After the burst of internet bubbles in 2000, the proprietors of online stores began to run their business like physical ones. They adopted the strategy circumspectly to have a solid foundation for their brands. Since the contents and promotions of the website were easy to be copied, the proprietors of online stores need to strengthen their brand awareness and brand preference to customers if they want to be the leader on the market. Most of the online stores only promote their products and service online now, and their strategies are not as diverse or fancy as physical stores have. Besides, most of the researches work on information system design of the website by now. There are not only a few case study on the internet makeup and skin care product stores, but also no research of online brand strategy step model. Through using multiple case study method, this research discusses the practicable marketing strategy what the cases of this study have done. Moreover, this research also goes through the conceptions of online brand strategy, e-commerce, and internet marketing strategy to build the conceptual model to analyze the marketing strategy what the three cases have adopted for this study. In the end, this research has build one practicable brand strategy step model for successful online stores in Taiwan. The result shows that the first step of building a successful online store is to perfect your own website. Then, expand your ambits to other commercial website. After that, an online store can be known by customers without continuing the third step. But if you can follow-up, that will strengthen the brand awareness and brand preference. The third step can be working the virtual community or marketing offline. There is no priority between these two stages, and you can also adopt both on the same time. That would be no difference.

The starting point of this dissertation is the increasing number of Swedish consumers who use the Internet forshopping. Convenience is said to be an important ground for this choice. However, there are few studies thatattempt to understand the true meaning of convenience. This study sets out to understand what convenienceentails for Internet shoppers, what characterizes a convenient Internet shopper, what charterizes a convenientonline product or service, and finally how different meanings of convenience can be explained in differentshopping situations. The purpose of this study is to deepen the understanding of consumers’ conveniencegrounds when shopping online. Qualitative data was collected from 24 respondents, 12 female and 12 male,living in the Swedish cities of Örnsköldsvik, Stockholm, Göteborg and Borås. Data collection was mainlyconducted by means of group interviews and additional personal interviews, questionnaries and shoppingexperiment observations. The study has its theoretical outlook based in convenience literature, and conveniencemotives when choosing a particular store, however, adjusted to better fit the phenomenon of onlineshopping.This theoretical approach emphasizes different dimensions of convenience and gives special insight intoremote shopping consumers. Results show that convenience is an important ground for Internet shopping.Convenience in this context, can be seen from a psychological and/or behavioural perspective. However,grounds for convenience entail efficiency and rationality reasons for all of the respondents included in thestudy. These results indicate that convenience is best understood by using a resource efficiency approach.When using this approach the study shows the importance among the respondents to save time and energy,both from a psychological as well as a physiological perspective. Another useful explanation in order tounderstand the meaning of convenience is to use consumers’ descriptions of themselves as planned orimpulsive. In most cases the respondents describe themselves as planned consumers, which in turn indicatethat the use of a resource efficency perspective is valuable.It is a great variety of products and services described as convenient, however the study pinpoints twoexceptions: home electronic devices and tickets. The study shows that one reason for the differences inconsumers’ convenience perceptions is how time is perceived. Another reason is how customer perceivespsychological or physiological energy. A third reason is how they perceive security and safety. Another importantresult is that convenience differs between women and men in the study. The female consumer givespriority to saving time and saving physical energy. The male consumer gives priority to timing. The study’s resultscan help online businesses to identify how their customers perceive convenience to better designcommunication, virtual store, information, payment and deliviery according to their wants and needs. Anotherpractical implication drawn from the findings is to use direct delivery when possible and offer home delivery. / <p>AKADEMISK AVHANDLING: För avläggande av ekonomie doktorsexamen i företagsekonomi som</p><p>med tillstånd av Handelshögskolans fakultetsnämnd vid Göteborgs</p><p>universitet framlägges till offentlig granskning fredagen den 5 oktober</p><p>2007, kl 10—12 i sal B33 vid Företagsekonomiska Institutionen,</p><p>Vasagatan 1, Göteborg.</p>

