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題名 紡織業流行行銷B2B經營模式之研究 - 以電子商務化傳銷業個案研究途徑
作者 張聿超
貢獻者 楊 建 民
張聿超
關鍵詞 電子商務
傳銷
整合行銷
流行行銷
B2B
日期 2003
上傳時間 18-九月-2009 14:43:01 (UTC+8)
摘要 企業在形成電子商務策略的過程中，總會面臨許多經營上的不確定與障礙，因此，若能在逐步的摸索前進中，就現有B2B電子商務商業模式，找到可以參考與學習的範例，對企業電子商務轉型較能產生綜效；但網路上充斥著盡是棄守的案例，網路商業模式似乎已轉向於由企業內部既有的IT 投資，擴大到私有電子平台建置與由企業自行掌控的供應鏈整合。在缺乏成功案例可循的環境下，企業經營電子商務，該如何設計與進行，才不會與原有組織衝突；尤其在網際網路多面向的功能下，又該如何取捨；這樣的策略思考，是本論文對研究問題的核心定義。
在這樣的前提下，本研究大膽的以電子商務化的傳銷業（直銷）B2BC經營模式為途徑；採用探索性研究架構，藉由具悠久直銷歷史的安麗公司轉型網路企業的作法，於以抽絲剝繭後，找出個案公司在網路環境下的商業模式調整，並藉由異業經營中的相關，建立紡織業在轉型電子商務化可以參考模擬的方向；由於紡織與傳銷是兩個截然不同領域的產業，但藉由網路，卻讓研究議題顯得更為多元；尤其在網路的持續蓬勃發展下，產業的行銷方式與界線也已越趨模糊，本研究各章節中所提出的看法與驗證，也突顯出這樣的特質；本研究也發現具有流行特質的紡織產業，可以參考此個案建立一個B2B電子商務的經營模型；經過研究討論與比較，釐清企業在轉型電子商務經營中所應該著重的功能面，與重要的類傳銷組織的設計；甚至其他類似以人際網路經營之產業在思考網路化策略時，對於研究發現的商業模式是否具有可以參考的價值，也是本研究在最後提出建議作為研究貢獻後，希望能有後續學者更進一步的實證並延續的觀點。
關鍵字：B2B、電子商務、傳銷、整合行銷、流行行銷
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參考網站：
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2. http://www.amway.com.tw/
3. https://www.quixtar.com/
4. http://www.amquix.50megs.com/
5. http://www.dsrc.nsysu.edu.tw/
6. http://www.find.org.tw/
7. http://eb.csd.org.tw/
描述 碩士
國立政治大學
經營管理碩士學程(EMBA)
89932105
92
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0089932105
資料類型 thesis
dc.contributor.advisor 楊 建 民zh_TW
dc.contributor.author (作者) 張聿超zh_TW
dc.creator (作者) 張聿超zh_TW
dc.date (日期) 2003en_US
dc.date.accessioned 18-九月-2009 14:43:01 (UTC+8)-
dc.date.available 18-九月-2009 14:43:01 (UTC+8)-
dc.date.issued (上傳時間) 18-九月-2009 14:43:01 (UTC+8)-
dc.identifier (其他 識別碼) G0089932105en_US
dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/35314-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 經營管理碩士學程(EMBA)zh_TW
dc.description (描述) 89932105zh_TW
dc.description (描述) 92zh_TW
dc.description.abstract (摘要) 企業在形成電子商務策略的過程中，總會面臨許多經營上的不確定與障礙，因此，若能在逐步的摸索前進中，就現有B2B電子商務商業模式，找到可以參考與學習的範例，對企業電子商務轉型較能產生綜效；但網路上充斥著盡是棄守的案例，網路商業模式似乎已轉向於由企業內部既有的IT 投資，擴大到私有電子平台建置與由企業自行掌控的供應鏈整合。在缺乏成功案例可循的環境下，企業經營電子商務，該如何設計與進行，才不會與原有組織衝突；尤其在網際網路多面向的功能下，又該如何取捨；這樣的策略思考，是本論文對研究問題的核心定義。
