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網路行銷教案-壹、基本概念篇

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電子化應用能力提升養成研習 網路行銷規劃實務研習 壹、基本概念篇

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  • 1. 97 97 6 1

2. 96 2 3. 96 : jumbo@ faculty.pccu.edu.tw 3 4. 96 ningqw hotm n@ ail.com 4 5. 96 5 6. 96 6 7. 96 7 8. 96 8 9. 96 80% 9 10. 96 : (Y.C.C) _ _ 1986-1988 / / 1988-1995 1998 < > 1998 2002 2003 2003 2004 2004 2005 2005 2006 1995 2005 10 / / 2002 11. 96 (Y.C.C) _ _ _ ( 11 ) (87 ) 92 MCP 93 95 93 93 e 91--95 89-96 93-94 95-96 - 21 (94 ) 3 4 11 91 ) ( 3 89 4 90 5 12. 96 : (Y.C.C) _ DOS KS3 DBASE Windows Word Excel Access PowerPoint FoxPro AmiPro Lot us Windows 95 Office 95 Works Windows NT (Server/Workstation) Exchange Server 36 Windows 95 CAI( ) foxpro( ) ( )Office 2000 CAI ( ) ( ) ( ) ( : I 257592 ) ( M259275 ) - Photoshop 1 Photoshop 2 PowerPoint- ACDSee Nero WinRAR MSN Messenger Yahoo! Messenger Skype Flash Get Irfan View Dreamweaver 1 Flash 1 Frontpage 1 12 13. (Y.C.C) _ 1999 1999 2001 2001 2003 _ 2004 E - 2005 13 14. 96 (Y.C.C) _ 1 : 89 WindowsDNA(Distributed internet Application) 85~86 Windows 95 Windows NT Internet/Intranet 14 15. (Y.C.C) _ 96 : 2 Internet/Intranet 91 ASP WEB AP XML Internet MS EXCHANGE SERVER 90 EDI Exchange 2000 Server WEB AP Intranet WMT 86 89 SOL Server 88 Client-Server Internet/Intranet ASP VB Script Java Script NT Server 4.0 IIS 2.0 WEB Server SQL Server Client-Server VB VFP SQL Server MIS Windows ON-LINE SQL Server Exchange Server NTServer MS-DOS VB VFP SQL Exchange Server Visual FoxPro VB VFP VB SQL Visual 15 87 FoxPro 16. 96 (Y.C.C) _ 3 - 90 -- 88 -- e 93 - 6 16 93 - 1 17. (Y.C.C) _ 96 4 e 96 - 7 95 - 2 94 - 1 93 - 1 92 - 2 91 - 4 90 - 17 4 18. 97 98 7 18 19. 96 19 20. 97 98 7 20 21. 96 1. 1.1 1.2 1.3 1.4 1.5 1.6 21 22. 97 1 . 1 98 7 22 23. 96 1 . 1 1.1.1 1.1.2 1.1.3 1.1.4 1.1.5 1.1.6 1.1.7 23 24. 96 1.1.1 AMA Stanton 24 25. 96 1.1.2 Chaffey 2000 Internet Marketing e- Marketing 25 26. 96 1.1.3 26 27. 96 1.1.4 27 28. 96 1.1.5 28 29. 96 1.1.6 29 30. 96 1.1.7 30 31. 97 1 . 2 98 7 31 32. 96 1 . 2 1.2.1 1.2.2 1.2.3 1.2.4 32 33. 96 _ S ERVER( )NOVELL, WINDOWS NT; Win d o w s 2 0 0 0 / XP ; Lin u x CLIENT( )DOS ; Win d o w s 9 5 / 9 8 / ME / XP ; Win d o w s NT w o rks ta tio n ; w in d o w s 2 0 0 0 p ro fe s s io n a l ; w in d o w s vis ta SERVER SERVER 34. 96 _ MODEM( ) BBS In te rNe tMODEM( ) P S : : ADS L 35. 