B2C電子商務網站廣告文案之績效研究 - 以某購物網站為例

Research on the Copywriting Performance of B2C Electronic Commerce Website – A Case Study on a Shopping Website

韓亞倫(Ya-Lun Han)

指導教授 ： 張文華

國立臺北科技大學/管理學院/工業工程與管理系碩士班/碩士(2014年)

摘要

台灣電子商務發展至今已經相當成熟，B2C網路購物現今已成為人們習以為常的購物方式之ㄧ。隨著電子商務的蓬勃發展，開設網路商店的門檻也大幅降低，企業主紛紛搶佔網路購物市場的商機。開設網路商店有許多方式，其中最大眾的就是由虛擬業者(Yahoo、Pchome、樂天等等)提供的開店平台以及拍賣平台。但使用平台的缺點就是無法精確的追蹤商品的各式流量數據，這對於日後企業行銷預算的控管以及行銷決策的制訂都會遇上很大的困難。
自行架設的B2C電子商務網站，最能塑造出企業的品牌形象。透過網站的編排將最符合企業形象的一面呈現給消費者，同時更能吸引消費者的購買意願。本研究運用Google Analytics軟體追蹤並觀察自架網站的流量數據，藉由蒐集到的數據來評估網站的績效，並能針對問題點(如點擊數、轉換率等等)，提出改善的建議，透過數據的蒐集與分析，可以替該網站的行銷決策做更精確的評估。而本次個案研究結果發現，在B2C電子商務購物網站上使用不同的廣告文案，會影響其網站績效。

關鍵字

Google Analytics ； 電子商務 ； 網站績效

並列摘要

E-commerce in Taiwan has become well-developed, B2C internet shopping has become one of the shopping methods that customer are most familiar with the e-commerce has been developing better and better, the threshold of opening an e-store has significantly reduced, therefore the businessman want to make money on the internet. There are different kinds of e-stores, Among these the most popular ones are the shopping platforms managed by virtual businesses (e.g. Yahoo, Pchome, Rakuten, etc.). However, it comes with drawbacks, dealer can’t precisely keep track of the flow of sale, for example, the clicks, the conversion rate, etc. Therefore the businesses may encounter difficulty in marketing budget and decision making.
A privately-built website can stand for a brand image of a company. The layout of website, representing a companys brand image is likely to increase the customer willingness in purchase. This research employs Google Analytics to observe the flow statistics collected from privately-built website. The statistics is used to evaluate the performance of website, provide the business with suggestion in marketing decision making. Results of a case study, we found that used different copywriting on the B2C electronic commerce shopping website, it will affect the website performance.

並列關鍵字

Google Analytics ； Electronic Commerce ； Website Performance

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