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來源資料
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題 名 | 臺灣網路花坊在WWW上廣告訊息呈現之探討=The Study of Advertising Information Display used by Taiwan's Virtual Flower Shops |
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作 者 | 楊淑晴; | 書刊名 | 農林學報 |
卷 期 | 48:2 1999.06[民88.06] |
頁 次 | 頁1-18 |
分類號 | 497.9 |
關鍵詞 | 廣告訊息策略; 全球資訊網; 網路花坊; 網路行銷; 資訊呈現; 內容分析; Advertising information strategy; WWW; Virtual flower shops; Internet marketing; Information display; Content analysis; |
語 文 | 中文(Chinese) |
中文摘要 | 由於網際網路的發展為企業帶來新的商機,WWW成為一項新的行銷利器,備受企 業所重視。這股網路行銷的風潮,使得花卉業者也相繼建置網站,投入網路行銷的行列。本 研突試圖以內容分析法,針對國內網路花卉業者在WWW上之網頁,以廣告策略為構面, 分析其資訊呈現之訊息策略的應用現況與特性;並根據所得的初步結果,進一步探討花卉業 者運用網際網路對銷售、服務、行銷及其廣告策略之互動發展,提供業者一些建議。 |
英文摘要 | As the Internet has become a strategic information tool for commercial enterprises, more and more domestic flower shops enter into the new territory of on-line service. Given the limited research about the advertsing of virtual flower shops, this paper makes use of content analysis metholology by investigating the on-line advertising strategy of virtual flower shops on the web. The study uses the advertising information strategy as a framework to analyze the Internet flower shop's information display and to understand the current status and characteristics of their online advertising strategies. The findings based on the result of the content analysis are discussed and recommendations are suggested. |
本系統中英文摘要資訊取自各篇刊載內容。