臺灣博碩士論文加值系統

現今台灣電子商務發展已經相當成熟，B2C網路購物現今已成為人們的購物方式之ㄧ。隨著電子商務的蓬勃發展，開設網路商店的門檻也大幅降低，企業主紛紛搶佔網路購物市場的商機。開設網路商店有許多方式，其中最大眾的就是由虛擬業者(Yahoo、PChome、樂天等等)提供的開店平台以及拍賣平台，但一般網站像拍賣網站、部落格或網路廣告都是使用點擊數的統計機制來做使用者到站統計，只是單純使用點擊數的統計機制無法提供其他有幫助的瀏覽資訊，這對於日後企業行銷預算的控管以及行銷決策的制訂都會遇上很大的困難。自行架設的B2C電子商務網站，最能塑造出企業的品牌形象，並且能有效追蹤網站績效。透過再行銷廣告的投放，希望能有效的吸引顧客再次回來我們的網站，同時吸引消費者再次購買的意願。本研究運用Google Analytics軟體追蹤並觀察自架網站投放了再行銷廣告之後流量數據及轉換率的差異，藉由蒐集到的數據來評估網站再行銷的績效，並能針對問題點(如點擊數、轉換率等等)，提出改善的建議，透過數據的蒐集與分析，可以替該網站的行銷決策做更精確的評估。

With the popularity of computers, more and more people rely on computers to get information or buy goods, now Taiwans e-commerce development has been quite mature, B2C online shopping has become the way people shopping. With the vigorous development of e-commerce, set up the threshold of online stores also significantly reduced, business owners have to seize the opportunity to shop online shopping. There are many ways to open an online store, the most popular of which is by the virtual industry (Yahoo, PChome, Lotte, etc.) to provide the shop platform and auction platform, but the general site like auction sites, blogs or online advertising are using the number of hits statistical mechanism to do the user to the station statistics, but simply use the number of hits statistical mechanism can not provide other helpful browsing information, Such as the users visit time, the number of visits, the analysis of popular website pages, etc., which for future corporate marketing budget control and marketing decision-making will encounter great difficulties.
Self-erected B2C e-commerce site, the best shape of the corporate brand image, and can effectively track the site performance. Through the marketing of remarketing ads, hoping to effectively attract customers to come back to our website again, while attracting consumers to buy again. This study uses Google Analytics software to track and observe the difference in traffic data and conversion rates from remarketing ads on the site. The data collected to assess the performance of the sites remarketing can be used to track questions such as clicks, Conversion rate, etc.), to make suggestions for improvement, through the collection and analysis of data, the site can make a more accurate marketing decisions.

摘　要 i
ABSTRACT ii
誌 謝 iv
目 錄 v
表目錄 vi
圖目錄 vii
第一章 緒論 1
1.1 研究背景 1
1.2 研究動機 3
1.3 研究目的 4
1.4 研究流程 4
第二章 文獻探討 6
2.1 電子商務 6
2.2 網路廣告 12
2.3 再行銷廣告 17
2.4 Google Analystics概述 25
2.5 文獻小結 31
第三章 研究方法 32
3.1 研究架構 32
3.2 研究設計 33
3.3 研究對象 39
第四章 研究結果與分析 41
4.1 購物網站個案介紹 41
4.2 個案公司4月績效研究 41
第五章 結論 63
5.1 研究發現與結論 63
5.2 研究貢獻 64
5.3 研究限制 64
5.4 未來研究方向與建議 65
參考文獻 66

中文
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