| 題目(中) |
汽車銷售業電子商務策略研究－以高都汽車為例 |
| 題目(英) |
Research on E-Commerce Strategies of Automobile
Sellers – KaoDu Motor Ltd |
| 研究生 |
鍾宜璋（碩士學位） |
| 指導教授 |
賴香菊 |
| 摘要(中) |
網際網路的普及帶動電子商務的發展，也為企業帶來了新契機，高都汽車近年因市場競爭、人員離職及獲利衰退等不利因素衝擊，因而積極探討如何善用網際網路，發展電子商務，藉以提昇競爭力，確保企業的獲利能力。
本研究便以高都汽車為案例，探討電子商務之策略性應用，首先針對高都汽車進行SWOT分析，整理出高都汽車之優劣勢及機會與威脅，結合高都汽車的企業經營目標，利用矩陣分析法，訂定出高都汽車電子商務的發展策略，並轉換成具體可行的作法。根據策略矩陣的分析結果，高都汽車應致力於推動業務代表行銷管理系統、CRM系統、決策支援/預測系統、網路教學系統、ERP系統、SCM系統及知識庫管理系統等，並推動網路行銷，同時可引進其他搭配措施，如企業結盟、工作流程重整等，使高都汽車的電子商務策略與公司策略結合，在未來得以保持競爭優勢。
目前高都汽車電子商務的發展，正如火如荼的進行中，也已逐漸嶄露成效。 |
|
摘要(英)
|
It is no doubt that the Internet has transformed
the way enterprises doing business fundamentally. People even pointed
that e-commerce is the next Industrial Revolution. How to take the
advantages of the Internet has propagated all over the whole world.
Facing the intensely competitive environment and the getting higher
turnover rate of the sales representatives, KaoDu Motor, Ltd. is exploring
the solutions. Due to the prosperous growth of e-commerce, the issue
of how to fully take the advantages of the Internet has become very
critical to KaoDu Motor Ltd.
This purpose of this research is to explore what e-commerce strategies
and applications that KaoDu should develop in order to get more competitive
advantages by taking the advantages of the Internet. After reviewing
the automobile industrial environment, the SWOT analysis was done
for KaoDu. Through SWOT analysis, the weakness, strength, opportunities
and threats that KaoDu has were summarized. Giving KaoDu’s goals,
seven e-commerce strategies were developed based on the results of
SWOT analysis. For each strategy, many e-commerce applications have
been identified. In addition, in order to let the e-commerce strategies
and applications be realized successfully, several other strategies,
such as alliance, business process reengineering and on-job training,
have been identified too. So far, part of the strategies and applications
has been implemented and there are several positive results reported.
|
| 論文下載 |
本篇論文開放權限為校內開放，校外一年後公開
為顧及論文版權，故不提供下載 |
|