- 學位論文
B2B 網路行銷的雲端服務研究--以亞洲網路服務為例
The Study of B2B E-Marketing with Cloud Computing Services - Take AsianNet Services as the examples
摘要
雲端運算 (Cloud Computing) 服務乃是以計量的方式，提供了電腦計算、儲存服務，即共享網路設備、管理、軟體和資訊服務等資源。用戶無需自行建設基礎設施、電腦機房等，透過雲端業者的服務，可以得到相同的資訊系統能量，就如同軟體安裝在用戶端，具有高度的資訊系統應用便利性及彈性。 由於雲端運算受到重視，因此當前許多應用軟體服務已經轉移到由雲端系統提供，包括B2C、防毒、音樂、遊戲、管理系統等，但是在企業對企業 (B2B) 網路行銷的雲端應用卻並不普及，相關論述也付之闕如。 所謂B2B網路行銷 (Internet Marketing)，乃企業對企業透過Internet推廣商品，以取代開發信件、參展及媒體廣告以及人員拜訪等傳統方式推廣業務。由於網路打破傳統媒體與區域的限制，而形成跨國家、跨區域、跨語文、跨平台、大公司與小公司平起平坐、新公司與老公司機會均等的一個推廣平台，確實已為外銷企業帶來行銷的效益，具有高度成長潛能。 因此本研究乃著重於探討B2B網路行銷的雲端應用服務及發展性。我們藉用亞洲網路的雲端服務--EMP自動化行銷系統為實務案例，藉由個案分析、專家意見及客戶訪談，分析它的營運模式、關鍵資源、關鍵流程、利潤公式、競爭力分析、應用發展來探討雲端系統應用在B2B網路行銷之成效，並比較與傳統網路行銷之優劣差異，以彰顯雲端科技發展下所帶來的巨大改變。
並列摘要
Cloud computing provides the service of resource-sharing of the Internet servers and its storage capability, that is, sharing network equipment, system management, application software and information to the computer users. There is no need for companies to build their own infrastructure and server facilities since all those things could be done online through the service of cloud computing. People are able to enjoy the convenience and flexibility just as if the system is installed on their own side. Cloud computing has been under the spotlight in recent years. Many computer applications and software services have moved to cloud, such as management systems, music, games, e-books, B2C and many other applications. However, it is not so popular with B2B e-marketing. B2B e-marketing is a service for businesses to promote their products over the internet instead of using the traditional ways like mailing out letters, holding exhibitions, media advertising or even staff-visiting. It is breaking the boundaries of traditional media with the development of global marketing, as well as building a new way where all companies are on an equal footing and share equal opportunity. Being a cross-country, cross-region and cross-language marketing platform, it has indeed been very helpful to the exporters with its effectiveness of global marketing and high-growth potential. This study focuses on the cloud computing services applied to B2B e-marketing and its development. We have referred to EMP automated marketing system and AsianNet experiences. EMP is produced by AsianNet, an internet-marketing company, is a successful example on cloud computing services of B2B e-marketing. I have analyzed its system structure, operating processes, profit formula, competition analysis and developing direction, also noted the relational phenomenon and obstacles of users. What I concerned are meeting the needs of companies from different industries, comparing the pros and cons with traditional e-marketing and highlighting the direction of future research in the application of cloud technology.