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http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/51560
標題: | 網路購物電子商務的商業模式探討
─以e趣商城為例 A Study of E-Commerce Business Models for Internet Shopping ─ A Case Study of e-Fun |
作者: | Liang-Yi Chen 陳亮怡 |
指導教授: | 邱顯比 |
關鍵字: | 電子商務,網路購物,商業模式,直銷,e趣商城,PChome商店街, E-commerce platform,Online shopping,Business model,Direct Selling,e- Fun,PChome Store, |
出版年 : | 2016 |
學位: | 碩士 |
摘要: | 電子商務的興起意味著消費者生活模式的改變,而創新的商業模式能提供消費者生活新型態的選擇。在電子商務中,網路購物產業結合各種創新商業模式快速崛起,尤其近幾年中國大陸的電商產業更是蓬勃發展,因此本研究透過個案研究法,探討一家新創跨境電商-e趣商城之商業模式,並以PChome商店街作為比較對象,分析e趣商城之競爭優勢。研究結果顯示,e趣商城透過直銷制度招募代理商,協助推廣網電及引進商品打造共利的商業模式,並能更精準且深入維持顧客關係。此外,其結合虛擬網際網路購物平台與實體格子雲店,創造B2B2C結合O2O的新商務型態。然而,在跨境第三方支付業者的合作、大數據的應用及朝感性電商鋪陳均略顯不足。本研究嘗試為創業者提供e趣商城創新商業模式和策略為其參考之依據,並提供學術領域日後研究探討。 The rising of e-commerce and innovative business models represent a new generation of consumption style with many options. In this generation, executing a strategy of connecting online shops and multiple models has made several industries bright, for example the Chinese e-commerce. In order to clearly explain the generation, e-Fun’s business mode would be a suitable case study to analyze and to understand its competitive advantage. By compared to PChome Store online model, e-Fun believes that recruiting commercial agents via direct selling mode can assist in commercializing its products and attracting partnerships. Also, it’s easier and clearer for e-Fun to understand the need of customers and maintain the relationships. Besides, the new business comprises of online shops and brick-and-mortar stores successfully demonstrating an integration business model of B2B2C and O2O. However, in the cooperation with third-party payment, it’s still insufficient for us to apply big data anlysis to a development of “Emotional E-Commerce”. Therefore, this paper suggests e-fun business model and strategy as an example for academic and business fields to discuss. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/51560 |
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