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傳統橡膠中小企業導入網路行銷對營運績效之影響-以K公司為例 = The ...

國立高雄大學高階經營管理碩士在職專班(EMBA)

傳統橡膠中小企業導入網路行銷對營運績效之影響-以K公司為例 = The Influence of Network Marketing on Operational Performance in Traditional Rubber SMEs–A Case of K Company

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Influence of Network Marketing on Operational Performance in Traditional Rubber SMEs–A Case of K Company
作者:	張舜智,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	2009[民98]
面頁冊數:	8, 93面圖、表 : 30公分;
標題:	中小企業
標題:	Customer service
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/43651386526016877538
附註:	參考書目：面78-79
附註:	指導教授：李亭林
附註:	附錄：顧客滿意度問卷...等4種
摘要註:	目前網際網路的技術及環境已日漸成熟，未來全面普及性也是必然的趨勢。在整體社會的經濟發展中擁有著重要作用，並占有一席之地的中小企業，在組織管理、營運策略、行銷方式及內部外部資源等因素與大企業相較下明顯存在著不足與水準落差。面對傳統橡膠企業的競爭力逐漸下降，迫使企業主必須重新思考企業定位以及進行行銷策略與營運觀念上的轉變。本研究以傳統橡膠中小企業其中一員的橡膠產業為調查對象，透過回顧相關產業的經濟數據及環境分析資料，並運用平衡計分卡的相關文獻理論來設計問卷題目，並進行個案訪談；經由量化分析以探討出傳統橡膠中小企業導入網路行銷對其營運績效的影響。本研究結果發現導入網路行銷後包括內部流程、企業財務、顧客滿意度、員工滿意度等營運績效皆有所正面影響及提升；也因此發現網路行銷應該是傳統橡膠中小企業在處於行銷方式愈發資訊化與多變的環境中，面臨發展需要和全球化競爭的威脅中求得生存及壯大的必經之途之一；並且應積極運用既有的資源條件和價值結合虛擬工具改變整體行銷策略，強化企業競爭力。 Currently, due to gradual readiness of internet technology and environment, comprehensive internet popularity is by all means a trend to go in the future. Those small and medium enterprises (SME) play an important role in the economic development of society in overall with dominance in the market, in which their organization management, business strategy, marketing mix, internal and external resources and other factors are significantly insufficient and below the standard compared to other big enterprises. Facing a declining competitiveness in traditional rubber business has compelled business owners to reconsider their business positions and proceed a transition of marketing strategy and business concept. This research uses one of the SMEs in traditional rubber business as research object to analyze the data via reviewing economic statistics and environment of related industries, and uses theories with regard to the score card literatures for question design and proceed one-on-one interview; to explore the impact of internet marketing adopted by traditional rubber SMEs on the business performance

傳統橡膠中小企業導入網路行銷對營運績效之影響-以K公司為例 = The Influence of Network Marketing on Operational Performance in Traditional Rubber SMEs–A Case of K Company
張, 舜智

傳統橡膠中小企業導入網路行銷對營運績效之影響-以K公司為例 = The Influence of Network Marketing on Operational Performance in Traditional Rubber SMEs–A Case of K Company / 張舜智撰 - [高雄市] : 撰者, 2009[民98]. - 8, 93面 ; 圖、表 ; 30公分.
參考書目：面78-79指導教授：李亭林附錄：顧客滿意度問卷...等4種.
中小企業Customer service

傳統橡膠中小企業導入網路行銷對營運績效之影響-以K公司為例 = The Influence of Network Marketing on Operational Performance in Traditional Rubber SMEs–A Case of K Company
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