網路行銷之類別與時機

The Classification of Internet Marketing and Its Timing

余朝權(Chao-Chuan Yu) ； 林聰武(Tsong-Wuu Lin) ； 王政忠(Cheng-Chung Wang)

《大葉學報》 7卷1期 (1998/12) Pp. 1-11

https://doi.org/10.7119/JDYU.199812.0001

摘要

隨著時代的演進，行銷行為及觀念將產生改變，由以物易物、財貨所有權轉移、生產導向、銷售導向、顧客導向等階段的蛻變，行銷在企業扮演愈來愈重要的角色。九○年代初期美國政府解除網際網路（internet）不得作為商業使用的限制後，使得行銷環境發生劇烈地變動，吸引相當多的廠家及研究者投入這個新興的行銷環境。本文先界定（網際）網路行銷的意義及範圍，然後探討其行銷類別，針對各個類別說明其實務運作的方法，並對其實施時機進行探討，得到各個行銷類別的進入時機。這個結果提供給有意投入（網際）網路行銷的廠商一個客觀衡量進入該市場的準則及尚待準備的項目，讓廠商以最少的籌備時間及資金快速地進入這個充滿希望的新興市場。

關鍵字

網際網路 ； 網路行銷 ； 行銷策略

並列摘要

The concepts and behavior of marketing have being changed. These changes flow through barter exchange, proprietary rights transfer, production-orientation, sale-orientation, customer-orientation, etc. More competitive, the role of marketing in a corporation is more important. In early 90s, the government of America releases limitations of the internet and allows business actions on the internet. It strongly changes the market environments. Many corporations and researchers have involved in the new market environments. In this paper, we define first the meaning and scope of the internet marketing and then classify the strategies on the internet marketing. For each strategy, we propose its operating methods in practice and study its action opportunity to obtain the appropriate entry. From these results, we provide a criterion for a corporation to determine the entry point and items to be prepared of the internet marketing. It enables a corporation to enter the new hopeful market quickly with less time and money.

並列關鍵字

internet ； internet marketing ； marketing strategy