B2B 電子市集 : 電子商務架構以 B2B 貿易為例

Woon Kian Chong, Mathew Shafaghi,Christopher Woollaston and Vincent LuiBolton Business School, The University of Bolton,

Bolton, UK

B2B E-MARKETPLACE:AN E-MARKETING FRAMEWORK

FOR B2B COMMERCE

ABSTRACT

• The purpose of this paper is to provide a clear understanding of the performance ofbusiness-to-business (B2B) e-marketplace in conducting e-marketing in the global businessenvironment. The proposed framework is intended to be used as a guide for B2B firms especiallysmall and medium sized enterprises (SMEs) who wish to adopt a proactive approach in the use ofinformation and communication technology for business efficiency and competitive advantage, andthose who wish to explore the internet technologies for marketing activities.

• 本文的目的是提供能夠清晰的認識企業對企業（ B2B ）電子商務市場開展電子營銷全球業務環境。所提出的建議旨在用作 B2B 事務所特別引導中小型企業（ SME ），誰願意採取積極的態度，在使用信息和通信技術為企業的效率和競爭優勢，希望能夠探索互聯網技術進行營銷活動。

• The development of the internet and the world wide web (www) in the 1990s as a tool for the global sharing of information has opened up new opportunities in marketing practices. “The rapid growth of internet users has made the internet an increasingly important and attractive platform for business transactions” population reached 1.40 billions world wide, an increase of 290 percent in the periodfrom 2000 to 2008 . Many academics and practitioners have emphasized thatthe internet is a major platform for e-marketing to deal with marketing mixes, whichinclude global accessibility , convenience in updating, real-time information services ,interactive communications features , and unique customisation andpersonalised capabilities.

• 互聯網在上世紀 90 年代的發展，（ WWW ）作為一種信息開闢了全球共享的營銷機會。 “互聯網用戶的快速增長使得互聯網越來越對於商業交易的重要和有吸引力的平台“人口達到 1.40 億世界各地， 2000 年至 2008 年期間增長了 290 ％。許多學者和業者強調，互聯網是電子營銷的重要平台，以應對營銷組合，這包括全球可訪問性，便利性的更新訊息服務，互動通訊功能，以及獨特的制定和個性化的功能。

• Review of e-marketing frameworks

• With the advent of the internet technology, the traditional marketing frameworks are redesigned and supported by electronic technologies to create innovative marketing model Chaffey (2004) suggests that e-marketing plan should be linked to other corporate plans in order to support the marketing activities.The e-marketing plan in an organisation shoul dintegrate with other corporate or functional strategies to inform specific market plans for different products or geographical markets.

• 隨著互聯網技術的出現，傳統的營銷架構需要重新設計，並支援電子技術，創造創新的營銷模型。查菲（ 2004 ）認為，網絡營銷計劃應支持市場鏈接到其他企業的計劃的組織活動。本電子營銷計劃應與其他公司或職能戰略整合，告知具體的市場計劃針對不同的產品或地域市場。

• Digital marketing cycle. Kierzkowski et al. (1996)proposed an e-marketing cycle that applies to the internet and consists of the following

• five activities:

• (1) attract visitors;

• (2) engage them;

• (3) retain them;

• (4) learn from them;

• (5) relate to them.

• each of the elements is contributed to marketing activities and aimed at achieving profitable acquisitions and retention of customers.

• 電子商務週期。 Kierzkowski 等。 （ 1996 ）建議適用於互聯網，由以下的電子營銷週期五項活動：（ 1 ）吸引瀏覽客 ; （ 2 ）參與其中 ; （ 3 ）留住他們 ;（ 4 ）向他們學習 ; （ 5 ）接觸到它們。每個元件的關係有助於營銷活動和旨在實現盈利和保留客戶。

• Gloor (2000) – roadmap to e-marketing. Gloor (2000) emphasizes that business and technology are fundamental factors to complete the e-marketing vision, and the transformation to electronic businesses has to consider various aspects including the potential of e-marketing technology (Figure 3). The business vision need to be clearly defined, and the decision makers including functional managers should work together to complete the transformation plan. there is a need for high level ICT expertise, and the business experts play a crucial role to ensure the development of flexible, scalable and extensible marketing architecture to support current needs and future business requirements.

• Gloor （ 2000 ） - 電子市場路線圖。 Gloor （ 2000 ）強調，企業和技術是根本因素，完成網路營銷的視野，而改造電子企業需要考慮的包括各方面電子營銷技術（圖 3 ）。企業願景需要明確定義和決策者決定，包括職能經理應共同努力完成改造計劃。有需要高水平的 ICT 專門知識，並且由專家發揮關鍵作用確保靈活，可擴展性和可擴展的營銷架構發展支持當前需求和未來的業務需求。

網路行銷論文學生 : 張碩成

長榮大學 經營管理所─行銷組學號 :R76361021

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