English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113648/144635 (79%)
Visitors : 51671750      Online Users : 582
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/35314


    Title: 紡織業流行行銷B2B經營模式之研究 - 以電子商務化傳銷業個案研究途徑
    Authors: 張聿超
    Contributors: 楊 建 民
    張聿超
    Keywords: 電子商務
    傳銷
    整合行銷
    流行行銷
    B2B
    Date: 2003
    Issue Date: 2009-09-18 14:43:01 (UTC+8)
    Abstract: 企業在形成電子商務策略的過程中,總會面臨許多經營上的不確定與障礙,因此,若能在逐步的摸索前進中,就現有B2B電子商務商業模式,找到可以參考與學習的範例,對企業電子商務轉型較能產生綜效;但網路上充斥著盡是棄守的案例,網路商業模式似乎已轉向於由企業內部既有的IT 投資,擴大到私有電子平台建置與由企業自行掌控的供應鏈整合。在缺乏成功案例可循的環境下,企業經營電子商務,該如何設計與進行,才不會與原有組織衝突;尤其在網際網路多面向的功能下,又該如何取捨;這樣的策略思考,是本論文對研究問題的核心定義。
    在這樣的前提下,本研究大膽的以電子商務化的傳銷業(直銷)B2BC經營模式為途徑;採用探索性研究架構,藉由具悠久直銷歷史的安麗公司轉型網路企業的作法,於以抽絲剝繭後,找出個案公司在網路環境下的商業模式調整,並藉由異業經營中的相關,建立紡織業在轉型電子商務化可以參考模擬的方向;由於紡織與傳銷是兩個截然不同領域的產業,但藉由網路,卻讓研究議題顯得更為多元;尤其在網路的持續蓬勃發展下,產業的行銷方式與界線也已越趨模糊,本研究各章節中所提出的看法與驗證,也突顯出這樣的特質;本研究也發現具有流行特質的紡織產業,可以參考此個案建立一個B2B電子商務的經營模型;經過研究討論與比較,釐清企業在轉型電子商務經營中所應該著重的功能面,與重要的類傳銷組織的設計;甚至其他類似以人際網路經營之產業在思考網路化策略時,對於研究發現的商業模式是否具有可以參考的價值,也是本研究在最後提出建議作為研究貢獻後,希望能有後續學者更進一步的實證並延續的觀點。
    關鍵字:B2B、電子商務、傳銷、整合行銷、流行行銷
    Reference: 1. 王文泰(1996), 『網路行銷時代來臨』,網路通訊雜誌,民國85年3月,頁76-80。
    2. 林士傑(2002), 『協同商務於業務行銷的運用-客戶關係報酬』,會計研究月刊,91年7月號,頁34-38
    3. 周英村(2001),『電子交易市集之研究-以紡織產業為例』國立台灣大學碩士論文
    4. 周逸衡、關復勇與薛朝龍(1998),『服務業關係行銷理念之探討及其運用程度的分析』,第四屆服務管理研討會論文集, pp.277-255
    5. 陳得發、羅麗瓊 (1995),台灣壽險業與多層次傳銷業的比較,公平交易委員會委託之研究計畫報告。
    6. 黃照貴(2001) 『導入網際探勘技術以支援電子商務經營』國立成功大學企管學系碩士論文,頁2-11。
    7. 盧坤利(2000),『台灣地區企業採用顧客關係管理系統之影響因素研究』,國立台灣大學商學研究所碩士論文。
    8. 魏啟林(1993),『流行行銷的傳播理論』,策略行銷,時報文化,頁306-353。
    9. Achrol, Ravi S.,(1991)“ Evolution of the marketing Organization; New Forms for Turbulent Environments”, Journal of Marketing Vol.55, pp.77-93
    10. Aijo, T. S.,(1996),“The Theoretical and Philosophical Underpinnings of Relationship Marketing: Environmental Factors Behind the Changing Marketing Paradigm”, European Journal of Marketing, Vol. 30, pp.8-18.
    11. Anderson, J. C. & Narus, J.A.,(1990), “A model of distributor firm and manufacturing firm working partnerships”, Journal of Marketing, Vol. 54, January, pp. 42-58.
    12. Anderson, E. & Weitz, B.,(1992) “The Use of Pledges to Build and Sustain Commitment in Distribution Channels”, Journal of Marketing Research, February, pp.18-34.
    13. Anil, B.,(1999),“Customer Relationship Management”, 1st Ed, toolbox Portal for CRM.
    14. Armstrong, G. & Kolter, P.,(2000),“Marketing: An Introduction” 5th edition., Prentice Hall, New-Jersey.
    15. Bagozzi, R. P.,(1995),“Reflections on Relationship Marketing in Consumer Markets.” Journal of the Academy of Marketing Science Fall, pp.272-277.
