在現今全球化競爭的趨勢,電子化行銷是企業不可忽視的競爭武器。許多企業不只是純網路的公司,也有許多由實體商店跨越到虛擬商店的策略,來提升商業流程的處理速度、節省時間與搜尋等交易成本的支出。然而,資本財產業目前較少使用電子化行銷平台,而且過去文獻中較缺乏這部分的研究。本研究參考Technology-Organization-Environment的架構與整理資本財相關文獻,建立研究架構與相關指標,以「組織」、「科技」、「環境」,等三個構面來探討資本財電子化行銷之關鍵成功因素。應用德爾菲法,邀請資本財相關產、官、學界各領域專家,透過兩回合專家問卷的進行以及專家意見一致性的達成,篩選出關鍵成功因素。研究結果找出三構面共有19個關鍵成功因素。最後,本研究提出學術上與實務上的建議,提供利害關係人參考。
Today, due to the global competition, electronic marketing becomes a competitive weapon for businesses. It may improve the processing speed of the business processes and save the searching cost. However, in the capital goods industry, there are rare use of electronic marketing platforms. To eliminate the gap, this study conduct a Delphi study to examine the key success factors of electronic marketing for capital goods. We develop the research framework and related indicators based on Technology-Organization-Environment framework. Several key factors to the success of e-marketing of the capital goods are selected from three dimensions (i.e. Technology, Organization and Environment). Fifteen experts related to the capital goods among industry, government and academic fields were invited to conduct a Delphi study. The results indicate that there are 19 key success factors in three dimensions. Finally, implications for academics and practitioners are also provided.
為了持續優化網站功能與使用者體驗,本網站將Cookies分析技術用於網站營運、分析和個人化服務之目的。
若您繼續瀏覽本網站,即表示您同意本網站使用Cookies。