Zugl.: Duisburg, Essen, Univ., Diss., 2009

Yahoo! Auction web site now is the most often visiting web site in Taiwan. Wish this leading advantage, it offers an e-commerce platform for small business entrepreneurs to start their own business on Internet. This research is to investigate how the online shops build their own Internet reputations and how they successfully attract consumers to shop their online stores continuously. Literatures of Marketing Communication Theory were reviewed and the strategies and tools of Marketing Communication were summarized especially for online stores. This thesis is a multiple case study by investigating three successful and highly growing online stores selling woman clothing and accessories. The research findings are listed as the following: those online stores (1) continuously emphasize the low prices and rational shopping, (2) adopt the e-commerce platform provided by the portal for the high exposure effects, (3) provide sufficient merchandise information on their web pages, (4) often held promotion activities, (5) utilize offline marketing communication as much as possible, and (6) maintain auction accounts on various portals to obtain multiple channel synergy. In addition, there are suggestions for the three online stores that can be further considerations for other online stores. Keywords: Marketing Communication Theory, E-commerce, Online Shop, Woman Clothing.

This thesis is concerned with identification of key characteristics and latest trends in the area of utilisation and functionality of e-shops, and the consecutive proposal of a database model of a system which will reflect on these characteristics. The proposal will encompass complex functionality for the administrator of the database as well as for the end users.

Successful strategy of E-commerce is an important research topic in the passed decades. Understanding the relationship between order of entry and competitive advantage is the main purpose of this research. In this research, it collected a lot of survey reports, press releases, financial information and market research data from well-known online research companies, consultant companies and the Securities and Exchange Commission (SEC). This research focus on three kinds of internet business models such as search engine service, online shop and e-auction. After analyzing the data, the market pioneers have better performance in present than the market followers. It can conclude that there is relative pioneer advantage in the Internet business. However the entry of order has different influence on different business models. For search engine service and e-auction, they have the advantage of taking first. But there is no apparent preponderating first in the on-line shop. The types of online shop and product characteristics also affect the performance under different entry of order. Keywords¡GPioneer Advantage¡Bonline shop¡BSearch engine¡Be-auction¡B E-commerce¡Be-business¡Be-business model

Zugl.: Göttingen, Univ., Diss., 2009

This Thesis deals with the behavior of consumers when shopping on the Internet. The aim was to find out what factors influence the behavior of consumers when shopping online, how the consumers decide when shopping on the Internet and how they think that specific e-shop should look like. To obtain the necessary primary data, the technique of quantitative online interviews was used. Furthermore, the primary data were supplemented by secondary data obtained from research MML-TGI. Based on the analysis of primary and secondary data, a list of recommendations for new and established e-shops was made. Advice, how to become a successful Internet shop, were related both to arising and establishing e-shops, recommendations also focused on the facts, which payment methods and forms of transport should e-shop provide and how the website should look like.

The diploma thesis deals with formulating a realistic business plan for setting up online shop with indoor sport footware. This business plan proposal is based on detailed analysis of the market and own resources. The aim of this thesis is to assess the feasibility of the business plan and to reveal its week points and risks.

The clothing retail industry has developed globally and is today one of the world’s largest industries. In recent years, Sweden has developed a competitive fashion industry, where the new trend in e-commerce is clear. Since e-commerce is a suitable strategy for rapid growth, it is especially important for managers to understand the impact e-commerce has on their businesses. To be able to have the ability to survive in the long-term industrial competitiveness, firms have to continuously improve their knowledge base about the factors that must be considered when choosing sales channels in the clothing retail industry. In this master thesis we have studied and analysed factors that must be considered when choosing sales channels. A literature review was done, where eleven initial factors that affect the choice of sales channels were identified. Thereafter, to conduct a comprehensive empirical study, we conducted eight case studies with semi-structured interviews with companies in the Swedish clothing retail industry, founded no longer than approximately a decade ago to cover the recent developments in the industry. The empirical study resulted in that six factors from the literature were reinforced and that four new factors were identified. These ten final factors were thereafter analysed from two main perspectives: company focus and consumer focus. Finally, the impact of the final factors on the three different sales channels; online, brick-and-mortar and retailing, was discussed. The ten final factors are: Marketing and Customer Loyalty, High Costs, Customer Behaviour, Outsourcing or Insourcing, Managerial Productivity, Intangibility and Tangibility, Fill a Gap, Customer Experience Control, Spread of Distribution and Type of Assortment. Our contribution to previous research is that this study has a more distinct company focus, and due to the development of e-commerce this study has captured the new characteristics of the industry.

The aim of this thesis is operation and marketing strategy evaluation of previous fragrance online shop run by VEDICI, s.r.o. and to propose a marketing strategy for a new planned electronic shop within this business line based on analyses done. This proposal is built on comprehensive theoretical overview in terms of strategic and online marketing, as well as external and internal situational analysis, companywide and marketing SMART goals, and process of segmentation, targeting, and positioning. Outcomes are then applied during the strategy setting of marketing mix (i.e. product, price, promotion and placement). At the end the thesis includes an evaluation of proposed marketing strategy together with couple of recommendations for the future development.

The diploma thesis deals with the development of business activities through the establishment of an e-shop in the company Sýry & Vína VEČERKA. The first part deals with the definition of the problem, the aim of the work and methods of solution. The theoretical part deals with the theoretical basis of the problem. The next part of the work contains an analysis of the internal and external environment, which we then summarize in the SWOT analysis. Based on the results of these analyzes, we will propose a solution to the company that will lead to the development of their business activities.