中小企業導入網路行銷績效評估之研究-以廣穎機械為例

The Study on the Evaluation of Small and Medium Enterprises Adopting Internet Marketing-In the case of"Kuang Yung Company"

杜佳玲(Du,Jialing)

指導教授 ： 張碩毅

國立中正大學/管理學院/高階主管管理碩士在職專班/碩士(2011年)

摘要

網際網路的快速發展，使行銷模式改變，企業的決勝關鍵從掌握實體的通路，演變到社群網路或行動商務。中小企業在我國經濟活動中佔有相當大的比重，尤其是機械業，在國際市場上有不錯的競爭力。傳統產業多以技術取勝，穩健成長，然而，業者顯少應用電子商務經營公司，且花在行銷的費用有限，面對國際化的競爭，略顯不足。結合網際網路及網路社群，將使得中小型企業能提供更寬廣的服務範圍，更具競爭力。尤其在兩岸簽定ECFA後，中小企業若能善用網路行銷，在開拓兩岸市場上定能發揮效益。
本研究是探討網路行銷活動在中小企業經營上，能否提高經營績效，透過回顧相關產業的經濟數據及環境分析資料，運用平衡計分卡的相關文獻來設計問卷，以機械業中的「廣穎機械工業股份有限公司」為例，並訪問相關領域之專家，進行個案訪談，將公司現況、網路行銷模式導入後的情況及其中遭遇到的困難，分析整理，探討出傳統中小企業導入網路行銷對其營運的影響。
研究結果發現，導入網路行銷後，包括內部流程、企業財務、顧客滿意度、員工滿意度等，皆有正面影響，因此網路行銷應是面臨全球化競爭威脅中，求得生存及壯大的必要途徑之一，期能提供予傳統中小企業一個創新思考模式，面臨轉型升級的結構壓力時，以全球化思維，運用網路行銷，強化企業創新能力，維持企業持續性的競爭優勢。

關鍵字

平衡計分卡 ； 績效評估 ； 網路行銷 ； 中小企業 ； 機械業

並列摘要

As the Internet develops ever rapidly,marketing models also chang as much. The entrepreneurial key to success, thus, has enolved from the tangible circulation to the Internet and business on the go. Small and medium enterprises occupy a large proportion of the economic activities of our country, especially those in the mechanical industry, therefore enjoys a worldwide reputation.However, the companies in the industry rely too much on their techniques. They try to grow steadfastly yet seldom take E-commerce into consideration.Besides, their budget on marketing is also limited.In this scenario, it is slightly insufficient for them, in terms of business survival,to face the international competitive in providing a broader area of be converged into their business mode. The enterprises,especially in the post-ECFA era, can definitely become more effective in business across the strait if they are capable of making a good use of Internet marketing.
This study is aimed to investigate whether Internet marketing is able to enhance managerial effectiveness in the business mode of the small and medium enterprises. Through retrospecting the economic figures and industrial analyses in related businesses,this study will utilize the literature of "The balanced scorecard" to design its questionnaires. It will focus on the case of "Kung Yung Company"and will interview the experts concerning the field. This study will also conduct talks with the field.This study will also conduct taiks with the company in question so as to find out and analyze the difficulties the company confronted when adopting Internet marketing in its status quo. In a word,this study will try to figure out how the implementation of Internet marketing influences the business of the traditional small and medium enterprises.
Study results showed that when adopting Internet marketing, the company is rendered a positive impact on its internal procedures, finance, customer satisfaction, and employee satisfaction.Consequently, Internet marketing could be one of the indispensible elements for the small and medium enterprises to survive and further expand while facing global competition.This Study hopes to provide the enterprises with an innovative thinking pattern, which enables them to cope with the structural pressure of industrial upgrade by drawing on global perspectives and Internet marketing,and which bolsters their creative ability and helps maintain their edge of sustainable competitiveness.

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