政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/38410

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/38410

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题名:	在虛擬平台上的網站流量發展策略 The strategies of web traffic development on virtual platform
作者:	何至元 Ho, Tzu Yuan
贡献者:	尚孝純 Shang, Shari S. C. 何至元 Ho, Tzu Yuan
关键词:	網站流量覆蓋數頁面瀏覽率 Website Traffic Reach Page View
日期:	2009
上传时间:	2010-04-09 14:48:05 (UTC+8)
摘要:	近年來因網際網路盛行，各行各業皆面臨了全球國際化的競爭，於是虛擬平台的經營便成為大家努力的方向，如何提高虛擬平台的網路流量已成為平台經營者所重視的議題。拜網際網路應用的成熟，不動產業雖然很傳統，但也不得不開始運用網際網路提供服務，並且這些服務越來越多元化，提供物件資訊、透過討論區討論物件內容、讓經紀人以社群方式存在，在平台上提共買賣不動產的相關知識，消費者可透過平台買賣物件，尋找物件。故研究如何增加虛擬平台的流量，將是未來平台經營者在提升平台品質上有效的方法。本研究將提出影響網站流量策略的研究架構，根據Alexa網站提供覆蓋數（Reach）與頁面瀏覽數（Pageview），以五個不動產個案公司的網站流量進行分析。本研究流量分析的架構如下：首先就文獻資料了解影響網站流量的因素，對照個案公司在這些影響網站流量的因素上的表現，進而了解何種因素是確實影響網站流量。經分析結果顯示，目前為了使網站流量表現良好，各家個案公司，都會使用搜尋引擎、關鍵字、SEO操作等工具，所以在工具上各家個案公司表現差異不大，惟廣告行銷的投入，對整體網站流量實際上才是重要的影響，另外，許多專家或者是文獻，認為免費的商業模式是網際網路平台經營時重要的方式，但研究發現卻是平台業者收取一點費用是客戶可以接受的，平台的內容與服務，實際會提升虛擬平台的網站流量；經分析顯示，外部網站結盟有助於提升虛擬平台網站流量，希望藉由本研究的分析結果提供給不動產虛擬平台經營者在網站流量策略上的參考建議。 In the internet era, the most significant issue for platform operators is how to design and manage the virtual platform to increase the web traffic flow. The diversity of online services that offer information and discussion through Internet forum allows real estate agents to provide product knowledge through different kinds of virtual community. Consumers can search, purchase and sell real estate items through these virtual platforms. Consequently, virtual service providers endeavor to enhance platform operation and service quality to attract visitors. This research proposes a research framework to investigate determinants of web traffic. Based on literature review and related researches this study analyzed the causes and effects of web traffic. A few traffic-affecting factors were identified. These factors include: content management, marketing strategies, promotion strategies, and business models. Next, five different types of web sites in the real estates industry in Taiwan were selected for multiple case studies. The cross case analysis revealed that all companies have applied search engine, keywords, and SEO (xxx) to enhance users’ access to the web sites. The impact of technology use and system functionality on users’ intention to participate is of no great concern. However, the advertising effort seems to be the key determinant for boosting website traffic. Further, although several researches consider free-of-charge as a winning business model the analysis results reveal that well-managed contents can bring in customers who are willing to pay for the services. The results also demonstrate that external alliance of websites can assist the growth of the traffic flow on a virtual platform. Since Internet is widely used these decades, various industries have been occurred the global competitions. The most significant issues for platform operators are how to conduct virtual platform well and how to increase web flow rate of virtual platform. The mature usage of Internet initiates the real estate industry to offer services through Internet. The diversity of online services that offer information and discussion through Internet forum allow real estate agents to provide real estate related knowledge through community websites. Consumers can also search, purchase and sell real estate items through the virtual platform. Consequently, the research of how to increase virtual platform flow will enhance platform operators efficiently advance service quality of platforms. This research proposes a research framework to investigate what determinants effect web traffic strategy and analyze web traffic of five real estate companies by collecting Reach and Pageview from Alexa website. The Framework of this research is as follows. First, we analyze the causes and effects of web traffic based on literature. Next, we compare the effects of web traffic among selected cases to recognize which determinants influence web traffic. The analytical results reveal that all companies use search engine, keywords, and SEO to enhance the performance of web traffic. The difference of all tools among cases is insignificant. However, the advertising effort is the key determinant for whole website traffic. In addition, many researchers and literature consider free is the major business model for platform operators. Nevertheless, this research discovers the consumers accept for charging few fees and the content and service of the platform increase the traffic. The results also demonstrate that external alliance of websites assists the increment of traffic for virtual platform. Finally, this study aims to provide strategic suggestions to companies in virtual estimate industry.
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