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博碩士論文 etd-0703112-144905 詳細資訊
Title page for etd-0703112-144905
論文名稱
Title
台灣電子商務公司經營模式分析
Business Model Analyses for Electronic Commerce Company in Taiwan
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
83
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2012-06-21
繳交日期
Date of Submission
2012-07-03
關鍵字
Keywords
經營模式、網絡理論、價值鏈、資源基礎理論、電子商務、交易成本理論
Network Theory, Value Chain, Resource Based View, Transaction Cost Theory, Business Model, Electronic Commerce
統計
Statistics
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The thesis/dissertation has been browsed 5709 times, has been downloaded 5625 times.
中文摘要
台灣電子商務產值持續成長,在2011年,台灣電子商務規模約4,300億元,較2010年的3,583億元,成長20%。其中B2C電子商務市場,在2011年達到2,500億元,已佔台灣整體零售市場營收的6.4%左右,規模較2010年的2,053億元,成長22%。電子商店的進入障礙相對較低,然而,從台灣地區過去十年發展電子商務的經驗來看,每年約有60%的電子商務公司退出市場,在如此競爭激烈的情況下,台灣電子商務公司須掌握哪些關鍵成功因素,產生持久競爭優勢是相當重要的課題。
過往學者對於電子商務經營過程中價值創造的探討,僅個別採取交易成本理論、資源基礎理論、價值鏈分析、網絡理論以及熊彼得創新來研究,然而未能完全解釋到電子商務公司的價值創造。因此本研究將整合此五個理論,針對研究個案公司PChome、博客來以及東京著衣,蒐集相關次級資料與文獻,探討台灣電子商務公司發展趨勢以及台灣電子商務公司的經營模式。
藉由本研究發現,PChome、博客來以及東京著衣三家個案公司皆是「由小眾市場逐漸拓展至大眾市場」,此外,相較於其他競爭者,他們並非最低價,研究發現「低價並非是最重要的,而是提供『免費』活動,讓消費者感覺物超所值」。
Abstract
Taiwan’s e-commerce market value continued to grow, the scale is about NT$ 430 billion in 2011, as compared to 2010 growing 20 percent. Which B2C e-commerce market reached NT$ 250 billion in 2011 accounted for about 6.4% of the overall retail market revenue, the scale compared to 2010 growing 22%. The relatively low entry barriers lead to a lot of companies to establish. However, each year about 60 percent of E-commerce Company out of the market in such a competitive situation. It is important that E-commerce Company must have a successful business model.
Past research of value creation for e-commerce only take single theory such as transaction cost theory, Resource-Based View, Value Chain, Network Theory and Schumpeter Innovation, however, that failed to fully explain to the e-commerce company's value creation. Therefore, this study will according to five theoretical, and based on secondary data and literature for the case study company PChome, Books, and Mayuki to identify the business model of e-commerce company in Taiwan.
Through this research found Taiwan’s e-commerce companies are gradually expand from a small niche market to mass market, in addition, " cheap is not the most important, but to provide free activities for consumers that feeling add value. "
目次 Table of Contents
目錄
論文審定書.................................................................i
謝辭.............................................................................ii
論文提要.....................................................................iii
中文摘要.....................................................................iv
ABSTRACT................................................................v
目錄.............................................................................vi
圖目錄.........................................................................vii
表目錄.........................................................................viii
第一章 緒論
第一節 研究背景與動機.......................................1
第二節 研究目的...................................................3
第二章 文獻探討
第一節 電子商務...................................................4
第二節 交易成本理論 ...........................................7
第三節 資源基礎理論 ..........................................10
第四節 價值鏈.......................................................14
第五節 策略網絡...................................................17
第六節 熊彼得創新...............................................20
第三章 研究設計
第一節 研究方法...................................................22
第二節 研究模式...................................................25
第三節 個案選擇...................................................26
第四章 個案簡介
第一節 PChome個案公司介紹...........................27
第二節 博客來個案公司介紹...............................30
第三節 東京著衣個案公司介紹...........................33
第五章 研究結果
第一節 以交易成本理論分析個案公司...............35
第二節 以資源基礎理論分析個案公司...............42
第三節 以價值鏈理論分析個案公司...................51
第四節 以策略網絡理論分析個案公司...............57
第五節 以熊彼得創新分析個案公司...................60
第六章 結論
第一節 研究發現...................................................63
第二節 研究限制與未來研究建議.......................66
參考文獻.....................................................................67

圖目錄
圖2-1 價值鏈模型......................................................14
圖3-1 研究模式..........................................................25

表目錄
表4-1 PChome Online網路家庭大事紀.................28
表4-2 博客來大事紀..................................................31
表4-3 東京著衣大事紀..............................................33
表4-4 以交易成本理論研究個案公司......................36
表4-5 以資源基礎理論研究個案公司......................42
表4-6 以價值鏈分析理論研究個案公司..................52
表4-7 以網絡理論研究個案公司..............................58
表4-8 以熊彼得創新理論研究個案公司..................61


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三、網站部分
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東京著衣官方購物網,http://www.mayuki.com.tw/
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