:::

詳目顯示

回上一頁
題名:臺灣網路花坊廣告策略之現況調查研究
書刊名:廣告學研究
作者:楊淑晴 引用關係
作者(外文):Yang, Shu Ching
出版日期:1999
卷期:12
頁次:頁89-116
主題關鍵詞:網路花坊廣告策略
原始連結:連回原系統網址new window
相關次數:
  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:3
  • 點閱點閱:20
     由於網際網路的發展為企業帶來新的商機,WWW 成為一項新的行銷利器, 備受 企業所重視。隨著這股網路行銷的風潮,在國內有越來越多的花卉業者也切入線上服務的新 領域,建構虛擬商店,以期能在網路上為花卉尋求利基,提供傳統花店之外的新銷售管道。 回顧網路行銷的相關文獻,針對特定主題或行業深入分析網際網路對行銷廣告策略影響的文 獻確實不多,因而引發了本文的研究動機。本研究試圖以內容分析方法,針對國內網路花卉 業者在 WWW 上之網頁,以廣告策略為構面, 分析其資訊呈現之廣告策略應用現況與特性; 並根據所得的初步結果,進一步探討花卉業者用網際網路對銷售、服務、行銷及其廣告策略 之互動發展,提供業者一些建議。
     As the Internet has become a strategic information tool for com mercial enterprises, more and more domestic flower shops enter into the new territory of on-line service. Given the limited research about the advertising of virtual flower shops, this paper makes use of content analysis methodology by investigating the on-line advertising strategy of virtual flower shops on the web. The study uses the advertising infor- mation strategy as a framework to analyze the Internet flower shop's in- formation display and to understand the current status and characteristics of their online advertising strategies. The findings based on the result of the content analysis are discussed and recommendations are suggested.
期刊論文
1.賴香菊、林朝賢(1995)。全球資訊網(WWW)企業應用現狀分析。中華民國資訊經理人,34,8-20。  延伸查詢new window
2.Berthon, Pierre、Pitt, Leyland F.、Watson, Richard T.(1996)。The World Wide Web as an Advertising Medium: Toward an Understanding of Conversion Efficiency。Journal of Advertising Research,36(1),43-54。  new window
3.夏心華(1996)。網路搖錢樹?企業搖錢樹。突破雜誌,134,68-72。  延伸查詢new window
4.涂裔輝(19950900)。商業網路發展與前景。資訊與電腦雜誌,182,28-29。  延伸查詢new window
5.陳枝蘭(1997)。網路購物正發燒。卓越雜誌,1997(1月號),76-79。  延伸查詢new window
6.程義峰(1997)。如何讓網站廣為人知。網際空間,1997(2月號),89-94。  延伸查詢new window
7.黃振嘉(19970600)。網路商店的經營策略。資訊與電腦雜誌,203,94-100。  延伸查詢new window
8.楊忠川(1996)。如何經營成功的網路企業。資訊與電腦,195,66-71。  延伸查詢new window
9.楊忠川(19961100)。電子商務停看聽(下)--如何經營成功的網路企業?。資訊與電腦雜誌,196,56-59。  延伸查詢new window
10.楊忠川(19961000)。電子商務停看聽(上)--如何經營成功的網路企業?。資訊與電腦雜誌,195,66-70。  延伸查詢new window
11.資訊工業策進會推廣服務處、陳麗安(19970213)。1997年網際網路應用現況與展望。Internet雙週報。  延伸查詢new window
12.賴建都(19980700)。網際網路廣告訊息設計之研究。廣告學研究,11,19-36。new window  延伸查詢new window
13.賴偉廉(1997)。企業網路開店行銷手札。通訊雜誌,8,30-33。  延伸查詢new window
14.謝效昭(19980700)。網際網路對企業廣告策略的影響--探索性研究。廣告學研究,11,1-18。new window  延伸查詢new window
15.Anderson, M. D.、Choobineh, J.(1996)。Marketing on the Internet: Information strategy。The Executive's Journal,22-29。  new window
16.Chapin, A. L.(1995)。The state of the Internet。Telecommunication,29,24-26。  new window
17.Condo, R.(1995)。Feels so real。Marketing,27-28。  new window
18.Cronin, B.、Overfelf, K.、Fouchereaux, K.、Manzvanzvike, T.、Cha, M.、Sona, E.(1994)。The Internet and competitive intelligence: A survey of current practice。International Journal of Information Management,14(3),204-222。  new window
