系統識別號 | U0002-2407201813414600 |
---|---|
DOI | 10.6846/TKU.2018.00738 |
論文名稱(中文) | 探討電子商務之行銷規畫對事業經營績效 之影響? |
論文名稱(英文) | How does e-commerce marketing planning influence the business performance? |
第三語言論文名稱 | |
校院名稱 | 淡江大學 |
系所名稱(中文) | 經營管理全英語碩士學位學程 |
系所名稱(英文) | Master's Program in Business and Management (English-Taught Program) |
外國學位學校名稱 | |
外國學位學院名稱 | |
外國學位研究所名稱 | |
學年度 | 106 |
學期 | 2 |
出版年 | 107 |
研究生(中文) | 趙薇 |
研究生(英文) | Stephanie Siqueira |
學號 | 606585346 |
學位類別 | 碩士 |
語言別 | 英文 |
第二語言別 | |
口試日期 | 2017-06-29 |
論文頁數 | 49頁 |
口試委員 |
指導教授
-
陳怡妃
委員 - 李天行 委員 - 曹銳勤 |
關鍵字(中) |
電子商務 營銷策劃 影響 戰略 經營業績。 |
關鍵字(英) |
e-commerce marketing planning influence strategy business performance. |
第三語言關鍵字 | |
學科別分類 | |
中文摘要 |
自從70 年代晚期開始,「電子商務」一詞的定義成了許多不同事情的定義,本文 基於Rayport,Jaworski(2001)和Amit and Zott(2001)等作者的理論抽樣,旨在分析 電子商務營銷計劃,進而了解電子商務是如何在商業中扮演它的角色。這項研究的重要 性源自於電子商務營銷策劃策略的相關性。由於”策略往往會因做重大抉擇而影響長期商 業的走向而受到顧慮” (Drummond and Ensor, 1999),使得通過參與本研究的定義,可以 觀察到電子商務對採用它的公司產生的一些影響。 研究過程不僅是根據理論,還依據 B2B (Business to Business), B2C (Business to Consumer)公司以及任何在互聯網上透過營銷 計畫來提高績效的公司的經驗性證據 |
英文摘要 |
The term "e-commerce" has been the subject of several definitions since it began to appear in the late 1970s. This thesis, based on theoretical sampling by authors such as Rayport, Jaworski (2001) and Amit and Zott (2001), aims to analyze e-commerce marketing planning in order to promote understanding of how it is able to influence the business performance. The importance of this study is derived from the relevance of e-commerce marketing planning strategy. Since "strategy is concerned with making major decisions affecting the long-term direction of the business" (Drummond and Ensor, 1999), it makes possible to observe some effects that the e-commerce has on the companies that adopt it, guided by the definitions that participated in this research. The research process relied on the study not only theoretically, but also with the collection of empirical data from B2B (Business to Business), B2C (Business to Consumer) companies and any others that rely on marketing planning in Internet sales to improve their performance. |
第三語言摘要 | |
論文目次 |
Index: CHAPTER 1 – INTRODUCTION....................................................................1 1.1- Framework.......................................................................................1 1.2- Importance of study.........................................................................2 1.3- Paper arrangement...........................................................................4 CHAPTER 2- BACKGROUND…………………..………………..…..….....5 2.1- E-Commerce Evolution………………………………………………5 2.2- The Internet Impact in a Competitive Environment……………….…6 2.3- E-Commerce and the Information Technologies…………..…...........7 2.4- Logistics essentiality………………………….……...………………8 2.5- The importance of company’s size and reputation……….………......9 2.6- The self-service illusion and loyalty in virtual markets.....................10 2.7- Digital Era Strategy……………………………................................11 CHAPTER 3 – LITERATURE REVIEW.......................................................13 3.1- Introduction........................................................................................13 3.2- Market-Based View............................................................................14 3.3- Porter’s five forces applied to the Internet era...................................16 3.4- Generic Strategies..............................................................................18 3.5- Communication and Marketing in the Digital Age............................21 3.5.1- Digital Marketing……………………………………….......…….22 3.6- Positioning Theory and the Internet…….…………………………..29 3.7- Information Technologies as Competitive Advantage…..……….…30 3.8- Transaction Costs Theory…………….……..………………...…….33 3.9- Marketing planning benefits…………...............................................34 3.10- Marketing Mix - 4ps………………….............................................35 3.11- Summary…………………………..................................................38 CHAPTER 4- METHODOLOGY………………………………..……...…..39 CHAPTER 5- CONCLUSION………………………...………………….…42 BIBLIOGRAPHY AND REFERENCES…………………………..……..…44 FIGURES INDEX………………………………………………..…….……49 Figure 1: Porter Five Forces representation…………………………49 Figure 2: Representation of Porter’s Generic Strategies………..…...49 Figure 3: Summary table of key theories and concepts………….......49 |
