- 學位論文
3C代理商導入電子商務行銷系統之績效評估
The Performance Evaluation of Implementing the Electronic Commerce Marketing System for 3C Channel Distribution
摘要
近年來，由於網際網路與資訊科技的發展，使得以電子商務為主軸的行銷策略及經營模式成為企業不可忽視的致勝關鍵之一。許多依賴傳統行銷模式的產業遭逢前所未有的衝擊。 本研究以探討3C代理商因導入電子商務行銷系統所產生的經營模式變化與績效之評估。研究前藉由參考多方相關文獻以及配合個案實務參與經驗，整理歸納出研究架構。再以深度訪談方法針對個案相關人員，包括專案負責人、MIS、業務及客戶進行訪談，期許透過訪談資料之分析，瞭解企業為因應不同型態客戶需求需所發展出不同電子商務行銷系統，是否達到目標績效，並進而探討是否同時改變企業的經營模式。 研究結果顯示，個案中除因導入電子商務系統而有效降低作業成本並提高績效及客戶滿意度外，也將其原單純依賴人力的傳統行銷模式，轉變為更有效率的電子化經營模式。希望透過本研究，使未來希望導入電子商務行銷系統之組織在系統建置前能對此行銷方式有所了解，並且導入適合而有效的系統。
並列摘要
In recent years, due to the development of internet and information technology, one of the most successful factors is that enterprises have to pay much attention to the marketing strategy and business model in core business of electronic commerce. Lots of industries following the traditional marketing ways have met unprecedented impact in their business. This research discusses the business model change and performance evaluation after implementing the electronic commerce marketing system for 3C channel distribution. The research structure is defined after literature survey and experience of real case. Through comprehensive and deep interview with individuals in case which includes the project owners, MIS, sales and customers, the analyses interview information is expected to be able to provide understanding if different developed electronic commerce marketing systems with different customer demands can achieve the targeted performance and further also change the business model of enterprise. The research result shows that individual case not only reduces operation cost and increases performance after electronic commerce marketing system being implemented, but also further changes its traditional and people-reliance marketing model into more efficiently electronic running model. Through this research, the organizations which are interested in implementing a suitable and effective electronic commerce marketing system can have more understanding of this marketing model before their system being constructed.