臺灣女性低價網路購物產業之創新價值循環研究

Abstract

電子商務在中國與諸多亞洲國家，都已經成為網路產業最大的紅海，吸引了傳統零售業供應鏈中所有的角色，無論大小賣家都希望能夠上網賣東西，此風氣更創造出許多平台業者與B2C垂直網路零售公司，然而電子商務與傳統零售業是否僅僅只有通路的不同？希望進入網路零售產業的潛在業者還有沒有其他方式可以在紅海當中生存？ 本論文試圖將範圍縮限於網路購物最常見的型態：低價女性網路購物市場。探討非規格化的低價女性商品，如：流行服飾與鞋包，以探討在現行電子商務市場中運作的幾種模式與問題。並從中思考如何利用原生網站的特性，結合只有網路才能發揮的社群功能，用合理的成本打開一條在電子商務產業中生存的路。 本論文主要使用價值循環理論，除了從現有產業模式剖析問題與機會，再建構創新改善模式外，並實際執行架構出一個網站。此網站以淘寶網作為背後供貨來源，以解決存貨過剩、到貨時間過長、款式選擇過少…等幾大問題，，同時亦擁有創新價值循環。網站實際營運超過半年，藉此以證明創新價值循環創造之事業體可自體營運存活。

In China and many countries in Asia, E-commerce has become one of the most competitivefields in Internet industry. It draws the eyes of all the players in the traditional retailing supply chain. Suppliers, regardless of scales, are all eager to sell their products online. The trend creates many platforms and B2C online shopping companies. However, does the difference between e-commerce and traditional retailinglie only in their channels? Is there any way for potential players who want to enter this competitive environment to survive? This thesis attempts to reduce online shopping to the most seen type: low-priced female online shopping, whose products may include fashionable clothes, shoes, purses and bags.This thesis then tries to analyze its model and problems. This research also discovers how to use e-commerce's characteristic of native website to combine and take advantages of features which only a website has. In this way, the thesiscould create a new road toward a new model in e-commerce. The approach of such a research involves value creation cycle. Such an approach allows me to analyzeunderlying problems and potential opportunities in the industry,to create a creative model, and finally to, implement the model. The website thus created has been completed and made to run for more than half a year. It uses Taobao as its supplier to solve problems like excess inventory, long delivery time, lack of variety in different styles. The website proves that this value creation cycle could survive self-sufficient.