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• Main Authors: Chun-hwa Yu, 于君華
• Other Authors: none
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/16414295425875771906

碩士 === 國立中央大學 === 管理學院高階主管企管碩士班 === 98 === The rapid development of internet has made an influence on commerce nowadays and also the aspects related to daily commerce. Through internet, commerce could be seen as “Electronic commerce”. Electronic commerce could in fact improve the efficiency of an enterprise, reducing the cost and wastes and most importantly, enhance the competitiveness of a firm. Since 2007, the cost of oil and raw material has been inflating. Due to pressure from the cost, changing demand from customers and the new technology, the business of airline companies have been affected in a negative aspect. Facing towards the dilemma, some prestigious international airlines have put further emphasis on Electronic commerce by expanding its business on Electronic commerce and investment. However, the strategy of implementing E-commerce should be further analyzed and observed since there are a lot of uncertainties existing for E-commerce. This research is an analysis based on the observation on a specific firm “H” by exploring the influence on “H” with the implementation of E-commerce. As “H” airline has been established for 50 years, with its large amount of customers, it has started to apply E-commerce since year 2000. Moreover, “H” has started to improve its computer software and hardware and also its internet system to provide its customers with the best service. Therefore, “H” is a company which deserves our attention to analyze and dig deep into its strategy on commerce to explore how “H” actually influences the typical way of carrying out a business. In conclusion, there are still rooms for improvement on “H”’s E-commerce as its application and exploitation on new technology are not efficient. “H” should therefore enhance its speed on implementing new technology to fulfill the various requests from its customers. Although E-commerce could provide customers with convenience and lower an enterprise’s cost on production, the strategy on advertising and implementing its E-commerce should be further enforced as the system is not sophisticatedly formed. Moreover, due to the abundant customers’ information, if “H” could have a better communication with its customers and a better advertising strategy on targeting its own customers, a fruitful profit could therefore be anticipated. The followings are suggestions to tackle the problems from the above ground: (1) More capital could be invested on E-commerce. (2) Encourage internal selling to improve the staff’s techniques on manipulating E-commerce. (3) Enhance E-commerce by expanding it. (4) To establish “H” as an international brand throughout the world. In the future, three more analysis on the company are suggested. (1) Quantified analysis on H’s business. (2) Analysis on the relationship between the company and customers. (3) Analysis on the logic of information and management.