英文摘要 |
This paper uses Analytic Hierarchy Process (AHP) to conduct an empirical study on how to make Taiwan clothing websites more competitive utilizing Southeast Asian supply chains. The results show that website characteristics, competitive strategies, target market, and Southeast Asian supply chain strategy are the four key factors in effective website marketing. This study shows that 'website characteristics' is the most important dimension in the construction of competitive advantage for Taiwan clothing websites, if coupled with the other three dimensions, Taiwan clothing website could achieve maximum benefit. However, 'Southeast Asian supply chain strategy' is the least important among the four dimensions, reflecting that the 'Southward Policy' of Taiwan government failed to bring the expected desirable effect to Taiwan clothing websites. |