    16. Baker, W.,(1990),“Market networks and corporate behavior”, American Journal of Sociology,Vol.96, pp.589-625
    17. Baranson J.,(1996).“Transfer of Technical Knowledge by International Corporations to Developing Economics”, American Economics Review, Vol.56, pp.311,
    18. Barua, A., Chellappa, R. & Whinston, A.B.,(1995),“Creating a Collaborator in Cyberspace: Theoretical Foundation and an Implementation”, Journal of Organizational Computing,Vol.5, pp.417-442.
    19. Barefoot,C.,(1999).“ The Quixtar Revolution Discover”, The New High-Tech, High-Touch World of Marketing, Prima Marketing.
    20. Berman, B.,(1996),“Marketing channels”, New York: Wiley, pp.205.
    21. Berry, L. L.,(1983),“Relationship Marketing, Emerging Perspective on Service Marketing”, American Marketing Association, pp.25-28.
    22. Berry, L. L., & Parasuraman, A.,(1991),“Marketing Service-Competing Through Quality”, New York: The Free Press.
    23. Berry Michael.,(1997),“Data Mining Techniques for Marketing”, Sales and Customer Support, Wiley Computer Publishing,
    24. Bleecker, S.E.,(1994),“The Virtual Organization”, In The Futurist (28). pp.9-14.
    25. Bleeke, J. & Ernst, D.,(1991),“The Way to Win Cross-Border Alliances”, Harvard Business Review, 69(6), pp.127-135.
    26. Botkin, J.,(1994),“The Commercialization of Public Sector Technology, From Lab to Mar-Leet : Commercialization of Public Sector Technology”, Plenum Press, New York, pp. 225-231.
    27. Cannon, J.P. & Perreault, JR. W.D.,(1999),“Buyer-Seller Relationships in Business Markets”, Journal of Marketing Research, Vol.36, November, pp.439-460.
    28. Christy, R., Oliver, G.,& Penn, J.,(1996),“Relationship Marketing in Consumer Markets”, Journal of Marketing Management Vol.12, pp.175-187
    29. Coase, Ronald H.,(1937),“The Nature of the Firm”, Economics,Vol.4 .Nov, pp.386-405.
    30. Coleridge, N.,(1988), 張定錡譯 “流行陰謀” 時報文化. pp.312
    31. Cooper,D.R. and Emory, C.W.,(1995),“Business Research Methods”, 5th edition. 古永嘉譯(1996)華泰文化事業有限公司。
    32. Cross, R. & Baird, L., (2000),“Technology is not enough:Improving performance by building organizational memory ”, Sloan Management Review, pp.69-78.
    33. Davids & Meryl.,(1999),“How to Avoid the 10 Biggest Mistake in CRM”, Journal of Business Strategy, November, pp.22-26.
    34. DiMaggio, P.J. & Powell, W.W.,(1983),“The iron cage revisited: Institutional isomorphism and collective rationality in organizational fields”, American Sociological Review,Vol.48 pp.147-160.
    35. Drucker(1992) “Managing for the future.- The 1990s and beyond”, 王嘉源譯,“管理未來” 時報文化.
    36. Duncan, T., & Everett, S.E.,(1993),“Client perception of integrated marketing communications”, Journal of Advertising Research, Vol.33, pp.30-39.
    37. Duncan, T.,(1993),“Integrated Marketing? It’s Synergy”, Advertising Age, Mar.08, pp.22.
    38. Dunkel.,(1995),“ The Tupperware lady in an M.B.A”, Working Woman, Vol. 20 April 1995, pp.44-49
    39. Evans, J. R., & Laskin, R. L.,(1994), “The Relationship Marketing Process : A Conceptualization and Application”, Industrial Marketing Management 23, pp.439-452.
    40. Evans, & Wurster.,(1997),“Organizational Theory and Design:A Strategic Approach for Management”, New York. McGraw-Hill
    41. Evans, P & Wurster, T.S.,(1999),“Getting Real About Virtual Commerce”, HBR, Nov-Dec,
    42. Frazier, G.L. & Summers, J.O.,(1984),“Interfirm Influence Strategies and Their Application within Distribution Channels”, Journal of Marketing , Vol. 48,Summer, pp.43-55.
    43. Frost, Raymond & Strauss, J.,(1999),“Marketing on the Internet”, Prentice Hall.
    44. Gronroos, C.,(1990),“Relationship Approach to Marketing in Service Context : The Marketing and Organizational Behavior Interface”, Journal of Business Research January, pp.5-8, 3-11.
