網際網路環境下公司特徵與環境特徵對行銷組合之影響：以電子業爲例

Marketing Mix Affected by Firm Characteristics and Environment Characteristics in Internet Era: An Example of Electronic Industry

10.6697/TBPJ.200712_1(1).0004

董伯寅(Bo-Yin Dong)；莊銘國(Ming-Kuo Chuang)；林清同(Ching-Tong Lin)

網際網路行銷 ； 行銷組合 ； 環境特徵 ； 公司特徵 ； Nternet Marketing ； Marketing Mix ； Firm characters ； Environment Characteristic

臺灣企業績效學刊

1卷1期（2007 / 12 / 01）

75 - 104

繁體中文

網際網路具備了全時性、跨地域與互動性等特點，是以往傳統媒體所無法比擬的；因此，有效應用網際網路己被視爲代表公司競爭優勢、市場滲透、創新與管理能力的主要決定因素。無疑地，網際網路成爲行銷主要管道之一乃是時勢所趨。行銷組合則是公司最爲重要的可控制因素，產品、價格、推銷與通路四大項目包含了整個行銷活動所有應具備的主要活動。基於前述認知，本研究以網際網路環境及行銷組合爲基礎，再結合公司特徵與環境特徵等兩項公司內、外部構面，提出一個較以往研究更具整合性的網際網路行銷研究模型，探討網際網路環境下公司特徵與環境特徵對行銷組合之影響，以便提供產業作爲導入網際網路行銷活動時的分析與決策參考；本研究並以台灣地區的電子相關產業作實際的問卷調查，以驗證模型各個構面間的相互關連與影響性。問卷調查係以台灣地區的1000大製造業中的540家電子相關產業爲對象。研究結果顯示網際網路下的公司特徵與環境特徵兩項構面的各項因素，對於公司行銷組合具有顯著的影響，表示該產業對於網際網路所可能造成的影響必需加以重視與瞭解，並有效以予因應，以便在未來所可能面臨的嚴峻挑戰中，繼續生存和發展。

Internet has unique characteristic such as whole-day-long, cross-area and user-systems interaction. As a result, effective use of Internet technology is considered a major determinant of competitive advantage, market penetration, innovation, and even management competency. Furthermore Internet has become a main marketing tool nowadays. Marketing mix, which includes almost marketing functions such as product, price, promotion and place in a company, was the most important marketing factors which can be managed by company to take competitive edge in the market. On the basis of this recognition, this study proposed an integrated Internet marketing model which further incorporates environmental characteristic and firm characteristic to evaluate the relationship between Internet, environmental characteristic, firm characteristic and marketing mix. The electronic companies in Taiwan have been surveyed to confirm the relationship in the model. The results reveal that Internet environment characteristic and firm characteristic are significant influence the marketing mix. Thus companies must continuously watch and realize the changing of the environmental characteristic and firm characteristic, and to evaluate Internet implement or not. Consequently, companies can take the competition advantage as they apply this model in evaluation of Internet implementation.

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