教師資料查詢 | 類別: 會議論文 | 教師: 曹修源 Tsao, Hsiu-yuan (瀏覽個人網頁)

標題:A Two-Leve Approach to Establishing a Marketing Strategy in the Electronic Marketplace
學年89
學期1
發表日期2001/01/03
作品名稱A Two-Leve Approach to Establishing a Marketing Strategy in the Electronic Marketplace
作品名稱(其他語言)
著者Tsao, Hsiu-yuan; Lin, Koong H-C.
作品所屬單位淡江大學企業管理學系
出版者Institute of Electrical and Electronics Engineers (IEEE)
會議名稱System Sciences, 2001. Proceedings of the 34th Annual Hawaii International Conference on
會議地點Hawaii, USA
摘要This study concerns an analysis of what kinds of products are more suitable for distribution via the Internet than via traditional markets. The purpose of the analysis is to identify and fit marketing strategy to product in the virtual marketplace. The amount of product information needed by the consumer to reach a purchasing decision varies with the degree of consumer involvement with the purchase. We conjecture that two major factors affect the consumer's disposition toward online shopping: (1) the purchase involvement on the part of consumer, and (2) product information exposure provided by the Web. Therefore, in the virtual market products may be grouped into four categories. The implication of this is that online marketing functions at two levels. (1) Level-1: PNF (primitive network function), which is derived from the primitive network characteristics associated with the product's attributes fitting with the consumer's involvement. (2) Level-2: ANF (advanced network function), which is the marketing communication created by the virtual store to meet the demands of consumers purchasing online.
關鍵字
語言英文
收錄於
會議性質國際
校內研討會地點
研討會時間20010103~20010106
通訊作者
國別美國
公開徵稿
出版型式紙本
出處System Sciences, 2001. Proceedings of the 34th Annual Hawaii International Conference on, 8p
相關連結
Google+ 推薦功能,讓全世界都能看到您的推薦!