| Summary: | 博士 === 國立成功大學 === 企業管理學系 === 89 === Data mining in the Internet age has created a number of interesting and innovative opportunities to provide customer value. How can firms leverage new technologies to maximize benefits? One method is by increasing efficiency in established business practices. E-commerce combined with data mining can revolutionize traditional business strategies. This transformation has resulted in new business models that have provided greater customer values or increased company profits. Last few years have seen a growing recognition that information is a key business-enabling tool. Those who can successfully gather, analyze, understand, and act on the appropriate information will be the winners in the new Information Age. The current market has shown that, for any company, manipulating information is the key to business survival. One lesson learned from the World Wide Web competition is that survivors must be agile, efficient, flexible, focused on their core competencies, and masters of the data relationship.
Literature review is organized into two parts: Chapter 2 begins with an exploration on the origin and evolution of e-commerce business models, Internet user characteristics and behaviors, entry barriers, and critical success factors. Chapter 3 introduces database marketing, data mining, and web mining. Database marketing utilizes relational databases to store tables that can be mined for information on clients to target promotional campaigns. With the rise of the Internet, power has shifted away from firms to individuals, but fortunately, companies are using new technologies to discover and meet the needs of these savvy and demanding customers. One important application area of e-commerce and data mining technology is customer relationship management.
A report on the results of a study, which investigated e-commerce business models, success factors, web mining adoption, and perceived benefits of web mining technology. According to the investigation findings, the eleven propositions are proposed as following: 1) The B2B firms build profitable and defensible business models, enhance organization communication and quick response to gain competitive advantage, 2) The competitive edge of B2B hubs is to create value by two fundamentally mechanisms known as information technology and customer relationship management in the next five years, 3)To build strength, businesses engaged in B2C with profitable business models, opening communication channel in organization and quick response to customer, and creating higher value for them by IT, 4) Similarly, B2C firms should focused on organizations communication and response, and leverage products knowledge to gain strength in the next five years, 5) Organizational factors which include industry-specific factors, history, scale, ownership, business domain, and geographic area of companies affect E-commerce firms competitive strategies planning, 6) The adopted E-commerce business model affect competitive strategies planning, 7) Organizational factors which include E-commerce type, business model, entry mode, and geographic area of companies affect E-commerce firms web mining adoption, 8) 9)The B2C firms rank perceived benefits of web mining adoption are customer relationship management, supporting marketing mix and planning activities, 10) Contrary to B2C firms, B2B firms rank perceived benefits of web mining adoption are customer relationship management, supporting marketing planning and mix activities, 11) The significance of E-commerce firms’ IT and competitive strategy fitness is not obvious.
The number of e-commerce firm is growing rapidly but few are profitable. Some are continuing to invest a huge sum of money expecting future profits. In fact, cutting-edge business models can generate revenue while delivering customer values. Like a library, the Internet is a tremendous source of information, which can serve as an abundant pool for online data collection. Potential profits can be realized when firms utilize Internet resources and learn to practice data mining techniques. Companies will gain a lot after they integrate website flow and customer click streams all in one solution. By leveraging on customer knowledge, e-commerce firms can sustain their competitive advantages in the new information era. Finally, four recommendations from organizational, managerial, customer, and technological perspectives are proposed for the practitioner.
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