| Summary: | 碩士 === 嶺東科技大學 === 行銷與流通管理研究所 === 98 === Internet marketing has become a worldwide trend, not only in the internet world, but also in the marketing world. Internet marketing, in an effective method, made selling different. In this study, a case study of the internet marketing of agricultural products is presentsed. The main reason for using an internet marketing of agricultural products is to improve its channel efficiency since the traditional channel is long and many benefits were exploited by the intermediate trader.
In order to understand the voice of customer (VOC), we classify customer’s needs for the features of the web site into Kano model through a Kano questionnaire that consists of a pair of questions (one positive and one negative).The TOPSIS (Technique for Order Preference by Similarity to Ideal Solution, TOPSIS) is employed to rank the priority of the customer’s needs. We then use the TRIZ matrix to propose ways to solve the contradictions which were arised in improving the efficiency of the internet marketing.
We select six most important contradictions to be considered, and work out their possible solutions. These solutions were evaluated by experts through the telephone surveys. We also compare the solutions with the features of existing web store of agricultural products, so as to to judge the feasibility of our concepts. In addition, several features which are not yet designed-in on the existing website are also proposed. The results of this study can provide the manager of agricultural e-retailers a valuable reference on web-site design as well as to raise the success rate of internet marketing in the future.
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