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題名 企業在網際網路上行銷活動之研究
The Research on Companies` Marketing Activities on Internet
作者 張元琦
Chang, Yuan-Chyi
貢獻者 王秉鈞
Wang, Bing-Jyun
張元琦
Chang, Yuan-Chyi
關鍵詞 網際網路
線上商務
行銷組合
Internet
Online Business
Marketing Mix
日期 1995
上傳時間 28-Apr-2016 14:39:50 (UTC+8)
摘要 編號:832851文章名稱:企業在網際網路上行銷活動之研究作稱:張元琦雜誌名稱:卷數:頁數起:頁數起:出版年:85出版月:06第一關鍵字:網際網路第二關鍵字:線上商務第三關鍵字:行銷組合body:本研究將有關於網路行銷的文獻加以彙整，比如說釐清行銷組合的概念，將其區分為價值形成，價值傳達，價值表示與價值實現的特性，進而與一般概念中的４Ｐ相結合．其次說明網際網路的發展狀況，應用服務情形，演進歷史及其上使用者互動間所遵循的網路文化，最後再針對通路的功能進行探討．再者，本研究在第三章中對網際網路與行銷間所產生的影響進行探討．首先依據目前網際網路上較具代表性或較常為人所應用的支援服務加以彙整與分類，其次分析未來資訊高速公路實現後其下的行銷環境與未來重大行銷發展的趨勢．在第四章中，本研究利用全球資訊網瀏覽器對網際網路上的站台收集資料並進行分析，最後針對分析結果得到結論與建議．（張元琦）
參考文獻 英文部分
1. Bagozzi R. P. (1986) , Principles of Marketing Management` Chicago: Science Resaerch Associates, Inc..
2. Bell` Martin L. (1979) , Marketing: Concepts and Strategy` Boston: Houghton Miff 1 in Company` 3rd ed..
3. Boone L. E. and D. L. Kurtz ( 1989) , Comtemporary Market ing ,6th. ed. ` Florida: Rinehart and Winston, Inc` Chap 1.
4. Benjamin R. and R. Wigand` " Electronic Markets and Virtual Value Chains on the Information Superhighway" , Sloan Management Review` Winter 1995 ` pp. 62-72.
5. Borden N. H. (1964) ," The Concept of Marketing Mix" Journal of Advertising Research` June 1964 ` pp. 2-7.
6. Busch P. S. and M. J. Houston (1985) , Marketing Strategic Foundations` I11inois : Richard D. Irwin, Inc` Chap 1.
7. Carpenter` Gregory S. and Dona 1 d R. Lehmann` " AMode1 of Marketing Mix` Brand Switching and Competition" , Journal of Marketing Research, August 1985 ` pp. 318-329.
8. Charles A. B. and J. D. Hlavacek (1984) `Managerial Marketing: The Ultimate Advantage` New Jersey: Managerial Marketing.
9. Cronin M. 1. (1994) , Doing Business on the Internet: How the Electronic Highway is Transforming American Companies` Van Nostrand Reinhold.
10. Eliashberg J. and G. L. Li 1 i en ( 1993) , Marketing , New York: North-Ho 11 and, Inc` Chap 15.
11. Evans J. R. (1987) `Marketing` New York: Macmil1an Publishing Company , p. 31.
12. Faberman ` Jay and Allan Tarlow (1982) ," Point of View: Price` The Forgotten Marketing Variable" ? Journal of Advertising Research ? Vol. 22 pp.49-51.
13. Farah O. (1994)" Framework for NII Services" • available via WWW` http:\\\\dsys.ncsl.nist.gov/pub/sawg/niiframe.html.
14. Hiroshi Ishii ? Minoru Kobayashi and Kazuho Arita ` " Interactive Design of Seamless Collaboration Media" Communications of ACM• August 1994 ? Vo 1. 37 ? No.8.
15. Hughes Kevin (1993) ? Entering The WWW : A Guide to Cyberspace ? Honulu1u Community College.
16. Kinnear T. C. and K. L. Bernhardt ( 1983) ? Principles of Marketing ? Illinois : Forsman and Company` Chap 2.
17. Kotler P. (1994) ? Marketing Management: Analysis `Planning` Implementation and Control ? N. J : Prentice-Hall International, Inc ? 8th. ed..