Shoe, always catch women¡¦s attention. There¡¦s a lot shoe brands in Taiwan, but seldom sales the women¡¦s plus-size. It¡¦s frustrating to go shopping for those girls who need the plus-size. The change of our life-style and the diet preference, ladies now increase in both height and weight. Somehow, the feet length is related to the height, so the need from of the women¡¦s plus-size shoes more than before. Year 2012 in Taiwan, female¡¦s population number is about 11.6millions. The Shoe market is about 600 million every year, and the women¡¦s shoe market is about 300 million big. This research wants to know the potential profit earned from selling the women¡¦s plus-size shoes on the online store. Through the analysis of competitors and the shoes market in Taiwan, planed an entrepreneurial business plan to find the latent profit from internet venture. The result is assume to invest in 10 thousand dollars to run the women¡¦s plus-size shoes business on the internet, can receive a 9% after tax net profit in the end of the first year if the direct cost within 48%. Also break event in the same year. Base on the shoes market information nowadays. The range of direct cost is about from 20% to 48%, so the result of this research could have higher profit gained. It¡¦s hard to know the impacts of economics changes and also don¡¦t know how many dealers are going to do it the future. But if can start the business now when the product is in the growth period, the profit gain must higher.

This diploma thesis is focused on running an online shop in the Czech Republic. Online shopping is the fenomenon of modern age and had a strong infulence on consumer behavior. Customers can browse shops and order from shops all over the world at any time of day. In the first part of this work I am presenting theoretical background and basic principles on which online shopping is founded. I am also exploring its benefits, risks and possible limitations. Next, I am exploring the current situation of online shopping in Czech Republic and the prerequisites for further development. In the second part I am focusing on activities that are integral to the area of online shopping. This includes advertising systems, choice of software implementation, payment system, marketing campaigns or goods distribution. I am comparing possible options for every one of these areas and I am also suggesting advice tailored for different kinds of businesses. The overall aim of this work is to use my own experience to create a comprehensive guide on running an online store..

The thesis deals with the increasing of business efficiency of the online store 4RIDERS. The aim of the thesis is the complex analysis, evaluation and recommendation of specific steps to modernize the online store 4RIDERS in terms of online marketing activities, strategies and technical solutions. The theoretical part describes the legislative and technical requirements necessary for the operation of the e-commerce and defines the basic concepts of online marketing and its tools, including online marketing strategy See-Think-Do-Care. In the practical part is processed by the situational analysis, analysis and evaluation of the current online marketing strategy according to the tools display ads, SEO, PPC, social networking, email marketing and shopping comparison sites. The main part of the thesis consists of the proposal of a new online marketing strategy based on the model See-Think-Do-Care. The thesis also deals with the analysis and evaluation of the current e-commerce solutions and recommendations for the new e-commerce platform with regard to the implementation of the suggested online marketing strategy.

Actualmente, el mercado de retail de ropa en Perú se encuentra en constante crecimiento. Más del 50% de las ventas totales son procedentes de tiendas independientes. Ante la imposibilidad de competir en igualdad de condiciones ante grandes cadenas retail con presupuestos elevados, utilizan herramientas digitales, principalmente en redes sociales, con el fin de ser una marca reconocida en el mercado (incremento de conocimiento de marca) y captar clientes. Entre estas se identifican los comentarios de recomendación o eWOM y aspectos de los Influencers como el contenido generado y la credibilidad, elementos que deben ser aprovechados. El uso adecuado de dichas herramientas ha permitido el crecimiento de varias marcas en el mercado peruano, alcanzando incluso más de cien mil seguidores en sus redes sociales y contando con algunas tiendas físicas o presencia en concept stores. Es importante en el planteamiento de las estrategias comunicacionales y de marketing propias de cada marca identificar los componentes más relevantes de cada una de las variables en mención con el fin de obtener resultados óptimos. Por ello, el presente trabajo de investigación busca relacionar aspectos de los influencers y el eWOM con el brand awareness. / Currently, the clothing retail market in Peru is constantly growing. More than 50% of total sales are from independent stores. Given the impossibility of competing on equal terms with large retail chains with high budgets, they use digital tools, mainly in social networks, in order to be a recognized brand in the market (increased brand awareness) and attract customers. Among these are the comments of recommendation or eWOM and aspects of the Influencers such as the content generated and credibility, elements that should be exploited. The proper use of these tools has allowed the growth of several brands in the Peruvian market, reaching even more than one hundred thousand followers in their social networks and having some stores or presence in concept stores. It is important in the approach of the communication and marketing strategies of each brand to identify the most relevant components of each of the variables mentioned in order to obtain optimal results. Therefore, this research work seeks to relate aspects of influencers and eWOM with brand awareness. / Trabajo de investigación

