| Summary: | 碩士 === 國立臺北科技大學 === 經營管理系碩士班 === 104 === Global PC shipment volume continued to decline, because of continuous increase in smartphone shipment and reduction in smartphone average selling price. It indicates the consumer has changed their single-screen lifestyle into multi-screen lifestyle. In industry, 2011 was a significant milestone for e-commerce industry. Global mobile devices shipments exceeded PC, and driven the growth of mobile commerce. After 2011, some new business types of online marketers established. Some of them focus on mobile user, and some combine with content for selling merchandises. In retrospect literature, most of research topics mainly focused on consumer’s behavior, didn’t explore the difference of marketing strategy between early entrants and latecomers, especially based on services marketing strategy.
This study explores the marketing strategy of 4 online comprehensive marketers in Taiwan with in-depth interview, and divides them into 2 groups by the year of establishment. The marketers established before 2011 are early entrants, others are latecomers. This study showed that early entrants offer consumer low prices benefit based on advantages of price and comprehensive products. The latecomers develop unique and distinctive product categories and strategy of promotion on online curation with content. This study also showed Performance Indicators of internet marketing: “Revenue” and “gross profit margin” are financial metrics to assess. “The number of members”, “click through rate” and “conversion rate” are non-financial metrics to assess.
The study recommends that early entrants should establish company’s brand and user’s loyalty through service differentiation. In order to compete with early entrants, the latecomers could develop e-commerce services with specialty products, content or others.
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