| Abstract: | 隨著科技的進步與發展，1994年開始有網路商店出現，Amazon就是當時的代表性電商，而2003年大陸爆發SARS疫情，加速阿里巴巴淘寶的崛起；2008年金融風暴，全球對google搜尋引擎的使用大增，也加速了google的發展，網路技術逐漸成熟，人們的消費習慣也逐漸在改變；2020年初新型冠狀病毒COVID-19疫情在全球大爆發，至今已嚴重地影響人類的生活，人們無法外出購物，因而轉往線上消費，電子商務產業逆勢成長，各大品牌商、中小企業甚至小到個人也都紛紛投入電商產業，在疫情的影響下，電商戰國時代正式來臨。此時該如何提高競爭力，才能讓企業持續成長並保有優勢，如何找出網站的缺點並加以優化，大數據分析將是必備的工具與能力，而Google Analytics流量分析工具是國內外從事網路事業、數位行銷以及績效分析的重要參考依據，因此如何應用Google分析工具，來探討流量背後代表的意義，透過分析研究來改善網站的體質，增加優質的流量，進而提高轉換，讓網站帶來更大營收，發揮更大效益，是現今網路行銷、資訊管理以及企業管理部門不能忽視的一門學問，必須加以探討與研究。 本研究蒐集Google Merchandise Store 2020年1年間的數據，整理與分析並依據量化結果探討數據背後的商業意義，藉此發掘網站的問題，提出改善方向，提供網站經營者或是即將從事電子商務產業的企業或個人，基於實證基礎上的經營指導原則。
With the advancement and development of science and technology, online stores began to appear in 1994. Amazon was the representative e-commerce company at that time. In 2003, the SARS epidemic broke out in mainland China, which accelerated the rise of Alibaba Taobao. In 2008, the financial turmoil led the world to Google The rapid increase in the use of search engines has also accelerated the development of Google. Internet technology has gradually matured, and people’s consumption habits have gradually changed; the new coronavirus COVID-19 epidemic broke out in the world in early 2020, and it has seriously affected human beings. In life, people cannot go shopping, so they switch to online consumption. The e-commerce industry has grown against the trend. Major brands, small and medium-sized enterprises and even small individuals have all invested in the e-commerce industry. Under the image of the epidemic, the e-commerce era of the Warring States Period is officially advent.At this time, how to improve the competitiveness, so that the company can continue to grow and maintain its advantages, how to find out the shortcomings of the website and optimize it, big data analysis will be an indispensable tool and ability, and Google Analytics traffic analysis tool is engaged in the Internet at home and abroad. It is an important reference basis for business, digital marketing and performance analysis. Therefore, how to use Google analysis tools to explore the meaning behind the traffic, improve the physical fitness of the website through analysis and research, increase the quality of the traffic, improve the conversion, and let the website bring Greater revenue and greater benefits are a subject of knowledge that cannot be ignored by today's online marketing, information management, and corporate management departments, and must be explored and studied.This research collects data from the Google Merchandise Store for the first year of 2020, sorts out, analyzes, and discusses the business significance behind the data based on the quantitative results, so as to discover the problems of the website, propose improvement directions, and provide website operators or those who are about to engage in the e-commerce industry. Companies or individuals, based on empirical management principles. |
