臺灣博碩士論文加值系統

由於消費模式的改變，網購平台與社群網站逐漸成為市場消費主流，而商品行銷手法由實體店面邁向虛擬通路的多角化行銷，網路品牌效應因應產生。雖然網路品牌曝光與行銷推網比起傳統實體商店有更多的不確定性和風險，但卻存在著更多元化的操作模式，透過網購平台的銷售曝光、部落客試吃推薦、或與各銷售網站跟廠商之間的行銷合作、網路口碑行銷等，將商品以特色圖片呈現，不同於實體通路擺設銷售，在虛擬的網路空間裡重新詮釋，讓消費者透過特色行銷方式能了解到產品的特性、特色，感受到商品的質地、香氣，並透過價格組合引起消費者購買意願，增加公司整體銷售營業額。因此，網路品牌經營與銷售操作亦逐漸被企業視為是提昇營收效益重要策略之一。
本研究主要目的在於採用個案研究方法探討養生商品網路特色行銷模式之效益評估-以S品牌滴雞精為例，並以實操作網路品牌的實務經營模式。本研究並進一步根據相關文獻彙整從「企業面」、「網購平台經營面」、「產品特色面」「品牌網站特色」等四大層面探討網路品牌經營關鍵成功素。根據個案分析與研究結果，此研究分析結果與研究發現可以提供做為實務界建立未來發展網路品牌經營銷售之重要參考。

Due to changes in consumption patterns, online shopping platforms and social networking sites have gradually become the mainstream of market consumption, and merchandise marketing techniques have moved from physical storefronts to diversified marketing of virtual channels, and online branding effects have emerged. Although online brand exposure and marketing push network have more uncertainties and risks than traditional physical stores, there are more diversified modes of operation, sales exposure through online shopping platforms, recommendations from bloggers, or With the marketing cooperation between various sales websites and manufacturers, online word-of-mouth marketing, etc., the products are presented as featured pictures, which are different from the physical channel sales and are reinterpreted in the virtual network space, enabling consumers to adopt special marketing methods. Understand the characteristics of products, features, feel the texture of goods, aroma, and through the price combination of consumer purchase intentions, increase the company's overall sales turnover. Therefore, online brand management and sales operations are also gradually seen by companies as one of the important strategies to increase revenue efficiency.
The main purpose of this study is to use a case study method to explore the effectiveness evaluation of the characteristics of the marketing model of the health product network-taking the S brand drunk chicken essence as an example, and taking practical operation of the network brand's practical business model. This research will further discuss the key success factors of online brand management from the four aspects of “Enterprise Face”, “Online Shopping Platform Face”, “Product Features Face” and “Brand Website Features” based on relevant literature. According to the case analysis and research results, this research analysis result and research findings can provide an important reference for the practice community to establish the future development of online brand marketing.

摘要................................................i
Abstract...........................................ii
誌謝..............................................iii
目錄...............................................iv
表目錄.............................................vi
圖目錄............................................vii
第一章 緒論.........................................1
1.1 研究背景與動機..............................1
1.2 研究目的....................................1
1.3 研究流程....................................2
第二章 文獻探討......................................4
2.1 談養生文化..................................4
2.2 產品特質對網路行銷之影響.....................4
2.3 特色行銷模式對網路品牌經營影響................5
2.4 網路行銷策略................................6
第三章 研究對象......................................9
3.1 滴雞精養生商品之簡介.........................9
3.2 S品牌滴雞精商品之經營概況...................9
3.3 S品牌滴雞精商品之投資成本..................10
3.4 S品牌滴雞精商品特色規劃行銷策略..............11
第四章 研究方法.....................................14
4.1 研究架構....................................14
4.2 調查方法....................................14
4.2.1產品特色面.............................14
4.2.2網購平台經營面.........................18
4.2.3企業經營面.............................20
4.2.4品牌網站特色面.........................20
4.3 資料分析法..................................21
第五章 結果與討論...................................24
5.1 商品公關曝光有助於品牌知名度提升..............24
5.2 品牌形象提升對於品牌銷售成功有所影響..........25
5.3 虛實通路整合對於品牌經營成功有所影響..........27
第六章 結論與建議...................................37
6.1 研究結論...................................37
6.1.1商品公關曝光有助於品牌知名度提升........37
6.1.2品牌形象提升對於銷售成功有所影響........37
6.1.3虛實通路整合對品牌經營成功有所影響......38
6.2研究建議與未來研究方向.......................39
6.2.1研究建議..............................39
6.2.2未來研究方向..........................39
參考文獻...........................................40
中文部分...........................................40
外文部分...........................................41
Extended Abstract.................................44

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