Marketing Research of Yixing Clay Teapot Online Auction—A Case Study of the Seller Mr. L

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Title:	Marketing Research of Yixing Clay Teapot Online Auction—A Case Study of the Seller Mr. L
Authors:	Li, Yi-Lin
Contributors:	國際企業學系
Keywords:	e-commerce;online shopping;Yixing clay teapot;marketing research;marketing strategy
Date:	2016
Issue Date:	2016-03-29 03:38:11 (UTC+0)
Publisher:	亞洲大學
Abstract:	As the Internet developed and logistical revolution , global e-business and online shopping market gradually expand the scale . Taiwan online shopping system is also becoming more mature . The characteristics of online shopping without time restrictions , so use the Internet to sell the goods becoming more diversity. But the limitations of product features and online shopping environment , sales of artwork、antiques are in a more disadvantaged position . Enterprise、 retailers can still use its own resources and advantages to overcom adversity . How does a individual seller of relative shortage of resources develop business opportunities for sales activities ? Research on Internet marketing and e-commerce in recent years, local and abroad are both hot topics . But there are few literature and data of network marketing about antiques, antique class commodity , the relevant research on the teapot is rare. It means that the current Taiwan teapot on the web marketing and other types of antique goods systematic study of the literature number are still insufficient. In this paper, the Internet sales teapot of marketing research is the theme, and interviews in-depth with the network Teapot seller Mr. L . Use qualitative research as the main research method, trying to construct the internet teapot sales system and marketing strategies from the interviews. Use the SWOT, 4Ps, and 4Cs to analyze the selling chain, transaction status and the characteristics of customers and provide the feasible marketing strategy and operations recommendation in the future and proposed solutions to the plight of reference against which they encounter it . The result of study is the object of study in four flows (business flow, information flow, fund flow and logistic flow) is affected by advanced information technology and innovation of transportation, which have difference between before selling and after selling . The suggestion is to combine with brick-and-mortar store, to extend other virtual stores, to design order forms, to establish the management system of product and price.
Appears in Collections:	[Department of International Business] Theses & dissertations

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