探討B2B網路口碑行銷與多國語系網站改善對企業外銷市場績效之研究

Exploration on Internet Word-of-Mouth and Multi-lingual Web Improve for B2B Marketing Performance to Export Globally

黃建棠(Chien-Tang Huang)

指導教授 ： 張文華

國立臺北科技大學/管理學院/管理學院工業工程與管理EMBA專班/碩士(2014年)

摘要

傳統企業外銷常採用的模式為參展或刊登雜誌廣告，隨著網際網路的興起，傳統的行銷效果已經越來越式微。而搜尋引擎乃是買主找尋資訊時的第一首選工具。如何能讓買主在第一個時間點，就能夠用當地語系的關鍵字來搜尋到企業的網站，乃為重要的目的；其次是網際網路無法面對面交易，網路之間的信任感不足，企業採購的風險增加。如何透過B2B網路口碑行銷的操作，讓全世界的買主在網路上能有更多的企業口碑可以參考後，能重新認識企業品牌，並對企業產生信賴感而進行購買。
本研究從實務中探討得知，企業在網路上的口碑，會對買主先有一定的參考價值後，並進而搜尋瞭解更多企業相關訊息，並進而下詢問，甚至於成交。且網路資料眾多，如想要在當地被搜尋到，勢必建置多國語系網站與提高當地搜尋結果名次排前。企業採用這兩種方式後所產生的成果，透過企業訪談與數據化的分析，歸納出結果後，給企業實質的網路行銷建議，為本研究最主要的目的。

關鍵字

B2B網路外銷 ； 網路口碑行銷 ； 多國語系網站行銷 ； 搜尋行銷 ； SEO(Search Engine Optimization) ； Google Analytics

並列摘要

Businesses traditionally deploy representatives to trade shows or buy advertisements on industry magazines to market to foreign markets; with the rise of Internet penetration, the effect traditional model has is dwindling. Looking at the effectiveness of Internet marketing channels, Internet search engines top the list of choices buyers/businesses tend to opt for when sourcing globally; hence, the most crucial point for businesses is to be able to direct buyers, at the very first opportunity online, straight from the search results appeared in buyers’ local languages to businesses’/sellers’ websites; secondly, given that there is no face-to-face interactions online, mutual trust on the Internet is not substantial, which increases the risk involved in dealing online; therefore, by employing B2B online word-of-mouth marketing to expose global buyers to more online word-of-mouth referrals of a business for a more enhanced brand perception, the trust on the business is thus built, which results in purchases
This thesis, based on empirical study, concludes that word-of-mouth on the Internet of a business initially provides buyers with definite value for references; the first point of virtual contact paves the way to further searches to obtain more information on the business, then come the enquiries, and it even opens the door to a deal. Due to information explosion online, to be visible on Internet searches, it is necessary for business to build multi-lingual websites and to have higher ranking appearance on search results page in local languages. The results of business utilizing two afore-mentioned methods are thus drawn from interviews with the business and from applying data analytics; insights are therefore concluded to provide the business with concrete recommendations for marketing, which is the aim of this thesis.

並列關鍵字

B2B Network export ； word of mouth marketing network ； multi- language website marketing ； search marketing ； SEO(Search Engine Optimization) ； Google Analytics

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