The Study of E-marketing Trends in Taiwan

• Main Authors: Alice, H. Hsueh, 薛慧鳳
• Other Authors: 劉漢榆
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/64497178150973114285

碩士 === 國立東華大學 === 企業管理學系 === 89 === The using of the Internet in business causes some great changes in marketing, which include business environment, consumer behavior, economic, and business model. The study, which uses four elements ─ futures, customers, economics, and alignments ─ mapping the trends about e-marketing in Taiwan. Ten trends are identified about e-marketing: (1) The macro e-biz environment will reach maturity recently; (2) The needs of products will be more complex and focus on feedback; (3) The internet economics will become the main stream; (4) Customers will focus on the relationship with sellers, and pay mare attention on service; (5) The B2B e-commerce will convert into information suppliers; (6) The B2C e-commerce styles will occur big changes; (7) The behavior about alignments will be obviously; (8) Relationship marketing and tailor-made will be the core of marketing; (9) The convenience will be an important added-value; (10) and the MIS should be the independent career.Therefore, the study provides some suggestions to businesses, which are customer-based brand, better logistic management and well using of consumer’s information. There are also some propositions to the government, which are the help of industrial transactions, release the boundaries and make the basic constructions batter.