Marketing mix in internet environment characteristics and firm characteristics-an example of electronic industry.

• Main Authors: Tung Pao Ying, 董伯寅
• Other Authors: Lin Ching Tong
• Format: Others
• Language: zh-TW
• Published: 2005
• Online Access: http://ndltd.ncl.edu.tw/handle/81940351858104328034

碩士 === 大葉大學 === 資訊管理學系碩士班 === 93 === Internet has unique characteristic such as whole-day-long, cross-area and user-systems interaction. As a result, Internet has become a main marketing tool nowadays. Marketing mix, product, price, promotion and place, was the most important marketing factors which can be managed by company. On the basis of previous studies, this study proposed an integrated Internet marketing model which incorporates environmental characteristic and firm characteristic to evaluate the relationship between Internet, environmental characteristic, firm characteristic and marketing mix. There are 101 electronic companies in Taiwan have been surveyed to confirm the relationship in the model. The results reveal that Internet environment characteristic and firm characteristic are significant influence the marketing mix. Thus companies must continuously watch and realize the changing of the environmental characteristic and firm characteristic, and to evaluate Internet implement or not. Companies can take the competition advantage as they apply this model in evaluation of Internet implementation.