中小企業之購物網的行銷商業模式 : 以G系統整合商為例

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Title:	中小企業之購物網的行銷商業模式 : 以G系統整合商為例
Other Titles:	Marketing business model of shopping cart of small and medium enterprise : the case study of G system integrated company
Authors:	黃冠琪;Huang, Kuan-Chi
Contributors:	淡江大學管理科學學系企業經營碩士在職專班李旭華;Lee, Hsu-Hua
Keywords:	中小企業;系統整合商;網路行銷;搜尋引擎最佳化;SME;System integration;Internet Marketing;SEO
Date:	2013
Issue Date:	2014-01-23 13:50:42 (UTC+8)
Abstract:	台灣系統整合業者以中小型的系統整合商為主，其公司規模較小、員工人數少，並且屬地區性業者，經營規模不大，而電子商務將為台灣產業競爭力的關鍵，搭配著傳統的行銷模式，在虛擬平台中透過資訊傳遞，快速拓展商業市場，降低交易成本，讓中小企業有更多開創商機的機會，而中小型系統整合商，如何在資金有限的情形之下，有效的行銷公司產品，並且擴大公司服務的範圍，以求穩定取得業績，並且增加營收，提高成交客戶。中小型的系統整合商規模不大，市場能見度偏低，消費者或企業用戶無法了解該公司的經營特色及銷售產品，除了該公司業務出外登門推廣外，都必須藉由廣告傳播，寄送發放促銷型錄等方式將公司的特色告知客戶，並將其服務內容一一詳細說明，但又因為資金問題無法支出太多廣告成本，故難以推廣公司產品至終端用戶，以至於營業額成長不易，成交客戶少，每年隨著客戶資本支出減少或增加影響公司營收，難以穩定取得業績。個案G公司為中小企業並為資訊服務系統整合業者，評估未來潛在目標市場，訂立行銷策略後，隨即系統流程導入並建立資料庫、評估軟硬體支付成本，隨即建立實證購物網站進行網路行銷並透過搜尋引擎最佳化(Search Engine Optimizer ，SEO)提高網站排名，增加網站曝光度，最後與個案公司實際營收進行實證網站績效分析。 The system integration business is mainly for SMEs in Taiwan with small economic scale and few employees locally. The e-commerce becomes critical factor of competition with traditional marketing model by the information transmission in simulated platform to ex-pand business market and reduce the transaction cost. SMEs integration can effectively promote the products, increase service scope, enhance the sales and profit, and make the deal with the customers. SMEs integrators can not know the managerial feature and products due to small scale and low visibility. They need outgoing sales and advertisement or mailed catalogue to inform the customers and detail the service, but the finance resource is not sufficient to afford the advertisement cost, which can cause the issues of low income and few transaction. In this research, company G is a SME and information service system integrator to evalu-ate the potential objective market in the future, set up the marketing strategy, introduce system flow and data base, analyze the software and hardware costs. The e-shop will be then established for internet marketing by using search engine optimizer (SEO) to promote the the ranking of webpage and visualization. The performance and sales can be also evaluated.
Appears in Collections:	[Department of Management Sciences] Thesis

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