E-commerce and its marketing

• Main Authors: Miroslav Kysely, 柯立昇
• Other Authors: 胡中州
• Format: Others
• Language: en_US
• Published: 103
• Online Access: http://ndltd.ncl.edu.tw/handle/83621260316361846613

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,