臺灣博碩士論文加值系統

E - Marketing is a field that is continuing to grow and its concept may be defining a totally new and effective choice for Vietnam manufacture. The advent of the Internet has opened a vast new frontier to marketers, especially for the furniture industry. Internet marketing is also a modern tool which is using the internet to help the furniture industry to penetrate into the global market, collecting the information faster and more effective. With E-Marketing, businesses can also provide their information on the products to target customers from all over the world who can connect to internet. With low costs and multi-utilities, businesses can gain much benefit from it.
This thesis tests the differences between industry sectors on the 5Ss model of Sell, Serve, Speak, Save and Sizzle to find out how SMEs with different industry sectors affect on in E-Marketing strategy. From the analysis result, the researcher can have the measurement adjustment in Vietnam market. For this purpose, Poh Huat Vietnam has been studied as a case study. To achieve the purpose of the study, a survey was used involving 150 marketers in all kinds of indystries. The results of the survey exposed the current perception of Vietnam SMEs on the E- Marketing strategies. Based on results of the analyses, the study shows the benifit of E-Marketing strategies and offers some recommendations also.

E - Marketing is a field that is continuing to grow and its concept may be defining a totally new and effective choice for Vietnam manufacture. The advent of the Internet has opened a vast new frontier to marketers, especially for the furniture industry. Internet marketing is also a modern tool which is using the internet to help the furniture industry to penetrate into the global market, collecting the information faster and more effective. With E-Marketing, businesses can also provide their information on the products to target customers from all over the world who can connect to internet. With low costs and multi-utilities, businesses can gain much benefit from it.
This thesis tests the differences between industry sectors on the 5Ss model of Sell, Serve, Speak, Save and Sizzle to find out how SMEs with different industry sectors affect on in E-Marketing strategy. From the analysis result, the researcher can have the measurement adjustment in Vietnam market. For this purpose, Poh Huat Vietnam has been studied as a case study. To achieve the purpose of the study, a survey was used involving 150 marketers in all kinds of indystries. The results of the survey exposed the current perception of Vietnam SMEs on the E- Marketing strategies. Based on results of the analyses, the study shows the benifit of E-Marketing strategies and offers some recommendations also.

ACKNOWLEDGMENTS I
ABSTRACT II
Contents III
Tables VII
Figures IX
Chapter1 Introduction 1
1.1 Background, Company Case and Motivation 1
1.1.1 Background. 1
1.1.2 Company case. 2
1.1.3 Motivation. 7
1.2 Purpose 9
1.3 Research Scope and Limitations 10
1.4 Definition of Terms 10
1.4.1 B2B (Business to Business). 10
1.4.2 E-Marketing. 10
1.4.3 The 5Ss of E-Marketing. 11
1.4.4 Pay per click. 12
1.4.5 Sponsored link. 12
1.4.6 Banner Adverts. 12
1.4.7 Search Engine Optimization (SEO). 12
1.4.8 Online visibility. 13
Chapter 2 Literature Review 14
2.1 B2B E-Marketing 14
2.1.1 Overview. 14
2.1.2 The role and benefits of B2B E-Marketing to enterprises. 15
2.2 Definition of E-Marketing. 16
2.3 Types of E-Marketing Strategy /Methods 17
2.3.1 Search marketing. 17
2.3.2 Online PR. 20
2.3.3 Email marketing. 20
2.3.4 Interactive Ads. 21
2.3.5 Online partnerships. 22
2.4 E-Marketing Models 23
2.4.1 The 5Ss of E-marketing. 23
2.4.2 The Digital Marketing cycle. 25
2.4.3 The 4Ps Model. 26
2.4.4 The SOSTAC® Model. 28
2.5 E-Marketing Mix 32
2.5.1 Definition. 32
2.5.2 Tools of e-marketing mix. 32
2.6 E-Marketing SWOT Analysis 34
2.7 Research Framework 35
2.8 Hypotheses 35
Chapter 3 Research Methodology 36
3.1 Research Process 36
3.2 Research Methodology 38
3.2.1 In-Depth interview. 39
3.2.2 Questionaire design. 39
3.3 Population and Sampling 41
3.3.1 Population. 41
3.3.2 Sampling. 41
3.4 Reliability and Validity 42
3.4.1 Reliability. 42
3.4.2 Validity. 42
3.5 Data Collection 42
3.6 Data Analysis 43
3.6.1 Qualitative analysis. 43
3.6.2 Quantitative analysis. 43
Chapter 4 Research Results and Analysis 44
4.1 Descriptive Statistics 44
4.1.1 Characteristics of the respondents. 44
4.1.2 Characteristics of the enterprises. 47
4.1.3 Measurement results of research variables. 51
4.2 Reliability 55
4.3 One Way ANOVA 57
4.3.1 H1: There is significant difference in e-marketing strategy between industry sectors and sell. 57
4.3.2 H2: There is significant difference in E-Marketing strategy between industry sectors and Serve. 58
4.3.3 H3: There is significant difference in E-Marketing strategy between industry sectors and Speak. 59
4.3.4 H4: There is significant difference in E-Marketing strategy between industry sectors and Save. 60
4.3.5 H5: There is significant difference in E-Marketing strategy between industry sectors and Sizzle. 61
4.4 Summary 62
Chapter 5 Conclusions, Implications, and Recommendations 64
5.1 Conclusion 64
5.1.1 How SMEs with different industry sectors affect on Sell factor in E-Marketing strategy. 64
5.1.2 How SMEs with different industry sectors affect on Serve factor in E-Marketing strategy. 64
5.1.3 How SMEs with different industry sectors affect on Speak factor in E-Marketing strategy. 65
5.1.4 How SMEs with different industry sectors affect on Save factor in E-Marketing strategy. 65
5.1.5 How SMEs with different industry sectors affect on Sizzle factor in E-Marketing strategy. 65
5.2 Implication 66
5.2.1 Key to success. 66
5.2.2 Prepare a plan. 66
5.2.3 Communication. 66
5.3 Recommendations 66
References 68
Attachment 72

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