18. Leiner` Barry M. ` " International Technology" ? Communication of the ACM ` August 1994 ,Vol. 37• No.8` p. 32.
19. Louis W. Stern and Adel I. El-Ansary (1995) ? Marketing Channels` Prentice-Hall, Inc.
20. Magra th A. J. (1986) ? n When Marketing Services ? 4Ps are not enough" ,Bus i ness Horizons ? pp. 44-50.
21. Markin R. (1982) `Marketing: Strategy and Management` New York: John Wiley &Sons Inc ? 2nd. ed. ` Chap l.
22. Mason J. B. and H. F. Ezell (1987) ? Marketing: Principle and Strategy ? Texas: Business Publications, Inc` Chap2.
23. McCarthy E. 1. (1987) ? Basic Marketing : A Manager i a 1 Approach, Illinois: Richard D. Irwin, Inc. ` Chap2.
24. McCarthy E. 1. (1982) ? Essentials of Marketing` Illinois : Richard D. Irwin, Inc. ? Chap2.
25. Mohr Jakki and John R. Nevin` " Communication Strategies in Marketing Channels : A Theoretical Perspective" ,Journal of Marketing` October 1990 `pp. 36-51。
26. Normann R. and R. Ramirez`" From Value Chain to Value Constellation: Designing Interactive Strategy" `Harvard Business Review` July 1993 ` pp. 65-77.
27. Schewe C. D. (1987) `Marketing: Principles and Strategies` New York: Random House, Inc..
28. " The National Information Infrastructure: Agenda for Action", available via gopher: nii@ntia.doc.gov. ,1993.
29. The Internet Group` " Deploying An Internet Publishing System For Your Company" `available via WWW` HTTP://WWW.TIG.COM/ibc/ ` 1994.
30. The Internet Group` " Marketing on the Internet: A Innovative Approach to Global Profit and Revenue" `available via WWW ` HTTP://WWW.TIG.COM/ibc/ ` 1994.
描述 碩士
國立政治大學
企業管理學系
83355028
資料來源 http://thesis.lib.nccu.edu.tw/record/#B2002002643
資料類型 thesis
dc.contributor.advisor 王秉鈞zh_TW
dc.contributor.advisor Wang, Bing-Jyunen_US
dc.contributor.author (Authors) 張元琦zh_TW
dc.contributor.author (Authors) Chang, Yuan-Chyien_US
dc.creator (作者) 張元琦zh_TW
dc.creator (作者) Chang, Yuan-Chyien_US
dc.date (日期) 1995en_US
dc.date.accessioned 28-Apr-2016 14:39:50 (UTC+8)-
dc.date.available 28-Apr-2016 14:39:50 (UTC+8)-
dc.date.issued (上傳時間) 28-Apr-2016 14:39:50 (UTC+8)-
dc.identifier (Other Identifiers) B2002002643en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/87434-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 企業管理學系zh_TW
dc.description (描述) 83355028zh_TW
dc.description.abstract (摘要) 編號:832851文章名稱:企業在網際網路上行銷活動之研究作稱:張元琦雜誌名稱:卷數:頁數起:頁數起:出版年:85出版月:06第一關鍵字:網際網路第二關鍵字:線上商務第三關鍵字:行銷組合body:本研究將有關於網路行銷的文獻加以彙整，比如說釐清行銷組合的概念，將其區分為價值形成，價值傳達，價值表示與價值實現的特性，進而與一般概念中的４Ｐ相結合．其次說明網際網路的發展狀況，應用服務情形，演進歷史及其上使用者互動間所遵循的網路文化，最後再針對通路的功能進行探討．再者，本研究在第三章中對網際網路與行銷間所產生的影響進行探討．首先依據目前網際網路上較具代表性或較常為人所應用的支援服務加以彙整與分類，其次分析未來資訊高速公路實現後其下的行銷環境與未來重大行銷發展的趨勢．在第四章中，本研究利用全球資訊網瀏覽器對網際網路上的站台收集資料並進行分析，最後針對分析結果得到結論與建議．（張元琦）zh_TW
dc.description.tableofcontents 第壹章緒論..........1
第一節研究背景與動機..........1
第二節研究問題與目的..........6
第三節研究方法..........7
第四節研究限制..........9
第二章文獻探討..........10
第一節網際網路相關文獻..........10
一、網際網路的歷史..........10
二、網際網路的資源分析與應用現況..........16
三、網路社會與網路文化..........20
第二節行銷組合觀念..........27
第三節通路功能研究之相關文獻..........32
第四節無店舖行銷與直效行銷..........40
一、無店舖行銷之定義..........40
二、實證研究結果與文獻討論..........46
第三章網際網路對行銷所產生影響之探討..........49
第一節網際網路提供之基本功能..........51
第二節網際網路對行銷活動之影響..........56
第四章研究設計與資料分析..........67
第一節研究樣本收集..........67
一、研究架構描述..........67
二、資料收集..........68
第二節資料分析與規納..........75
第五章結論與建議..........95
第一節研究成果..........95
第二節建議..........101		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#B2002002643en_US
dc.subject (關鍵詞) 網際網路zh_TW
dc.subject (關鍵詞) 線上商務zh_TW
dc.subject (關鍵詞) 行銷組合zh_TW
dc.subject (關鍵詞) Interneten_US
dc.subject (關鍵詞) Online Businessen_US
dc.subject (關鍵詞) Marketing Mixen_US
dc.title (題名) 企業在網際網路上行銷活動之研究zh_TW
dc.title (題名) The Research on Companies` Marketing Activities on Interneten_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 英文部分
