Research in E-commerce
Marketing Strategy
103學年度第2學期課程綱要
世新資管研究所碩專班
吳統雄 (2015/1/2 )
Objective 教學目標
本課程將研討電子商務在各種產業的策略發展與應用，配合實作規畫，將所學立即應用在當前的工作上、與生活中。可達成的目標有4：
-
電子商務網站設計策略與建置實施。
-
電子商務總體策略擬訂與分析工具SPSS 應用。
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電子商務個體策略擬訂與分析工具應用，又分為：
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網站/網頁優化-SEO, SERP實作。
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流量分析工具- Google Analytics, Webmasters-實作。
-
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電子商務代表性個案研究。
教電子商務的人，自己的電子商務應用實證表現如何？
本課程教師的網站可能是同類型網站的「世界第一」，足以印證真正的策略與實務是一體兩面。接受本課程輔導的網站，排名均可在短期提升 25%~100%。
同時，亦將提示以下進階議題：
1. 預測臺灣與全球電子商務市場的發展。
2. 分析電子商務消費者的行為。
3. 規畫公私部門對電子商務的市場策略。
4. 闡述對制訂市場策略的「研究方法」議題。
This course addresses accounts and theorists of E-commerce for students who want to investigate its marketing strategy for various domains including the publishing business.
The goal of this course takes account of the inter-discipline of social sciences and information technology. The learning method focuses on problem solving oriented approach. The learning activity designates an assignment of case study and requires a hands-on practice.
Since Taiwan is playing a distinguished role in information industry, there are lots of studies of the technical concerns in E-commerce, such as authentication, cryptology, enclave network security etc. However, there is little research related to E-commerce marketing strategy , cross-cultural business and cyber multinational cooperation. From the management point of view, marketing forecast and planning are the fundamental for E-commerce; it is obviously an emergent need for these foci.
This course attempts to respond the scarcity and to investigate the
following:
1. Worldwide E-commerce: Forecasting the worldwide E-commerce market
2. Consumers』 behavior: Investigating consumers』 behavior in this market.
3. Case study: Exploring cases involved in E-commerce; their activities and
performance.
4. E-commerce strategies: Analyzing the growth and trend of E-commerce.
Proposing E-commerce strategies on market planning and public policies for
private or governmental sectors.
5. Methodological issues: Discussing methodological issues on E-commerce
marketing research.
There are rich empirical findings on E-commerce and user behaviors in Northern America and European countries. This course encourages students to compare the worldwide relevant results and to reach a cross-cultural perspective.
The teacher found there were various results in different studies. The data
were even not convergent in different release versions of same survey conductor.
The different research methods and interpretation process might produce the
conflict.
Therefore, the examination of methodological issues will be a very significant
key in this course.
Students will also experience the roles to run e-business. They will touch the holistic sprit and process of a real setting and raise the confidence to manage an E-commerce entity.
The teacher is the first and single researcher who has directed series survey on internet users and E-commerce marketing in Taiwan. This course will lead students entering this promising interdisciplinary territory or getting ready for further research. It is an interactive place for students form pluralistic majors to enlighten and encourage each other. This course is engaging students who can take care of the whole thing and can look out the future.
Enjoy the course!
Meeting and Counseling 授課方式
1. Class meeting: Since this course has a thorough continuity in course design, students should avoid missing any topic of the learning chain.
