Marketing Research of Internet Bookstore

• Main Authors: Raymond Lee, 李昀叡
• Other Authors: Wayne Chen
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/03196680098889315228

碩士 === 元智大學 === 資訊研究所 === 86 === With the developing of Internet technology and its application, commercial activities on Internet has became more popular . Therefore, not only marketers take Internet as a strong tool, customers are gradually accept purchasing products on Internet. Because publication has several advantages to Internet marketing, such as “digitalizing database”, “fast updating”, “easy transporting”. This research aims at the bookstore that vending publication on Internet. After reviewing related theories about electronic commerce and Internet marketing, the researcher tries to interview marketers of Internet bookstore by “Case-study” method, and supporting by on-line investigating with Internet customers. By generalizing these information, the researcher tries to help Internet bookstore marketers create a blueprint that they can use to effectively design, implement, and evaluate Internet marketing programs.