The Study of e-mail Marketing Strategy According to OTS

• Main Authors: Wen-hui Tai, 戴文惠
• Other Authors: Ching-Cheng Sheng
• Format: Others
• Language: zh-TW
• Published: 2003
• Online Access: http://ndltd.ncl.edu.tw/handle/22244442823706967866

碩士 === 南華大學 === 旅遊事業管理學研究所 === 91 === 　　In recent years, environmental of Internet are expanding stably, which turly make customers and manufaturers getting closer in relationship , furthermore ,「faster」「effective」and「low cost」,those are the key points why email become to a powerful tool in communication of marketing.This research taken OTS’s e-mail marketing strategy as a subiect, and used the Five Competitive Forces method to analyzed the OTS’s competitive capability , and used the SWOT Analysis on OTS’s e-mail marketing strategy, further via a survey questionnaire to show the situation of OTS’s e-mail marketing and to examine the influences of e-paper’s service quality, customers’ values, customers’ satisfaction and loyalty by LISREL. 　　 　　According to the demonstration appeared（1）Most travel agencies just intersted about the newly information of visa applied, traveling and the ticket prices,（2）The matters of e-paper is the main factor to the influence on service quality.（3）The practicability is the main factor to the influence on customers’ value.（4）The keep reading is the main factory to the influence on royalty.（5）Service quality positively affects customers’value and satisfaction.（6）Customers’ value and satisfaction positively affect loyalty.（7）Service quality and loyalty has been overruled to the influence supposition.（8）Customers’ value and customers’ satisfaction has been overruled to the influence supposition. 　　 　　Suggests regarding the following research:（1）Needs to construct the satisfaction meter of e-mail marketing , provides the industry does a more actual appraisal（2） The e-mail marketing utilization already quite was common in the traveling.industry , suggests following was allowed to expand the research the scope , provided a bigger contribution（3）The e-mail marketing object, if take the enterprise body as the focus, must been considerated the electronic degree of the object, in order to enhance the reliability of research