臺灣博碩士論文加值系統

論文摘要
論文名稱：網際網路在精品行銷策略上的應用探討
校所：國立台灣大學管理學院國際企業研究所
畢業時間：中華民國九十年六月
研究生：胡若瑋
指導教授：湯明哲博士
論文摘要
網際網路的功能由溝通工具擴張到商務平台，向來藉由傳統店家銷售的商品，也大量進入網路之中進行銷售，產品範疇從書籍、唱片、日用品到機票，極為廣泛。初期儘管多數商品單價不高，而且屬於形式、品質劃一的量產商品，但精品服飾也逐漸加入，提供消費大眾透過網路連線直接訂購。
行銷組合當中的4P理論在網路時代中也能適用，產品、訂價、通路和促銷這四個要素在網路上同樣關鍵。此外，研究文獻顯示，運用網路行銷，可以對屬於網路族群的消費者有效增強品牌印象，而品牌也是營運績效的驅動因素。尤其專業人士多為早先開始運用網路的族群，對企業而言，倘若忽略網路的行銷與商務功能，將會失去這批年輕的消費人口，不利於長期展望。而網路廣告是新興的訊息傳播方式，具有即時、互動的效果，並且能針對特定目標對象進行商品傳播，在成本效益上，可與傳統廣告媒體較勁。
精品服飾的行業特性在於創造商品的品牌價值，使品牌本身即為商品賣點的一部份，其所代表的尊榮也是高收入消費者追求的社會地位表徵。即使經濟景氣受挫，精品服飾的消費市場通常能相對維持穩定業績，顯見其價格的需求彈性較低。而就網路電子商務而言，精品服飾的上網銷售固然仍有無法實際碰觸商品質感與享受商店服務的缺憾，卻也有交易方便、價格優惠的特性，仍可吸引消費者在網路購買。
這項研究以純粹電子商務網站 Ashford.com和具有悠久歷史的精品服飾商家 Tiffany’s、Sotheby’s 以及 LVMH 集團的精品網站為例，探討精品服飾在網路上的電子商務經營，引用產業結構與價值鏈的分析架構加以探討。研究發現，精品服飾有可能透過網路行銷強化品牌、促進銷售，而虛擬商店與實體資源的結合，將是精品服飾電子商務成功的必要條件。

Abstract
Research Title: The e-Marketing Strategy of the Luxury Goods
School:Department of International Business, School of Management, National Taiwan University
Year:2001
ByHu Jo-wei
Adviser:Dr. Tang Ming-je
The applications for the Internet technology have extended from communications to commerce. Those products and services that were delivered via traditional channels have been provided over the Internet. Books, CDs, flowers, toys, apparels, and even airline tickets are sold now in the virtual marketplace. Though most of the items are of the low-cost daily commodities that are mass-manufactured in standard specifications and quality, luxury goods have also begun to be shown and sold in the cyberspace.
The 4Ps theories are still applicable in the age of e-marketing. Products, Price, Place, and Promotion are equally important as before. Researchers have found that Internet is an effective vehicle for branding, which is essential to business performance of a retailer. Since the early adopters of the Internet tend to be younger in age and in professional businesses, it is not of long-term benefits for a company if it fails to recognize the power of the Internet. The Internet, with its capability for real-time and interactive communications, can be designed for targeting with the cost lower than traditional media.
Luxury goods industry relies on the brand value to create and enhance sales. The brand itself is one of the selling points for the goods. It is the symbol of prestigious social status and enjoys little price elasticity. Though the touch and texture of the goods and the ambience cannot be experience directly over the Internet, shopping online is more convenient and the goods are less expensive.
This thesis examines the e-marketing and e-commerce strategies of the pure dot-com luxury goods retailer Ashford.com and the established fashion and luxury brands like Tiffany’s, Sotheby’s and LVMH. The research finds that Internet is an effective channel for branding and promotion. Also, the integration of online and offline advantages is key to the success of e-marketing and e-commerce for luxury goods.

Contents
Acknowledgement v
Abstract (English) vi
Abstract (Chinese) vii
Tables ix
Figures x
I.Introduction 1
1.Motivation 1
2.Questions Raised 2
3.Research Objectives 2
II.Research Background 3
1.E-Commerce Today 3
2.The Internet Users of the World12
3.The Internet Users in Taiwan14
III.Literature Review16
1.Marketing16
2.Branding21
3.Luxury Goods27
4.E-Marketing32
5.Internet Advertising40
6.E-Commerce45
7.Organizations for E-Marketing and E-Commerce47
IV.Research Design50
1. Research Framework50
2. Research Hypothesis50
3. Research Procedure51
V.Cases of Online Luxury Retailers52
1.Ashford.com53
2.Tiffany’s56
3.Sotheby’s58
4.LVMH’s eLuxury 62
VI.Discussion65
VII.Conclusion and Suggestion72
References74 Appendix77
Tables
Table 2-1Online Retail Sales in North America 3
Table 2-2Online Retail Sales by Products 5
Table 2-3 Internet Users in the World 12
Table 2-4 Internet Users in Taiwan 14
Table 3-1 Values of Prestige and Motivations 28
Figures
Figure 2-1 Online Retail Sales in North America 3
Figure 2-2 World E-Commerce Market 10
Figure 3-1 The Core Concepts of Marketing 16
Figure 3-2 Two Views of Creating Value 17
Figure 3-3 The Four Ps of the Marketing Mix 19
Figure 3-4 4Ps vs. 4Cs 20
Figure 3-5 Elements of the Branded Ownership Experience for an Auto Customer 22
Figure 3-6 Brand Strength and Sales 23
Figure 3-7 Virtuous Circle of Growing Brand Value 25
Figure 3-8 Vicious Circle of Declining Brand Value 25
Figure 3-9 Impact of Dynamic Brand Value Management 26
Figure 3-10 Defining Three Levels of Prestige 29
Figure 3-11 Chanel Customer Segmentation 31
Figure 3-12 Brands of Internet Business 32
Figure 3-13 Brand-building Opportunities 33
Figure 3-14 Online Access by Heavy Users of Brands 34
Figure 3-15 Attribute of a Salesperson 36
Figure 3-16 The Online Consumer: Six Degrees of Separation 38
Figure 3-17 CPM of Various Media 41
Figure 3-18 CPM of Various Media in Different Market Segments 41
Figure 3-19 Decline in Usage of Traditional Media 42
Figure 3-20 Effectiveness Rankings of Advertising in Various Media 44
Figure 3-21 Cost-Effectiveness Rankings of Advertising in Various Media 44
Figure 3-22 CPM by Media 44
Figure 3-23 Pro Forma Income Statement of a Typical Online Retailer 45
Figure 3-24 Conception and Implementation of E-Commerce 47
Figure 3-25 Stages in the Digital Marketing Organization 48
Figure 3-26 Integrating the Traditional and Digital Units for Marketing 49
Figure 5-1 Ashford Homepage 53
Figure 5-2 Tiffany Homepage 56
Figure 5-3 Sotheby’s Homepage 58
Figure 5-4 eLuxeury Homepage 62
Figure 6-1 Prominent Applications of the Internet in the Value Chain 69
Figure 6-2 Internet and Industry Structure

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