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
598202156 Lia Kuo 3

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. SWOT
ANALYSIS
498610495 Angel Chang
497751096 David Hsu 6

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
497241118 Christine Li
497120687 Betty Hsiao 12

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
13
not be fascinated by the commercial.

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
497390268 Venus Peng
16

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.sh
tml
2. 網路購物與女人的關係
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=related
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
18
http://www.youtube.com/watch?v=VtABuuJwspM