產品創新在網路行銷上之應用 張愛鸚、唐啟發、邴傑民
E-mail: 9302856@mail.dyu.edu.tw
摘 要
由於成功的新產品發展與商品是公司存活的根本，代表著競爭的焦點以及競爭優勢的來源。當新產品管理依據不同程度的 技術熟練度、行銷熟練度、新行銷活動需求程度等條件而進行調整，則新產品發展成功的可能性會最大，不同產品創新程 度下，決定新產品於網路銷售的成功或失敗是否有所差異？本研究試圖建立模型以探討三者之間的關係。 研究對象，以行 政院經濟部中小企業處所辦理之「中小企業創新研究獎」歷屆獲獎之國內中小企業之企業主為研究對象，採用問卷調查 及E-mail方式收集資料；以SPSS統計套裝軟體進行各項資料分析。 研究發現：網路行銷策略與新產品於網路銷售成功具有 顯著之相關性；產品創新程度與新產品於網路銷售成功具有顯著之相關性；網路行銷策略與產品創新程度具有顯著之相關 性。
關鍵詞 : 產品創新程度、網路行銷策略、新產品於網路銷售成功、技術熟練度、行銷熟練度、新行銷活動需求程度。
目錄
1. 緒論 1.1 研究背景與動機 --- 1 1.2 研究目的 --- 6 1.3 研究流程
--- 7 1.3.1 研究程序 --- 7 1.3.2 研究架構 --- 10 1.4 論文結構 --- 10 2. 文獻探討 2.1 網路行銷之定義 --- 12 2.2 網路行銷特性
--- 14 2.3 網路行銷策略 ---14 2.3.1 產品 ---15 2.3.2 價格 ---15 2.3.3 促銷 ---16 2.3.4 通路 ---16 2.3.5 市場區 隔 ---17 2.3.6 個化性 ---17 2.3.7 付款 ---17 2.3.8 拉播與 推播 ---18 2.4 網路行銷與傳統行銷之比較 ---18 2.4.1 網路行銷的模式 ---18 2.4.2 網路行銷與傳統行銷組合之比較 ---20 2.4.3 網路行銷的優點與缺點 ---22 2.4.4 電子商務與傳統行 銷通路的功能比較 ---24 2.5 產品創新 ---28 2.5.1 產品創新之定義 ---28 2.5.2 產 品創新程度 ---29 2.6 新產品於網路銷售成功度 ---33 3. 研究方法 3.1 研究架構
---40 3.2 變數之操作型定義與衡量 ---41 3.2.1 網路行銷策略決定因素之衡量
---41 3.2.2 產品創新程度之衡量 ---43 3.2.3 新產品發展績效之衡量 ---44 3.3 問卷設計 ---44 3.4 研究對象與抽樣範圍 ---45 3.5 問卷回收---46 3.6 資 料分析方法及步驟 ---47 4. 資料分析 4.1 樣本資料整理 ---50 4.1.1 資料檢驗
---51 4.1.2 基本資料分析 ---51 4.2 研究變數之因素分析---56 4.2.1 網路行銷策略決定因素之因素分析 ---57 4.2.2 產品創新程度之因素分析 ---59 4.2.3 新產品於網路銷售成功 度之因素分析 ---61 4.3 信度檢定 ---62 4.3.1 網路行銷策略決定因素之信度檢定 ---63 4.3.2 產品創新程度決定因素之信度檢定 ---64 4.3.3 新產品於網路銷售成功度因素之信度檢定 ---65 4.4 徑路分析
---66 5. 結論與建議 5.1 研究限制 ---73 5.2 研究結果
---75 5.3 研究結論 ---76 5.3.1 網路行銷策略決定因素對新產品於網路銷售成 功 度之影響 ---77 5.3.2 產品創新程度對新產品於網路銷售成功度之影響77 5.3.3 產品創新程度對網路 行銷策略與新產品於網路銷 售成功度間之影響 ---78 5.4 後續研究建議---78 參考文獻 ---81 附錄1 初始問卷 ---94 附錄2 正式問卷 ---97 參考文獻
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