| Summary: | 碩士 === 國立中山大學 === 高階經營碩士班 === 102 === The rising of e-commerce making online transactions become very popular in recent years. Transparency of product information, competitive prices, convenient payment and pickup mode, attract a large number of people to buy things on the Internet and set up shop on the web.
However, because the major e-commerce sites in Taiwan and mainland China that with different resources are facing the different external environment, e-commerce sites are developing toward different business model.
The forecast report published by Credit Suisse released that e-commerce is China''s fastest growing industries in next five years, and the growth rate may be as high as 400%. Chinese e-commerce leader, Alibaba, at the beginning of this year announced plans to invest one hundred billion yuan in construction logistics system. The willing to invest such a large amount of money had shown the recognition of the Chinese online shopping market prospects.
With online shopping as one way of the consumers could choose, since the development process of online shopping patterns and shopping markets in Taiwan and mainland China are different, therefore it is intreasting to study network marketing business practices and consumers’ acceptance and fitness when Taiwan brands to enter the Chinese market.
In this study, I established the development background of network marketing in mainland China, the restrictions of Taiwan brands to enter the Chinese market and the development process of network marketing in mainland China. Then I in-depth interviewed the businesses and consumers combined with case studies of models. At this stage I interviewed business representatives specific vendor of Taiwanese brand for network marketing (such as: Taobao.com) business model practices and ideas, as well as interviewed mainland China Taobao''s online shopping consumers from consumer behavior. After that I learned more about business adjustment on Taiwan brand enter into the Chinese market of network marketing by cross-analysis, answered consumers’feelings of adapting to adjustments of Taiwanese companies have done in the network marketing model through sharing experience.
The results are summarized suitable waies and suggestions for Taiwan brand network marketing, which provides a reference for the Taiwan brand manufacturers to enter the mainland China market.
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