| 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。
本論文中，將探討網路通信販賣持續蓬勃發展的背景，分析網路通信販賣市場．業界的發展與現況、消費者的利用實態，以及其業者的促銷手法、商品運送與付款服務。此外，透過網路行銷之行銷組合4C分析研究案例之樂天市場，闡明網路通信販賣型態中網路購物商城之成功要因。
透過上述之研究可得知，第一，為了達到節省成本與開拓新客源等目的，除了通信販賣業者之外，百貨店與其他各種商店等零售業者亦投入網路通信販賣事業，網路通信販賣因而持續地發展。第二，在競爭激烈的網路通信販賣業界中，業者如何有效運用宣傳戰略與複合式通路戰略等促銷手法，吸引消費者，提供更優質的商品與服務極為重要。第三，對網路購物商城業者而言，除了構築便利安心的購物環境之外，擁有豐富的商品種類來吸引顧客之「集客力」以及便捷的功能與服務來輔助開店者之「支援力」，將是網路通信販賣事業之成功關鍵。
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. |
