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    題名: 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
    作者: 張聿超
    貢獻者: 楊 建 民
    張聿超
    關鍵詞: 電子商務
    傳銷
    整合行銷
    流行行銷
    B2B
    日期: 2003
    上傳時間: 2009-09-18 14:43:01 (UTC+8)
    摘要: 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
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    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/
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    描述: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    89932105
    92
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    資料類型: thesis
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