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1、1,如何規劃撰寫碩士論文,2,簡報大綱,撰寫碩士論文的意義碩士論文架構開始撰寫碩士論文碩士論文時間規劃碩士論文口試參考書籍介紹論文經驗談,3,撰寫碩士論文的意義,養成獨立思考的能力培養批判精神的態度學習嚴謹做事的方法,4,論文寫作要領：丘昌泰老師,一、重複題材、毫無創意的研究題目二、欠缺完整的研究能力三、沒有學術倫理的撰寫風格四、顛三倒四的邏輯結構五、理論與實務的嚴重脫節六、含糊籠統的研究動機與無法達成的研究目的七、以量取勝，拷貝至上的概念界定八、不分論文好壞，一律表格化的文獻檢視九、愈多愈好，含糊籠統的研究方法十、體例不一的參考書目與註解,5,寫碩士論文最感困難的事,如何選訂題目：適當的題材

2、、範圍適中、創新的觀點如何回顧文獻：文獻取得管道、蒐集多少文獻、如何讀論文如何蒐集數據：質化與量化如何獨立思考：質疑、批判、創新如何寫計畫書,6,寫碩士論文最感困難的事,如何處理文章的邏輯與章節安排如何選指導教授MBA 和 Phd論文的差異如何安排時間,7,對研究方法課程的期望,知道論文進行步驟，並有機會實作希望跟著課程進行，能將題目確定研讀幾篇好論文，瞭解什麼是研究培養資料蒐集、分析與解釋之能力將撰寫論文的能力應用於實務工作瞭解口試時應注意事項瞭解與指導教授的相處,8,碩士論文架構,9,碩士論文架構,第一章 緒論第二章 文獻探討第三章 研究設計第四章 資料分析第五章 結論與建議,10,第一章

3、 緒論,由第一章窺見全篇論文之內涵前言(研究背景、動機)研究目的理論基礎方法論研究範圍研究流程(不要湊篇幅)研究的重要性論文架構,11,舉例網路行銷市場區隔關鍵成功因素之研究,12,第一章 緒論,前言 (網路行銷市場區隔背景、動機)研究目的 (網路行銷市場區隔CSF之發展)理論基礎 (網路行銷市場區隔理論)方法論 (關鍵成功因素法)研究範圍 (台灣從事網路行銷市場區隔之廠商)研究的重要性 (學術貢獻與實務貢獻)論文架構,13,緒論撰寫技巧,由廣而窄倒金字塔,網路行銷市場區隔網路行銷市場區隔成功網路行銷市場區隔CSF,14,With rapid advances in Internet and

4、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 individ

5、uals (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 informatio

6、n available (Yelkur and DaCosta, 2001). Accordingly, market segmentation is crucial for Internet managers (Thomsen, 1996; Oconnor and OKeefe, 1997), and is thus an important, even essential, part of the e-commerce field of study (Chang, 1998).,Introduction,15,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 e

7、t 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；Oconnor and OKeef

8、e, 1997)，更是電子商務中重要且必要的一塊研究領域(Chang, 1998)。,緒論,16,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 segmentatio

9、n 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. McDonalds (1996) investigation into Internet consumer using motivations in several countries to develop applica

10、tions for transnational market segmentation, and Thomsen (1996) investigated segmentation variables such as sex, education level, income, frequency of Internet use, and circumstances of Internet and Web. Nevertheless, although these studies afford many bases and techniques for segmenting a single In

11、ternet market, they contribute little toward explaining how a project should integrate the segmentation of the entire Internet market.,Introduction,17,然而到目前為止，探討網路市場區隔(Internet Marketing Segmentation)的文獻還不算多，大部分的研究是以發掘市場區隔變數、建立市場區隔模型為主，例如：Gordon and De Lima-Turner(1997)與Vellido et al. (1999)運用類神經網路技

12、術，發掘線上市場的區隔變數；McDonald (1996)探討數個國家消費者的網路使用動機，發展適用於跨國的市場區隔。Miller (1996)研究發現年齡為最有效的網路市場區隔變數之一，因其易於被定義且具有互斥性。Thomsen (1996)探討了性別、教育程度、收入、網路使用的頻率、網路及WWW 的使用情況等區隔變數。然而這些研究雖然使我們得知許多區隔一個網路市場的基準(Base)和技術，但對於整個網路市場區隔專案該如何整合、使之成功極少被著墨。,緒論,18,In summary, the question of interest to enterprise managers is det

13、ermining whether or not IMS can be successful. Accordingly, this study adopts a critical success factor (CSF) approach in order to explore the relationship between CSFs and successful IMS with the following research objectives: 1) To determine the critical success factors for Internet market segment

