臺灣網路花坊廣告策略之現況調查研究

Virtual Flower Shops in Taiwan: The Current Status of On-line Advertising Strategies

由於網際網路的發展為企業帶來新的商機，WWW成為一項新的行銷利器，備受企業所重視。隨著這股網路行銷的風潮，在國內有越來越多的花卉業者也切入線上服務的新領域，建構虛擬商店，以期能在網路上為花卉尋求利基，提供傳統花店之外的新銷售管道。回顧網路行銷的相關文獻，針對特定主題或行業深入分析網際網路對行銷廣告策略影響的文獻確實不多，因而引發了本文的研究動機。本研究試圖以內容分析方法，針對國內網路花卉業者在WWW上之網頁，以廣告策略為構面，分析其資訊呈現之廣告策略應用現況與特性；並根據所得的初步結果，進一步探討花卉業者用網際網路對銷售、服務、行銷及其廣告策略之互動發展，提供業者一些建議。

As the Internet has become a strategic information tool for com mercial enterprises, more and more domestic flower shops enter into the new territory of on-line service. Given the limited research about the advertising of virtual flower shops, this paper makes use of content analysis methodology by investigating the on-line advertising strategy of virtual flower shops on the web. The study uses the advertising infor- mation strategy as a framework to analyze the Internet flower shop's in- formation display and to understand the current status and characteristics of their online advertising strategies. The findings based on the result of the content analysis are discussed and recommendations are suggested.