後進電商平台的創業精神與快速成長策略研究 —以生活市集為例

Abstract

本研究以新創平台「生活市集」為研究對象，探討個案公司如何找到創業命題？又如何在成熟且競爭激烈的台灣電商產業，以市場後進者之姿，從零開始，創下台灣最快上櫃電商紀錄？研究分析並論述新一代快速成長的網路平台型企業，快速成長的新現象背後原因，做了哪些關鍵的事情？如何做？ 研究方法先以「精實創業：假設驅動創業理論」分析個案公司如何找到辨識機會、如何運用「最小可行性產品(MVP) 」的實驗精神，找到「生活市集」這個創業命題，並結合個案公司的發展歷程，分別用「Timmons Model 」中的機會、資源、團隊論述個案公司（生活市集）如何在每個階段辨識機會、平衡資源與團隊，在激烈的台灣電子商務市場以後進者之姿突圍。 本研究創新之處為在數位經濟時代，以「成長駭客」研究個案公司的快速成長路徑，先後做了哪些事情？種子期如何從0到1，新創發展的快速成長期乃至上市櫃後，分別論述「數據驅動決策」的成長思維如何影響個案公司在每個成長階段，利用人工智慧（AI）大數據（Big Data）、程式化購買（Programatic Buying）、個人化推薦（Personalization）、行銷科技（Marketing Technology）、資料科學思維，發展與時俱進的成長策略。 得出結論為，概念驗證以及行銷科技都提供相當良好的決策基礎和反應能力，透過新科技的應用，取得實驗數據實驗和市場反饋的成本大幅降低，掌握行動商機及新科技的應用能力，讓新創企業得以大幅拉近了與現有企業在起跑點的差距，利用輕資產優勢，以用相對少的資源、團隊槓桿出大的成長力量，達到商業化、自動化、規模化的可能性，進而達到快速成長。

The purpose of this study is attempt to identify and understand how can the digital ventures scale their business rapidly. What did they do? This research stuedied Buy123.com (生活市集), a Taiwan digital venture. In Taiwan’s competitive and congested e-commerce market, it only took this young startup 4.5 years to applied IPO and get listed in Taiwan Stock Exchange (TWSE). The case itself has research significance and practical reference value. Research method first using lean startup methodology to anlayze how this young startup distinguished the opportunity to establish the venture project BUY123.com.What has been done by BUY123.com in each process-steps of the hypothesis-driven entrepreneurship approach? How to running an MVP experiment. Second, this paper starts from the viewpoint of Timmons Model to elaborate the different stages of new venture of BUY123.com. Based on Growth Hacking methodology to elaborate how its data-driven decision-making model drive the business value in different stages of BUY123.com venuture path. Conclusison: The scientific method by identifying hypotheses to test and digital technology both provide a fairly good decision-making foundation and agile response to change. Through the application of new technology, the cost of obtaining experimental data and market feedback has been greatly reduced. Allows start-ups to significantly narrow the gap with existing companies at the starting point. Leverage the advantages of asset-light, use relatively few resources, and leverage the team's data-driven marketing technology, AI, Big data, core competencies to rapidly scale up the business.