| Summary: | 碩士 === 南台科技大學 === 商管專業學院 === 102 === ABSTRACT
This master’s thesis studies e-commerce and Internet marketing. The main objectives
of this work were to evaluate the marketing tools that a pre-specified company used ecommerce
in the Czech Republic and then based on the derived information to create a
solution that would increase its efficiency. From the literature review the author
obtained the key knowledge that helped choose and carry out specified analyses for the
e-commerce and evaluate its quality. Those selected analyses generated a picture of how
the company worked, including its electronic commerce, impressions of the market
environment in operation, its marketing and promotional mix which reflects its
efficiency. In addition, an analysis of e-commerce achievement was conducted to
investigate the company’s self-set objectives and profitability. The results of the
analysis based on a target group of customers of the company were compared with
those of competing companies offering the same or similar goods. According to the
comparison, an advertising campaign on the company’s social networking site
Facebook was suggested.
The conclusion presents an outline of recommendations on what the company
focuses to achieve and help build a stronger market position among competitors or other
visible e-commerce to prepare for future competitions. Efficient e-commerce on the
market among competitors must be visible to search engines because a website invisible
to search engines is almost invisible to its target customers, even though the website
may be the most interesting or modern on the market. For example, the e-commerce of a
company offering high-end products with impressively discounted prices may not be
successful in the market when "Google does not know."
Keywords:
E-commerce,
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