Online bookstore

網路書店行銷策略比較與競爭優勢分析

序號 5
刊名 大學圖書館
年份 2000
出版月份 9月
卷期 Vol.4 No.2
作者 金承慧
作者任職單位 工業技術研究所資訊中心
摘要

本文介紹國內外著名網路書店發展現況,並以亞馬遜與邦諾兩大網路書店為例,先從經營者觀點比較其產品、價格、行銷通路,以及廣告與促銷活動等行銷策略,再從使用者角度比較其使用者介面、個人化服務,以及互動機制等網站功能;進而分析亞馬遜得以獨步全球的競爭優勢。此外,藉國內網路書店經營模式與行銷方法與亞馬遜成功經驗的比較與分析,冀能對華文網路書店未來發展有所助益。

關鍵字 網路書店網路行銷行銷策略
頁碼 80-92
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DOI
Review
Title Marketing Strategy Analysis of Online Bookstores
Author Cheng-hui Chin
Author's title Information Technology Service Center, Industrial Technology Research Institute
Abstract

The developing status of some famous international and domestic online bookstores is introduced in the present article. The marketing strategies of Amazon and Barnes & Noble are compared from the viewpoints of seller and buyer, respectively. The seller's viewpoints are discussed in terms of product, price, marketing place, and promotion, while the buyer's viewpoints are discussed in terms of product, price, marketing place, and promotion, while the buyer's viewpoints are discussed in terms of user interface, personalized service, and interactive mechanisms. Furthermore, various aspects of the competition domination of Amazon are analyzed. In comparison with Amazon's successful experience, the business models and the marketing strategies of domestic online bookstores are analyzed and reported. The reported results are expected to be helpful to the future development of Chinese online bookstores.

Keywords Internet marketingMarketing strategyOnline bookstore
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影響網路書店消費者滿意度之因素

序號 6
刊名 大學圖書館
年份 2005
出版月份 9月
卷期 Vol.9 No.2
作者 顏嘉惠;李隆地;蔡家正;陳香靜;簡秀惠
作者任職單位 吳鳳技術學院國際企業管理學系講師;吳鳳技術學院國際企業管理學系學生
摘要

本研究旨在探討曾經瀏覽過網路書店的網路使用者,對於網路書店的滿意度、忠誠度,進而發現消費者在進行網路購書時所重視的各面向,了解網路書店經營的發展方向。研究結果顯示,研究模型三大構面中的網站設計、服務品質、個人化服務,與研究變數與滿意度和忠誠度之間,具有顯著相關。研究結果期望能提升網路書店之服務品質,以達到消費者滿意度。

關鍵字 忠誠度消費者行為滿意度網路書店
頁碼 105-116
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Review
Title The Factors Affecting Customers' Satisfaction with Online Bookstore
Author Chia-Hui Yen; Lung-Te Lee; Chia-Cheng Tsai; Hsiang-Ching Chen; Hsiu-Hui Chien
Author's title Instructor, Department of International Business Management, Wu-Feng Institute of Technology; Student, Department of International Business Management, Wu-Feng Institute of Technology
Abstract

The purpose of this paper is to explore satisfaction and loyalty of users who have visited online bookstore before in order to discover all the aspects that customers are concerned with and develop an insight into the management of an online bookstore. According to the research, the website design, quality of service, personal service, and the three major factors of research model, are highly relevant to research variables as well as satisfaction and loyalty. The results of this paper aim at improving the service quality of online bookstore for the sake of meeting customers' satisfaction.

Keywords Customer behaviorLoyaltyOnline bookstoreSatisfaction
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