E-Commerce Strategic Marketing Analysis in Online Stores—The Cases of Small and Medium Enterprises

• Main Author: 洪鈺婷
• Other Authors: 邱志聖
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/st66j2

碩士 === 國立政治大學 === 企業管理研究所 === 102 === Technology had changed peoples’ life and behavior, especially along with the impact of E-commerce developments. With the rapid growth of internet shopping channels, the product sales is not limited to the physical channels, consumers are getting used to shop online instead. In Taiwan, with the dynamic changes in shopping environment and user consumption pattern, companies in traditional industry are forced to take up the challenges of channel transformation and moving sales on-line. Furthermore, some white collars and entrepreneurs are hoping to catch the trend to create fortune by setting up an on-line store. However, without the understanding of brand and marketing management, it is not easy for these SMEs to master the operation of their e-store and make it stand out among competitions. This study researches the E-commerce strategic marketing analysis in online stores through the 4C framework (Jyh-Shen Chiou, 2010), focusing on small and medium enterprises. Three enterprises which gained high customer satisfaction and reached high revenue within a short time were chosen as a benchmark to take interviews and analysis. The expected outcome was to help “Co-Creation Integrated Marketing Co. Ltd.” who runs a business focusing on on-line marketplace operation including seller recruiting can offer recommendations from a strategic marketing perspective to its prospect clients (sellers) as added value during business solicitation. Based on the 4C framework of strategic marketing analysis, the study shows that products offered by those three enterprises were developed based on observation in target market and customer need; moreover, these products are effectively positioned in order to lower “external unit-utility cost”. “Information gathering cost” was lowered by promotion activities in creating brand (stores) position awareness. The reduction in “moral hazard cost” results from excellent after-sales service and also from the consistency between external unit-utility cost and information gathering cost. Lastly, establishing and keeping good relationship both tangibly and intangibly create “asset specificity cost”. According to the analysis of the three benchmark cases, it makes business which is entering online shopping market become unique in this competitive market.