網路書店之經營型態與行銷策略及經營績效關連之探索性比較研究

Abstract

網路上販賣的產品種類眾多，而書籍、刊物等出版品是目前網路購物族 最喜歡購買的商品之一，隨之應運而生的網路書店也就成為傳統書店、出 版社、經銷商等極欲上網建構的目標。對於網路書店這種新的通路、行銷 方式及經營型態，值得進一步的研究和瞭解。因此，本研究主要的目的為 ： 1. 瞭解網路書店的經營型態和行銷策略。 2. 找出不同經營型態的網路書店所採取的行銷策略有何差異。 3. 找出網路書店採取不同行銷策略對經營績效所產生之影響。 依照本研究歸納出的網路書店經營型態，分別在國內外選出該類型最具 代表性的網路書店做為研究對象，以深度訪談和線上實地觀察之方式進行 研究。研究結果發現： 1. 出版社成立之網路書店的目標市場較傾向採用市場區隔策略。 2. 出版社成立的網路書店之產品策略以增加產品或服務的深度為主。 3. 純粹網路書店特別需要與出版商、經銷商及物流業者合作。 4. 國內網路書店較傾向以交換連結的方式擴大網路能見度。 5. 網路書店定位明確、積極建立品牌、具有較快的交期速度、豐富的網 站內容、積極的社群經營和事業聯盟的擴大有較好的經營績效。

There are many kinds of goods sold on the Internet, and books are one of the favorites. Therefore, many booksellers, publishers and wholesalers build their online bookstores on the Internet. It's worthy of studying the development of channels, marketing strategies and business types of online bookstores. For this reason, the purposes of this research are as follow: 1. To find out the business types and marketing strategies of the online bookstores. 2. To compare the differences In the marketing strategies of the different types of online bookstores. 3. To find out the Influence to the performance adopting different marketing strategies by the online bookstores. According to the business types of online bookstores we classified, we adopted the representatives in nation and worldwide as samples. The results demonstrate the following points: 1. Online bookstores build by the publishers tend to adopt the segmenting strategies. 2. Online bookstores build by the publishers tend to deepen their commodities or services. 3. Online bookstores without substantials extremely need to cooperate with publishers or wholesalers. 4. Online bookstores in nation tend to exchange web-link with other web sites to broaden their bounds. 5. Online bookstores with definite positioned, strong brand, short lead time, rich web contents, community feedback and broadness of affiliates have better performance.