根據世界銀行(World Bank)統計，2008年全球四分之一的人口都已和網路連接。至2010年將有超過20億上網人口，這些將成為潛在的網購市場顧客。全球網路購物市場規模持續成長，消費者在虛擬通路購物，已成為一種趨勢。電子商務的蓬勃發展，亦使得網站的經營模式不斷受到考驗，而企業為尋求永續經營需不斷尋求成長模式。
本研究欲藉由美國網路零售產業的外部環境分析及Amazon.com之核心資源之解析，來瞭解網路購併案須考量的關鍵要素，探討面對產業強烈競爭的環境下，如何規劃因應環境調整策略方向，以及運用購併資源建立其競爭優勢，發揮執行策略之效果。本研究是以Amazon.com自2008年∼2011年4月為止的13家購併個案分析購併策略與資源交互運用之關係。
本研究歸納出Amazon之購併動機為產品線延伸，進入新市場，取得所需資源與能力，購併同業以擴大營運規模。Amazon於2008年初∼2009年4月之購併案，主要是以擴大Kindle電子書產業之規模以及強化數位內容為出發點，藉此鞏固數位內容平台地位。而2009年下半年∼2010年底主要為發展零售事業的品牌延伸，強化市佔率。2011年購併為拓展歐洲國際市場的數位影音串流服務的在地優勢，降低進入市場的營運風險。
根據本研究發現和結論，針對實務建議如下：
1. 建議在華文的電子書產業發展重心應該以內容為首要工作，以配套服務作出價值提升；用內容優勢配合終端裝置生產；在行動閱讀的趨勢下，與電信業者配合，方能打造全方位的內容整合業務平台。
2. 研究發現網路公司多以著重顧客服務，且建立顧客信任感為網路服務差異化之競爭優勢，例如建立使用者虛擬社群，以滿足顧客分享知識共享資源之需求，並利用口碑行銷吸引新顧客。建議經營者應追求更符合顧客中心出發點之經營模式，以配合市場發展需求。

According to World Bank statistics, internet user occupied a quarter of the world population in 2008. In 2010, the number of internet users will be over two billion people. This group will become potential online shopping customers. Online shopping in global market keeps growing. Online shopping has become a trend. The business model of E-continues is facing highly challenge in this market. Enterprises need to look for sustainable way to keep their business continuously growth. This research is based on the external analysis of online retail industry in the U.S.A and the internal analysis of the core resources of the Amazon.com to evaluate the key factors of online M&A targets, to adjust the strategy in highly competitive industry, to utilize the resources acquired by Amazon.com to build up competitive advantage and to implement the effectiveness of strategy. The study mainly research 13 companies acquired by Amazon.com from 2008 to April 2011 on the relationship between core resources and competitive advantage.
The study concludes that M&A motivation of Amazon.com is to extend product line, to enter new markets, to obtain the necessary resources and capabilities, to expand the operation scale of the industry.
According to the findings and conclusions, the suggestions of the study as followed.
1. In Chinese digital content industry: firms should be focus on content development to build up the competitive advantage of digital content platform. Meanwhile the digital content can be used in each e-reader. In addition, the firms can cooperate with telecommunications firms to provide added-value service.
2. The study found that many internet companies differentiate customer service and build trust from customer by online services to create competitive advantage like creating user community to share knowledge and resources; using word of mouth marketing to attract new customers. Executives should focus on their customer-orientated service to meet market demand.

論文審定書…………………………………………………i
誌謝…………………………………………………………ii
中文摘要……………………………………………………iii
英文摘要……………………………………………………iv
目錄…………………………………………………………v
圖次………………………………………………………vii
表次………………………………………………………viii
第 一 章 緒論………………………………………………1
第一節 研究背景與動機…………………………………1
第二節 研究目的…………………………………………2
第三節 研究範圍…………………………………………2
第 二 章 文獻探討……………………………………… 3
第一節 資源基礎觀點……………………………………3
第二節 購併策略…………………………………………11
第 三 章 研究方法……………………………………… 18
第一節 研究架構…………………………………………18
第二節 研究設計…………………………………………19
第三節 研究流程…………………………………………20
第四節 研究限制…………………………………………21
第 四 章 個案公司介紹與產業環境…………………… 22
第一節 網路零售產業環境………………………………22
第二節 Amazon.com公司簡介與經營近況……………34
第 五 章 被購併公司簡介與資源分析………………… 47
第一節 被購併公司………………………………………47
第二節 Amazon.com購併策略分析……………………76
第六章 結論與建議………………………………………86
第一節 研究發現…………………………………………86
第二節 結論………………………………………………87
第三節 實務建議…………………………………………89
第四節 後續研究建議……………………………………89
參考文獻…………………………………………………90
附錄一 Amazon.com發展重要事件歷程表……………94
附錄二 Amazon.com業務架構與產品服務圖…………98

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三、 網路資料
Amazon.com 網站 http://www.amazon.com/
AbeBooks.com 網站http://www.abebooks.com/
Audible.com 網站 http://www.audible.com/
Box Office Mojo網站http://www.boxofficemojo.com/
Diapers.com網站 http://www.diapers.com/
Fabric.com網站http://www.fabric.com/
Lexcycle網站http://www.lexcycle.com/
LOVEFiLM.COM 網站 http://www.lovefilm.com/
Reflexive Entertainment網站http://www.reflexive.com/
Soap.com 網站 http://www.soap.com/
Shelfari網站http://www.shelfari.com/
Woot.com網站http://www.woot.com/
Wiki網站http://www.wikipedia.org/
Zappos.com網站http://www.zappos.com/