Marketing Strategy of Online Shop - A Case Study of Woman Clothing & Accessories in Taiwan.
碩士 === 國立中山大學 === 資訊管理學系研究所 === 96 === Yahoo! Auction web site now is the most often visiting web site in Taiwan. Wish this leading advantage, it offers an e-commerce platform for small business entrepreneurs to start their own business on Internet. This research is to investigate how the online sho...
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ndltd-TW-096NSYS53960122018-05-18T04:28:32Z http://ndltd.ncl.edu.tw/handle/zcn6xt Marketing Strategy of Online Shop - A Case Study of Woman Clothing & Accessories in Taiwan. 網路原生商店之行銷策略研究-以女性服飾店家為例 Ya-Hui Chou 周雅惠 碩士 國立中山大學 資訊管理學系研究所 96 Yahoo! Auction web site now is the most often visiting web site in Taiwan. Wish this leading advantage, it offers an e-commerce platform for small business entrepreneurs to start their own business on Internet. This research is to investigate how the online shops build their own Internet reputations and how they successfully attract consumers to shop their online stores continuously. Literatures of Marketing Communication Theory were reviewed and the strategies and tools of Marketing Communication were summarized especially for online stores. This thesis is a multiple case study by investigating three successful and highly growing online stores selling woman clothing and accessories. The research findings are listed as the following: those online stores (1) continuously emphasize the low prices and rational shopping, (2) adopt the e-commerce platform provided by the portal for the high exposure effects, (3) provide sufficient merchandise information on their web pages, (4) often held promotion activities, (5) utilize offline marketing communication as much as possible, and (6) maintain auction accounts on various portals to obtain multiple channel synergy. In addition, there are suggestions for the three online stores that can be further considerations for other online stores. Keywords: Marketing Communication Theory, E-commerce, Online Shop, Woman Clothing. Fen-Hui Lin 林芬慧 2008 學位論文 ; thesis 110 zh-TW |
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碩士 === 國立中山大學 === 資訊管理學系研究所 === 96 === Yahoo! Auction web site now is the most often visiting web site in Taiwan. Wish this leading advantage, it offers an e-commerce platform for small business entrepreneurs to start their own business on Internet. This research is to investigate how the online shops build their own Internet reputations and how they successfully attract consumers to shop their online stores continuously.
Literatures of Marketing Communication Theory were reviewed and the strategies and tools of Marketing Communication were summarized especially for online stores. This thesis is a multiple case study by investigating three successful and highly growing online stores selling woman clothing and accessories. The research findings are listed as the following: those online stores (1) continuously emphasize the low prices and rational shopping, (2) adopt the e-commerce platform provided by the portal for the high exposure effects, (3) provide sufficient merchandise information on their web pages, (4) often held promotion activities, (5) utilize offline marketing communication as much as possible, and (6) maintain auction accounts on various portals to obtain multiple channel synergy. In addition, there are suggestions for the three online stores that can be further considerations for other online stores.
Keywords: Marketing Communication Theory, E-commerce, Online Shop, Woman Clothing.
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author2 |
Fen-Hui Lin |
author_facet |
Fen-Hui Lin Ya-Hui Chou 周雅惠 |
author |
Ya-Hui Chou 周雅惠 |
spellingShingle |
Ya-Hui Chou 周雅惠 Marketing Strategy of Online Shop - A Case Study of Woman Clothing & Accessories in Taiwan. |
author_sort |
Ya-Hui Chou |
title |
Marketing Strategy of Online Shop - A Case Study of Woman Clothing & Accessories in Taiwan. |
title_short |
Marketing Strategy of Online Shop - A Case Study of Woman Clothing & Accessories in Taiwan. |
title_full |
Marketing Strategy of Online Shop - A Case Study of Woman Clothing & Accessories in Taiwan. |
title_fullStr |
Marketing Strategy of Online Shop - A Case Study of Woman Clothing & Accessories in Taiwan. |
title_full_unstemmed |
Marketing Strategy of Online Shop - A Case Study of Woman Clothing & Accessories in Taiwan. |
title_sort |
marketing strategy of online shop - a case study of woman clothing & accessories in taiwan. |
publishDate |
2008 |
url |
http://ndltd.ncl.edu.tw/handle/zcn6xt |
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