請用此 Handle URI 來引用此文件:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/52831
完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 陳忠仁(Chung-Jen Chen) | |
dc.contributor.author | Shan-Chih Tsou | en |
dc.contributor.author | 鄒善智 | zh_TW |
dc.date.accessioned | 2021-06-15T16:29:38Z | - |
dc.date.available | 2020-08-25 | |
dc.date.copyright | 2020-08-25 | |
dc.date.issued | 2020 | |
dc.date.submitted | 2020-08-07 | |
dc.identifier.citation | 英文文獻 [1] Michael E. Porter (1979). How Competitive forces shape Strategy. Harvard Business Review. [2] Michael E. Porter (1980). Competitive Strategy: Techniques for Analyzing Industries and Competitors. [3] Michael E. Porter (1985). Competitive Advantage: Creating and Sustaining Superior Performance. [4] C.K Prahalad and Gary Hamel (1990). The Core Competence of the Corporation. Harvard Business Review, May-June Issue. [5] Boston Consulting Group (1970). The Product Portfoli Concept. Perspectives No. 66. [6] Amazon.com (2017/2018). 2017/2018 Amazon annual report. 中文文獻 [1] C.K Prahalad and Gary Hamel, C.K. Prahalad、Gary Hamel (2007)。 搶不走的競爭優勢–企業核心能力。 哈佛商業評論全球繁體中文版,March。 [2] Michael E. Porter (2008)。 4波特新論 競爭五力。 哈佛商業評論全球繁體中文版,Jan.。 [3] 陳威如/余卓軒 (2013)。 平台革命:席捲全球社交X購物X遊戲X媒體的商業模式創新。 June 2019商周出版。 [4] 約翰‧羅斯曼著/顏嘉南譯 (2019)。 像亞馬遜一樣思考。 Dec. 2019智富出版。 | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/52831 | - |
dc.description.abstract | Amazon公司在2018年底營收與市值再創新高,其銷售的產品與服務已經包含人們生活中各項大小事物,競爭對手來自四面八方,Amazon公司該如何經營與成長,才能挑戰下一個高峰;Amazon公司的過去、現在與未來對身處於台灣的眾多電子商務公司們是否能有所啟發、學習與借鏡。
本研究首先說明Amazon公司的背景概況及成長歷程,再以五力分析模型、策略群組圖、BCG矩陣為基礎,探究外部產業的環境變化以及關鍵因素,並對競爭對手的競爭優勢分析,進一步討論個案公司如何將自身內部資源、能力搭配外部產業關鍵因素,作出最適配的競爭策略調整。 本研究方法採用質性研究方法,以個案研究方式,蒐集電子商務產業現況與發展資料、個案公司相關歷史資料,透過對次級資料和財務報表的評估、比較、分析、歸納,探討個案公司之經營與發展策略。 Amazon公司具有三大主要事業:電子商務零售事業、雲端服務事業、與數位廣告事業。經由產業競爭五力分析,三大事業的共同產業關鍵因素為降低產業設備與技術建置的高固定成本和費用衝擊。電子商務事業的個別產業關鍵因素為改變市場中少數大型賣家加上眾多小賣家的完全競爭產業結構。雲端服務事業的個別產業關鍵因素為創新技術以提升產品差異化和價值。數位廣告事業的個別產業關鍵因素為創新的差異化技術以提升顧客黏著度。其產業關鍵因素與Amazon公司具有的六大企業核心能力:營運及績效改善能力、資訊及平台技術能力、數位內容產製能力、會員及生態圈建立能力、人力培育及研發創新能力、聯盟及購併整合能力,能有所對應,內部資源能力與外部產業環境配合度高。 Amazon公司透過BCG矩陣,定位電子商務零售事業為金牛事業,採用成本領導競爭策略;雲端服務事業為明星事業,採用集中成本領導加集中差異化雙重競爭策略;數位廣告事業為問號事業,採用差異化競爭策略。 | zh_TW |
dc.description.abstract | Amazon's revenue and market value reached a new high at the end of 2018. The products and services it sells already include all kinds of things in people's lives. The competitors come from all directions. How can Amazon manage and grow in order to challenge the next peak; by the analysis of past, present and future of Amazon, hope to enable all the e-commerce companies in Taiwan to be inspired and learn from it.
