請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20417
標題: | 電子商務商業模式轉變探討與未來發展─以台灣為例 A Study of E-Commerce Business Model Transformation and Future Perspectives: A Case Study of Taiwan |
作者: | Chia Hsien Lee 李佳憲 |
指導教授: | 周雍強(Yon-Chun Chou) |
關鍵字: | 服務主導邏輯,購物者行銷,商業模式,電子商務,新零售,網路效應,價值共創, Service-dominant logic,Shopper marketing,Business model,E-commerce,New retail,Network effect,Co-creation, |
出版年 : | 2017 |
學位: | 碩士 |
摘要: | 商業交易的本質一直未曾改變,但隨著各種通路媒體增加如電視、電腦、智慧型手機和網路的快速普及和資訊技術的快速發展,讓消費者對於交易的方式和發生的場域產生許多改變,無店面零售、電子商務平台紛紛出現,並於台灣已發展近二十年。
過往研究個案較少以電子商務企業整體的商業模式為研究對象,本研究將以商業模式圖分析發展十年以上及近年新興成長速度快速的電子商務企業為分析,希望歸納出電子商務發展的脈絡和策略,找出未來電子商務發展的方向建議。 研究中發現電子商務企業只要能掌握到因新技術產生所接觸到的人口紅利,並創造出價值共創的機制,以企業為主體與週邊行動者為中心產生互動越多,企業價值就會越大並形成生態系統,再藉由正向網路效應,快速群聚顧客群,就能創造出高增長企業。以傳遞價值主張而不是用交換價值來重新定義企業價值所在並制定策略方向在典範轉移之掌握住所產生的機遇將是未來電子商務企業發展的重要機會。 The nature of business transactions has not changed, but following an increase in various channel media, such as televisions, computers and smart phones, and the rapid popularity of networks and rapid development of information technology, they have altered the ways and locations of transaction where consumers used to conduct, thereby generating the emergence of non-store retailing and e-commerce platforms one after another. Such practices have actually been developed in Taiwan for nearly two decades. In the past, there were rare research cases to take the overall business model of e-commerce enterprises as the research object. In this study, a business model chart was used to analyze the e-commerce enterprises which have been developed for more than 10 years and those that are growing rapidly in recent years. The aim is to summarize the development trends and strategies of e-commerce and find out the development directions and future perspective of e-commerce. The study found that as long as e-commerce enterprises can grasp the demographic dividend generated through new technologies to create a co-creation mechanism, the greater the interaction is by focusing on the businesses themselves and the surrounding actors, and the greater the value of the enterprises is to form an ecosystem. The high-growth enterprises can then be created through a positive network effect to rapidly aggregate the customer groups. The important development opportunity of future e-commerce enterprises can be summarized to use transfer value rather than exchange value to redefine the value of the enterprises, and establish a strategic direction to grasp the opportunities arising from exemplary transfer. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/20417 |
DOI: | 10.6342/NTU201703943 |
全文授權: | 未授權 |
顯示於系所單位: | 工業工程學研究所 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
ntu-106-1.pdf 目前未授權公開取用 | 3.53 MB | Adobe PDF |
系統中的文件,除了特別指名其著作權條款之外,均受到著作權保護,並且保留所有的權利。