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研究生： 張聿超
論文名稱： 紡織業流行行銷B2B經營模式之研究 - 以電子商務化傳銷業個案研究途徑
指導教授： 楊 建 民
學位類別： 碩士
Master
系所名稱： 商學院 - 經營管理碩士學程(EMBA)
Executive Master of Business Administration(EMBA)
論文出版年： 2006
畢業學年度： 92
語文別： 中文
論文頁數： 85
中文關鍵詞： 電子商務 、傳銷 、整合行銷 、流行行銷
相關次數： 點閱：231  下載：82 
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    • 企業在形成電子商務策略的過程中，總會面臨許多經營上的不確定與障礙，因此，若能在逐步的摸索前進中，就現有B2B電子商務商業模式，找到可以參考與學習的範例，對企業電子商務轉型較能產生綜效；但網路上充斥著盡是棄守的案例，網路商業模式似乎已轉向於由企業內部既有的IT 投資，擴大到私有電子平台建置與由企業自行掌控的供應鏈整合。在缺乏成功案例可循的環境下，企業經營電子商務，該如何設計與進行，才不會與原有組織衝突；尤其在網際網路多面向的功能下，又該如何取捨；這樣的策略思考，是本論文對研究問題的核心定義。
    在這樣的前提下，本研究大膽的以電子商務化的傳銷業（直銷）B2BC經營模式為途徑；採用探索性研究架構，藉由具悠久直銷歷史的安麗公司轉型網路企業的作法，於以抽絲剝繭後，找出個案公司在網路環境下的商業模式調整，並藉由異業經營中的相關，建立紡織業在轉型電子商務化可以參考模擬的方向；由於紡織與傳銷是兩個截然不同領域的產業，但藉由網路，卻讓研究議題顯得更為多元；尤其在網路的持續蓬勃發展下，產業的行銷方式與界線也已越趨模糊，本研究各章節中所提出的看法與驗證，也突顯出這樣的特質；本研究也發現具有流行特質的紡織產業，可以參考此個案建立一個B2B電子商務的經營模型；經過研究討論與比較，釐清企業在轉型電子商務經營中所應該著重的功能面，與重要的類傳銷組織的設計；甚至其他類似以人際網路經營之產業在思考網路化策略時，對於研究發現的商業模式是否具有可以參考的價值，也是本研究在最後提出建議作為研究貢獻後，希望能有後續學者更進一步的實證並延續的觀點。
    關鍵字：B2B、電子商務、傳銷、整合行銷、流行行銷