14、ation; 2) To compare success and failure of IMS projects so as to allow companies to study the successful experiences of those that were successful and avoid the mistakes made by those who failed; 3) To increase understanding of the importance of IMS strategy and contribute to greater management eff

15、iciency.,Introduction,19,總結來說，企業經理人所感興趣的問題是判定網路市場區隔能否成功。因此本研究採取關鍵成功因素法(Critical Success Factor Approach, CSF Approach)，藉以連結CSF與成功網路市場區隔的關係，以期望能完成下列幾項研究目的：第一、歸納出IMS的CSF。第二、比較IMS專案的成敗，讓公司能藉以學習到成功者的成功經驗和避免失敗者所犯的錯誤。第三、協助了解IMS策略的重要性，進而使管理更有效率。,緒論,20,第二章 文獻探討,瞭解和本研究有關之其他研究的成果瞭解本研究和其他研究之關係指出本研究之重要性前言和自變數有關

16、之研究和應變數有關之研究連結自變數和應變數之相關研究結論,21,第二章 文獻探討,網路行銷市場區隔之定義網路行銷市場區隔之關鍵成功因素衡量網路行銷市場區隔之成功關鍵成功因素法,22,Defining Internet Market SegmentationThe importance of market segmentation has been extensively confirmed since the 1950s (e.g., Marketing News, 1986; Waldo, 1973). Numerous new analytical techniques in market

17、ing have already been applied and tested in the area of market segmentation and market segmentation has been universally applied in all types of industry environments (e.g., Morgan, 1978; Bahn and Granzin, 1986; Muller, 1991; Yavas et al., 1992; Cermak et al., 1994). Furthermore, the importance of m

18、arket segmentation has not lessened in the e-commerce era (Thomsen, 1996; Oconnor and OKeefe, 1997; Vellido et al., 1999).,Literature Review,23,網路市場區隔的定義自從1950年代，市場區隔的重要性已被廣泛地確認(e.g., Marketing News, 1986; Waldo, 1973)。許多在行銷上提出的新分析技巧，已在市場區隔方面應用和測試，而市場區隔研究在各類產業環境中也普遍被採用(e.g., Bahn and Granzin, 1986;

19、Cermak et al., 1994; Morgan, 1978; Muller, 1991; Yavas et al., 1992)，並且，在電子商務世代中，市場區隔的重要性依然不減(Miller, 1996；Thomsen, 1996；Oconnor and OKeefe, 1997；Vellido et al., 1999)。,文獻探討,24,Schiffman and Kanuk (1994) state that market segmentation is the division of a potential market into several subsets, with

20、each subset of consumers having common needs or characteristics, and that one or several subsets are selected as the enterprises target market and a specific marketing mix is developed with which to cater to the needs of these target markets. As Chaffey et al. (2000) is of the opinion that peoples b

21、asic needs and aspirations will not change as a result of the Internet environment, current marketing theories should still be applicable to the Internet environment. Accordingly, this study contends that Internet market segmentation is the use of current information technology to classify potential

22、 or actual online customers into groups in which the consumers have similar requirements and characteristics. After distinguishing these groups, one or several are chosen as the enterprises target market and a specific marketing mix is developed in accordance with group characteristics, to establish

23、 a long-term, positive interaction in order to meet the requirements of the target market.,Literature Review,25,Schiffman和Kanuk (1994)表示，市場區隔是將一個潛在市場區分為數個子集合，使每個子集合內部的消費者，具有相同的需求或特徵，然後選定一個或數個子集合，作為企業的目標市場，並發展特定的行銷組合，來迎合這些目標市場的需求。由於Chaffey (2000)認為現在人們根本的需求和渴望不會因為網路環境而改變，所以目前的行銷理論仍然適用在網路環境中。因此，本研究認為網

24、路市場區隔就是在網際網路上，利用現今的資訊科技，將潛在或實際的線上顧客分群，使得在同一群體中的消費者，具有相同的需求或特徵，然後選定其中一個或數個群體，作為企業的目標市場，並據其特徵發展特定的行銷組合，建立長期良好的互動，以滿足這些目標市場的需求。,文獻探討,26,Critical Success Factors for Market SegmentationThis study aims to acquire an understanding of the CSFs for Internet market segmentation. However, the literature revea

25、ls that the research relevant to IMS is currently in an exploratory stage making it difficult to infer its CSFs. Accordingly, this study turns to conventional market segmentation CSFs for exploration and, following the processing of some of the more important relevant literature, deduces the CSFs of

26、 market segmentations to yield a CSF chart: See Table I.,Literature Review,27,市場區隔關鍵成功因素本研究旨在透過關鍵成功因素法來了解影響企業發展網路市場區隔的CSF，但從文獻探討可知，網路市場區隔的相關研究實屬探索性階段，難以從中歸納出其CSF。因此，本研究轉向傳統市場區隔的CSF做探索，在整理了幾篇較為重要的相關文獻後，本研究歸納整理出市場區隔的CSF表，如表1所示。,表1 市場區隔CSF,文獻探討,28,Successful Internet Market SegmentationA review of the

