英文摘要 |
Since the booming popularity of internet as well as the rapid progress of social networking sites, shopping sites and other network platform, the marketing model of the market has gradually changed, conventional marketing and sale manner by the physical method gradually diversified towards virtual. Consequently, network branding was born in response to the trend and further breaking the traditional physical marketing and shopping models. Running a brand in the internet have more uncertainty and risk in the physical world, but more diversified modes of operation are existed. For example, cooperation among firms by social networking websites, blog, auction site as well as the power of word of mouth marketing , etc. Therefore, running the network branding in the internet has been gradually considered as one of the important strategies to enhance marketing effectiveness for enterprises in the e-business era. The main purpose of this study is to explore the operating model and critical successful factors (CSFs) of network branding. This study further adopted the case study method and a total of four executives’ interviews have been conducted to understand the actual status and experience of running network branding for these enterprises. Four important perspectives relating to the CSFs of network brand are considered including the business, product characteristics, website design and operation of network community. A total of ten research findings based on case study analysis are found that can provide business practitioners for important reference in the future development of network branding. |