Ever since the appearance of internet bubbling in 2000, the development of e-commerce entered a substantial commercialization age. No matter in provision of information service or e-shopping of products, they all take profit-making as the sole objective. In Taiwan the supply chain of 3C products is complete, and the industry itself is a highly competitive industry. Therefore, the e-commercial e-shopping market has been developing prosperously again in recent years, and the market overlapping is even getting greater. When a 3C chain retailer is going to establish an e-shopping website, what are the things it has to pay attention to? Do its customers overlap with the original group of customers? How is the product marketing way of its e-shopping website different from that of its physical stores? These are something that the 3C chain retailer should clarify beforehand.
Using qualitative analytic interview method, the study takes an enterprise of 3C retail business as a case platform, and refers to the viewpoints and comments of the experts in other related fellow industries and supply chain firms in order to know the keys and factors for the success in adding e-commercial e-shopping platform to the enterprise, and furthermore, understand the actual effects and changes brought to the enterprise after e-shopping is added to the enterprise.
The study finds that after the 3C chain retailer has established its e-commercial e-shopping platform, there is no conflict between the two groups of customers with different shopping behaviors. Besides, the fame of brand in the physical stores and the virtual shopping website can be mutually increased. Actually, the keys and factors for the success in adding e-commercial e-shopping to an enterprise include the mutual cooperation between the decision maker and the person implementing the decision. In fact, the marketing of e-shopping platform and the management mechanism of backstage customer service are of the same importance. The healthy financial structure of the enterprise has stabilizing function in operation of shopping website in the early stage. The brands of chain channels enjoy certain advantages, which can be used to promote e-shopping and achieve good sale; and in turn, the brands can achieve higher popularity. Above all, the most important key to the success is that consumers not only find that the prices of products are cheap, but also value the excellent service offered.
The marketing practice of 3C chain e-business is not different from that of general enterprises. It still has to regress to the practice of the core 4P of marketing and STP (segmentation, targeting, positioning) target customers. According to the needs of consumers on different platforms, convenience in operation interface should be provided. The main characteristic of 3C products is the fast change in product specifications, inventory, price and delivery timing. Therefore, integration of the e-systems of an enterprise is extremely important to the establishment of its e-shopping platform. Of them, the core systems are B2B system, ¡§product information exchange of supply chain¡¨ and B2C system, ¡§consumers interface platform.¡¨ Therefore, fast adjustment to the change of market price and improvement of service quality are the main keys to enhancement of the competitiveness of an enterprise¡¦s e-shopping website.
With the advantages of chain store brand combined with the growth of virtual e-shopping platform, the enterprise can subsequently use the platform to expand the marketing of other products and cross over different domains. To the 3C retailer, it can at the same time run the business of its stores and its e-shopping website. Furthermore, it can expand its product line, make the full use of the double-platform mechanism, and increase the operation performance of the enterprise.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0728111-155248 |
| Date | 28 July 2011 |
| Creators | Hung, Sung-chia |
| Contributors | H. Jason Huang, Huei-mei Liang, Pei-how Huang, Jun-ying Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0728111-155248 |
| Rights | user_define, Copyright information available at source archive |
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