2. Online counseling and interactive learning:
Teaching Resource: 吳統雄網站
Online counseling: https://seantxwu.pages.dev/RwdSilverJay/internet.htm
Interactive learning: https://seantxwu.pages.dev/RwdSilverJay/
Research development community: https://seantxwu.pages.dev/RwdSilverJay/index.htm
3. Individual counseling: Specific 1 on 1 training by appointment. Extra-hour counseling may be also available.
4. Telephone counseling: (02)2236-8225 Ext.63347, 0921807365
5. Email counseling: txwu@cc.shu.edu.tw
Course Outline 教學大綱與進度
M735
| [Date] | [Agenda] | [Activities] |
| 2/28 | 和平紀念日 | |
| 3/7 | 課程簡介 Introduction Overview of E-commerce 總體策略 Strategy of Macro view Fundamentals 個體策略 Macro Strategy 電子商務個案 E-commerce Case study |
Electing representative of class Choice of hand-on practice |
| 3/14 | Google 排行榜工作坊 Google Workshop Strategy of Micro view Google Analytics and Tx Strategy SEO Keywords Analysis Google Analytics Practice Advanced Online Practice Improvement of Case |
*List of assignment and presentation |
| 3/21 | 實作前應具備之知識準備 | 教室：S303 |
| 3/28 | 實作示範 Guideline for professional presentation Online interaction |
|
| 4/4 | 春假 | |
| 4/11 | 實作示範 International E-commerce Practice in English Findings in Taiwan and Chinese community |
|
| 4/18 | 作業實作 Discussion | |
| 4/25 | 實作示範 Exploring internet users profile as world cybercitizens Households』 behavior in the digital family Business』 behavior in the industry |
|
| 5/2 | 作業實作 Discussion | |
| 5/9 | 期中報告/實作示範 Forecasting the internet activities in Taiwan and its implication for globalization |
|
| 5/16 | 作業實作 Discussion | Online participation |
| 5/23 | 實作示範 Presentation(1): Case study Analyzing the growth and tend of E-commerce E-commerce strategies on market planning for public policies /private or governmental sectors |
Hand in draft Presentation |
| 5/30 | 作業實作 Discussion | Online participation |
| 6/6 | 實作示範 Initiating suggestions for methodological issues on E-commerce marketing research Methodology issues: Measuring who is internet user. Weighting procedure of estimating uses numbers |
Hand in draft Presentation |
| 6/13 | 畢業典禮 Commencement | |
| 6/20 | 期末報告/實作展示 Final review, Last words Conclusion |
Presentation |
| 6/27 | Final review |
*Prepared by the representative of class.
Programs of Practice 研習方式選擇
由於研究生需求的多元化，研習方式可量身訂作。提供實作組與理論組，而實作組提供3套計畫，可任擇1。
A. 實作組
中文實作期望培養具體的知識與能力，再分為3項，可3選1。
A1.網站/網頁優化-SEO, SERP實作
架站4頁以上。以能實證快速在 Google 排行榜上名列前茅為目標。（如能自備電腦最佳）
| 1 | 網路技術 Web, IIS, Web Design, Web Presentation LAN & Remote Management Remote Interactive & Mgt Platform Login Tips 建站的專案組織 Team organization Cast and crew Team-up tools Media resources and tools College Youth |
|
| 視覺設計的科學美學 TX's tip: Aesthetics and Design Aesthetics Experiment Style appeals |
Hand-on practice |
|
| 2 | 網站技術精華 Web development basics Web quick design Html, Html5 Team-up tools Media resources and tools |