96 & www.yahoo.com www.yahoo.com.tw www.yahoo.com.sg www.yahoo.com.hk . . . PS:1.com;org;gov;net;edu2. www.yahoo.com/ 3.tw.yahoo.com 35 36. 96 Bro w s e r ( ) Bro w s e r ( ) Mo s a ic Ne ts c a p e ( ) IE ( In te rn e t Exp lo re r) Fire Fo x Go o g le Ho m e P a g e ( )- - P s : ( ) 37. 96 38. 96 1.2.1 Internet TCP/ IP Internet Backbone 38 39. 96 1.2.2 World Wide Web WWW Internet WWW Hyper links 39 40. 96 1.2.3 E- mail FTP HTTP BBS News MSN 40 41. 96 G2B2C B2E eb W B2B B2C 41 42. 96 Google 42 43. 96 1.2.4 AP AP Ovum MIC43 44. 97 1 . 3 http://www.twnic.net.tw/ TWNIC- TWNIC 98 7 44 45. 96 http://www.twnic.net.tw/total/total_01.45 46. 96 1.3 1.3.1 1.3.2 1.3.3 1.3.4 1.3.5 1.3.6 46 47. 96 1.3.1 47 48. 96 1.3.2 70.20% 66.80% 12 35 90% 16 20 96.95% 56 17.89% 2008 48 49. 96 1.3.3 80.23% 74.63% 66.91% 55.14% 56.30% 52.36% 2008 49 50. 96 1.3.4 2008 50 51. 96 1.3.4 2008 51 52. 96 1.3.5 :Yahoo! :Google : : 2008 52 53. 96 1.3.5 2008 53 54. 96 1.3.6 36-4041&above 531-35V8 26-30 5 TV PCDVD 21-25 under 20 MIC 17,996 54 55. 97 1.4 98 7 55 56. 96 1.4 1.4.1 1.4.2 1.4.3 1.4.4 1.4.5 1.4.6 56 57. 96 1.4.1 Digital Analog Convergence 57 58. 96 1.4.2 58 59. 96 1.4.3 59 60. 96 1.4.4 technology convergence industry convergence strategy convergence 60 61. 96 1.4.5 PC 61 62. 96 1.4.6 4C Com unications m Com unity m Contents Com ercem 62 63. 96 63 Source: Digital Industry Promotion Office, MOEA, Taiwan 64. 97 1 . 5 98 7 64 65. 96 1 . 5 1.5.1 1.5.2 1.5.3 1.5.4 B2C 1.5.5 1.5.6 65 66. 96 1.5.1 = + Electronic Commerce Internet Commerce 66 67. 96 1.5.2 1970 1970 ~1980 1980 1980 ~1990 1990 WWW 67 68. 96 1.5.3 C2B C2C B2C B2B 68 69. 96 1.5.4 B2C SSL 69 70. 96 1.5.5 70 71. 96 1.5.5 71 72. 96 1.5.6 72 73. 97 1 . 6 98 7 73 74. 96 1 . 6 1.6.1 1.6.2 1.6.3 1.6.4 1.6.5 1.6.6 1.6.7 74 75. 96 1.6.1 Afuah & Tucci 2001 75 76. 96 1.6.1 Tapscott & Ticoll 2002 76 77. 96 1.6.2 77 78. 96 1.6.3 78 79. 96 1.6.4 79 80. 96 1.6.5 80 81. 96 1.6.6 81 82. 96 1.6.7 Portal Site e-Marketplace Shopping Mall e-Community 82 83. 96 ? ?83 84. 96 FIND http://www.find.org.tw/find/home.aspx http://www.twnic.net.tw/ 2006 2007 2004 84 85. 96 1 85 86. 96 The Long Tail Chris Anderson 2004 [1] Netflix Real.com Rhapsody Web2.086 87. 96 - 80% 20% 99% Netflix Real.com/Rhapsody Google eBay 87 88. 96 - (The Long Tail) popularity products web2.0 88 89. 96 2. http://cmtycc.blogspot.com/2008/12/google_16Google ====> http://econsultant520.blogspot.com/2009/06/google===== 89