| Summary: | 碩士 === 世新大學 === 資訊傳播學研究所(含碩專班) === 104 === With the progression of technology and popularization of internet, to read eBooks by electronic product is very simple. Although compared to the traditional paper books, eBooks are easy to carry, easy saving and environmental protection, etc., but the popularizing rate of eBooks is still low. Now the eBook technology and related industries has matured, eBook platform can improve the way in which the industry make increase of sales volume is very worthy to inquiry.
This study discuss the eBook platform industry in addressing consumer needs, how to develop practical and feasible marketing strategy. Designing the questionnaire with consumer demand, survey consumer acceptance and needs of eBooks to obtain the relevant statistics, and then manage three facets of execution stages of "get", "enhance", "maintain" and nine sub-facets through customer relationship management, which analyzes the impact on customer satisfaction and customer loyalty, and then make specific recommendations for the eBook industry platform in order to increase the number of users of eBooks, and eBook consumer market expansion.
After the survey found that "convenience" and "price" affect consumer satisfaction and loyalty in the market, so the marketing strategy should be based on the aforementioned two elements as the focus on the marketing strategy, provided services which are different with traditional paper books to fight for consumers approve. We hope the results of this study provide the most pragmatic and practical advices to eBook platform industry.
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