Mondex A STUDY OF ELECTRONIC CASH OF ENTITY MARKETPLACE ON PROMOTIONAL MIXES A CASE STUDY OF MONDEX ELECTRONIC CASH CARD Mondex Aaker SWOT Mondex ( ) Mondex 120 7-11 i-cash Mondex Mondex 303
Chin-Chia Hsu St. John s & St. Mary s Institute of Technology Department of Information Management National Taiwan University, Taiwan ROC Yi-Lun Chang, Kuei-Chen Chang, Chia-Hui Lin, Hsin-Yi Chin, Yu-Sheng Chang Department of Business Administration St. John s & St. Mary s Institute of Technology Abstract This research aim is inquiring into the Mondex electronic cash card on the entity market its marketing promotional mixes research. Also adopt the strategy marketing management theories of the Aaker in order to mainly structure, in order to analyses its inherent and external environment; In inherent environment, then expands by marketing promotional mixes to analyze the electronic cash the current conditions; Probe into its competition structure on entity's market in five strength competition ways in environment outside; And analyze the market structures such as advantage and bad situation etc. of its outside chance and threat and inside with the SWOT, end and the marketing that give and propose feasible marketing finally. This research adopts the interview way of the case, and visits Mondex companies of Taiwan of introducing the Mondex electronic cash card and the cooperation special contract that it provides the business (the Hi-Life Convenient Store) successively by rolling snow ball sampling method, then the interview is enriched the branch of the Nanhai by the Hi-Life Convenient Store that it recommends, the end then visits the opinion of the consumer that used ever. The result of the study shows that Mondex electronic cash card is the earliest for the whole country and only passes the electronic wallet of authentication, belonged to the open type to keep to be worth the card, the channel was more widely and there is issued volume of 1,200,000, but because accepting the shortage of the special contract business' location of the electronic cash, cause the consumption and not so high as the ones that are expected to come, in addition, popularity is not enough and the advertisement positioned not definitely, currently the tour card of Taipei City and 7-11 of the i-cash card has the tendency to catch up from behind instead. Therefore, this research suggestion should target the Mondex electronics cash card more accurately of target customer base, and set up perfect customer's database in order to increase the channel that communicates, combine more intelligence chip card functions, and many to increase the depth and scope of its thorough fare by cooperating with government and bank, in order to open more businesses opportunity of market. Keyword: Electronic Cash, Mondex, Promotional Mixes 304
Mondex SWOT () (1996) ( ) ATM (2000) ComBo Card Mondex 10 ( ) ( 2001)Mondex 120 Mondex (2002) 305
306 IC IC ( 2002) Mondex ( ) () (2002) (Product) (Place) (Price) (Promotion) ( 2003) (Advertising) (Direct Marketing) (Public Relation) (Sales Promotion) (Personal Selling) ( 2003) (2002) (2003) (2003) () Michael Porter(1980) (2004)
307 ()SWOT (2003) (opportunity) (threat) (strength) (weakness) ( ) SWOT ( ) () (Strategic Market Management) Aaker(1968) ( 1987) ( 1987) (2000) 1. 2. 3. 4. ( 1987)1. 2. 3. 4. 5. 6. 7. 8. Aaker SWOT
Mondex ()Mondex Mondex Mondex IC 10 ( 1998) Mondex Motorola (MasterCard)PayPass ( 2004) () 120 Mondex 1. Party Mondex Mondex 2. ( 2004) Mondex 3. ( 2000) EDM(Electronic Direct Marketing) E-Mail 2001 専 85% 308
309 4. () e 5. () 1870 ( 2001) ( 1994) Yin(1994) () Aaker(1986) Porter(1980) SWOT 1 1 () (Yin, 1994)1. 2. 3. ( ) ( )
(Snowball Sampling) Mondex ( ) ( ) Mondex 1 1 2004/10 Mondex 2004/12 Aaker 2004/11 2004/11 2 SWOT 3 ( ) ( 3 VISH CASHi-CASH 7-ELEVEni-CASH & EDM S W S O Mondex W T O T 310 2
() Michael Porter IC 4 4 / / 7-ELEVEn i-cash 7-ELEVEn i-cash Mondex VISA CASH SWOT SWOT 6 6SWOT (S) (W) 1. 1. 2. 2. 3. 4. 3. 5. (O) (T) 1. Mondex 1. 450 5 2. 7-ELEVEn 2. Mondex 5 3. VISA SK 40 3. Mondex 4. 4. 5. 6. Mondex 311
3. () 4. Mondex 1. 120 Mondex ComBo 18 7-11 i-cash 2. ondex Mondex Mondex Mondex, Mondex 1. 2. Mondex () 1. [1] 2. 2129387389-392413-414429435 DM 439-444457-466482485-4932002 312
[2] 412 43-441994 [11] [3] Mondex () 219104-1051998 24-252004 [4] [12] 28-441987 21-222000 [13] [5] 30-32452001 http://www.mondex.com.tw/news_ [14] releases/intropress_center_200402 16_2.htm2004 2 16 814-172002 2004 [15] [6] Motorola 9-101996 [16] 196-1972001 http://www.foongtone.com.tw/new [17] s/ LocalNews.htm#892004 10 19 333340383-385 2004 389-3912003 [7] [18] 9-102000 8112002 [8] [19]David A. Aaker, Strategic Market Management, 543-47371-373379391-394443-445 John Wiley & Sons, 1986. 448-4522003 [20]Porter, Michael E., Competitive Strategy: [9] Techniques for Analyzing Industries and 22-412001 Competitors, N.Y.: The Free Press, 1980. [10] [21]Robert, K. Yin, Case Study Research: Design and 2003 Methods, LA: Sage Publication Inc., 1994. 313
1 () ( ) Mondex ( ) ( )? Mondex ~ ~ 314
2 () Mondex Mondex Mondex Mondex Mondex Mondex ~ ~ 315
3 () Mondex? Mondex Mondex Mondex Mondex Mondex ~ ~ 316
4 () Mondex Mondex 7-ELEVEn i-cash? Mondex &? Mondex? Mondex ~ ~ 317
318