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標題: | 線上零售產業之經營發展策略:以網路家庭股份有限公司為例 Analysis of Growth and Management Strategy in Online-Retailing Industry:A Case Study of PChome |
作者: | Kuan-Wei Lu 盧冠瑋 |
指導教授: | 陳忠仁 |
關鍵字: | 線上零售,平台產業,PChome,產業分析,資源與能力,BCG矩陣,競爭策略, Online-Retailing,Platform,PChome,Industry Analysis,Resources and Capabilities,BCG Matrix,Competitive Strategy, |
出版年 : | 2019 |
學位: | 碩士 |
摘要: | 網際網路大幅改變人類生活樣貌,消費者習慣的改變更持續影響各產業的發展,其中線上零售已是現代生活密不可分的服務之一,全球線上零售產業的整體業務規模在過去數十年間呈指數型成長,台灣本土的線上零售市場也和全球市場呈現相同的面貌,網路家庭股份有限公司(PChome)透過一系列事業發展與成長策略,在過去二十年間逐步成為台灣線上零售產業的領導企業。
本研究透過相關文獻的蒐集和歸納,彙整線上零售產業的發展現況、競爭態勢與未來趨勢,並運用 Porter的五力分析模型進行產業分析,提出線上零售產業的產業特性與競爭重點;並以網家集團作為個案研究對象進行探討,分析其市場進入期(1998-2004)、業務擴張期(2005-2014)與國際競爭期(2015-2018)等三大時期的發展歷程與經營策略、盤點網家本身所具備的資源與能力,同時以BCG矩陣模型以及競爭策略理論分析其既有平台業務的角色與競爭策略,最後彙整線上零售產業的產業特性以及網家的發展策略,歸納研究結果之管理意涵,並對網家未來如何利用產業特性以及調整資源能力以因應市場競爭並持續成長提出相關建議。 The rise of the Internet has dramatically changed human life. Changes in consumer habits continue to affect the development of various industries. Among them, online retailing is one of the inseparable services of modern life. The overall market scale of the global online retailing has grown exponentially over the past few decades, and online retailing market in Taiwan also has the same situation. Taking PChome Inc. as an example, through a series of development and growth strategies, PChome has gradually become a leading enterprise in domestic online retailing market. This study collects relevant literature and summarizes the current development status, competition situation and future trends of the online retailing industry. This study also uses Porter's five-force model to analyze the industrial characteristics and competitive focusing of the online retail industry. The PChome Group was taken as a case study to analyze its development history and operation strategy during three major periods: market entry period (1998-2004), business expansion period (2005-2014) and international competition period (2015-2018). This study then counts the resources and capabilities of the PChome, and analyzes the roles and competitive strategies of each platform. Finally, this study summarizes the industrial characteristics of the online retailing industry and the development strategy of PChome to propose the management implications as researching results, and provides suggestions on how could PChome take advantage of the industry characteristics and adjust its resource capabilities in the future to respond to market competition and make PChome keep growing. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/7319 |
DOI: | 10.6342/NTU201901158 |
全文授權: | 同意授權(全球公開) |
顯示於系所單位: | 商學研究所 |
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