The Marketing Strategies of Mainland China and Taiwan Women Websites

• Main Authors: Yi-ming Wang, 王怡茗
• Other Authors: Hsiao-hui Wang
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/35051414667495814631

碩士 === 元智大學 === 資訊傳播學系 === 90 === Women websites do not have high entrance barriers. There are many competitors but few of them can profit. Therefore, they must own good marketing strategy. In the Chinese women website market, the competition of those from Mainland China and Taiwan had come to a climax. In this phase, it is necessary to analyze and compare their marketing patterns. The main purpose of this research is to analyze their marketing strategy, and compare the differences of their positioning strategy. And, what is the trend which the women websites will develop? Topics of this research as follows: 1. To realize each Taiwan women websites’ marketing strategy. 2. To realize each China women websites’ marketing strategy. 3. To compare the marketing strategic differences between Taiwan and China women websites.4. To discuss the likely development of mandarin women websites in the two sides of Taiwan strait. This research intends to understand the marketing strategies of Mainland China and Taiwan Women websites. The conceptual architecture of this research and seven website marketing factors are formed by reviewing positioning theory and website characteristic, corresponding to the AIPD mode which was proposed by Simeon in 1999 and referring to relative articles. The method of this research is case study. The cases are each three successful websites form China and Taiwan. Collected data are websites materials, relative reports and direct involved observation. Research found that women websites in Taiwan are “ small but sweet.” However, Taiwan women website is relative small size, but the content they developed are more diversified and their website services are more characteristic such as “raise man.” Taiwan women websites have strong marketing ability and develop unique marketing models and experiences. China women websites are “grew steadily” mode. They have abundant website resources. The well-developed virtual communities would be one of their biggest competitive advantage. They gradually expanded Value-Added Services such as sending short messaging, and voiced phone services…etc. For the development of mandarin website in the future, Taiwan women websites will aim at China market. Women websites focus on major core service, other services will be backed up by strategic alliance. Women websites will update and diversify their Value-Added Services which can bring profit.