27、relevant literature reveals that the measurement of market segmentation success is still in its infancy. The relevant research is concentrated on uncovering methods for successful market segmentation (e.g., Maier and Saunders, 1990; Robertson and Barich, 1992), and, seemingly, no research has explai

28、ned exactly how market segmentation success should be defined and measured; this is even more the case when it comes to the measurement of IMS success.,Literature Review,29,成功的網路市場區隔回顧相關文獻發現，關於一般市場區隔成功的衡量仍處於萌芽期。相關研究專注於發掘更多朝向成功市場區隔的方法(e.g., Maier and Saunders, 1990；Robertson and Barich, 1992；Kuo et a

29、l., 2002)，然而幾乎沒有研究說明市場區隔的成功究竟該如何定義與衡量，而關於IMS成功的衡量則更為缺乏。,文獻探討,30,As no appropriate instrument for measuring Internet market segmentation success exists in the current literature, help was sought from business managers. However, even though currently there exist many classical measurement methods, inc

30、luding sales volume, profits and market share, the existence of too many external influence factors means that it is impossible to achieve unanimous affirmation for any one method, by the interviewees. Accordingly, with the agreement of the interviewees a perceptive and subjective method of measurem

31、ent is employed. As Dess and Robinson (1984) conclude, managers perception of how well their firm had performed measured in a subjective and relative sense was consistent with how the firm actually performed vis-vis return on assets and growth in sales. This study proposes to enumerate the CSF influ

32、ences on Internet market segmentation through the CSF approach and leaves the method for precisely measuring market segmentation as a topic for future researchers.,Literature Review,31,由於無法在現有文獻中發覺一個可以適切衡量網路市場區隔成功的工具方法。因此，研究者轉而向業界經理人尋求協助，不過，即使目前有許多典型的衡量方法，諸如銷售額、利潤、市佔率等，也因為有太多外部影響因素存在，使得沒有一種方法可在訪談中獲得

33、全體受訪者一致地認同，故，本研究在受訪者們的同意下，使用知覺和主觀的衡量方法。正如同學者Dess and Robinson(1984)所言：經理人們在主觀和相對感覺的測量角度上，所意識到其企業的表現與他們企業在相對資產報酬率和銷售成長的實質表現上，是一致相同的。同時，本研究旨在透過關鍵成功因素法來發掘影響網路市場區隔CSF，至於精確衡量市場區隔成功的方法，就留予以後的研究者去鑽研。,文獻探討,32,Critical Success Factor ApproachCritical success factors (also called key success factors) were pro

34、posed by Daniel (1961) and popularized in Rockarts (1979) study of information systems. Over the past several years, the CSF approach has been widely adopted and used in a variety of different fields of study to determine the most critical factors influencing enterprise success which represents the

35、fact that the use of the CSF approach has long exceeded its original application in the area of management information systems (MIS). See for example Easingwood and Storey (1991, 1993) who use the CSF approach to appraise the factors influencing the success of enterprises becoming involved in new fi

36、nancial services.,Literature Review,33,關鍵成功因素法關鍵成功因素(CSF，一作Key success factors)是學者Daniel(1961)所提出，並且在資訊系統學科中被學者Rockart(1979)通俗化。這幾年來，關鍵成功因素法已經在不同的學科中受到廣泛的採納運用，去檢定影響企業成功的最重要的關鍵因素為何，所以CSF法的應用早已超越了其原來在MIS領域中的應用。如：Easingwood和Storey(1991，1993)以CSF法去鑑定關於開始從事新財務服務時成功的影響因素。,文獻探討,34,Many factors influence th

37、e success of an IMS projects segmentation of the Internet market. Nevertheless, clearly defining the method by which IMS projects achieve success is contingent on determining and characterizing enterprise CSFs and appropriately coping with these factors. As Rockart (1979) states, the CSFs of any ent

38、erprise lie within a certain limited domain, and, if these factors are met, it is possible to guarantee the success of competition and greater operating achievements. Therefore, this study adopts a CSF approach in order to explore the relationship between CSFs as the independent variable and success

39、ful internet market segmentation as the dependent variable.,Literature Review,35,由於對網路市場區隔專案來說，有許多因素會影響網路市場區隔的成功。然而，清楚地發現達成成功網路市場區隔專案的方法，將有賴於鑑定和描述企業的CSF，並且適當地處理這些因素。就像Rockart(1979)所說，CSF對於任何企業而言，是由某些有限的領域裡所產生，若能滿足這些因素，將可確保企業競爭的成功與營運績效的提昇。故，本研究採用關鍵成功因素法，藉以連結自變數(CSF)和依變數(成功的網路市場區隔)之間的關係。,文獻探討,36,研究架構,

