期刊論文
| 學年 | 100 |
|---|---|
| 學期 | 2 |
| 出版（發表）日期 | 2012-03-01 |
| 作品名稱 | 購物網站自創品牌PayEasy |
| 作品名稱（其他語言） | Website Branding in Online Shopping: The Case of PayEasy |
| 著者 | 黃哲盛 |
| 單位 | 淡江大學國際企業學系 |
| 出版者 | 高雄市：中山大學管理學術研究中心 |
| 著錄名稱、卷期、頁數 | 中山管理評論=Sun Yat-Sen Management Review 20(1)，頁135-158 |
| 摘要 | 本個案探討購物網站PayEasy如何自創品牌的歷程。首先，從創業初期所選定的利基市場專注策略、發掘網路購物經營模式的競爭優勢、透過達人策略帶來的快速成長、到運用電視廣告形塑品牌形象等操作手法；接著，檢視其品牌現況，分析所面臨的產業環境變化，以及更激烈的網路購物平台競爭；最後，探討PayEasy面對未來挑戰所應思考的品牌議題。本個案的內容舖陳，主要以品牌經營者的角度，完整呈現一個購物網站自創品牌各個階段當時的時空背景與策略思考，除了以時間軸整理其建立品牌的發展歷程，也輔以主要競爭者和產業演變等方面的資料，提供個案教學時一個發掘品牌議題與辯論品牌未來成長策略的討論空間。 This case illustrates the whole branding process of online shopping website named PayEasy. Firstly, the author shows that how did PayEasy take a focus strategy in a niche market and develop its competitive advantage by developing a distinctive online shopping business model in its early branding stage; then, how did PayEasy use an expert-building strategy to boost its tremendous business growth and build up its brand image through successful advertising campaign. Secondly, the case examines the current brand status of PayEasy and highlights new competitive situations caused by industry evolution. Finally, the future branding issues for PayEasy have been to explore as well. Through the timeline of brand building, this case has been shown how the critical branding strategies were made by PayEasy's general manager and what the corresponding environment factors were for each decision making, which may provide a good base to facilitate the class discussion of what's the best branding strategy for PayEasy's future success. |
| 關鍵字 | 自創品牌；購物網站；網路購物；達人品牌；品牌延伸 brand building; shopping website; online shopping; expert branding; brand extensions |
| 語言 | zh_TW |
| ISSN | 1023-2842 |
| 期刊性質 | 國內 |
| 收錄於 | TSSCI |
| 產學合作 | |
| 通訊作者 | |
| 審稿制度 | |
| 國別 | TWN |
| 公開徵稿 | |
| 出版型式 | 紙本 |
| 相關連結 |
機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/76282 ) |