整合服務平台經營規劃之研究-以EuP整合服務平台為例

Research on the Operational Planning of the Integrated Service Platform－EuP Integrated Service Platform as an Example

宋祥榮(Hsiung-Jung Sung)

指導教授 ： 翁崇雄

國立臺灣大學/管理學院/資訊管理學研究所/碩士(2008年)

https://doi.org/10.6342/NTU.2008.00556

摘要

電子商務經營成功失敗案例的相關探討一直都是許多專家學者的興趣焦點，諸如電子商務網站的獲利因素、關鍵成功因素、策略規劃方向等。然該些研究探討大多以企業經營角度(B2B or B2C)考量，而以企業營運獲利為最大目標。獲利期程或有長短但鮮有以產業、國家整體發展為考量面向。然而在電子商務蓬勃發展的歷程中，政府部門對產業提昇國際競爭力所需之公共平台扮演極為重要之角色。該類特定產業整合性服務平台在本質上雖然亦是電子商務平台，然因其有產業特定目的，亦有其專屬服務範疇及對象。在整體策略規劃、營運模式思維仍有別於一般電子商務網站，因此有關其關鍵成功因素、營運細部規劃、作業模式亦應有所不同。如何從一般電子商務網站的成功模式加上產業特定服務需求建構成特定產業之整合服務平台，進而以其特有的定位來協助產業界，對產業的發展及競爭力提升影響甚大。因此特定產業整合服務平台經營規劃之探討是一甚為重要之議題，所以本研究嘗試進行此一探討，希望找出整合服務平台最適切的經營規劃模式，並以EuP整合服務平台驗證其經營規劃模式作為相關營運參考。最終期使政府、業界及使用者達到三贏，而能提昇國家及產業界的競爭力。
在整體研究的過程中，本研究希望能理論探討與實務分析並重，得以讓各項分析盡量完整不致偏頗。在理論探討部分本研究先就入口網站及電子商務定義作ㄧ釐清，並說明電子商務分類、網路經濟的特質及資訊安全的作為，再來引用交易成本理論的觀念剖析電子商務交易成本的結構，並探討要以何種的規劃模式才能達到雙贏的境界，另外希從以往的文獻資料歸納出在一般電子商務網站的成功因素，及在進行策略規劃時所需掌握的原則。在實務分析部份本研究蒐集了電子發票平台及材料驗證平台的相關資訊，並提出「整合服務平台經營策略規劃圖」從政策法規面、需求規劃面、營運實務面三構面來研析歸納整合服務平台的11項關鍵因素。
本研究依此架構在對EuP整合服務平台進行外部分析時，發現一般產業分析常用之五力分析在EuP整合服務平台分析中均呈現極大的優勢，與供應商及購買者之間亦呈現亦敵亦友，供需互相牽引的微妙狀態。而資訊科技之發展趨勢、政府政策之走向、社會結構三項因素亦明顯看出其對EuP整合服務平台的影響，此應是政府政策介入及係屬創新性服務之故。而在進行內部分析後亦可清楚呈顯其強大的價值鏈優勢，諸如會員客群之招募服務能力、平台長期營運客服之能力、穩健的財務能力、完整的顧問諮詢輔導專業團隊、已具相當基礎的EuP資料庫及平台維運能力等均屬。本研究再以提出的整合服務平台11項關鍵成功因素，來對應EuP整合服務平台之實體營運規劃及作業模式內容。其重點諸如以服務之思維去建構營運模式及進行相關流程的規劃、統合簡化之組織進行自主營運等，而提出EuP整合服務平台最佳經營規劃模式。

關鍵字

整合服務平台 ； 關鍵成功因素 ； 電子商務 ； EuP

並列摘要

The related discussions on the success and failure of electronic-business (e-business) operations have been the center of focus for various professionals and scholars, with the discussions including the element of profitability, key success factor as well as the strategic planning direction of e-business websites. However, the discussions are mostly based on enterprise operations (B2B or B2C), with the ultimate goal being the enterprise operational profitability. The terms of the involved profitability vary; however, seldom do the discussions consider the overall developments of an industry and a country. Nevertheless, during the vigorous development of the e-business, the government plays a vital role in the common platform as needed by the industry in improving its global competitiveness. Although the specific industry integrated service platform is essentially an e-business platform, it has a specific service range and target due to the special goal of that industry. Therefore, the overall strategic planning and operational model concept are still different from that of the general e-business website, so are its related key success factor, operational detail planning and operational model. The development and improvement of the competitiveness of the industry will greatly depend on the construction of an integrated service platform for a specific industry from the success model of a general e-business website and the special service needs of the industry, to be followed by the assistance on the industry from its special position. Since the discussion on operating and planning of the integrated service platform of a specific industry is a vital issue, this research endeavors to launch such discussion, intends to find out the most suitable operational planning model for the integrated service platform and refer to the verification of the operational planning model of the Energy-using Products (EuP) integrated service platform. In the end, this research aims to create a triple-win situation for the government, industry and the user, and thereby improving the competitiveness of the country and the industry.
This research aims to emphasize both on the theoretical investigation and practical analysis, so that each analysis will be close to completeness and will not favor either end. In the theoretical investigation part, this research will clarify the definitions of portal and e-business. As well, this research will explain the e-business categories, Internet economy characteristics and information security behaviors. Later on, this research will quote the concept of Transaction Cost Theory to analyze the structure of e-business transaction costs while discuss on which planning model can help reach the win-win situation. Meanwhile, this research aims to conclude the elements of success of general e-business websites and the principles of launching strategic planning. For practical analysis, this research collects related information of e-invoice platform and material verification platform. By offering “the operational strategic planning chart for the integrated service platform,” this research analyzes and induces eleven key success factor of the integrated service platform from three facets—policy, demand planning and operational practice.
When this research launches external analysis of the EuP integrated service platform using this structure, it is discovered that the commonly-used Porter 5 force analysis for general industry analysis presents tremendous advantages among the analysis of EuP integrated service platform while being contradictory as well as complementary for supply and demand in dealing with the supplier and the buyer relationships. In addition, the development trend of information technology, the direction of government policy and social structure heavily influence EuP integrated service platform since the government policy has a part in the platform and this platform is an innovative service. After launching external analysis, it is obvious that the platform generates strong value chain advantages such as the ability to recruit and serve member clients, to offer long-term operation and service, as well as a healthy financial structure, complete consultancy team, a mature EuP database and platform-maintaining ability. This research will also use the offered eleven key success factor of the integrated service platform to correspond to the practical operational planning and operational model content of the EuP integrated service platform, with focuses including using the service concept to construct the operational model and launch related procedure planning, as well as integrate and simplify the structure for an independent operation while offering the best operational planning model of EuP integration service platform.

並列關鍵字

integrated service platform, ； key success factor ； e-business ； EuP

參考文獻

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