40、CSF1,CSF2,自變數 網路行銷市場區隔CSF,成功,應變數 網路行銷市場區隔成功,37,第三章 研究設計,研究包含一系列有系統而前後密切相關之步驟研究設計在說明各步驟之細節與彼此之關連前言研究方法（定性研究或定量研究）資料蒐集、問卷設計信度與效度抽樣設計資料分析（解釋文字或數字）結論,38,網路行銷市場區隔研究設計,文獻,訪談,問卷,訪談,Study 1 定性,Study 2 定量,Study 3 定性,39,As at this time the literature concerning Internet market segmentation is minimal, finding

41、 the CSFs that influence IMS is truly an exploratory type of research. Furthermore, Bryman (1992) indicates that if the qualitative and quantitative investigative materials prove to be mutually affirming, this helps to enhance what scholars refer to as the reliability of the research results. Accord

42、ingly, this study adopts an approach of integrating qualitative and quantitative measurements, that is, triangulation (Burgess, 1993), in conducting an exploration.,Research Design,40,因為目前關於網路市場區隔的文獻極少，若要找出影響網路市場區隔的CSF，實屬一種探索性的研究。同時，學者Bryman (1992)表示，假如質化和量化的調查資料可以相互印證確認，那麼研究學者所聲稱的研究結論之信度將可提高。故本研究採用

43、結合質化與量化測量的方法，亦即所謂的Triangulation法(Burgess, 1993)來進行探索。,研究設計,41,In total, this study consists of three stages. The first stage is qualitative measurement which includes a literature review and a pilot interview. The purpose of this stage is to acquire a knowledge base relevant to this study, understan

44、d the scope of the study and unearth hidden constructs relevant to the success of market segmentation in marketing literature which may have been overlooked. The second stage is a quantitative measurement which includes drawing up the questionnaire, issuing the questionnaire and statistical analysis

45、 of the data. The final stage is the adoption of a second qualitative measurement. Content here includes interviews with the experienced professionals who had been contacted previously in the first stage. The objective of this stage is to effectively affirm the research findings and assist in interp

46、reting the research results.Stage 1: Literature Review and Pilot Interview Stage 2: Questionnaire Design Stage 3: The Validating Interview,Research Design,42,本研究共經歷了三個步驟，首先，定性測量法-包含文獻回顧與引導式訪談(pilot interview)，此步驟的目的是去獲得有關本研究相關基礎知識、了解研究的範圍、發掘在行銷文獻中可能被忽略的相關成功市場區隔的隱藏構面。第二，定量測量法-包含問卷擬定、問卷發放和資料的統計分析。最後，再

47、次採取定性測量法，內容包含與先前在第一階段中聯絡過的實務專家們的訪談，此步驟的目的在有效確認研究發現，並且幫助研究結論的闡釋。 Stage 1文獻回顧與先導式訪談Stage 2問卷設計Stage 3確認式訪談,研究設計,43,第四章 資料分析,瞭解所用之分析方法、過程與結果資料分析工具介紹資料分析之流程資料分析之結果（圖表及文字解釋 ）結論,44,網路行銷市場區隔資料分析,CSF1,CSF2,自變數 網路行銷區隔CSF,成功,應變數 網路行銷市場區隔成功,因素分析,相關分析獨立性T檢定多元迴歸,45,Data Gathering and Analysis Factor Analysis,Dat

48、a Analysis,46,Analysis of Relevance of Each Factor and Success Measurement Construct,Data Analysis,47,第五章結論與建議,研究過程之總結、貢獻與建議研究結論研究貢獻管理上的涵義 (managerial implications)研究限制 後續研究之建議結語 or 後記,48,網路行銷市場CSF,網路市場區隔之關鍵成功因素共6項良好的區隔規劃科學方法統計分析行動結果足夠的計劃資源SWOT分析士氣和溝通,49,The Critical Success Factors (CSFs) for Inter

49、net Market Segmentation The major contribution of this study is in validating the six CSFs for Internet market segmentation, among which four CSFs are significantly related to Internet market segmentation.This study suggests that managers consider these CSFs as the cutting-in points when they launch

50、 and implement an Internet market segmentation project. Through key management principles, managers can be aided to employ appropriate actions, to efficiently supervise and to execute an Internet market segmentation project. In addition, by incorporating a good segmentation plan, SWOT analysis, and

51、statistical analysis based on scientific methods, enterprises can understand the real needs of the customers when they implement the Internet market segmentation project. By utilizing sufficient resources, Internet marketing strategies can be developed, morale can be enhanced, and communications can be increased. In this way, relevant actions can be springboards for relevant results.,