參考文獻 |
• Adner, R. & P. Zempsy (2006). "A demand-based perspective of sustainable competitive advantage." Strategic Management Journal 27(3): 215-239. • Al-Mashari, M. (2002). "Electronic commerce: A comparative study of organizational experiences." Benchmarking 9(2): 182-189. • Amit, R. & C. Zott (2001). "Value creation in e-business." Strategic Management Journal 22: 493-520. • Amit, R. & C. Zott (2009). Design your future business model: An activity system perspective. WP - 781, IESE Business School - University of Navarra: 1-11. • Ansoff, I. (1965). Corporate Strategy. New York, McGraw-Hill. • Bakos, Y. J. (1997). "Reducing buyer search costs: Implications for electronic marketplaces." Management Science 43(12): 1676-1708. • Balakrishnan, A., S. R. T. Kumara. (1999). "Manufacturing in the digital age: Exploiting information technologies for product realization " Information Systems Frontier 1: 25-50. • Barney, J. B. (1991). "Firm resources and sustained competitive advantage." Journal of Management 17: 99-120. • Barney, J. B. (1997). Gaining and sustaining competitive advantage, Addison-Wesley. • Blase, Sviokla. (2006) "The new economics of information and analytics: 5 drivers for success." www.diamond.com • Chang, K., & J. Jackson. (2003). "E-Commerce and corporate strategy: An executive perspective." Information & Management 40: 663-675. • Chatterjee, D. &, R. Grewal. (2002). "Shapping up for e-Commerce: Institutional enablers of the organizational assimilation of web technologies." MIS Quarterly 26(2): 65- 89. • Childers, J. S. & E. Offstein (2007). "Building entrepreneurial e-commerce competitive advantage: A blending o." Advances in Competitive Research 15: 41-53. • Cho, H. & V. Pucik (2005). "Relationship between innovativeness, quality, growth, profitability, and market value." Strategic Management Journal 26: 555-575. • Coase, R. (1932). "The nature of the firm." Economica 4: 386-405. • Coltman, T. &, T. M. Devinney, et al. (2001). "E-business: Revolution, evolution, or hype?" California Management Review 44(Fall): 57-89. • Conant & white (1999) Marketing Program Planning, Process Benefits, and Store Performance: An Initial Study Among Small Retail Firms, retrieved from http://www.yourarticlelibrary.com/marketing/marketing-planning-importancebenefits- and-characteristics/50832 • Cordella, A. (2006). "Transaction costs and information systems: does IT add up?" Journal of Information Technology 21: 195-202. • Deephouse, & D. L. (2000). "Media reputation as a strategic resource: an integration of mass communication and resource-based theories." Journal of Management 26: 1091- 1112. • Degeratu, A. & A. Rangaswamy (2000). "Consumer choice behaviour in online and regular stores: The effects of brand name, price, and other search attributes." International Journal of Research in Marketing 17: 55-78. • Dess, G. & P. Davis (1984). "Porter's (1980) generic strategies as determinants of strategic group membership and organizational performance." Academy of Management Journal(September): 467-488. • Dutta, S. & A. Segev (1999). "Business transformation on the internet." European Management Journal 17: 466-476. • Eastlick, M. A., S. L. Lotz. (2006). "Understanding online b-to-c relationships: an integrated model of privacy concerns." Journal of Business Research 59(8): 877-886. Economist (2005). Clicks, bricks and bargains. The Economist. • Epstein, M. J. (2000). "Organizing your business for the Internet evolution." Strategic Finance (July): 56-60. • European Commission (2008). Industry perspectives on e-Business developments and ICT impact. e-Business Watch. • Evans, P. B. & T. S. Wurster (1999). "Getting real about virtual commerce." Harvard Business Review(November/December): 84-94. • Fink, A. (1995). The Survey Handbook, Sage Publications. • Foss, K. & N. J. Foss (2005). "Resources and transaction costs: How property rights economics furthers the resource-based view." Strategic Management Journal 26: 541- 553. Freire, A. (2000). Inovação: Novos produtos, serviços e negócios para Portugal. Lisboa, Editorial Verbo. • Ghosh, S. (1997). "Selling on the Internet: