本研究從消費者體驗觀點看網路品牌和整合行銷傳播對網路行銷架構之影響及應用，應用網際網路、資訊科技、行銷原理和消費者研究相關理論，經由分析組合發展以消費者體驗為基礎之網路行銷整合架構，並建置「台北旅遊資訊系統」驗證架構之可行性。
本研究分為兩部分，第一部分結合文獻資料和創意思考，透過組合研究，提出網路品牌和整合行銷傳播之網路行銷整合架構，此架構能幫助業者了解消費者體驗，有效整合行銷資源，進而推動網路行銷，獲得更高行銷效益；第二部分為建置「台北旅遊資訊系統」，功能包括「旅遊行程銷售」、「經驗分享連結」、「旅遊推薦」及「體驗循環」，此系統之運作可呼應所提架構之系統循環機制及驗證所提架構之可行性。
新架構的提出與系統的建置。不僅有助於消費者和網站間的互動和溝通，以增加顧客服務和顧客滿意度，更可提高網路行銷效益，進一步擴大行銷組合架構之理論基礎與應用，提供實務界及學界進行相關研究時之參考。
This study analyzed the relevant theories and applications of internet, consumer research. Marketing principle, customer experience, e-brand, integrated marketing communication and information technology, to develop a new integrated marketing framework..Then, constructing a Taipei tourism information system to verify the feasi-bility for this framework.
This study is divided into two parts, the first part is intended to integrate Internet Marketing, Customer Experience, E-brand and Integrated Marketing Communications to develop a new integrated marketing framework. This framework not only can com-bine marketing resources effectively, obtain the higher marketing benefits, it also pro-vides total consumer experience. Second part constructing a Taipei tourism information system, including: Travel Packages recommend function and Experience Cycle function. This system can respond the framework’s cycle rules.
The new framework and Taipei tourism information system proposed here can achieve a more successful customer relationship management and increase customer satisfaction on internet marketing. Furthermore, we make the theories and applications of internet marketing will be more extensive and convenient for researches and busi-nesses.
