當企業以網站作為行銷的工具時，藉由多樣化的網站行銷機能來取得競爭優勢已刻不容緩。本研究以跨國實體價值鏈結合虛擬價值鏈行銷相關活動作為研究架構，彙集33項包含行銷販售、客戶服務、後勤配送及技術發展四個面向的行銷機能，以48個高知名度企業的美國與台灣網站作為研究樣本。資料分析後發現，企業的美國網站在四個面向的機能採用比率，均明顯高於台灣網站。美、台兩地網站在行銷機能採用比率及機能重視度排名上，均呈現正相關。另外，在網站經營上，美國網站傾向虛實商店合作之銷售(Bricks and Clicks)；台灣的網站則偏向公司形象及產品促銷(Internet Presence)。 When regard website as the tool of marketing in enterprises, making the competition advantage with diversified website marketing metrics is very urgently. The research framework is made by marketing activities of multinational real value chain and marketing activities of virtual value chain. Gathering 33 marketing metrics including four relevant aspects of sales and marketing, service, outbound logistics and technology .The research sample is 48 famous companies’ websites setting in America and Taiwan.Find after analysis, the percentage of adapting metrics in America websites is obviously higher than in Taiwan websites. The correlation is significant in the ranking of adapting metrics.And It’s the the same result in ranking of the importance of metrics between America and Taiwan. In addition, in e-business model, America websites are inclined to the bricks and clicks model; Taiwan websites agree more on internet presence model.