19.Ducoffe, R. H.(1995)。How consumers assess the value of advertising。Journal of Current Issues and Research in Advertising,17(1),1-18。  new window
20.Edwards, F.(1989)。The marketing of wine from small wineries: Managing the intangibles。International Marketing Review,6(2),14-17。  new window
21.Ellis, B.、Mosher, J. S.(1993)。Six Ps for four characteristics: A complete positioning strategy for the professional service firm: CPA's。Journal of Professional Services Marketing,9(1),129-145。  new window
22.Hawkins, D. T.(1994)。Electronic advertising: On online information systems。Online,18(2),26-39。  new window
23.Hill, D. J.、Gandhi, N.(1992)。Services advertising: A framework to its effectiveness。Journal of Services Marketing,6,63-76。  new window
24.Judson, B.(1995)。"Luring advertisers" prospects to web。Advertising Age,7,16。  new window
25.Liu, C.、Arnett, K. P.、Capella, L. M.、Beatty, R. C.(1997)。Web sites of the fortune 500 companies: Facing customers through home pages。Information & Management,31,335-345。  new window
26.Maddox, L. M.、Mehta, D.(1997)。The role and effect of web addresses in advertising。Journal of Advertising Research,37,47-60。  new window
27.Newhagen, J. E.、Rafaeli, S.(1996)。Why communication researchers should study the Internet: A dialogue。Journal of Communication,46,4-13。  new window
28.Quelch, J. A.、Klevin, L. R.(1996)。The internet and international marketing。Sloan Management Review,37(3),60-75。  new window
29.Rowley, J.(1996)。Retailing and shopping on the Internet。Internet Research: Electronic Networking Applications and Policy,6(1),81-89。  new window
30.楊忠川(19980800)。臺灣購物網站--行銷策略現況調查。通訊雜誌,55,61-66。  延伸查詢new window
31.Cockburn, C.、Wilson, T. D.(1996)。Business Use of the World-Wide Web。International Journal of Information Management,16(2),83-102。  new window
32.Ducoffe, Robert H.(1996)。Advertising Value and Advertising on the Web。Journal of Advertising Research,36(5),21-35。  new window
33.Kassarjian, Harold H.(1977)。Content Analysis in Consumer Research。Journal of Consumer Research,4(1),8-18。  new window
學位論文
1.林朝賢(1995)。資訊高速公路在企業經營顧客服務上之應用研究(碩士論文)。國立中山大學。  延伸查詢new window
2.邱裕賓(1998)。從行銷層面探討企業建構電子商店之研究(碩士論文)。國立雲林科技大學。  延伸查詢new window
3.徐怡華(1998)。網路速度與資訊呈現方式對廣告效果之影響(碩士論文)。國立中正大學。  延伸查詢new window
4.谷雅慧(1996)。資訊呈現方式對網路行銷廣告效果之研究--以實驗法探討WWW網路購物情境(碩士論文)。國立中央大學。  延伸查詢new window
5.張元琦(1996)。企業在網際網路上行銷活動之研究(碩士論文)。國立政治大學。  延伸查詢new window
6.陳廷榮(1995)。資訊高速公路為行銷組合決策帶來之機會(碩士論文)。國立中山大學。  延伸查詢new window
7.陳俊憲(1996)。企業於全球資訊網(WorldWideWeb)上設置首頁(HomePage)採用過程與採用狀況之研究(碩士論文)。國立交通大學。  延伸查詢new window
圖書
1.Sterne, J.(1995)。World Wide Web marketing: New techniques for marketing on the Internet。New York:J. Wiley。  new window
2.侯俊耀(1996)。網際網路大時代:網際網路的商業應用及未來大趨勢。臺北市:第三波。  延伸查詢new window
3.黃俊英(1992)。行銷研究--管理與技術。台北:中國經濟企業研究所。  延伸查詢new window
4.Allen, C.(1998)。Internet world guides to one-to-one web marketing。New York:Wiley。  new window
5.Cronin, M. J.(1994)。Doing business on the Internet: How the electronic highway is transforming American companies。New York:Van Nostrand。  new window
