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• Main Authors: Chien-Yuan Hsu, 徐建元
• Other Authors: 李小梅
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/4t5tz4

碩士 === 國立中央大學 === 資訊管理學系在職專班 === 106 === With the popularization of the Internet, online shopping has become increasingly convenient. Not only are prices transparent but are also more affordable compared to physical stores, thus attracting many consumers to turn to online shopping. People selling their belongings simply for cash have reduced in number; instead, more people plan to open online stores to start a business or to get rich quick. How online store operators open up differentiated operational modes and marketing strategies are worthy of exploration, which is the motivation in this study. This study adopted the in-depth interview method in case analysis. Three well-operated online stores were selected as research participants to sequentially discuss the operational models and marketing strategies in order to find the key to the success of online stores, thereby gaining an insight into the reasons how well-operated online stores establish their competitive advent. The results are summarized as follows: 1. Operational Modes of Online Stores (1) Product specificity (2) Featuring “Below market value”. (3) Channel convenience 2. Marketing Strategies of Network Stores (1) Importance of real-time marketing 3. Future Trend of Network Stores (1) Able to accomplish three points: Integrity, quality and uniqueness. (2) Sustainable management This study compiled the three network stores and analyzed sound network store operation strategies and compiled the conclusions below to serve as a reference for innovative network auction store operators. 1. The store positioning should be clear; 2. Actively and positively establish long-term relationships with customers; 3. Putting to good use diversified network marketing media tools and channels; 4. Effectively use, distribute, and plan a marketing budget.