Exploration on Internet Word-of-Mouth and Multi-lingual Web Improve for B2B Marketing Performance to Export Globally

• Main Authors: Chien-Tang Huang, 黃建棠
• Other Authors: 張文華
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/ynn997

碩士 === 國立臺北科技大學 === 管理學院工業工程與管理EMBA專班 === 102 === Businesses traditionally deploy representatives to trade shows or buy advertisements on industry magazines to market to foreign markets; with the rise of Internet penetration, the effect traditional model has is dwindling. Looking at the effectiveness of Internet marketing channels, Internet search engines top the list of choices buyers/businesses tend to opt for when sourcing globally; hence, the most crucial point for businesses is to be able to direct buyers, at the very first opportunity online, straight from the search results appeared in buyers’ local languages to businesses’/sellers’ websites; secondly, given that there is no face-to-face interactions online, mutual trust on the Internet is not substantial, which increases the risk involved in dealing online; therefore, by employing B2B online word-of-mouth marketing to expose global buyers to more online word-of-mouth referrals of a business for a more enhanced brand perception, the trust on the business is thus built, which results in purchases This thesis, based on empirical study, concludes that word-of-mouth on the Internet of a business initially provides buyers with definite value for references; the first point of virtual contact paves the way to further searches to obtain more information on the business, then come the enquiries, and it even opens the door to a deal. Due to information explosion online, to be visible on Internet searches, it is necessary for business to build multi-lingual websites and to have higher ranking appearance on search results page in local languages. The results of business utilizing two afore-mentioned methods are thus drawn from interviews with the business and from applying data analytics; insights are therefore concluded to provide the business with concrete recommendations for marketing, which is the aim of this thesis.