在這樣的前提下，本研究大膽的以電子商務化的傳銷業（直銷）B2BC經營模式為途徑；採用探索性研究架構，藉由具悠久直銷歷史的安麗公司轉型網路企業的作法，於以抽絲剝繭後，找出個案公司在網路環境下的商業模式調整，並藉由異業經營中的相關，建立紡織業在轉型電子商務化可以參考模擬的方向；由於紡織與傳銷是兩個截然不同領域的產業，但藉由網路，卻讓研究議題顯得更為多元；尤其在網路的持續蓬勃發展下，產業的行銷方式與界線也已越趨模糊，本研究各章節中所提出的看法與驗證，也突顯出這樣的特質；本研究也發現具有流行特質的紡織產業，可以參考此個案建立一個B2B電子商務的經營模型；經過研究討論與比較，釐清企業在轉型電子商務經營中所應該著重的功能面，與重要的類傳銷組織的設計；甚至其他類似以人際網路經營之產業在思考網路化策略時，對於研究發現的商業模式是否具有可以參考的價值，也是本研究在最後提出建議作為研究貢獻後，希望能有後續學者更進一步的實證並延續的觀點。
關鍵字：B2B、電子商務、傳銷、整合行銷、流行行銷		zh_TW
dc.description.tableofcontents 摘要 ………………………………………………………………………… Ⅱ
致謝詞 …………………………………………………………………………Ⅲ
目錄 ………………………………………………………………………… Ⅳ
圖目錄 …………………………………………………………………………Ⅵ
表目錄 …………………………………………………………………………Ⅶ
第一章 緒 論 ………………………………………………………………… 1
第一節 研究背景、動機與目的 ……………………………………………1
第二節 研究方法與研究架構 ………………………………………………5
1-2-1. 研究方法 …………………………………………………………5
1-2-2. 研究架構 …………………………………………………………6
1-2-3. 研究流程 ………………………………………………………… 7
第二章 文 獻 探 討 ………………………………………………………… 8
第一節 電子商務與整合行銷 ……………………………………………… 8
2-1-1.電子商務相關議題 ……………………………………………… 8
2-1-2.關係行銷………………………………………………………… 12
2-1-2.1.關係行銷之定義 ……………………………………………12
2-1-2.2.關係行銷與傳統行銷之差異 ………………………………14
2-1-2.3.關係行銷與資料庫行銷 ……………………………………16
2-1-3.整合行銷 …………………………………………………………18
第二節 直銷與虛擬組織 ………………………………………………… 21
2-2-1.直銷與傳銷 ………………………………………………………21
2-2-2.虛擬組織 …………………………………………………………22
第三節 紡織業流行行銷 ………………………………………………… 24
2-3-1.資訊不對稱 ………………………………………………………24
2-3-2.服務品質 …………………………………………………………25
2-3-3.紡織業流行行銷 …………………………………………………27
2-3-4.主導流行之全球紡織品流行市集……………………………… 30
第四節 小結 ……… ………………………………………………………31
第三章 研究方法 ………… …………………………………………………33
第一節 探索性研究 …………………………………………………………33
第二節 研究程序與研究架構 ………………………………………………34
第三節 小結 ……………………………………………………………… 36
第四章 個案探討 ………………………………………………………………37
第一節 傳銷業轉型B2BC電子商務商業模式………………………………37
4-1-1. Quixtar.com個案公司之歷史沿革…………………………… 38
4-1-1.1.推薦行銷的緣起……………………………………………38
4-1-1.2.經銷權 ………………………………………………………38
4-1-1.3.直銷 …………………………………………………………39
4-1-1.4.轉型 …………………………………………………………40
4-1-2. Quixtar.com商業模式之實務作法………………………………42
4-1-2.1.商業模式 ………………………………………………… 42
4-1-2.2.創新 ……………………………………………………… 45
4-1-2.3.關鍵成功因素 …………………………………………… 47
第二節 Quixtar.com美容彩妝流行產品行銷作法 …………………………56
第五章 研究結果與討論 ………………………………………………………60
第一節 紡織業流行行銷與命題發展…………………………………………60
5-1-1.紡織產業特性 ………………………………………………………60
5-1-2.紡織產業之資訊不對稱 ……………………………………………61
