Research of the Critical Success Factors of Enterprise vs. Enterprise (B2B) e-Marketing - Take G.T. Internet Information as an example

• Main Authors: Heng-Lung Chang, 張恆隆
• Other Authors: 作者未提供
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/mj56mj

碩士 === 銘傳大學 === 資訊管理學系碩士在職專班 === 95 === Have lifted a burst of whirlwind among enterprises during these years in the country fair of the electronic trade and network marketing, e-Marketplace has lifted a new wave among enterprises, allowing the emergence of electronic commerce in B2B enterprises. It enables automation of large volume trading and provides buyers to a wider selection of products and services. Suppliers also benefit by easier ways of reaching to a new market and expanding their client base. Electronic commerce acts as a new communication platform for both parties and reduces transaction, time and marketing cost. The evolving of electronic commerce indeed has proven to be a productive and beneficial niche for both Manufacturers and Buyers. However, there are very few successful cases for B2B e-Marketplace. In order to run a prosperous business, it is critical to know how to build up a winning B2B e-Marketplace and how to maintain profitable growth to an enterprise. In this research paper, it will explore how B2B e-Marketplace utilizes well-defined categories, SEM (Search Engine Marketing) and PPC (Pay Per Click) together, called VIP Integrated Marketing, to reach the goal of successful selling strategies over the Internet. It will also discover how to use “Internet Embedment Marketing” technology to increase customer and product visibilities to create high revenues and business opportunities. In this research paper, we use individual in-depth interview method to study on a very successful enterprise from the aspects of technology, business and marketing. The company successfully helps small-to-medium enterprises to increase revenues and global market exposures over the Internet by using experienced international sales, PPC (Pay Per Click) and SEM (Search Engine Marketing) together. This is a successful case for all enterprise owners to learn from.