2019年如何规划撰写硕士论文.ppt

如何規劃撰寫碩士論文 ;簡報大綱;撰寫碩士論文的意義;論文寫作要領：丘昌泰老師;寫碩士論文最感困難的事;寫碩士論文最感困難的事;對研究方法課程的期望;碩士論文架構;碩士論文架構;第一章 緒論;舉例 網路行銷市場區隔關鍵成功因素之研究;第一章 緒論;;With rapid advances in Internet and database technology, enterprises are able not only to procure smaller niche markets (Vellido et al., 1999), but also to focus on individual customers by providing personalized marketing (Kotler, 1994). Through the use of this segmentation approach, enterprises can satisfy the requirements of individuals (Kara and Kaynak, 1997) and increase customer loyalty (Peppers and Rogers, 1997), and moreover are able to maximize production surpluses (Yelkur and DaCosta, 2001). Conversely, failure of Internet managers to segment the market can cause customer perplexity because of the quantity of information available (Yelkur and DaCosta, 2001). Accordingly, market segmentation is crucial for Internet managers (Thomsen, 1996; O’connor and O’Keefe, 1997), and is thus an important, even essential, part of the e-commerce field of study (Chang, 1998).;在網際網路與資料庫技術快速進步的情況下，企業不僅可產生更小的利基市場(Sen et al., 1998；Vellido et al., 1999)，甚至可以針對每一個顧客進行個別化的行銷 (Kotler, 1994)。透過這種區隔的作法不僅可以滿足個人的需求(Kara and Kaynak, 1997)，提高顧客的忠誠度(Peppers et al., 1997)，更可以極大化其生產者剩餘(Yelkur et al., 2001)。相反的，網路經營者不區隔市場，則可能易使顧客因其繁多的資訊而感到困擾(Yelkur et al., 2001)。因此，市場區隔是網路事業經營者所不應忽視的(Miller, 1996；Thomsen, 1996；O’connor and O’Keefe, 1997)，更是電子商務中重要且必要的一塊研究領域(Chang, 1998)。;Moreover, to date, the body of literature on Internet market segmentation (IMS) is not significant in size. The majority of studies that do exist are primarily concerned with uncovering market segmentation variables and establishing market segmentation models. Examples of this are Gordon and Lima-Turner (1997) and Vellido et al. (1999) in the use of neural network technology to discover the segmentation variables of the on-line market. McDonald’s (1996) investigation into Internet consumer using motivations in several countries to develop applications for transnational market segmentation, and Thomse