Responsive image
博碩士論文 etd-0609119-213318 詳細資訊
Title page for etd-0609119-213318
Analysis of Marketing Strategy of Network Platform for Building Materials Industry
Year, semester
Number of pages
Tzyh-Lih Hisa
Advisory Committee
Yi-Cheng Chen
Date of Exam
Date of Submission
Product image, purchase intention, building materials, service quality, competition strategy, five-force analysis, SWOT analysis
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摘 要
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.
目次 Table of Contents
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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