民宿部落格行銷
網路行銷的概念
行銷學為發展完整的學門，隨著時代和科技不斷地進步，行銷領域不斷增加新的概
念，當網際網路在90 年代中期與行銷概念相遇時便形成了網路行銷，Mohammed等人 (2003)認為網路行銷是一種透過線上活動，幫助彼此交換想法、產品和服務，滿足
雙方的需求，以期建立並維繫與顧客間關係的過程。許多學者同意網路是有效的行銷廣
告媒介(Hoffman & Novak, 1996; Hoffman, Novak, & Chatterjee, 1995; Lituchy & Rail,
2000)，研究發現良好的網站服務品質將會為買賣雙方建立較佳的關係品質(Thorbjornsen
et al., 2002; Bennett & Barkensjo, 2005; Park & Kim, 2006)。基本上網路行銷在兩方面影
響傳統行銷：(1)提高傳統行銷功能的效率；(2)網路行銷的科技轉化了行銷策略(Strauss &
Frost, 2002)。Berthon, Pitt, and Watson(1996)等人認為網路的優點包括讓企業能提供詳盡
的產品資料在新市場中曝光、提升企業形象、在發展產品的過程中吸引消費者參與以建
立互動關係及客戶資料庫、處理消費者的抱怨及詢問、以及提供產品配銷等等。Lituchy
and Rail (2000)早期針對小旅館及民宿行銷研究即歸納出利用網路行銷之優點遠大於缺
失，優點為成本降低、隨時可得到資訊、可線上預約訂房、訊息更新方便，將真實現況
反映顧客、可接觸傳統媒體無法觸及的人、提供國際能見度。相對缺點只有不具親和力、
經營者無足夠時間好好經營網站、網路上有太多競爭對手。
參考文獻:
Berthon, P., Pitt, L., & Watson, R. T . (1996). Marketing communication and the world wide
web. Business Horizons, 39(5), 24-32.
Lituchy, T. R., & Rail, A. (2000). Bed and breakfasts, small inns, and the internet: the impact
of technology on the globalization of small business. Journal of International Marketing,8(2), 86-97.
Park,C. H. & Kim, Y. G. (2006). The Effect of Information Satisfaction and RelationalBenefit on Consumers’ Online Shopping Site Commitmemts. Journal of Electronic
Commerce in Organizations, 4(1), 71-90
Strauss, J., & Frost, R. (2002)。網路行銷（方文昌譯）。臺北：智勝文化。（原著出版於
2001 年）
Hoffman, D. L., Novak, T. P., & Chatterjee, P. (1995). Commercial scenarios for the web:
opportunities and challenges. Journal of Computer Mediated Communication, 1(3),00-00
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated
environments: conceptual foundations.Journal of marketing,60(3),50-68
Lituchy, T. R., & Rail, A. (2000). Bed and breakfasts, small inns, and the internet: the impact
of technology on the globalization of small business. Journal of International Marketing,8(2), 86-97.
Mohammed, R. A., Fisher, R. J., Jaworski, B. J., & Paddison, G. J.(2003). Internet marketing:
Building advantage in the networked economy (2nd ed.). Singapore: McGraw-Hill.
Thorbjornsen, H., Supphellen, M., Nysveen, H., & Pedersen, P. E. (2002). Building Brand
Relationships Online: A Comparison of Two Interactive Applications. Journal of
Interactive Marketing, 16(3), 17-34
Bennett, R., & Barkensjo. (2005). Internal Marketing, Negative Experiences, and Volunteers’
Commitment to Providing High-Quality Services in a UK Helping and Caring
Charitable Organization Journal. International Journal of Voluntary and Nonprofit
Organizations, 16(3), 251-274.
行銷學為發展完整的學門，隨著時代和科技不斷地進步，行銷領域不斷增加新的概
念，當網際網路在90 年代中期與行銷概念相遇時便形成了網路行銷，Mohammed等人 (2003)認為網路行銷是一種透過線上活動，幫助彼此交換想法、產品和服務，滿足
雙方的需求，以期建立並維繫與顧客間關係的過程。許多學者同意網路是有效的行銷廣
告媒介(Hoffman & Novak, 1996; Hoffman, Novak, & Chatterjee, 1995; Lituchy & Rail,
2000)，研究發現良好的網站服務品質將會為買賣雙方建立較佳的關係品質(Thorbjornsen
et al., 2002; Bennett & Barkensjo, 2005; Park & Kim, 2006)。基本上網路行銷在兩方面影
響傳統行銷：(1)提高傳統行銷功能的效率；(2)網路行銷的科技轉化了行銷策略(Strauss &
Frost, 2002)。Berthon, Pitt, and Watson(1996)等人認為網路的優點包括讓企業能提供詳盡
的產品資料在新市場中曝光、提升企業形象、在發展產品的過程中吸引消費者參與以建
立互動關係及客戶資料庫、處理消費者的抱怨及詢問、以及提供產品配銷等等。Lituchy
and Rail (2000)早期針對小旅館及民宿行銷研究即歸納出利用網路行銷之優點遠大於缺
失，優點為成本降低、隨時可得到資訊、可線上預約訂房、訊息更新方便，將真實現況
反映顧客、可接觸傳統媒體無法觸及的人、提供國際能見度。相對缺點只有不具親和力、
經營者無足夠時間好好經營網站、網路上有太多競爭對手。
參考文獻:
Berthon, P., Pitt, L., & Watson, R. T . (1996). Marketing communication and the world wide
web. Business Horizons, 39(5), 24-32.
Lituchy, T. R., & Rail, A. (2000). Bed and breakfasts, small inns, and the internet: the impact
of technology on the globalization of small business. Journal of International Marketing,8(2), 86-97.
Park,C. H. & Kim, Y. G. (2006). The Effect of Information Satisfaction and RelationalBenefit on Consumers’ Online Shopping Site Commitmemts. Journal of Electronic
Commerce in Organizations, 4(1), 71-90
Strauss, J., & Frost, R. (2002)。網路行銷（方文昌譯）。臺北：智勝文化。（原著出版於
2001 年）
Hoffman, D. L., Novak, T. P., & Chatterjee, P. (1995). Commercial scenarios for the web:
opportunities and challenges. Journal of Computer Mediated Communication, 1(3),00-00
Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated
environments: conceptual foundations.Journal of marketing,60(3),50-68
Lituchy, T. R., & Rail, A. (2000). Bed and breakfasts, small inns, and the internet: the impact
of technology on the globalization of small business. Journal of International Marketing,8(2), 86-97.
Mohammed, R. A., Fisher, R. J., Jaworski, B. J., & Paddison, G. J.(2003). Internet marketing:
Building advantage in the networked economy (2nd ed.). Singapore: McGraw-Hill.
Thorbjornsen, H., Supphellen, M., Nysveen, H., & Pedersen, P. E. (2002). Building Brand
Relationships Online: A Comparison of Two Interactive Applications. Journal of
Interactive Marketing, 16(3), 17-34
Bennett, R., & Barkensjo. (2005). Internal Marketing, Negative Experiences, and Volunteers’
Commitment to Providing High-Quality Services in a UK Helping and Caring
Charitable Organization Journal. International Journal of Voluntary and Nonprofit
Organizations, 16(3), 251-274.
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