近年來，有關一對一網路行銷的研究日漸受到重視，但和其它行銷議題相較，這方面的研究仍很欠缺，因此本研究利用Triangulation法，結合質化與量化，透過深度訪談15位企業經理人與專家，並且針對台灣有架設網站並發展一對一網路行銷之企業做實證，來探索目前企業推行一對一網路行銷之關鍵成功因素。研究結果發現企業推行一對一網路行銷之關鍵成功因素共五項，分別是：精確掌握顧客資料及需求、提供顧客客製化的服務、創新想法與良好配銷關係、良好溝通與高階主管支持、事前資源妥善的規劃。

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