| Summary: | 碩士 === 朝陽科技大學 === 企業管理系碩士班 === 89 === The commercial application of Internet globally is developing prosperously. This research emphasizes on the network promotion of recreation parks that are increasingly developed but with limited in depth research, to discuss on Internet, how recreation park related products could stimulate visitors to have hot and even instantaneous consumption through different promotion activities. This study first uses documentation discussion and website observation to conclude the classification framework of online promotion modes. Online promotion modes can be divided into cash discount, commodity presentation, and rewards drawing activities. Cash discount can be further divided into universal price discount and differential price discount, commodity presentation can be divided into the more detailed same kind commodity presentation and different kind commodity presentation.
Based on the observation on results of 70 recreation park areas, it is found that the recreation park website has the network promotion similar to the daily commodity of CD, car promotion studied by Hsu Chen-Hsuen (Chung Shan, 2000). In addition to transforming and applying traditional promotion methods, it can also combine with the Internet to develop online promotion methods with customer oriented, accumulative, dynamic time, interactive, competitive and group features, for instance, for customer tailor making, consumers can require that the ticket purchased online to be given their name, so they can use it to enter park, but no need to worry about others may use it when it gets lost, and if it is for a gift, then they don’t need to worry about losing while mailing to others, at the same time, the ticket end printed with name also has the value as a souvenir. If the visiting time can be recorded, then ads can be sent through email during the frequent visiting period afterwards, and can notify those who do not visit recently about park change or special activities. If designing online competitions (games, intelligence games, card, chess, presenting award to the top winners), the winning process can be accumulated automatically by the website, so that students, working people and housewives can all participate without time limit. The competition order can be self set based on their own time available, and the present performance and ranking all over the world can be found out, such as the competition number, winning times and winning rate etc. All these are customer-oriented, accumulative, dynamic time, interactive, competitive, and group activities.
Aiming at data acquired from questionnaire survey, analysis is made based on analysis statistics methods like single-factor multiple-variant analysis etc. The results are that:
(1) Different online promotion modes have obvious difference on the commodity purchasing willingness of consumers. In general, the promotion method of cash discount is relatively more effective, obviously better than without online promotion activities. The promotion method of cash discount is not obviously better than commodity presentation and award drawing, commodity presentation and award drawing methods are not evidently better than without online promotion activities. Therefore, enterprises should use more the promotion method of cash discount, but not use other methods easily, to avoid futile effort.
(2) Different online promotion modes have obvious difference on the re-purchasing willingness of consumers; however, there is still only the situation of cash discount evidently better than without online promotion activities. The promotion method of cash discount is not obviously better than commodity presentation and award drawing, commodity presentation and award drawing methods are not evidently better than without online promotion activities. From the view of raising the re-purchasing willingness, enterprises should only use the promotion method of cash discount. This result is different from Hsu Chen-Hsuen’s results reached by the comparison of ordinary commodities like car, CD etc. promotion mode on network. The main reason might be that recreation park related commodities have certain difference from ordinary commodities. This research result aims at avoiding wrong investment when enterprises are planning the network promotion of recreation park commodities.
(3) People are not necessarily satisfied with the presently available promotion conditions, but more than half people are willing to purchase recreation park tickets or souvenirs through Internet. Consumers who would like to purchase recreation park tickets or souvenirs through Internet range cover most middle-age group. Thus, the promotion of recreation park tickets or souvenirs through Internet is with rich development potential.
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