El proyecto empresarial se denomina VESYKA S.A.C., el cual pertenece al sector servicios de vestimenta para mujeres conformado por un equipo de cinco personas que asumirán la gerencia general, la jefatura de diseño, asistentes comercial, logístico y contable. Cada uno de los integrantes del proyecto posee las competencias y habilidades para desempeñarse en sus respectivas áreas. VESYKA S.A.C. es una tienda online donde se podrá alquilar vestidos de gala a través de una página web disponible para cualquier plataforma como celulares, computadoras, entre otras. Asimismo, el canal de contacto directo con el cliente empleado para este proyecto es la red social Facebook, dado que es la red social más usada del planeta en la actualidad, según NextU. El modelo de negocio está orientado a mujeres pertenecientes al rango de edad encontrado entre los 25 a 55 años, con un estilo de vida moderna y sofisticada y que deseen lucir un vestido exclusivo. A medida que los años transcurren, es creciente la necesidad, de las mujeres, de lucir bien y únicas para los eventos de gala que se les presenten, motivo por el cual encontrar el vestido ideal puede tardar días. Es por esta razón que nace VESYKA S.A.C., proyecto que ofrece a las clientas la oportunidad de tener un guardarropa alternativo a un precio justo. Además, VESYKA S.A.C. ofrece un ahorro de tiempo importante para las usuarias a través de la optimización del proceso mediante nuestro servicio de entrega personalizado. Este mismo consiste en la visita a domicilio de un modista hacia el punto de ubicación detallado por la clienta, para la medida de tallas y personalización del vestido según la preferencia de la mujer. Posteriormente, se realiza la entrega del vestido con las modificaciones realizadas y se procede con el recojo del mismo en la fecha pactada. El enfoque principal de VESYKA S.A.C es la satisfacción de la clienta, desde la valorización de su tiempo hasta hacerlas sentir únicas y especiales en ese evento tan importante para ellas a través de nuestros vestidos de alta calidad y diseños exclusivos. / The business project is called VESYKA S.A.C., which belongs to the women’s clothing services sector, made up of a team of five people who will assume general management, design management, commercial assistants, logistic and accounting. Each of the members of the project has the competencies and skills to perform in their respective areas. VESYKA S.A.C. is an online store where you can rent gala dresses through a website available for any platform such as cell phones, computers, among others. Likewise, the direct channel of contact with the client employed for this project is the social network Facebook, since it is the most used social network of the planet today, according to Nextu. The business model is oriented towards women of the age range found between 25 and 55 years old, with a modern and sophisticated lifestyle and wishing to wear an exclusive dress. As the years go by, there is a growing need for women to look good and unique for the gala events presented to them, which is why finding the ideal dress can take days. It is for this reason that VESYKA S.A.C., a project that offers clients the opportunity to have an alternative wardrobe at a fair price. In addition, VESYKA S.A.C. offers significant time savings for users through process optimization through our personalized delivery service. The same consists of a visit home of a seamstress to the location point detailed by the customer for measuring sizes and customization of the dress according to the woman’s preference. Subsequently, the garment is delivered with the modifications made and is collected on the agreed date. The main focus of VESYKA S.A.C is customer satisfaction, from valuing their time to making them feel unique and special in that event so important to them through our high-quality dresses and exclusive designs. / Trabajo de investigación

