台灣B2C電子商務產業的整合行銷傳播之研究 ─以PG美人網為例

• Main Author: 彭炳勝
• Other Authors: 蔣安國
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/86835768350024481158

碩士 === 佛光大學 === 傳播學系 === 103 === B2C online shopping market has already become an emerging consumption trend, whose rapid growth and expanding scale are changing the traditional business model. According to the survey by Institute for Information Industry (III), the output value of Taiwan e-commerce in 2013 amounted to NT $ 7,673 million, among which B2C accounted for 59%, about NT $ 4,521 million. Online shopping industry has a low barrier to entry, becoming the priority choice of many entrepreneurs, but not all investors can be successful. The average annual dropout rate in Yahoo shopping mall ups to 60% to 70%, indicating that a precise and effective marketing strategy is necessary for successfully implementing e-commerce on Internet to earn both money and popularity. The study aims to explore how B2C online shopping dealers get rid of traditional marketing strategies in practice and use integrated marketing communication mode. Besides, it goes into how to operate a well-known B2C website with least resources with PG Mall, an online shopping dealer with rapid popularity in recent years as case study. The study collected relevant literature based on its purposes, reviewed literature for e-commerce and integrated marketing communication, conducted data collection and analysis for the case by means of case studies and in-depth interviews, and collected opinions and views of relevant industry, government and scholars using depth interviews to sort out how B2C e-commerce industry uses integrated marketing communication in practice. The study finds that B2C online shopping dealers use integrated marketing communication as company propagation strategy mainly to reduce costs and achieve the anticipated benefits rapidly and comprehensively. Meanwhile, the establishment of complete consumer database and sophisticated use of databases can enhance the interaction with consumers; they can contact consumers of all classes more extensively and establish a more effective interaction with consumers through alternately adopting virtual and practical application of the integrated marketing communication mode.