This research first explains the background and growth history of Amazon. Then, based on the five-force analysis model, strategy group plot, and BCG matrix, it explores the environmental changes and key factors of the external industry, and analyzes the competitive advantages of competitors. Discuss how the case company can match its internal resources and capabilities with the key factors of the external industry to make the most suitable competitive strategy adjustment. This research method uses a qualitative research method to collect the current status and development data of the e-commerce industry and historical data of the case company. Through the evaluation, comparison, analysis, and induction of secondary data and financial statements, the case company’s Business and development strategies are investigated. Amazon has three major businesses: e-commerce retail, cloud services, and digital advertising. Through the analysis of the five industry forces, the common key industry factor of the three major businesses is to reduce the high fixed cost and expense impact of industrial equipment and technology construction. The individual key factor for the e-commerce business is to change the completely competitive industrial structure of a few large sellers plus many small sellers in the market. The individual key factor of the cloud service industry is an innovative technology to enhance product differentiation and value. The individual key factor in the digital advertising industry is innovative differentiated technology to increase customer stickiness. The key industry factors and the core capabilities of Amazon’s six major core competence of the corporation: operation and performance improvement capabilities, information and platform technology capabilities, digital content production capabilities, membership and ecosystem creation capabilities, human cultivation and R D innovation capabilities, alliances and mergers-and-acquisitions ability can be corresponding, and the internal resource ability is highly compatible with the external industrial environment. By using BCG matrix to analyze Amazon, the e-commerce retail business is positioned as a cash-cow business, and adopts the competition strategy of overall cost leadership; the cloud service business is positioned as a star business, and adopts a dual competition strategy of focused low cost and focused differentiation; the digital advertising business is positioned as a question-mark business, and adopts the competition strategy of differentiation. | en |
dc.description.provenance | Made available in DSpace on 2021-06-15T16:29:38Z (GMT). No. of bitstreams: 1 U0001-0508202023395000.pdf: 4878971 bytes, checksum: 02be285dda290c0793e6f0373ab4158d (MD5) Previous issue date: 2020 | en |
dc.description.tableofcontents | 口試委員會審定書 i 誌謝 ii 中文摘要 iii ABSTRACT iv 目錄 vi 圖目錄 viii 表目錄 x Chapter 1 緒論 1 1.1 研究動機 1 1.2 研究問題與目的 1 1.3 研究方法及限制 2 1.4 研究流程 2 Chapter 2 文獻探討 4 2.1 產業五力分析 4 2.2 企業能力分析 5 2.3 事業組合分析 6 2.4 競爭策略分析 8 Chapter 3 產業分析 10 3.1 產業概況 10 3.1.1 電子商務產業 10 3.1.2 雲端運算產業 13 3.1.3 數位廣告產業 17 3.2 產業技術與市場趨勢 20 3.2.1 產業技術 20 3.2.2 市場趨勢 27 3.1 產業主要競爭者分析 39 3.1.1 電子商務零售產業 39 3.1.2 雲端服務產業 51 3.1.3 數位廣告產業 59 3.2 五力分析與產業關鍵因素 66 3.2.1 電子商務零售產業 66 3.2.2 雲端服務產業 73 3.2.3 數位廣告產業 79 Chapter 4 個案公司分析 86 4.1 公司介紹 86 4.1.1 簡介 86 4.1.2 歷年營收獲利 88 4.1.3 公司組織 93 4.2 企業資源與能力 94 4.2.1 資源 94 4.2.2 能力 102 4.3 事業組合分析 116 4.4 事業競爭策略 119 4.4.1 電子商務零售事業 119 4.4.2 雲端服務事業 124 4.4.3 數位廣告事業 125 Chapter 5 結論與建議 128 5.1 研究結論 128 5.2 研究建議 133 參考文獻 138 | |
dc.language.iso | zh-TW | |
dc.title | 電子商務產業廠商之經營與發展策略分析:以Amazon公司為例 | zh_TW |
dc.title | Analysis of Management and Growth Strategy in the Electronic Commerce Industry:the case of Amazon.com | en |
dc.type | Thesis | |
dc.date.schoolyear | 108-2 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 陳國樑(Kuo-Liang Chen),蕭詠璋(Yung-Chang Hsiao) | |
dc.subject.keyword | 電子商務,雲端服務,數位廣告,五力分析,核心能力,經營策略, | zh_TW |
dc.subject.keyword | e-commerce,cloud services,digital advertising,five-force analysis,core capabilities,business strategy, | en |
dc.relation.page | 138 | |
dc.identifier.doi | 10.6342/NTU202002501 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2020-08-07 | |
dc.contributor.author-college | 進修推廣學院 | zh_TW |
dc.contributor.author-dept | 事業經營碩士在職學位學程 | zh_TW |
顯示於系所單位: | 事業經營碩士在職學位學程 |
文件中的檔案:
檔案 | 大小 | 格式 | |
---|---|---|---|
U0001-0508202023395000.pdf 目前未授權公開取用 | 4.76 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。