The Marketing Strategy of a Third Party Seller in On-line Marketplace --- A Case of Company P

• Main Authors: Ling-Syau Chen, 陳凌霄
• Other Authors: Hsiao-Cheng Yu
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/62956629577369332374

碩士 === 國立交通大學 === 管理學院高階主管管理碩士學程 === 95 === The purpose of this research is to utilize the constructional mechanism of e-Market (e-Market Making) as the framework and the case study, to explore the marketing strategy of a third party seller in on-line marketplace. In the reference section, we introduce the process of market constructional mechanism, which includes the basic trading process composed of search, pricing, logistics, payment and settlement, and authentication and the trading context process that contains product representation, regulation, risk management, influence, and dispute resolution. It is also proposed in the reference about the success factors that make market work, which are value and liquidity. The focus of chapter three is to introduce the e-market in United States, such as Amazon.com, eBay and PayPal and the used book market as well. They are presented by objective data and described in operating performance and growth strategies. Since the case in this research occurs in the trading platform of Amazon.com, we utilize the above constructional mechanism of e-Market to examine the processes in Amazon.com. in chapter four. Then we use the same methodology to examine the services provided in this case and conclude the competitive strategies. Based on these analyses, this research infers the following conclusion: 1. Amazon.com and eBay were both the “Super Stars” in the booming stage of e-commerce and survived after the internet bubble. Though the e-market, after more than 10 year of its first launch, is quite mature today, the scenarios stll vary from minute to minute. It still needs the leaders’ wisdom and bravery to face those challenges with their respective core competences. 2. The winning strategy of company P is to utilize “Customer Satisfaction” as the motivator of a positive feedback. With reasonable prices and excelliency in performance of customer satisfaction, company P catches visits’ attention first. After the delight shopping and serving experience, the customers have the incentive to shop in company again. Furthermore, they would like to share the experience to others. And the criteria for proceeding “Customer Satisfaction” in company P are in higher standard level of those in Amazon com.