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博碩士論文 etd-0710108-145402 詳細資訊
Title page for etd-0710108-145402
論文名稱
Title
就企業營運模型與網路行銷間互動關連,探討創新性產品產銷協同以達成最佳企業價值之研究
Business Models
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
110
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2008-06-24
繳交日期
Date of Submission
2008-07-10
關鍵字
Keywords
創新、商業模型、電子商務、網路行銷
Innovation, Business Models, Electronic Commerce, Internet Marketing
統計
Statistics
本論文已被瀏覽 5894 次,被下載 15
The thesis/dissertation has been browsed 5894 times, has been downloaded 15 times.
中文摘要
隨著全球化的發展趨勢,台灣產業既有的代工產業型態,逐漸面臨挑戰,主要起因於全球化促成國際分工專業化,藉由大量生產來降低單位成本的營運模式將面臨改變,如此轉變造成代工利潤逐年下滑,而且遠遠落後於品牌利潤,再加上中國大陸及東南亞國家藉著相對低廉的人力成本,搶佔代工製造市場,藉由加強海外佈局來降低製造成本,是許多台灣代工業者目前採行的因應方式。
近年來網路科技與資訊技術的進步,讓過去客戶與供應商之間資訊不對稱的情況,差距逐漸拉近,代工製造業者也能輕易取得市場資訊,供應鏈上中下游的關係不再固定不變,台灣代工業者可以嘗試建立一個新的商業營運模型,並找出最佳的網路行銷策略,讓企業打開另一扇拓展市場的門,並藉由網路行銷來開發新的市場契機,找到新的客戶。
本研究針對個案公司所建立的一個新的企業營運模型,將創新的客製化運動產品透過網路平台,直接進行全球行銷,並藉此探討透過網路行銷來開發全球市場的策略與成效,以提供台灣代工製造業另一個拓展國際市場的新思維。
Abstract
With the growing trend of globalization, the local OEM businesses in Taiwan are facing challenges from their global counterparts. This is mainly because the globalization results in the international specialization in production. The operation model based on the large-scale production to reduce the unit cost has to change because OEM business face dropping profits year by year and the profit is far less than that from the OBM. In addition, the counterparts in China and the other Southeast Asia countries grab the OEM market share with the low labor cost advantage. To address these challenges, many OEM manufacturers establish subsidiary companies overseas to reduce the production costs.
Recent years, the information asymmetry between the customers and suppliers is on the decline due to the advance in Internet and information technology. As the OEM manufacturers can obtain the market information easily, the relationship among upper, middle and lower streams in the supply chain has also changed. The OEM manufacturers in Taiwan can try to set up a new business operation model and find out an optimum Internet marketing strategy in order to expand the market. New market can be created and new customers can be acquired through the Internet marketing.
This study focuses on a new operation model of the target company that sells custom sports goods to global market directly through the Internet platform, and also analyzes the strategy and outcomes of developing global market through Internet marketing. This study can provide a new way of thinking for the Taiwan OEM manufacturers about their first leap into global market.
目次 Table of Contents
第一章 緒論 .........................................................................1
1.1 研究背景與動機........................................................................................1
1.2 研究目的與架構........................................................................................2
第二章 文獻探討…................................................................5
2.1 市場目標定位理論...................................................................................... 5
2.2 創新.........................................................................................................10
2.2.1 微笑曲線與大笑曲線........................................................................12
2.2.2 創新的源起......................................................................................14
2.2.3 創新的定義......................................................................................14
2.2.4 創新的種類......................................................................................16
2.2.5 創新的模型......................................................................................17
2.3 電子商務..................................................................................................18
2.3.1 電子商務起源與發展........................................................................18
2.3.2 電子商務的定義...............................................................................19
2.3.3 網路行銷..........................................................................................22
2.4 商業模型..................................................................................................25
第三章 研究設計…..............................................................35
3.1 商業模型探索............................................................................................36
3.2 市場定位規劃...........................................................................................42
3.2.1 市場區隔..........................................................................................42
3.2.2 目標市場..........................................................................................43
3.2.3 市場定位..........................................................................................44
3.3 行銷活動規劃...........................................................................................45
3.4 效益與風險評估.......................................................................................46
3.4.1 效益評估.........................................................................................46
3.4.2 風險評估.........................................................................................47
3.5 網站訪客行為分析.....................................................................................49
3.6 商業模型發展建置...................................................................................53
3.6.1 短期發展.........................................................................................56
3.6.2 中期發展.........................................................................................58
3.6.3 長期發展.........................................................................................60
第四章 個案分析..................................................................62
4.1 個案介紹 ..................................................................................................62
4.2 營運分析…………....................................................................................66
4.2.1營運情況探討....................................................................................66
4.2.2 營運遭遇的問題及因應方式.............................................................71
4.3 網路行銷模式分析.....................................................................................73
4.3.1網路拍賣...........................................................................................73
4.3.2 E-Mail行銷.......................................................................................76
4.3.3 社群網站討論區行銷.......................................................................79
4.3.4 小結.................................................................................................83
4.4 商業模型演進與營運目標..........................................................................84
第五章 結論與未來研究發展 ................................................87
5.1 研究結論與研究貢獻................................................................................87
5.2 未來研究發展...........................................................................................88
參考文獻..............................................................................89
中文部份.........................................................................................................89
英文部份.........................................................................................................90
參考網站.........................................................................................................93
附錄......................................................................................95
附錄一、Google Analytics功能說明........................................................95
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【 參考網站 】
1. 資策會FIND,http://www.find.org.tw
2. 資策會資訊市場情報中心,http:///mic.iii.org.tw
3. SBC KITEBOARD MAGAZINE,http://www.sbckiteboard.com/
4. 台灣風箏衝浪推廣中心,http://www.tkc.tw/
5. OECD, The Economic and Social Impact of Electronic Commerce,http://www.oecd.org/subject/e-commerce/ebooks/009_026.pdf
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