南華大學機構典藏系統:Item 987654321/17253
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    Please use this identifier to cite or link to this item: http://nhuir.nhu.edu.tw/handle/987654321/17253


    Title: 網路團購行銷之行動研究－以精油按摩商品為例
    Other Titles: An Action Research of Internet Group Buying Marketing: A Case for Essential Oil Massage Goods
    Authors: 王偉達
    Wang, Wei-Ta
    Contributors: 資訊管理學系
    尤國任
    Kuo-Jen Yu
    Keywords: 網路團購行銷;網路行銷;網路團購;行動研究
    Internet Group Buying Marketing;Internet Marketing;Internet Group Buying;Action Research
    Date: 2014
    Issue Date: 2014-11-24 15:01:21 (UTC+8)
    Abstract: 　　本研究以行動研究法探討網路團購行銷活動方案的成效關係，在愛合購的網路商店銷售精油按摩商品實施三個階段的活動後，本研究結果發現網路商店實施關鍵字廣告行銷、價格促銷、部落格口碑行銷、社群行銷與網路抽獎等網路行銷活動，較能提高網路商店瀏覽人數、商品銷售量、商店營業額、訂單筆數與平均訂單總金額。而團購EDM、主購禮、團員禮、關鍵字廣告行銷、價格促銷、部落格口碑行銷、社群行銷與網路抽獎等網路團購行銷活動，則更較能進一步提高網路商店瀏覽人數、商品銷售量、商店營業額、訂單筆數、平均訂單總金額與商品曝光度。
    　　This thesis investigates the effects of Internet group buying marketing. An action research was adopted which the researcher market the essential oil massage goods in Ihergo web store in three phases. We concluded that web stores with Internet marketing activity such as keyword advertising, price promotion, blog marketing, social marketing and Internet lottery can improve web store visitors, sales of products, store turnover, number of orders and average total amount of orders. In addition, web stores that implement the Internet group buying marketing activities such as group buying EDM, initiator prize, member prize, keyword advertising, price promotion, blog marketing, social marketing and Internet lottery have better improvement on web store visitors, sales of products, store turnover, number of orders, average total amount of orders and exposure of products than that of original Internet marketing activities.
    Appears in Collections:[Department of Information Management] Disserations and Theses

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