Achieving competitive advantage and market lead." Strategy & Leadership 25(3): 53-55. • Ghosh, S. (1998). "Making business sense of the Internet." Harvard Business Review(March-April): 126-135. • Jelassi, T. & A. Enders, Eds. (2005). Strategies for e-business: Creating value through electronic and mobile commerce, Prentice Hall. • Kalakota, R. & M. Robison, Eds. (2000). E-business 2.0: Roadmap for success, AddisonWesley. • Koh, E. C. & K. Nam (2005). "Business use of the internet: A longitudinal study from a value chain perspective." Industrial Management + Data Systems 105: 82-95. • Koo, C. &, J. Song. (2007). "Do e-business strategies matter? The antecedents and relationship with firm performance." Inf Syst Front 9: 283-296. • Koo, C. M. &, C. E. Koh, et al. (2004). "An examination of Porter's competitive strategies in electronic virtual markets: A comparison of two on-line business models." International Journal of Electronic Commerce 9(1): 163-180. • Kotler, P. (1986) “"The Prosumer Movement: a New Challenge For Marketers" • Moon, Y. (1999). "Interactive technologies and relationship marketing strategies." Harvard Business School (May): 1-12. • Moon, Y. e F. X. Frei (2000). "Exploding the Self-Service Myth." Harvard Business Review (May-June): 26-27. • Pearce, J. A. & R. B. Robinson (2003). Strategic Management: Formulation, implementation and control. New York, McGraw-Hill Irwin. • Peteraf, M. A. (1993). "The cornerstones of competitive advantage: A resource-based view." Strategic Management Journal 14: 179-191. • Porter, M. (1996). "What is Strategy?" Harvard Business Review 74(6): 61-78. • Porter, M. E. (1985). Competitive Advantage: Creating and sustaining superior performance. New York, The Free Press. • Porter, M. E. (1991). "Towards a dynamic theory of strategy." Strategic Management Journal 12(Special Issue): 95-117. • Porter, M. E. (2001). "Strategy and the Internet." Harvard Business Review (March.): 63-78. • Ray, G. &, J. B. Barney, et al. (2004). "Capabilities, business processes and competitive advantage: Choosing the dependant variable in empirical tests of the resource-based view." Strategic Management Journal 25: 23-37. • Rayport, J. & B. Jaworski (2001). E-Commerce. New York, McGraw-Hill. • Reichheld, F. F. & P. Schefter (2000). "E-Loyalty." Harvard Business Review(JulyAugust): 105-113. • Rowley, J. (2002). "Synergy and strategy in e-business." Marketing Intelligence & Planning 20(4): 215-222. • Rumelt, R. &, D. Schendel. (1994). Fundamental Issues in Strategy. Cambridge, MA, Harvard University Press. • Sampaio, Cláudio H. Relação entre orientação para o mercado e performance empresarial em empresas de vareio de vestuário no Brasil. Tese [doutorado]. PPGA/EA/UFRGS. Porto Alegre: UFRGS, 2000. • Sampaio C. H. &, Jader R. A pesquisa qualitativa: entre a fenomenologia e o empirismo formal. Revista de Administração, v. 36, n. 2, 2001, p. 16-24. • Sauders, M., P. Lewis. (2000). Research methods for business students, Prentice Hall. • Souza santos, Boaventura. Introdução a uma cincia nos-modema. Rio de Janeiro: Graal, 1989. • Varadarajan, P. R. & M. S. Yadav (2002). "Marketing strategy and the Internet: An organization framework." Journal of the Academy of Marketing Science 30(4): 296- 312. • Williamson, O. E. (1979). "Transaction costs economics: The governance of contractual relations." Journal of Law and Economics 22: 233-261. • Williamson, O. E. (1983). "Organizational innovation: The transaction costs approach." Entrepreneurship: 101-133. • Zott, C. & R. Amit (2008). "The fit between product market strategy and business model: Implications for firm performance." Strategic Management Journal 29: 1-26. Figures Index • Figure 1: Porter Five Forces representation. Myers, 2013. Retrieved from: http://masonmyers.com/five-forces-michael-porter-business-fundamentals/ on 01/24/2018. • Figure 2: Representation of Porter’s Generic Strategies IMarticus, 2015, November 21st. Retrieved from (https://imarticus.org/classroom-the-role-of-industry-analysis-incorporate finance/michael_porters_three_generic_strategies-svg/ ) on 03/02/2018. • Figure 3: Summary table of key theories and concepts [Digital image] S. S. (2018, May 19). Retrieved May 22, 2018 |
論文全文使用權限 |
如有問題,歡迎洽詢!
圖書館數位資訊組 (02)2621-5656 轉 2487 或 來信