El presente trabajo ha sido elaborado bajo la identificación de una problemática que enfrentan en su día a día muchas personas, a quienes en adelante se llamará público objetivo. La propuesta de este trabajo es ofrecer al mercado un sitio web donde ellos puedan encontrar paquetes de regalos, los cuales contengan un mix de productos que se adapte a los gustos y preferencias de la persona a quien piensan dirigir el regalo. Se considero los paquetes de regalos pues en la actualidad en el mercado de regalos y/o obsequios los usuarios suelen buscar un mix de productos en un solo lugar pues esto reduce el tiempo de búsqueda de un regalo en tiendas independientes y lo más importante, produce un ahorro en sus bolsillos. Ese fue el motivo por el cual se consideró un mercado atractivo que aún puede mejorar ofreciendo alternativas de compra llamativas que se adapten a los gustos de los interesados. Es por ello que nació Kamari, una tienda de regalos online en la cual se puede elegir entre una serie de distintos paquetes a regalar dependiendo de la ocasión e incluso cambiar ciertos productos del paquete seleccionado, haciéndolo personalizable para el cliente. Cabe mencionar que para corroborar la viabilidad de este proyecto el equipo de trabajo ha elaborado experimentos para la validación del proyecto a pesar de la situación actual que se vive a nivel mundial, logrando como resultado un proyecto viable. / This work has been prepared under the identification of a problem that many people face in their day-to-day life, who from now on will be called the target audience. The proposal of this work is to offer the market a website where they can find gift packages, which contain a mix of products that adapts to the tastes and preferences of the person to whom they plan to direct the gift. Gift packages were considered as currently in the market for gifts and / or gifts, users often look for a mix of products in one place as this reduces the time of searching for a gift in independent stores and most importantly, produces a savings in customer´s pockets. That was the reason why it was considered an attractive market that can still improve by offering eye-catching purchasing alternatives that suit the tastes of those interested. That is why Kamari was born, an online gift store where you can choose between a series of different packages to give away depending on the occasion and even change certain products from the selected package, making it customizable for the client. It is worth mentioning that to corroborate the viability of this project, the work team has carried out experiments for the validation of the project despite the current situation worldwide, achieving as a result a viable project. / Trabajo de investigación

Online stores today need to be attractive to compete on the rapid growing market of online businesses. Standardized online store software solutions sold from IT companies to small businesses are also growing making it easier for anyone creating an online store. Less attention has been paid to how well these software solutions help the administrators to create a competitive online store regarding the administrator’s limited knowledge about usability and web design. This research intends to develop knowledge about how well two online store solutions perform from evaluation criteria within online shopping, usability and web design and how an online store solution for small businesses can benefit from a comparison with another online store solution sold to a larger range of businesses. The two products are evaluated and compared through Heuristic evaluations and A/B testing with 5 usability experience (UX) experts and analyzed with Trend analysis. The results show strengths in the solutions where they both were easy to learn, had easy access to help and good tools for creating loyal customers and weaknesses in inspiring, navigation and lack in mobile adaption. The findings suggest how the online store solution for small businesses can improve their statistics and design colors from the comparison of the larger product. A limitation in the study is that all evaluators come from the same team. For future work more cultural studies can be conducted for online stores in western countries, and user tests with administrators of online shops.

In Sweden today, the consumers have the opportunity to use the different sales channels; physical store, online store and brick and click, a combination of both. For the past decade, the use of ecommerce has spread tremendously and the fashion industry is one of the top three industries in this category. This, together with the growth of technology, have created new opportunities for consumers during their online shopping. The purpose of this study is to examine the differences between consumers who use physical store, online store or both. This study aims to look into consumers' shopping habits within these sales channels and factors that are affecting them. This study uses a quantitative method with 150 respondents participating in a survey of 16 questions. The respondents consist of women in Stockholm in the age group 15-35. The survey is based on theories of sales channels and consumer buying process. The results show that respondents shop more frequently in a physical store than an electronic store. The three most important factors, for respondents that are using both channels, are the price, the fit and the quality. The latter two factors are perceived to be more easily evaluated and detailed in a physical store with physical contact. The traditional retailers, who only shop in a physical store, value service and experience the highest. This is one of the main reasons that they do not shop online because the service and experience are different in each sales channels. However, the price, the fit and the quality share the second place. Also, the brand and the width of the supply are of significance since the availability is greater in e-commerce. These two factors, can along with the price, be prime reasons for onlineshopping. Respondents who never shop online consider safety and shipping/delivery process the main reason for it. This study has therefore come to the conclusion that the ideal marketing strategy for consumers is the brick and click strategy. These two combined channels can compensate for each other's shortcomings and thereby enhance the consumer satisfaction. With a combined sales channel, consumers have also the possibility to use both channels in the buying process and adapt their approaches in the different stages according to their needs, which may differ depending on different circumstances.