    摘要 ………………………………………………………………………… Ⅱ
    致謝詞 …………………………………………………………………………Ⅲ
    目錄 ………………………………………………………………………… Ⅳ
    圖目錄 …………………………………………………………………………Ⅵ
    表目錄 …………………………………………………………………………Ⅶ
    第一章 緒 論 ………………………………………………………………… 1
    第一節 研究背景、動機與目的 ……………………………………………1
    第二節 研究方法與研究架構 ………………………………………………5
    1-2-1. 研究方法 …………………………………………………………5
    1-2-2. 研究架構 …………………………………………………………6
    1-2-3. 研究流程 ………………………………………………………… 7
    第二章 文 獻 探 討 ………………………………………………………… 8
    第一節 電子商務與整合行銷 ……………………………………………… 8
    2-1-1.電子商務相關議題 ……………………………………………… 8
    2-1-2.關係行銷………………………………………………………… 12
    2-1-2.1.關係行銷之定義 ……………………………………………12
    2-1-2.2.關係行銷與傳統行銷之差異 ………………………………14
    2-1-2.3.關係行銷與資料庫行銷 ……………………………………16
    2-1-3.整合行銷 …………………………………………………………18
    第二節 直銷與虛擬組織 ………………………………………………… 21
    2-2-1.直銷與傳銷 ………………………………………………………21
    2-2-2.虛擬組織 …………………………………………………………22
    第三節 紡織業流行行銷 ………………………………………………… 24
    2-3-1.資訊不對稱 ………………………………………………………24
    2-3-2.服務品質 …………………………………………………………25
    2-3-3.紡織業流行行銷 …………………………………………………27
    2-3-4.主導流行之全球紡織品流行市集……………………………… 30
    第四節 小結 ……… ………………………………………………………31
    第三章 研究方法 ………… …………………………………………………33
    第一節 探索性研究 …………………………………………………………33
    第二節 研究程序與研究架構 ………………………………………………34
    第三節 小結 ……………………………………………………………… 36
    第四章 個案探討 ………………………………………………………………37
    第一節 傳銷業轉型B2BC電子商務商業模式………………………………37
    4-1-1. Quixtar.com個案公司之歷史沿革…………………………… 38
    4-1-1.1.推薦行銷的緣起……………………………………………38
    4-1-1.2.經銷權 ………………………………………………………38
    4-1-1.3.直銷 …………………………………………………………39
    4-1-1.4.轉型 …………………………………………………………40
    4-1-2. Quixtar.com商業模式之實務作法………………………………42
    4-1-2.1.商業模式 ………………………………………………… 42
    4-1-2.2.創新 ……………………………………………………… 45
    4-1-2.3.關鍵成功因素 …………………………………………… 47
    第二節 Quixtar.com美容彩妝流行產品行銷作法 …………………………56
    第五章 研究結果與討論 ………………………………………………………60
    第一節 紡織業流行行銷與命題發展…………………………………………60
    5-1-1.紡織產業特性 ………………………………………………………60
    5-1-2.紡織產業之資訊不對稱 ……………………………………………61
    5-1-3.經營模式結構 ………………………………………………………62
    5-1-4.命題發展…… ………………………………………………………64
    第二節 紡織企業流行行銷B2B經營模式……………………………………65
    5-2-1. 紡織企業轉型電子商務架構功能研究 …………………………65
    5-2-1.1. 以網路架構為基礎之行銷聯盟型企業……………………66
    5-2-1.2. 虛擬價值鏈與協同作業平台………………………………68
    5-2-1.3. 掌握流行資訊之資訊中間商………………………………70
    5-2-2. 紡織業流行行銷B2B作業架構平台 ……………………………72
    第三節 研究發現與討論 …………………………………………………… 73
    5-3-1. Quixtar.com B2BC模式………………………………………… 75
    5-3-2. 紡織業流行行銷B2B經營模式………………………………… 77
    第六章 結論 …………………………………………………………………… 81
    第一節 結論 ………………………………………………………………… 81
    第二節 建議 ………………………………………………………………… 84
    參考文獻 …………………………………………………………………………86
    參考網站 …………………………………………………………………………93

    圖目錄
    圖1-1. 研究架構 …………………………………………………………………6
    圖2-1. 服務品質的決定要素 ………………………………………………… 26
    圖2-2. 流行生命週期與傳播理論 …………………………………………… 29
    圖2-3. 文獻探討架構與研究問題 …………………………………………… 32
    圖3-1. 研究架構 ……………………………………………………………… 34
    圖4-1. 藉由網路架構之IBO/MEMBER/CLIENT間之關係圖 ………………… 45
    圖4-2. Quixtar 交易網站Yr 2000銷售額與發放紅利示意圖 …………… 46
    圖4-3(a). 傳統模式之顧客關係……………………………………………… 52
    圖4-3(b). 新模式下之顧客關係……………………………………………… 53
    圖4-4.組合國際（CA）jasmine ii portal 架構……………………… 55
    圖5-1. 紡織織布業之銷售通路結構 ………………………………………… 64
    圖5-2. 紡織業行銷聯盟型企業…………………………………………… 68
    圖5-3. 紡織業流行行銷B2B作業架構平台……………………………… 73
    圖5-4. 紡織業電子商務資訊架構示意圖 …………………………………… 79

    表目錄
    表2-1. 新的B2B電子市集分類 …………………………………………………10
    表2-2. 電子商務商業模式分析 …………………………………………………11
    表2-3. 台灣地區電子商務的早期進入者電子商務經營模式競爭策略 ………11
    表2-4. 不同階段學者對關係行銷之定義 ………………………………………12
    表2-5. 從大眾行銷到關係行銷的連續性 ………………………………………14
    表2-6. 交易式/契約式/關係式行銷之比較 ……………………………………15
    表2-7. 關係程度與網路行銷之相關 ……………………………………………16
    表2-8. 資料庫行銷與關係行銷之差異 …………………………………………18
    表3-1. 本研究之研究程序 ………………………………………………………35
    表5-1. 異業經營電子商務異同比較表 …………………………………………63
    表5-2. 紡織成衣相關業採購決策分析 …………………………………………63
    表5-3. 紡織業行銷作業改善設計……………………………………………… 66
    表5-4. 異業個案行銷策略比較 …………………………………………………74
    表5-5. 異業個案電子商務策略比較…………………………………………… 78

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    5. http://www.dsrc.nsysu.edu.tw/
    6. http://www.find.org.tw/
    7. http://eb.csd.org.tw/

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