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https://rsuir-library.rsu.ac.th/handle/123456789/863| Title: | 海外代购营销模式和传统营销模式的比较研究 以泰国代购为例 |
| Other Titles: | A comparative study of oversea surrogate shopping model and traditional marketing model : a case of surrogate shopping in Thailand |
| Authors: | 潘少贤, Shaoxian Pan |
| metadata.dc.contributor.advisor: | Yang Shu Chen |
| Keywords: | Strategic planning -- Thailand -- Case studies;Relationship marketing -- Thailand;Social marketing |
| Issue Date: | 2018 |
| Publisher: | Rangsit University |
| Abstract: | 海外代购营销是基于网络营销模式的一种创新和发展，是如今高速发达的互 联网市场经济的需求，也是当今社会经济全球化的必然结果。通过便利的网络平 台，海外代购这项新型的营销模式迅速建立并且发展起来，形成了目前有规模并 且对传统营销模式有威胁的局面。本文通过分析研究泰国代购的营销方式的改 变，以及陈述海外代购和传统营销模式的异同之处和相互影响关系，研究两种营 销模式的发展前景并且也衍生出自己的主要观点。 本研究依据Osterwalder 和Pigneur（2010）所提出Business Model Canvas 的 价值主张、内部营运活动、外部市场和财务效益等四大方面，通过深度访谈获取 资料，针对泰国个体代购的价值主张、关键活动、关键资源、关键合作伙伴、目 标客层、顾客关系、通路、收入来源及成本结构等九大要素进行深入分析。 海外代购和传统营销方式如果可以进行有效的整合，从而会达到两种营销模 式的优势互补。传统营销模式和海外代购营销模式的相互整合可以在方便消费者 可以快速、方便购买商品的同时，也会不削弱传统营销模式中门店的利润空间， 从而使商品消费市场实现良性竞争。 |
| metadata.dc.description.other-abstract: | Overseas purchasing marketing is an innovation and development based on the network marketing model It is the demand of the fast-developing Internet market economy and the inevitable result of today's social and economic globalization Through a convenient network platform, the new marketing model of overseas purchasing has been rapidly established and developed, forming a situation that is currently scaled and threatens the traditional marketing model This paper analyzes the changes in the marketing methods of Thai purchasing, and states the similarities and differences between overseas purchasing and traditional marketing models, studies the development prospects of the two marketing models and also derives their main pointsThis study is based on the four aspects of the value proposition, internal operational activities, external market and financial benefits of the Business Model Canvas proposed by Osterwalder & Pigneur (2010) The in-depth interviews are used to obtain information, and the value proposition, key activities and key points for Thai individual purchasing The nine key elements of resources, key partners, target audience, customer relationships, access, revenue sources and cost structure are analyzed in depthIf overseas purchasing and traditional marketing methods can be effectively integrated, the advantages of the two marketing models will be complemented The mutual integration of the traditional marketing model and the overseas purchasing marketing model can facilitate the rapid and convenient purchase of goods by consumers, and will not weaken the profit margin of the traditional marketing model, thereby enabling the commodity consumer market to achieve healthy competition |
| Description: | Thesis (MBA (Business Administration)) -- Rangsit University, 2018 |
| metadata.dc.description.degree-name: | Master of Business Administration |
| metadata.dc.description.degree-level: | Master's Degree |
| metadata.dc.contributor.degree-discipline: | Business Administration |
| URI: | https://rsuir-library.rsu.ac.th/handle/123456789/863 |
| metadata.dc.type: | Thesis |
| Appears in Collections: | InCC-BA-M-Thesis |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Shaoxian Pan.pdf | 1.29 MB | Adobe PDF | View/Open |
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