    45. Gummesson, Evert.,(1987),“Marketing A long--term Interactive Relationship Stockholem”, Marketing Technology Center.
    46. Gummesson, Evert.,(1995)“Relationship Marketing and Imaginary Organizations: A Synthesis,” European Journal of Marketing,Vol.30, pp.31-44
    47. Gundlach, G.T. & Murphy, P.E.,(1993),“Ethical and Legal Foundations of Relational Marketing Exchanges”, Journal of Marketing, Vol.53, pp.35-46
    48. Hagel III. J. & Singer. M.,(1999),“Unbundling the Corporation”, HBR, Vol. 77, Mar-Apr., pp.133-141
    49. Harris, B.,(1994),“The Power of the Network”, Asian Business, May, 72
    50. Hattori, T.,(1986), “Technology Transfer and Management Systems”, The Developing Economies(26/4), pp.314-325.
    51. Jackson, B.B.,(1985).“Winning and keeping industrial customers: The dynamics of customer relationships”, MA: D.C. Heath and Company.
    52. Jackson, R & Wang, P.,(1994),“Strategic Database Marketing”, Illinois, NTC Business Book, 1994.
    53. Joan, Meyer-Levy & Prashant, M.,(1999),“Consumers’Processing of Persuasive Advertisements: An Integrative Framework of Persuasion Theories”, Journal of Marketing, Vol.63(Special Issue), pp.45-60.
    54. John, M.F.,(1995),“ The Giant Awakens”, Success, March, Vol.51
    55. John Ott.,(2000),“Successfully development and Implementing Continuous relationship management”, November, eBusiness executive report, pp.26-30
    56. Kaplan S. & Sawhney .M.,(2000), “E-hubs:The new B2B marketplaces”, HBR, May-June, pp.97-103.
    57. Karve, S.,(1998), Internet Commerce Makes Sale, 12(5), May, pp79-84.
    58. Katz, D. and Kahr, R. L.,(1966), The Social Psychology of organizations, New York Wiley, pp.233.
    59. Keeney, R. L.,(1999),“The Value of Internet Commerce to the Customer,” Management Science, Vol. 45, No.4, pp.533-542.
    60. Koh, C.E. & Balthazard, P.,(1997),“Electronic Commerce and the World Wide Web: A Framework of Business Web use A Study of Business Web Practices”, Proceedings 1997 of the Decision Science Institute, San Diego, pp. 599-601.
    61. Konsynski B.R. & F.W. Mcfarlan.,(1990),“Information Partner-Shared Data,Share Scale”, HBR, Sep-Oct, pp.114-120,
    62. Kotler,P.,(1999)“Kotler on Marketing. How to Create, Win and dominate Markets”高登第譯,遠流。
    63. Kolter, P.,(2000),“Marketing Management, Analysis, Planning Implementation, and Control”, 10th Edition, Pretice-Hall International
    64. Landry, L.,(1998),“Relationship Marketing : Hype or Here to Stay”, Marketing News, 32(14), pp.4.
    65. Lauterbourn.,(1991)“Kotler on marketing” How to Create, Win and dominate Markets”高登第譯,遠流. pp.142
    66. Lazos J N.,(1991),“Unleaseing The Power OF Your Marketing Database”, The Bankers Magazine, Mar/Apr, pp.21-28
    67. Levins, I.,(1998),“One-on-one relationship marketing comes of age”, Medical Marketing and Media, Boca Roton, Vol.33,Jun, pp.44
    68. Madhok, A.(1994), “Revisiting multinational firms tolerance for joint ventures: A trust-based approach”, Journal of International Business Studies, 26, pp.117-137.
    69. Mahadevan, B.,(2000),“Business Models for Internet-based e-Commerce: An Anatomy”, California Management Review, Summer, Vol. 42, No. 4, pp. 55-69
    70. Marshall, C.& Rossman, G. B.,(1995),“Designing Qualitative Research”, 2nd edition. CA, SAGE Publications.
    71. Mason, J.,(1996)“Qualitative Researching,” Thousand Oaks, SAGE Publications.
    72. McDaniel, C. & R. Gates.,(1991),“Contemporary Marketing Research”, New York,West Publishing Company.
    73. Mckinsey & Company presentation.,(2000),“Winning Strategy in the Internet Economy”, McKinsey & Company, march 2,
    74. Mogavero, L. N. & Shane, R. S.,(1982),“What Every Engineer Should Know about Technology and Innovation”, New York, Marcel Dekker,INC.
    75. Moore, J., & Thorson, E.,(1996), “Moving from chaotic to systematic programs”, In Thorson, E., and Moore, J. (Eds.), Integrated communication: synergy of persuasive voices (chap. 7, pp.135-152). New Jersey: Lawrence Erlbaum Associates.
    76. Morgan, R. M., & Hunt, S. D.,(1994),“The Commitment - Trust Theory of Relationship Marketing”, Journal of Marketing Vol.58. pp.20-38.
