑,運用整合性行銷模式結合Web 2.0,將可更精準、有效地將產品或服務推銷至目標顧客。
For recent years, the internet technology grew fast and the universalization of related equipment that caused the Internet vigorous development. It’s also become the main way that people obtain the dissemination information. The network Web 2.0 has the characters of the simulating social group and the participating messages by the collective wisdom, collective participation way. The network Web 2.0 carries on the information interaction exchange to achieve the collective marketing goal. This study understood the scientific instrument messages and decision factors from users by network questionnaire. In addition, developing the website system based on website construction demand direction and instrument industry present situation through the depth interview. At last, compiled statistic date and made the degree from customer satisfaction survey. This study proved the integrating Web 2.0 selling model provided the information sharing, and made information easy to search by the interactive and integrative selling model, simulating social group interaction sharing and social group members. Meanwhile, this website shortens the route between the seller and user significantly. And it wills also increasing the confidence of users in products and services. In conclusion, the integrating Web 2.0 selling model can merchandise the products to target consumer in efficient way.