摘 要
現今建材產業市場高度競爭，已經不再是過去只仰賴口耳相傳與工地使用推薦的傳統方法來銷售，尤其現在網路資訊發達，各式各樣的商品琳瑯滿目都可以在網路上搜尋到，相對大大增加了各類商品資訊透明性，也對現有建材業業者的經營模式產生另一種新的思維、創新與挑戰。
本研究將以南部某建材行為個案探討，探討消費者對個案建材在網路上的商品形象看法，以及調查消費者對服務品質的感受，分析網路平台對於建材產業的營銷策略。本研究將透過文獻資料，運用SWOT分析、五力分析、競合策略為本研究理論之基礎，而為了蒐集到重點消費者族群的意見，會再透過多位專家訪談做為市場反應的最直接依據，來深度探討這次的研究主題。
本研究結果除了提供個案建材商經營行銷參酌之用，可供其他建材業者參考，甚至涉及其他相關產業，在企業的經營模式上能有新穎的經營模式可選擇。

Abstract
Nowadays, the high competition in the building materials industry market is no longer a traditional method of relying on word of mouth and the use of recommended methods on the construction site. Especially now, the Internet information is developed, and a wide variety of products can be found on the Internet. It has greatly increased the transparency of information on various types of commodities, and has also created another new thinking, innovation and challenge to the business model of existing building materials manufacturers.
This study will discuss the behavior of a building materials in the south, explore consumers' perceptions of the product image of the case building materials on the Internet, and investigate the consumer's perception of service quality, and analyze the marketing strategy of the network platform for the building materials industry. This research will use SWOT analysis, five-force analysis, and competition strategy as the basis of the research theory through literature, and in order to collect opinions from key consumer groups, it will be the most direct basis for market response through interviews with many experts. To explore the topic of this study in depth.
The results of this study, in addition to providing case building materials business marketing for discretion, for other building materials industry reference, and even related to other related industries, in the business model of the company can have a new business model to choose from.

審定書 i
誌 謝 ii
摘 要 iii
Abstract iv
目錄 v
圖目錄 vii
表目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍與限制 3
第二章 文獻探討 4
第一節 商品形象 4
第二節 服務品質 8
第三節 購買意願 13
第四節 電子商務之定義 18
第三章 研究方法 20
第一節 設計科學研究方法 20
第二節 研究方法與步驟 20
第四章 設計發展解決方案 22
第一節 建材平台的商業模式分析 22
第二節 建材平台的商業模式規劃 23
第三節 建材平台的商業模式設計 26
第五章 展示與評估解決方案 28
第一節 建材平台之現況 28
第二節 個案公司介紹 28
第三節 五力分析及 SWOT 分析 30
第四節 營運指標 31
第六章 結論與建議 32
第一節 結論 32
第二節 建議 33
參考文獻 34
附錄 39

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