Hand-on practice |
| 網站主圖、頂圖設計：數位攝影 Visual design, Case study--主圖設計 Digital photo Case study--數位攝影作品--數位攝影作品評論--大學青年‧網路雜誌 |
@Assignment charts finalizing | |
| 網站內容與視覺企畫 Mid Exam: [A] Project management charts--企畫表-分工表--進度表 and main visual design |
Home work |
|
| 3 | 網站實作：結構 TX's tip: Process engineering 5 steps Web design, -Structure 色彩設計的基礎與數位美工實作 Color design and practice Image processing tools--數位色彩設計--色彩心理學--TX 選色與四大配色定律 |
@Management, scheduling charts finalizing |
| 網站主圖、頂圖設計：自修講義 數位攝影設計、 數位攝影設計：劇本實作、 數位攝影設計個案研究1、 數位攝影設計個案研究2、 網路素人 創意漫畫 |
Home work | |
| 4 | 網站實作：意涵 -Context CSS 設計網站實作：圖文框 -Blocks: Pics 數位繪圖/數位美工設計 |
Hand-on practice |
| 網站主圖、頂圖後製：自修講義 調光、調色、去雜、去背、 柔邊、加框、文字特效、圖層組合 |
Home work 課外完成主圖或頂圖 |
|
| 5 | 網站實作：視覺識別系統 Identity system and logo design Logo case study 標誌設計、橫幅設計 |
Hand-on practice 標誌徵選活動 |
| 完成視覺識別系統 | Home work | |
| 6 | 網站實作：圖文框之表格與物件 -Blocks: Tables、區域設計、內置框架 網站實作：自動化 -Automations 統合標注標籤、各種超連結、導覽按鈕、影像地圖 |
Hand-on practice 以主圖設計影像地圖 |
| 完成所有結構內容
準備封面縮圖和100字簡介 |
Home work | |
| 7 | 網站實作：多媒體與範本檢查 -共用網頁與各種互動 -Multimedia -Templates |
Hand-on practice 期末報告排序Scheduling |
| 完成所有文章並附加範本 成果展示/自評表準備 |
Home work | |
| 8 | 作品成果目錄製作 Annual contents preparation Project publishing /uploading 作品上傳 Web/Server management Dynamic web/database |
Collaborative autonomy |
| 9 | 成果展示 Project delivery program |
Final exhibition and presentation |
自評表 Self Evaluation Checklist
請將本評分表列印繳交，並依評分項目順序報告。
表中共分3學習目標與若幹成果項目，自滿分起算，每未達成1項目扣3分，至該目標配分為0止。
| 目標 | 成果與評分項目 | 配分 |
| 管理 | 三管理工具（企畫表、分工表、進度表）、目錄縮圖簡介，與自評表之書面版。 若有自增輔助管理工具或資料，可額外加分。 |
15 |
| 設計 | 網站-主圖與內容之呼應、期號、主色之處理。 | 15 |
| 技術 | 結構：內容頁數、虛擬結構、實體結構、13/14基本功能區。 | 50 |
| 意涵：標準色、自訂樣式6個以上、邊框CSS-2個以上、(Htm5 導覽之類別 CSS)。 | ||
| 圖文框：首頁主圖、識別標幟系統（標誌、橫幅）、子單元目錄、插欄設計。 | ||
| 自動化：關聯式重新導向、子導覽、電子郵件連結、閱覽順序圖示連結、書籤、頁外書籤、導覽按鈕列-2選1、資訊地圖設計。 | ||
| 多媒體製作：網路收音機。 範本應用：2種以上、含社群ID碼、、所有頁面之正確CSS、3意涵 meta 標籤。 |
〈如有屬Advanced教材者，為額外加分項，請增加1列說明。〉
A2.電子商務市場總體策略研究
以SPSS為輔助工具，作業2習題。
A3.網站流量與線上客戶分析
以Google Analytics為輔助工具，作2分析報告。 （適合已在管理網站者）
B. 理論組
B.國際電子商務網站個案研究，作2報告。
特色網站個案研究範例
網路輔助教學。
Requirements and Grading 成績評定
不論選擇那1套計畫，均包括習作2篇。
1. Midterm Practice(40%)
2. Final Presentation (40%)
3. Class interaction and online participation(20%)
4. Extra Contribution(10%): if it is for volunteering learning activity or service.
5. Hand in: Both in e-files and hard copies.
6. Online participation: ID: ems-ma PW:d***
Required Readings and Learning Materials 參考書目
理論組報告方式
1. 選擇個案範例
Reviewing 2 or more cases in e-c and presenting your evaluation. A briefing of the company/organization that you are working for is a good choice,
A real case by Google Analytics or marketing experiment is also highly encouraged.
2. 提出書面與簡報
Presentation must be with visual assistance, visually and orally in English about 15 minutes.
Other Notices 其他的提示
