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In recent years, the use of Internet seems to be a fashion.
It becomes more and more popular for enterprises to make use of
web for marketing and advertising. In order to grasp the
commercial chance, it is necessary to find the best way for
marketing resources distribution according to marketing
subjects. Generally speaking, the traditional market
segmentation theory is widely accepted by most effect sales in
promoting target marketing. This research tries to apply it to
the current Internet users and divides them into groups of study
according to their ordinarily life styles then analyzes their
relatively descriptive variables to offer references to
enterprises when they are mapping out plans for Internet
marketing. This sampling study is based on the Internet users of
Tsing-Hua, Chiao-Tung University and through web questionnaire
to collect data. After analysis, the ordinarily life style of
those Internet users can be divided into five groups:
"traditional and conservative", "self-fulfilling", "independent
and self-supporting", "reasoning consuming", and "optimistic and
outgoing". The demographic of each groups differ according to
sex, age, field of study, habitation, working, and living
expenses. For motivation of using Internet, the five groups of
users havegreat differences on their enthusiasm of pursuing new
information. For the styles of usage, they make great
differences on frequency, duration, function, and types of
information. For the habit of usage, they vary by levels of
faddish attraction. Other than these, on the item of Internet
shopping, most users haven''t had any experience of purchasing
through Internet and there is nogreat differences on the amount
of money which they are willing to invest on Internet shopping.
Facing Internet shopping, price and quality of the unseen
product are the two main concerns of the prospective shoppers.
Responding to Internet marketing, the prospective shoppers of
different groups are various ontwo aspects: interactive with
enterprises and convenience of comparison betweenproducts. Out
of the result of this research, I find that, facing the coming
Internet shopping period, enterprises, in fact, still have much
to do about Internet marketing. If any company can explore this
effective soliciting tool well, it can certainly be more
competitive advantage.
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