5-1-3.經營模式結構 ………………………………………………………62
5-1-4.命題發展…… ………………………………………………………64
第二節 紡織企業流行行銷B2B經營模式……………………………………65
5-2-1. 紡織企業轉型電子商務架構功能研究 …………………………65
5-2-1.1. 以網路架構為基礎之行銷聯盟型企業……………………66
5-2-1.2. 虛擬價值鏈與協同作業平台………………………………68
5-2-1.3. 掌握流行資訊之資訊中間商………………………………70
5-2-2. 紡織業流行行銷B2B作業架構平台 ……………………………72
第三節 研究發現與討論 …………………………………………………… 73
5-3-1. Quixtar.com B2BC模式………………………………………… 75
5-3-2. 紡織業流行行銷B2B經營模式………………………………… 77
第六章 結論 …………………………………………………………………… 81
第一節 結論 ………………………………………………………………… 81
第二節 建議 ………………………………………………………………… 84
參考文獻 …………………………………………………………………………86
參考網站 …………………………………………………………………………93



圖目錄
圖1-1. 研究架構 …………………………………………………………………6
圖2-1. 服務品質的決定要素 ………………………………………………… 26
圖2-2. 流行生命週期與傳播理論 …………………………………………… 29
圖2-3. 文獻探討架構與研究問題 …………………………………………… 32
圖3-1. 研究架構 ……………………………………………………………… 34
圖4-1. 藉由網路架構之IBO/MEMBER/CLIENT間之關係圖 ………………… 45
圖4-2. Quixtar 交易網站Yr 2000銷售額與發放紅利示意圖 …………… 46
圖4-3(a). 傳統模式之顧客關係……………………………………………… 52
圖4-3(b). 新模式下之顧客關係……………………………………………… 53
圖4-4.組合國際（CA）jasmine ii portal 架構……………………… 55
圖5-1. 紡織織布業之銷售通路結構 ………………………………………… 64
圖5-2. 紡織業行銷聯盟型企業…………………………………………… 68
圖5-3. 紡織業流行行銷B2B作業架構平台……………………………… 73
圖5-4. 紡織業電子商務資訊架構示意圖 …………………………………… 79


表目錄
表2-1. 新的B2B電子市集分類 …………………………………………………10
表2-2. 電子商務商業模式分析 …………………………………………………11
表2-3. 台灣地區電子商務的早期進入者電子商務經營模式競爭策略 ………11
表2-4. 不同階段學者對關係行銷之定義 ………………………………………12
表2-5. 從大眾行銷到關係行銷的連續性 ………………………………………14
表2-6. 交易式/契約式/關係式行銷之比較 ……………………………………15
表2-7. 關係程度與網路行銷之相關 ……………………………………………16
表2-8. 資料庫行銷與關係行銷之差異 …………………………………………18
表3-1. 本研究之研究程序 ………………………………………………………35
表5-1. 異業經營電子商務異同比較表 …………………………………………63
表5-2. 紡織成衣相關業採購決策分析 …………………………………………63
表5-3. 紡織業行銷作業改善設計……………………………………………… 66
表5-4. 異業個案行銷策略比較 …………………………………………………74
表5-5. 異業個案電子商務策略比較…………………………………………… 78		zh_TW
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dc.language.iso en_US-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0089932105en_US
dc.subject (關鍵詞) 電子商務zh_TW
dc.subject (關鍵詞) 傳銷zh_TW
dc.subject (關鍵詞) 整合行銷zh_TW
dc.subject (關鍵詞) 流行行銷zh_TW
dc.subject (關鍵詞) B2Ben_US
dc.title (題名) 紡織業流行行銷B2B經營模式之研究 - 以電子商務化傳銷業個案研究途徑zh_TW
dc.type (資料類型) thesisen
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