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    Title: 台灣B2B企業整合網路行銷策略
    A Study on E-Marketing Strategies of Taiwan B2B Enterprise
    Authors: 池玫霖
    Contributors: 張愛華
    池玫霖
    Keywords: 中小企業
    平衡計分卡
    網路行銷策略
    精準行銷
    Date: 2015
    Issue Date: 2015-08-03 13:14:14 (UTC+8)
    Abstract: 在網路化時代,如果企業再用過去的思維預測買家行為,將會錯失很多商機,台灣中小企業已經不能只靠「拎著一只皮箱全世界跑透透」的商業模式行銷。當參展、平面廣告無法有效的接觸潛在顧客群,中小企業能運用網路行銷來行銷全球。
    本研究以企業內部觀點評估個案的網路行銷策略與公司策略之間的相關性,提出中小企業網路行銷策略架構,以深度訪談方式分析個案公司如何建立與企業策略相配合的網路行銷策略以及如何執行成功的網路行銷策略。提供台灣B2B中小企業規畫建置、重新檢視企業網路行銷策略時參考依據。
    研究發現企業在規劃、執行網路行銷策略時,中小企業雖受限於資源有限但能快速因應產業環境而調整策略,在規劃網路行銷策略時則會考量策略執行的成本及效益,因此較常使用能短期回饋的工具,如:阿里巴巴電子交易平台、Google關鍵字等;而大企業雖資源充沛,但因組織龐大策略不易大幅度修改,在擬定策略時必須思考如何與企業內部組織整合,策略執行較長期。
    在策略評估方面,本研究以平衡計分卡構面來評估個案公司執行網路行銷策略之成果,並以交易成本理論分析網路行銷如何降低交易成本及說明其隱憂。研究發現平衡計分卡四構面中對企業執行網路行銷策略影響最大的是顧客構面及財務構面。以交易成本理論分析企業執行網路行銷策略,對企業影響最大的則是降低因行為因素而導致的交易成本。
    Reference: 中文部分
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    英文部分
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    網路資料
    1.Earnest Agency , Content Preferences Survey in May, 2012 , 取自:http://www.slideshare.net/G3Com/content-preferences-surveyfinal
    2.Laura Ramos with David M. Cooperstein, Tracy Stokes, Alexandra Hayes, Elizabeth Perez , Focus B2B Marketing Budget Gains On Business Outcomes To Succeed In 2014 , 2014, 取自:https://www.forrester.com/Focus+B2B+Marketing+Budget+Gains+On+Business+Outcomes+To+Succeed+In+2014/fulltext/-/E-res102481
    3.行政院主計總處。工商及服務業普查。2011。取自:http://www.dgbas.gov.tw/mp.asp?mp=1
    4.經理人月刊編輯部(2006年12月)。策略規畫4步驟。2014。取自:http://www.managertoday.com.tw/articles/view/177
    5.董珮真。電子商務,新商業文明。貿易雜誌電子報,219期。2009。取自http://www.ieatpe.org.tw/magazine/219-1.htm
    6.謝育錚。財團法人車輛研究測試中心車輛 台灣汽車零組件外銷情況。2014。取自:http://www.artc.org.tw/chinese/03_service/03_02detail.aspx?pid=2623
    7.郭芝榕。Google調查:62%中小企業使用網路行銷工具。數位時代,2014。取自:http://www.bnext.com.tw/article/view/id/34524
    Description: 碩士
    國立政治大學
    企業管理研究所
    102363086
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102363086
    Data Type: thesis
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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