    77. Niederkofler, M., (1991),“The evolution strategic alliances: Opportunities for managerial influence”, Journal of Business Venturing, 6(4), pp.237- 257
    78. Parasuraman, A., Valarie A. Zeithaml and Leonard L. Berry.,(1985),“A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, Vol.49, Fall, pp.41-50.
    79. Peppers, D.,& Martha, R.,(1993),“The One to One future”, Raphnel Sagalyn,Inc.
    80. Petty, R, E., & John T. Cacioppo.,(1986),“Communication and Persuasion”, New York, Springer.
    81. Perrien J. & Richard, L.,(1995),“ The Meaning of a Marketing Relationship: A Pilot Study”, Industrial Marketing Management,Vol.24, pp.37-43.
    82. Pruit, D.,(1981),“Negotiation Behavior”, New York, Academic Press.
    83. Quelch, J.A. & Klein, L.R.,(1996)“The Internet and International Marketing”, Sloan Management Review, 37(3): pp.60-75.
    84. Rapp, S., & Collins, T.,(1990),“The Great Marketing Turn around”, Prentice-Hall, Englewood Cliffs, NJ.
    85. Rice, R. E. & Bair, J. H.,(1984),“New organizational media and productivity, The new media: Communication, research, and technology”, Beverly Hills, CA: Sage, pp.185-215.
    86. Sabel, Charles F.,(1993),“Studied Trust: Building New Forms of Cooperation in a Volatile Economy”, Human Relations, Vol. 46, No.9, Sep. 1993, pp.1133-1170.
    87. Senge, P. M .,(1994),“The fifth discipline field book: Strategies and tools for building a learning organization”, NY, The Spieled Agency.
    88. Shani, D., & Chalasni, S.,(1992),“Exploiting Niches Using Relationship Marketing”, The Journal of Consumer Marketing Vol.9, Summer: pp.33-42.
    89. Shaw, R., and Stone, M.,(1990),“Database Marketing, NY.” Gower Publishing Company Limited,
    90. Sheth, J. N.,(1994),“Toward a theory of Relationship Marketing”, Handout at the Relationship Marketing Faculty Consortium, Center for Relationship Marketing, Emory University
    91. Sohn, Y.J.,(1997) “A distribution revolution”, Business Korea, Vol.14. Issue 2, Seoul, pp.40-41
    92. Shumpeter, J. A.,(1934), “The theory of economic development”, Cambridge, MA, Harvard University Press.
    93. Smith, J.B., & Donald W.B.,(1997),“The Effect of Organizational Differences and Trust on the Effectiveness of Selling Partner Relationships”, Journal of Marketing, Vol.61, No. 1, Jan.pp.3-21.
    94. Stone, B.,(1995),“Successful Direct Marketing Methods”, IL, NTC Business Books,pp.37-59.
    95. Strader, S.,(1997),“Characteristics of electronic markets”, Decision Support System, 21, pp.185-198,
    96. Swan, J.E., Trawick, I.F., & Silva, D.W.,(1985),“How Industrial Salespeople Gain Customer Trust”, Industrial Marketing Management. Vol.14, pp.203-211.
    97. Venkatraman, N.,(2000)“Five Steps to a Dot-Com Strategy: How to Find Your Footing on the Web?”, Sloan Management Review, 41(3): pp.15-28.
    98. Watson, R. T., Akselsen, S., and Pitt, L. F.,(1998),“Attractors: Building Mountains in the Flat Landscape of the World Wide Web”, California Management Review, Vol.40 (Winter), pp.36-43.
    99. Yarnell, M.B.,(1994),“ Planning in for Profits”, Success, Vol.41, May, pp.20
    100. Zeithaml, Valarie A.,(1981),“How Consumer Evaluation Processes Differ Between Goods and Services”, Marketing of Services, J. H. Donnelly and W. R. George, eds. Chicago : American Marketing Association, pp.186-190
    101. Zuckerman, H.S. & D’Aunno, T.A.,(1990)“Hospital Alliance: Cooperative Strategy in a Competitive Environment”, Health Care Management Review, 15(2),pp.21-30.
    參考網站:
    1. http://www.oscardelarenta.com
    2. http://www.amway.com.tw/
    3. https://www.quixtar.com/
    4. http://www.amquix.50megs.com/
    5. http://www.dsrc.nsysu.edu.tw/
    6. http://www.find.org.tw/
    7. http://eb.csd.org.tw/
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    89932105
    92
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0089932105
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

    Files in This Item:

    File Description SizeFormat
    93210501.pdf194KbAdobe PDF22111View/Open
    93210502.pdf145KbAdobe PDF21235View/Open
    93210503.pdf108KbAdobe PDF2884View/Open
    93210504.pdf888KbAdobe PDF21894View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback