電商平台現況比較與未來契機之探討—以PChome、momo及蝦皮為例 Investigation on the Current Situation of E-Commerce Platform and the Future Opportunity – Using PChome, Momo and Shopee as Examples

dc.contributor 張佳榮 zh_TW
dc.contributor Chang, Chia-Jung en_US
dc.contributor.author 黃露葦 zh_TW
dc.contributor.author Huang, Lu-Wei en_US
dc.date.accessioned 2019-09-03T10:04:03Z
dc.date.available 不公開
dc.date.available 2019-09-03T10:04:03Z
dc.date.issued 2019
dc.description.abstract 台灣的電子商務市場在2017到2018年間出現了劇烈的調整與轉變,國外電子商務大舉進入台灣市場,例如來自新加坡的蝦皮購物(Shopee)在台灣大打補貼戰,以及阿里巴巴、亞馬遜等大型電子商務公司,也以跨境電商服務進入台灣市場,面對市場激烈競爭,台灣本土電商不得不強力反擊,導致廣告成本快速提升,加重了經營成本,致使電商毛利率大幅下降,乃是目前台灣電商的現況。 電子商務致勝的關鍵,不在於產品本身的價值,而在於整個網路生態形勢所帶來的價值,所以除了經營網站內容之外,經營外部形勢更為重要。透過外部流量分析工具,了解目前台灣三家電商平台: PChome、momo、蝦皮的現況,並更進一步提出結論及建議。因應未來電子商務趨勢建議業者朝以下策略發展: (一) 跨境電商。 (二) 新零售- O2O 線上線下整合。 (三) 提早佈局行動商務市場。 (四) 充分利用平台化,將自己的商品和服務最大效益化。 (五) 策略聯盟,擴大通路。 (六) 運用大數據分析對客戶提供個性化的服務。 (七) 分析競爭者價值主張,尋找立基點切入。 關鍵字:電子商務、電商平台、PChome、momo、蝦皮 zh_TW
dc.description.abstract There has been a huge shift for Taiwan’s e-commerce market during year of 2017 and 2018, the global e-commerce company were sweeping into Taiwan market; for example, “Shopee” from Singapore has aroused a greatly price subsidy war. In addition, Giant companies such as “Alibaba” and “Amazon” have entered Taiwan marketing through cross-border e-commerce service. In the meantime, Taiwan e-commerce platforms have to face the facts of the cutthroat competition and hit back strongly; all of these led to seriously increase of advertising costs and a heavier operation burden. Eventually, reflecting decline of gross margin, this is the present situation of Taiwan e-commerce market. The key of e-commerce is not only the value of products, but the value from network ecosystem. Therefore, apart from management of the website contents, making great efforts of external network surface is much more important. Through the outside traffic analytic tools to better understanding the 3 major e-commerce platforms in Taiwan; namely, PChome, momo and shopee, this thesis concludes and recommends in response to the trend of e-commerce as follows: 1. Cross-border e-commerce. 2. New Retail Model- O2O Online and Offline Integration. 3. Ahead planning of the Mobile App business market. 4. Make best use of platform to maximize the benefits of products and services. 5. Strategic alliances to expand sales channel. 6. Utilize big data to provide personalized services. 7. Analysis of the competitors’ value proposition to cut out through the niche point. Keywords: E-commerce, E-commerce Platform, PChome, momo, Shopee en_US
dc.description.sponsorship 高階經理人企業管理碩士在職專班(EMBA) zh_TW
dc.identifier G0106590153
dc.identifier.uri http://etds.lib.ntnu.edu.tw/cgi-bin/gs32/gsweb.cgi?o=dstdcdr&s=id=%22G0106590153%22.&%22.id.&
dc.identifier.uri http://rportal.lib.ntnu.edu.tw:80/handle/20.500.12235/95024
dc.language 中文
dc.subject 電子商務 zh_TW
dc.subject 電商平台 zh_TW
dc.subject 蝦皮 zh_TW
dc.subject PChome en_US
dc.subject momo en_US
dc.subject E-Commerce en_US
dc.subject E-Commerce Platform en_US
dc.subject Shopee en_US
dc.title 電商平台現況比較與未來契機之探討—以PChome、momo及蝦皮為例 zh_TW
dc.title Investigation on the Current Situation of E-Commerce Platform and the Future Opportunity – Using PChome, Momo and Shopee as Examples en_US
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