網路行銷是一個典範轉移，是一項革命性的新整體概念…結合了「網路」與「行銷」兩個主題，融合淬煉出網路行銷的精髓。
本課程強調單一物種的核心能力之外，更強調網路行銷上的兩項原則：人無法與天爭，以及生態大於物種。在網路行銷竸爭策略中，除了考慮自身的核心能力(物種)之外，還要考慮外在環境(生態)。
1.人無法與天爭：網際網路是資訊時代的發明，它存在的目的是在革工業時代產業的命，目的是要將產業經濟帶入資訊時代。
2.生態大於物種：網路生態部分包括了三個面向(1)人：一個人、一群人、虛擬社群；(2)網：一個網、一群網、與虛擬企業間的競爭，以及(3)人與網之間的互動：關係、價格獲利、與自然成長。
因此本教學目標為此三個面向，並從這三個面向學習到如何於充滿競爭的網路行銷世界中生存。
《 課程簡介 -- English 》
Because the nature of Internet is a paradigm shift, internet marketing is become an emerging and important issue. The goals of this course are to foster overall knowledge of internet economics, to increase internet marketing comprehension of virtual environment, and to apply to real-world cases.
The growth of Internet can only be described as breathtaking, if not revolutionary. The Internet brings about an exciting new means of communication that promises to change the way we live, entertain, shop and do business in the years to come. The purpose of this course is to introduce students to this medium of marketing communication and to examine how tourism businesses are using this medium as a means of marketing communication. Special attention will also be paid to the role of the Internet in the global economy.
|