Key Success Factors for Online Brand Establishment

• Main Authors: Wang-Lung She, 佘旺龍
• Other Authors: Ying-feng Kuo
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/34595389540567422789

碩士 === 國立高雄大學 === 高階經營管理碩士在職專班(EMBA) === 100 === The development of internet has changed the world, and the traditional brand has expanded its market through the development of internet. On the other hand, the features of new product discovery and use of the internet create many new opportunities and also create new online brands. Internet media is interactive, and the users are receivers and providers of its contents. The contents on the internet are digital data, and they have features such as easy to copy, spread quickly and widely, storing up for a long time, low spreading cost and without constraints of time etc. It is different from the traditional to build a brand on the internet. This research synthesized 11 key successful factors for building an online brand in accordance with observations, literature and thorough interviews. These factors include (1) understanding for market demand, (2) providing good products, (3) reasonable price, (4) rapid logistics, (5) effective promotion model, (6) customer relationship management, (7) providing good service, (8) good systematic qualities, (9) having capabilities for crisis management, (10) publicity of commodity and (11) creating topicalities etc. It concluded that the key successful factors of online brand in this research can be composed by STP (understanding for market demand), 4P (providing good products, reasonable price, rapid logistics, effective promotion model, publicity of commodity and creating topicalities), IS (providing good service, having capabilities for crisis management, cash flow and good systematic qualities) and CRM (customer relationship management). Therefore, STP + 4P + IS + CRM = SPIC, regarded as the key successful factors of online brand.