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題名 | 網頁個人化行銷技術應用概況以及在市場績效上的影響--以臺灣電子商務為例=A Study of Personalized Marketing Technique Application and Their Effect on Market Performance--E-Commerce in Taiwan as an Example |
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作者 | 陳瑞順; 陳麒文; | 書刊名 | 資訊管理研究. 南華大學 |
卷期 | 6 民95.07 |
頁次 | 頁47-62 |
分類號 | 312.1 |
關鍵詞 | 個人化行銷; 電子商務; 市場績效; Personalized marketing; E-commerce; Market performance; |
語文 | 中文(Chinese) |
中文摘要 | 現今商業環境呈現出動態且複雜的關係結構,市場上的資訊多且繁雜,消費者在做購買決策時,往往會處於多重資訊的情境,要讓消費者能夠做出最有利且對於企業有幫助的決策,個人化行銷策略是可應用的方式。由於網際網路的發達以及資訊系統設計的成熟,企業已開始可以達到個人化行銷的運作型式。本研究欲探討現今臺灣電子商務的個人化行銷技術應用概況,並透過因素分析找出網頁探勘、資料探勘、顧客價值評估以及網頁更新等個人化行銷的方式,此四種方式與企業獲利性、市場佔有率、成長率以及競爭力上皆有不同的顯著相關性。研究結果對於臺灣在電子商務個人化行銷上的採用及瞭解會有幫助,進而提昇顧客關係管理上的水準與品質。 |
英文摘要 | Today commercial environment exhibits a dynamic and complicate structure of relationship. There are amount of information filled in the market. When consumers make a decision, they always live in a multi-information situation, where consumers hard to make a correct decision. In order to make a win-win situation, where consumers make the best decision for them and acquire the gain for enterprises from that, individual marketing strategy, a marketing strategy which fits and satisfies individual customer’s need, is a useful tool to apply. Due to the technological mature of internet and information system, enterprises can start to use individual marketing to operate their business. This study attempts to explore the current individual marketing applications used in Taiwan E-commerce. Through factor analysis, this study found out four ways of individual marketing in E-commerce- web mining, data mining, customer value evaluation and web update. The relationship between those four ways and enterprise profitability, market share, sales volume and competition capability are significant correlation. The result of this study can more understand individual marketing adopted in Taiwan E-commerce, and further enhance the level and quality of customer relationship management. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。