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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/30789

    Title: 日本におけるインターネット通信販売の研究 : 楽天市場を例として
    Other Titles: 日本網路通信販賣之研究 : 以樂天市場為例
    The research on Japanese internet mail order business : a case study of Rakuten Ichiba
    Authors: 黃長國;Huang, Chang-kuo
    Contributors: 淡江大學日本研究所碩士班
    任燿廷;Jen, Eau-tin
    Keywords: 通信販賣;網路行銷;行銷組合;網路購物商城;樂天市場;mail order business;Internet Marketing;Marketing Mix;internet shopping mall;Rakuten Ichiba;通信販売;インターネット・マーケティング;マーケティング・ミックス;インターネットショッピングモール;楽天市場
    Date: 2009
    Issue Date: 2010-01-10 23:57:52 (UTC+8)
    Abstract: 通信販賣是無店鋪販賣的形式之一,在不景氣的日本零售業界中,通信販賣業界依舊持續成長,在現今日本的消費生活中,通信販賣已成為不可或缺的購物方式。近年來,電腦的普及擴大了網路的使用,加上手機功能提升等原因,網路通信販賣取代了型錄通信販賣穩定地成長,逐漸成為通信販賣市場中的主軸。
    Mail order business is one of the non-store retailing. Recent years, the retail industry in Japan is getting depressed; the mail order business industry still keeps growing. Nowadays, the mail order business has become an indispensable way of purchase to Japanese. The popularity of the mail order business has increased due to advances in the technology of computers and cellular phones these years. However, the catalog mail order is partially being phased out with the developments of internet mail order. Moreover, the business of internet mail order has also become the main role of mail order business.
    This thesis analyzes both the expansion of market and industry and the present condition of internet mail order business. For instance, how the customers use internet mail order, the dealers’ promotion tools, delivery ways and payment services. Furthermore, this thesis dissects the case, Rakuten Ichiba by 4C’s of internet marketing, and interprets the success in internet shopping mall which is a pattern of the internet mail order businesses.
    According to the research, three conclusions were obtained. Firstly, in order to cost down and to develop new customers, not only the dealers of mail order business, but the other retailers joined the internet mail order business. And therefore the business of internet mail order is in it’s continuously development. Secondly, due to the competitive industry, how the dealers utilize promotion and multi-channel strategy to attract the customers and providing better goods and services is vital. Thirdly, in addition to building a comfortable shopping environment, the “Attractive force” that attracts the customers by rich selection of goods and the “Support force” that backs up the franchisees by convenient functions are the keys to success to the dealers of internet shopping mall.
    Appears in Collections:[日本研究所] 學位論文

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