6.Ellsworth, J. H.、Ellsworth, M. V.(1995)。Marketing on the Internet: Multimedia strategies for the world wide web。New York:J. Wiley。  new window
7.Ellsworth, J. H.、Ellsworth, M. V.(1995)。The new Internet business book。New York:John Wiley。  new window
8.Hagel, J.(1997)。Net gain: Expanding markets through virtual communities。Boston:Harvard Business School Press。  new window
9.Holsi, O. R.(1969)。Content analysis for the social sciences and humanities。Reading, Mass.:Addison-Wesley Publishing Co.。  new window
10.Janal, D. S.(1995)。Online marketing handbook: How to sell, advertise, publicize, and promote your products and services on the Internet and commercial online systems。New York:Van Nostrand Reinhold。  new window
11.Komenar, M.(1997)。Electronic marketing。New York:Wiley Computer。  new window
12.Lewis, H. G.(1997)。Selling on the net: the complete guide。Lincolnwood, Ill., USA:NTC Business Books。  new window
13.Martin, C. L.(1996)。The digital estate: Strategies for competing, surviving and thriving in an internetworked world。New York:McGraw-Hill。  new window
14.Marlow, E.(1997)。Web visions: An inside look at successful business strategies on the net。New York:Van Nostrand Reinhold。  new window
15.Murdick, R. G.、Render, B.、Russell, R. S.(1990)。Service operation management。Boston:Allyn and Bacon。  new window
16.Porter, M. E.(1991)。Michael E. Porter on competition and strategy。Boston, Mass:Harvard Business School Press。  new window
17.Schwartz, E. I.(1997)。Webonomics: Nine essential principles for growing your business on the world wide web。Bantam Doubleday Dell Pub。  new window
18.Vaughan, T.(1993)。Multimedia: Making it work。McGraw-Hill。  new window
19.Berelson, B.(1952)。Content analysis in communication research。The Free Press。  new window
20.Kerlinger, Fred N.(1986)。Foundations of behavioral research。Holt, Rinehart and Winston。  new window
21.Kalakota, Ravi、Whinston, Andrew B.(1997)。Electronic Commerce: A Manager's Guide。Addison-Wesley Publishing Company, Inc.。  new window
22.Porter, Michael E.(1985)。Competitive Advantage: Creating and Sustaining Superior Performance。New York, NY:Free Press。  new window
23.Kotler, Philip(1994)。Marketing Management: Analysis, Planning, Implementation, and Control。Prentice-Hall, Inc.。  new window
24.Krippendorff, Klaus H.(1980)。Content Analysis: An Introduction to its Methodology。Sage。  new window
25.王石番(1991)。傳播內容分析法--理論與實踐。台北:幼獅文化。  延伸查詢new window
其他
1.The Internet Group(1994)。Marketing on the Internet: An innovative approach to global profit and revenue,http://WWW.tig.com/ibc/。  new window
圖書論文
1.Raman, N. V.、Leckenby, J. D.(1995)。Advertising on media: Some issues, some suggestions。The Proceedings of the 1995 Conference of the American Academy of Advertising。Waco, TX:Baylor University。  new window
 
 
 
 
第一頁 上一頁 下一頁 最後一頁 top
QR Code
QRCODE