1. Bagozzi R. P. (1986) , Principles of Marketing Management` Chicago: Science Resaerch Associates, Inc..
2. Bell` Martin L. (1979) , Marketing: Concepts and Strategy` Boston: Houghton Miff 1 in Company` 3rd ed..
3. Boone L. E. and D. L. Kurtz ( 1989) , Comtemporary Market ing ,6th. ed. ` Florida: Rinehart and Winston, Inc` Chap 1.
4. Benjamin R. and R. Wigand` " Electronic Markets and Virtual Value Chains on the Information Superhighway" , Sloan Management Review` Winter 1995 ` pp. 62-72.
5. Borden N. H. (1964) ," The Concept of Marketing Mix" Journal of Advertising Research` June 1964 ` pp. 2-7.
6. Busch P. S. and M. J. Houston (1985) , Marketing Strategic Foundations` I11inois : Richard D. Irwin, Inc` Chap 1.
7. Carpenter` Gregory S. and Dona 1 d R. Lehmann` " AMode1 of Marketing Mix` Brand Switching and Competition" , Journal of Marketing Research, August 1985 ` pp. 318-329.
8. Charles A. B. and J. D. Hlavacek (1984) `Managerial Marketing: The Ultimate Advantage` New Jersey: Managerial Marketing.
9. Cronin M. 1. (1994) , Doing Business on the Internet: How the Electronic Highway is Transforming American Companies` Van Nostrand Reinhold.
10. Eliashberg J. and G. L. Li 1 i en ( 1993) , Marketing , New York: North-Ho 11 and, Inc` Chap 15.
11. Evans J. R. (1987) `Marketing` New York: Macmil1an Publishing Company , p. 31.
12. Faberman ` Jay and Allan Tarlow (1982) ," Point of View: Price` The Forgotten Marketing Variable" ? Journal of Advertising Research ? Vol. 22 pp.49-51.
13. Farah O. (1994)" Framework for NII Services" • available via WWW` http:\\\\dsys.ncsl.nist.gov/pub/sawg/niiframe.html.
14. Hiroshi Ishii ? Minoru Kobayashi and Kazuho Arita ` " Interactive Design of Seamless Collaboration Media" Communications of ACM• August 1994 ? Vo 1. 37 ? No.8.
15. Hughes Kevin (1993) ? Entering The WWW : A Guide to Cyberspace ? Honulu1u Community College.
16. Kinnear T. C. and K. L. Bernhardt ( 1983) ? Principles of Marketing ? Illinois : Forsman and Company` Chap 2.
17. Kotler P. (1994) ? Marketing Management: Analysis `Planning` Implementation and Control ? N. J : Prentice-Hall International, Inc ? 8th. ed..
18. Leiner` Barry M. ` " International Technology" ? Communication of the ACM ` August 1994 ,Vol. 37• No.8` p. 32.
19. Louis W. Stern and Adel I. El-Ansary (1995) ? Marketing Channels` Prentice-Hall, Inc.
20. Magra th A. J. (1986) ? n When Marketing Services ? 4Ps are not enough" ,Bus i ness Horizons ? pp. 44-50.
21. Markin R. (1982) `Marketing: Strategy and Management` New York: John Wiley &Sons Inc ? 2nd. ed. ` Chap l.
22. Mason J. B. and H. F. Ezell (1987) ? Marketing: Principle and Strategy ? Texas: Business Publications, Inc` Chap2.
23. McCarthy E. 1. (1987) ? Basic Marketing : A Manager i a 1 Approach, Illinois: Richard D. Irwin, Inc. ` Chap2.
24. McCarthy E. 1. (1982) ? Essentials of Marketing` Illinois : Richard D. Irwin, Inc. ? Chap2.
25. Mohr Jakki and John R. Nevin` " Communication Strategies in Marketing Channels : A Theoretical Perspective" ,Journal of Marketing` October 1990 `pp. 36-51。
26. Normann R. and R. Ramirez`" From Value Chain to Value Constellation: Designing Interactive Strategy" `Harvard Business Review` July 1993 ` pp. 65-77.
27. Schewe C. D. (1987) `Marketing: Principles and Strategies` New York: Random House, Inc..
28. " The National Information Infrastructure: Agenda for Action", available via gopher: nii@ntia.doc.gov. ,1993.
29. The Internet Group` " Deploying An Internet Publishing System For Your Company" `available via WWW` HTTP://WWW.TIG.COM/ibc/ ` 1994.
30. The Internet Group` " Marketing on the Internet: A Innovative Approach to Global Profit and Revenue" `available via WWW ` HTTP://WWW.TIG.COM/ibc/ ` 1994.		zh_TW