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標題: | 俄羅斯當地時尚產業電子零售商之挑戰 Challenges of regional e-commerce retailers in the fashion industry in Russia |
作者: | Alexandra Khalaeva 何亞山 |
指導教授: | 陳家麟(Chialin Chen) |
關鍵字: | 電子商務,電子零售,時尚零售,價值創造,價值主張畫布, E-commerce,Online Retail,Fashion retail,Value Creation,Value Proposition Canvas, |
出版年 : | 2019 |
學位: | 碩士 |
摘要: | An increasing number of consumers seek for innovative and more convenient ways of purchasing products, while the internet provides them with these opportunities. During the past decade, online fashion retail market in Russia has been growing at a rapid space and attracting many international and local players with different business models.
The main goal of this research is to discuss and develop an effective value proposition and business model for regional e-commerce fashion retailers in Russia by analyzing what motivates Russian consumers to purchase products online, what needs and expectations they have, what hinders or enhances their shopping experience and how online retailers can create value for them. By studying the real case of Chinese e-commerce giant Aliexpress we examine how needs and concerns of online customers has been overlooked by larger enterprises and provide a guideline for local companies aiming to engage in fashion e-commerce in Russia and differentiate themselves from big international rivals. The study is structured in six main chapters: (1) Background and Motivation, referring to the introduction of e-commerce, online retail industry in Russia and my own entrepreneurial experience; (2) Literature Review, presenting the academic background of the study; (3) Research Methodology, discussing the objectives, methodology and data collection; (4) Developing Canvas; (5) Discussions, addressing to the case study and recommendations; (6) Conclusion, discussing the results of the research. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/73858 |
DOI: | 10.6342/NTU201903391 |
全文授權: | 有償授權 |
顯示於系所單位: | 商學研究所 |
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