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題 名 | 集團經營特質及策略對績效影響之研究--網路商店之實證=The Impact of Conglomerate Typology and Strategy to Performance--An Empirical Study of on-line Stores |
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作 者 | 吳志正; | 書刊名 | 資訊管理學報 |
卷 期 | 10:1 2003.07[民92.07] |
頁 次 | 頁85-106 |
分類號 | 490 |
關鍵詞 | 集團經營; 差異化策略; 競爭者導向; 行銷影響力; 電子商務; Conglomerate typology; Differentiation strategy; Competitor orientation; Marketing's influence; E-commerce; |
語 文 | 中文(Chinese) |
中文摘要 | 本研究針對企業在導入電子商務後,策略型態及行銷影響力對績效之影響做實證性的探討,主要目的在探討「集團經營特質」與「競爭差異策略」對「行銷影響力」與「經營績效」之關連,並且以網路商店中的三大型態:網路書店、旅遊網站、及線上零售業為實證對象。研究結果顯示,網路商店業者採取集團支持或策略聯盟之方式來取得資源,在策略上則藉由結合差異化及競爭者導向以取得優勢,而行銷影響力在本架構扮演重要的中介變數,「集團經營特質」及「競爭差異策略」,將經由「行銷影響力」對「績效」產生影響。 |
英文摘要 | The focus of this research is to discuss the strategy typology and the role of marketing's influence in the E-Commerce. In order to understand the impact of conglomerate typology and strategy to performance. The study will focus on three major on-line industries - on-line bookstores, travel web-sites, and on-line retail - and take an empirical analysis with the method of questionnaire. Results from the survey are follows: On-line stores get resources by conglomerate operation and strategic alliance, Combining the differentiation strategy and competitor orientation to take competitive advantages. Marketing's influence plays a mediating role, which enables conglomerate typology and strategy to influence business performance. |
本系統中英文摘要資訊取自各篇刊載內容。