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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/81502


    Title: 連鎖服務業電子商務營運模式之研究-以某連鎖美妝公司為例
    Research of business operation of e-commerce for the chain service industry – A case study of beauty chain company A
    Authors: 陳宗佑
    Chen, Tsung Yu
    Contributors: 季延平
    陳宗佑
    Chen, Tsung Yu
    Keywords: 電子商務
    創新商業模式
    服務業
    e-commerce
    Innovative business models
    service industry
    Date: 2016
    Issue Date: 2016-03-01 10:35:18 (UTC+8)
    Abstract: 因美容美髮產業逐漸微利化,行銷機制轉變與競爭加劇,產業出現需要加速轉型的需求。另一方面由於電子商務蓬勃發展,提供美髮業者另一個發展方向。本論題提出屬傳統服務業的美容美髮產業如何發展電子商務以克服利潤逐漸微利化與行銷機制轉變的挑戰,從而建立有效且能提升獲利之營運模式,進而利於我國美髮產業整體績效的提昇。本研究不僅針對美髮產業與電子商務進行文獻探討,並從個案公司營運與電子商務現況、產業結構、變化趨勢等三方向進行分析,以其萃取其重要的關鍵要素,而期益於個案公司建立創新電子商務營運模式。結論提出海外擴張性以複製性可帶來產品銷售經濟規模,與其他產業橫向連結以互補產業優勢整合,可提供全方位服務方案,成為安心服務品牌。使個案公司轉型為特殊通路,提高產品溝通籌碼。另大數據之細緻應用能有效得到消費行為分析,提高廣告行銷精準度,為此連結服務與電子商務平台銷售產生之綜效。本研究亦期經由本個案研究,可供學術探討與企業實務相關的參考,而利於美髮產業與相關產業電子商務營運模式領域之研究。
    Reference: Greg Allenby, Geraldine Fennell, etc., Market Segmentation
    Research: Beyond Within and Across Group Differences, Marketing Letters 13:3, 233- 243, 2002.
    Myers, James H., Segmentation and positioning for strategic marketing decisions. American Marketing Association, 1996.
    Philip Kotler, Kevin Lane Keller, Marketing Management, 15ed., Pearson, 2015.
    Gary L. Lilien, Arvind Rangaswamy, Arnaud De Bruyn, Marketing Engineering Principles, DecisionPro, 2007
    James H. Myers. Segmentation and Positioning for Strategic
    Marketing Decision, Publishing House of Electronics Industry. 2005, 12-14.
    Kotler, Philip, “Marketing Insights from A to Z: 80 Concepts Every Manager Needs to Know”, John Wiley & Sons, Inc., 2003, pp.39.
    Al Ries, Jack Trout, Positioning: The Battle for Your Mind, McGraw-Hill, 2001.
    Wendell Smith. Product Differentiation and Market
    Segmentation as Alternative Marketing Strategies [J]. Journal ofMarketing, 21 (July 1956) 3- 8.
    Efraim Turban, Dave King, Jae Kyu Lee, Dennis Viehland, Electronic Commerce: A Managerial Perspective 4th Ed., Prentice Hall, 2005.
    Moore, William L. and Edgar A. Pessemier, Product Planning and Management: Designing and Delivering Value, McGraw-Hill,1993.
    曹嘉駿,網際網路商業模式創新研究,復旦大學碩士論文,2007。
    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    102932413
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102932413
    Data Type: thesis
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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