1. ORGANIZATION ANALYSIS --- P@YEA$Y Group 3 598202156 Lia Kuo 郭螢杰 498610495 Angel Chang 張薰云 497751096 David Hsu 許哲瑋 497241118 Christine Li 李佳穎 497120687 Betty Hsiao 蕭采薇 497390268 Venus Peng 彭思婷 1

2. Outline Introduction SWOT Analysis Slogans and commercial films analysis Conclusion 2

3. INTRODUCTION 3 598202156 Lia Kuo

4. Introduction Reinvested by Taishin Holdings ( 台新金控 ) 2000 : Electronic transactions security 2003 : Reformation— E-commerce E-shipping Consumers — women Marketing strategy 4

5. VIDEO TIME 5

6. 6 SWOT ANALYSIS 498610495 Angel Chang 497751096 David Hsu

7. SWOT Analysis Strategic planning method used to evaluate Strengths Weaknesses Opportunities Threats A SWOT analysis must start with defining a desired end state or objective. A SWOT analysis may be incorporated into the strategic planning model. 7

8. Strengths Development own brand. The first of Internet shopping card. Clear position of market. Cooperate with TV program successfully. Cooperate with travel agency successfully. 8

9. Weaknesses The security of Internet shopping. Dispute of the ways of payment. The speed of updating Website. Limited types of goods. 9

10. Opportunities Largest on-line shopping store for women. 325 million people log on to become a member of PayEasy. 32% of office ladies buy stuff on PayEasy. About 10,000 merchants join Payeasy. More than 7 million purchase orders a year. Every 5 seconds strike a deal. 10

11. Threats Internet security. Problem of delivery. No barrier to entry. 11

12. SLOGANS AND COMMERCIAL FILMS ANALYSIS 12 497241118 Christine Li 497120687 Betty Hsiao

13. Version 1 Do it by all means ( 想盡辦法篇 ) Slogan : Shopping with you forever The first commercial of PayEasy. Target at office young women. It focused on women who always stay at home. The story is on Men’s perspective. Women are their customers but it gave an bad images on women. Women will not be fascinated by the commercial. 13

14. Version 2 Next time… ( 下一次篇 ) Slogan : Modern women, New viewpoints Woman is the main character. Target at single women. Focused on the independence of single women. Go on a trip with friends rather than boyfriend. Never rely on men. Women rely on themselves are the best. 14

15. Version 3 I think it is the best for me ( 這樣最好篇 ) Slogan : Uncover the best woman. 發現最好的女人 Target at single women, too. The youngest in the company. Not much money in the account. Only motorcycle, no car. The most expensive is not the best for ourselves. Cherish our own happiness. 15

16. CONCLUSION 16 497390268 Venus Peng

17. Conclusion Marketing strategy --- Commercial films. Create new insight --- Slogan transformation. Shopping → Image of new women. Organizational / Brand Value. 17

18. Reference 1. About PayEasy http://www.payeasy.com.tw/payeasy/event/request/about.s html http://www.payeasy.com.tw/payeasy/event/request/about.s html 2. 網路購物與女人的關係 http://web.ed.ntnu.edu.tw/~minfei/eduationmarketing/artical abstract/2008-18.pdf http://web.ed.ntnu.edu.tw/~minfei/eduationmarketing/artical abstract/2008-18.pdf 3. Do it by all means ( 想盡辦法篇 ) http://www.youtube.com/watch?v=sRgW-PrUAss 4. Next time… ( 下一次篇 ) http://www.youtube.com/watch?v=LELQdqmV3zY&feature=relate d 5. I think it is the best for me ( 這樣最好篇 ) http://www.youtube.com/watch?v=SeXGvMrQQ28 6. PayEasy 聚焦哲學 10 秒抓住女人心 http://www.youtube.com/watch?v=VtABuuJwspM 18